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LinkedIn or Email, how should I start my outbound campaign?
LinkedIn or Email, how should I start my outbound campaign?

Multichannel brings up to many possibilities!

Adrien Moreau Camard avatar
Written by Adrien Moreau Camard
Updated over 3 months ago

You’re about to launch your first multichannel campaign and are wondering if you should have a LinkedIn or email-first approach

Want to know how to make the right decision? Read-on

Table of contents :

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, then it means that you’ll have 100% of your leads the ability to reach out to them using LinkedIn, while enrichment may vary. For more information on enrichment rates, read our guide on how we find professional emails.

If your source is an outside database (your CRM or else), probably, the most info you’ll have is :

  • First name + Lastname + company name

  • Email

Where is your lead most active/likely to respond?

Don’t blindly follow recommendations. Know your audience.

  • Developers might have profiles on LinkedIn but are barely active or responsive there. It’s probably not the best channel to start with but to use as a fallback

  • Tech founders are active daily on LinkedIn and very open there. Probably the best channels to start with, if not Twitter

Following the two examples above, ask yourselves :

  • Where is my audience most active daily?

  • Where am I most likely to build a relationship with them?

The rest should follow

What’s your channel enrichment rate?

Let’s suppose you’re reaching out to freelancers identified via LinkedIn. Most of them do not have any professional emails, so your enrichment rate will be very low. It doesn’t make sense to prioritize emails.

My leads are coming from LinkedIn, what’s the advantage of being Email first?

Let’s take into consideration the following campaigns :

  • Leads are coming from LinkedIn Search results

  • The enrichment rate is decent - 40%

  • My leads are active and likely to respond on LinkedIn

Why would it make sense for me to start with emails?

One word: Volume.

By starting with email, and using LinkedIn as a fallback for :

  • People who didn’t reply via emails

  • People for which LaGrowthMachine didn’t enrich emails

You’re able to benefit from both daily volume capacities :

  • 200-300 emails/day

  • 80-120 Connection requests/day on LinkedIn

For a total of 280 - 320 new leads activated per day. Even more, if you're willing to take risks.

If you’re LinkedIn first, using Emails as a fallback, you’ll only activate 80-120 leads per day.

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