Cold email reply rates cap out. Adding LinkedIn and phone to the sequence compounds reach and conversion. A multi-channel sequence reaches the same prospect 5-8 ways over 3 weeks, catching them on whatever channel they pay attention to.
The case for multi-channel
Some prospects check email first thing. Others check LinkedIn before email. Others answer phone calls but ignore both. Multi-channel hits them where they are, not where you prefer.
Typical outcome compared to email-only:
Email only: 8-12% total reply rate across sequence
Email + LinkedIn: 12-18%
Email + LinkedIn + phone: 18-25%
The 3-channel default sequence
Day 0: Email 1 + LinkedIn connection request
Day 3: Email 2 (bump)
Day 5: If LinkedIn connection accepted, send LinkedIn message (NOT a pitch, a short "great to connect")
Day 8: Email 3 (reframe)
Day 10: Phone call attempt (voicemail if no answer)
Hi [name] - saw your post on [specific topic], wanted to connect. Not pitching anything, would be interested in comparing notes on [related area]. - Sam
Post-connection message
Wait 2-3 days after accept. Then send a brief message referencing something about them. NOT a pitch.
LinkedIn post-connection
[name] - thanks for connecting. Wanted to share a quick thought on [topic from their post / profile] since it resonated. [One sentence of value.]
Happy to dig in further if useful. Otherwise looking forward to seeing your work pop up in my feed.
LinkedIn DM later in sequence
If email sequence is mid-flight and no reply, a short LinkedIn DM as a "different channel" bump.
LinkedIn sequence bump
[name] - emailed a few times re: [topic], not sure it's landing. Probably easier to ask here: is [topic] even a priority this quarter? Either way is fine - just want to make sure I'm reaching you on the right channel.
Phone strategy
Not everyone answers unknown numbers. But voicemail is a touch. Voicemail left with purpose = another impression.
Voicemail script
Cold voicemail
Hi [name], this is Sam from [company]. Trying to catch you before Friday on the [topic] thing I emailed about, the short version is [one sentence].
I'll follow up by email. If you want to cut the back-and-forth, my direct is [number]. Thanks [name].
Key elements:
Say their name at start and end (triggers attention when played back)
One-sentence purpose (not full pitch)
Set up the follow-up email
Leave direct number
Under 25 seconds
Second phone attempt
5-7 days after first. Different time of day. If still no answer, stop calling, you've left your mark.
Keep the multi-channel thread visible to one recipient, not siloed, referencing "also sent you an email" in LinkedIn makes it feel coordinated not spam