Overview
When launching your first multichannel campaign, choosing the right channel to start with is key to maximizing engagement and conversion. This article helps you evaluate your audience, lead sources, and channel activity to make the best decision.
Key benefits
Maximize outreach by choosing the channel your leads are most active on.
Increase engagement by leveraging the channel with the highest enrichment rate.
Optimize volume by balancing email and LinkedIn activity for daily lead activation.
Strategic fallback allows you to use the secondary channel efficiently.
What should I take into consideration when choosing which channel to use first?
As always, common sense applies:
What is the primary source of leads?
If your primary source of leads is LinkedIn, you can reach 100% of them via LinkedIn, although enrichment may vary.
If your source is an outside database (like a CRM), you’ll likely have:
First name + Last name + Company name
Email
Note: LaGrowthMachine can sometimes identify LinkedIn profiles based on the first name + last name + company combination, but email usually gives you more starting information.
Where is your lead most active/likely to respond?
Don’t blindly follow recommendations—know your audience:
Developers may have LinkedIn profiles but rarely respond there. Use LinkedIn as a fallback instead.
Tech founders are active daily on LinkedIn and open to messaging, making it a strong starting channel (Twitter could also work).
Ask yourself:
Where is my audience most active daily?
Where am I most likely to build a relationship with them?
What’s your channel enrichment rate?
If your leads are freelancers from LinkedIn without professional emails, your email enrichment rate will be low. Prioritizing email doesn’t make sense in this case.
My leads are coming from LinkedIn, what’s the advantage of being email first?
Consider this scenario:
Leads come from LinkedIn Search results
Enrichment rate is decent (~40%)
Leads are active on LinkedIn
Why start with emails?
One word: Volume
By starting with email and using LinkedIn as a fallback for:
People who didn’t reply via email
People for whom LaGrowthMachine didn’t enrich emails
You can benefit from both daily volume capacities:
200–300 emails/day
80–120 connection requests/day on LinkedIn
Result: 280–320 new leads activated per day. Even more if you’re willing to take risks.
Important: If you go LinkedIn first with emails as fallback, you’ll only activate 80–120 leads/day.
FAQs
What if my leads are equally active on LinkedIn and email?
What if my leads are equally active on LinkedIn and email?
Start with the channel that allows for higher daily volume, and use the other as a fallback to maximize total reach.
Is LinkedIn always better for tech founders?
Is LinkedIn always better for tech founders?
Not always, but tech founders tend to be highly active on LinkedIn, making it a strong starting point for initial outreach.