20 million outreach attempts. Here's what the data says.

The cold versus warm outreach debate usually goes like this: someone says cold outreach is dead, someone else says it still works, and both cite their own experience as evidence.

Belkins settled it with data. Their 2025 State of LinkedIn Outreach study analyzed over 20 million outreach attempts across roughly 13,000 unique LinkedIn accounts on the Expandi platform, spanning all of 2024. The dataset is large enough to draw real conclusions.

The headline number: warm campaigns (messaging existing connections) achieve an 11.72% total reply rate. Cold connection campaigns get 7.85%. That's a 49% advantage for warm outreach.

But the most interesting findings aren't in the cold-versus-warm split. They're in the combinations.

The numbers that matter

Reply rates by campaign type

The gap between the best approach (messenger, 11.72%) and the worst (mobile connector, 3.81%) is 3x. Campaign type matters more than most people's messaging optimization.

The action combination that doubles results

The single most important finding in the Belkins study: combining a direct message with a profile visit before sending produces an 11.87% reply rate. Sending a direct message alone gets 4.88%.

That's a 143% improvement from one additional action.

Profile visits create a warm signal. The prospect sees your name and headline in their "Who's Viewed Your Profile" section. When your message arrives, you're not a stranger - you're someone who already showed interest. This mimics how human networking actually works: you notice someone, then approach them.

The cumulative effect of nurturing

Belkins tracked how reply rates change as you add more nurturing actions before outreach:

• 1 nurturing action: 1.07% reply
• 2 nurturing actions: 2.53% reply
• 3 nurturing actions: 3.78% reply
• 5 nurturing actions: 5.26% reply

Each additional touchpoint (profile visit, post like, comment engagement) adds roughly 1 percentage point to reply rates. Five nurturing actions before outreach generates 5x the replies of a single cold touch.

What personalization actually moves

The data on personalization is surprisingly nuanced.

Connection acceptance: notes barely matter

Belkins found that connection requests with a personalized message get 26.42% acceptance. Without a message: 26.37%. Statistically identical.

This challenges the conventional wisdom that you should always include a note. On LinkedIn, acceptance seems to be driven more by your profile (headline, photo, mutual connections) than by the note. Free accounts are now limited to roughly 5 noted requests per week anyway, making this largely a non-issue for high-volume senders.

Reply rates: personalization matters a lot

While notes don't affect acceptance, they significantly impact what happens after:

• Personalized first message: 9.36% reply rate
• Non-personalized: 5.44% reply rate

That's a 72% improvement. The takeaway: save your personalization effort for after the connection is made, not for the connection request itself.

AI personalization: the surprising results

AI-assisted messages outperform non-AI messages on the first touch (4.19% vs 2.60%). But on follow-ups, non-AI messages perform slightly better (3.91% vs 3.48%).

The likely explanation: AI is good at initial personalization (reading profiles, referencing posts) but produces follow-ups that feel less natural than human-written ones. Total campaign performance with AI: 7.66%. Without: 6.50%. AI adds about 18% lift overall - helpful but not transformative.

When cold still wins

The data doesn't say warm always beats cold. It says warm gets higher reply rates on average. But there are scenarios where cold outreach is the right approach.

When your TAM is small

If you sell to a niche with 200 target companies and you've already connected with most decision-makers, there's no warm pool to fish from. Cold outreach to the remaining prospects is your only option.

When speed matters more than conversion rate

A company launching a new product into an unfamiliar market needs awareness fast. Cold outreach at 7.85% reply rate with 100 daily touches beats warm outreach at 11.72% with 20 daily touches - at least in the short term.

When you have no content engine

Warm outreach depends on creating warmth - publishing content, engaging with posts, building visibility. If you're starting from zero content presence on LinkedIn, cold outreach gets you into conversations while you build your warm engine.

When warm wins decisively

Enterprise and high-ACV sales

When each deal is worth $50K+, the difference between 7.85% and 11.72% reply rates compounds massively through your pipeline. If you need 10 meetings to close 1 deal, warm outreach gets you there with roughly 85 outreach attempts. Cold takes 127. Over a year, that's hundreds of hours saved.

Saturated markets

If your prospects receive 10+ sales messages per week (common for VP Sales, CMOs, and Heads of Growth), cold outreach competes with everyone else in their inbox. Warm outreach - where they've already seen your name through profile visits, post engagement, or mutual content - cuts through because you're not a stranger.

The Belkins data confirms this: Sales roles have one of the lowest reply rates (6.32%), while HR/talent acquisition hits 12.08%. Sales people are numb to sales outreach. You need warmth to break through.

Long-term relationship building

Warm outreach builds compound advantage. Every post like, every comment, every profile visit creates a small signal. Over weeks, a prospect who's seen your name five times is dramatically more likely to respond than one who's never heard of you.

The hybrid approach (what actually works)

The best-performing teams in the Belkins data don't choose cold or warm. They build systems that create warmth before cold outreach happens.

The sequence that works

1. Week 1-2: Identify prospects through signals (engagement, job changes, hiring)
2. Day 1: Visit their profile (creates "who viewed" notification)
3. Day 2-3: Like or comment on one of their posts (second touch)
4. Day 4-5: Send connection request (without note)
5. On accept: Send personalized message referencing their recent activity
6. Day 7-10: Follow up if no reply

This isn't warm outreach or cold outreach. It's a warm-up sequence that turns cold prospects into warm ones before you ever send a message. The Belkins data shows this combination (multiple nurturing actions + personalized message) can achieve 10%+ reply rates consistently.

Tools like BeReach automate this entire sequence. The AI agent handles the profile visits, engagement tracking, and message personalization - running the warm-up automatically and reaching out when prospects are ready. At EUR49/month, it costs less than most cold outreach tools that skip the warm-up entirely.

Timing: what the data says about when to reach out

The Belkins study tracked reply rates by day and month:

Best days: Tuesday (6.90%) and Monday (6.85%) Worst days: Saturday (6.40%) Difference: Small. Don't overthink day-of-week timing.

Best months: January (7.51%), April (7.26%), July (7.00%) Worst months: October-December (6.36-6.44%) The pattern: Q1 start-of-year energy, Q2 budget season, and a summer bump. Q4 drops as people focus on closing existing deals.

Geographic performance: Southern Europe leads at 11.81%, followed by South America (9.71%) and Northern Europe (9.41%). Australia at 8.83%. Middle East at 7.24%.

Frequently asked questions