Overview
LinkedIn > Email sequences are a powerful way to blend social outreach with classic email follow-ups. This guide walks you through how the sequence works, when to choose it, and all the best practices to get the most replies with the least friction.
Key benefits
Multi-channel coverage to maximize your chances of reaching a lead
Smart fallbacks when LinkedIn isn’t enough
Higher reply potential by mixing warm social context with email
Flexible copywriting adapted to each channel
Is LinkedIn > Email right for me?
Before running your first campaign, it helps to understand whether you should start with LinkedIn or email. As always, common sense applies.
Primary source of leads
If your leads mainly come from LinkedIn, you’ll be able to activate 100% of them through LinkedIn. Email enrichment may vary, so LinkedIn-first typically makes sense.
If your leads come from an external database (CRM, spreadsheets, etc.), you usually have stronger email data, such as:
First name + last name + company name
Email
Tip: If you still want to prioritize LinkedIn, consider segmenting based on La Growth Machine’s ability to find LinkedIn profiles.
Where is your audience most active?
Do not blindly follow a template. Know where your audience hangs out.
Developers: They may have LinkedIn profiles but rarely engage there → don’t start with LinkedIn
Tech founders: Hyper-active on LinkedIn → LinkedIn-first is a great choice
Ask yourself:
Where is my audience most active daily?
Where am I most likely to build trust?
What’s your channel enrichment rate?
If you’re targeting freelancers via LinkedIn, many won’t have professional emails. Your enrichment rate will be low → email-first may not make sense.
If LinkedIn > Email still seems right, let’s dive deeper.
If you haven’t already read our dedicated article to help you evaluate which channel you should start your outreach with, here’s a reminder. As always, common sense applies!
How LinkedIn > Email sequences work
What does LinkedIn > Email do?
This sequence follows a classic multi-touch routine:
La Growth Machine sends a LinkedIn connection request.
If the lead doesn’t accept within 4 days but we have an enriched email, the workflow switches to a 3-email sequence, spaced 5 days apart.
If the lead accepts, follow-ups continue on LinkedIn, usually two additional messages.
If an enriched email exists, the last touch is done via email. If not, it stays on LinkedIn.
Best practices for copywriting in LinkedIn > Email
Step 1—The connection request: keep it brief and honest
When a lead is enriched, La Growth Machine immediately sends a connection request.
You can choose to add a note. And honestly—you should.
Important: Transparent notes consistently outperform note-less requests in generating qualified calls.
We recommend focusing on:
The perceived value of your solution
A simple demo proposal as CTA
Step 2A – If not connected: switch to email
The lead didn’t accept your connection request, maybe because:
Your note wasn’t intriguing
You added no note and your profile lacked trust
They’re barely active on LinkedIn
Thanks to email enrichment, you can seamlessly fall back to email.
Writing email follow-ups
You can write longer emails, but don’t bore people. Precision wins.
First email
Start by mentioning your earlier LinkedIn outreach
Then deliver your pitch
You can tease with how your automation works to pique curiosity
Second email
A more classic structure:
Reminder of what you do
Social proof using custom attributes
Example:
{{customAttribute1}} matches with 3 clients from the same segment
{{customAttribute2}} highlights key improvements (conversion rates, volume increases, etc.)
Close with a demo CTA (avoid pushing a Calendly link upfront—save it for when they reply)
Simple and effective.
Final email
Your last email can take several shapes:
Request for an intro
Marketing material
Value reminder
Pick the style that fits your audience and copywriting style.
Step 2B—If connected, engage with LinkedIn DMs
The lead accepted your connection request, which means:
Your note was compelling, or
Great news—you can now send messages directly on LinkedIn.
1st DM
Your message depends on whether you used a note:
If you added a note: follow up naturally on the conversation
If not: re-introduce yourself, build awareness, and create context
Same goal as the first email: catch attention while being human.
2nd DM
Content is similar to the second email, tailored for LinkedIn’s shorter format.
We often include a link because LinkedIn previews help with click-through rates.
No reply yet?
You may need to switch channels.
Reasons they might not answer:
Low LinkedIn activity
Inbox overflow (LinkedIn messages are notoriously messy)
If you have their email:
Mention your previous LinkedIn messages
Keep context consistent—don’t pretend nothing happened
If you don’t have an email, close the loop with your remaining LinkedIn messages.
How to analyze performance
Using the LGM dashboard
You can evaluate key metrics such as:
Connection rate
Email enrichment rate
Reply rate
Using your CRM
If connected properly, your CRM updates automatically:
Contact → Prospect (when sequence starts)
Contact → Lead (when they reply)
Lead → Sales-qualified lead (manual)
Lead → Customer (manual, after payment)
This gives you deeper insights:
Positive reply rate
Qualified call booked
Closing rate
Revenue generated
FAQs
What makes LinkedIn > Email different from Email > LinkedIn?
What makes LinkedIn > Email different from Email > LinkedIn?
LinkedIn > Email starts with a social, warm touch. Email > LinkedIn starts with a more scalable channel. The right choice depends on your source of leads and audience habits.
Should I always add a note to my LinkedIn connection request?
Should I always add a note to my LinkedIn connection request?
Notes generally improve conversion when they’re transparent and relevant. However, if your profile already builds trust, note-less requests can still work.
How many emails should I send after LinkedIn?
How many emails should I send after LinkedIn?
Three emails is a common standard, but you can add more depending on your messaging strategy and available value to share.
What if a lead connects but doesn’t reply?
What if a lead connects but doesn’t reply?
Switch to email if you have it. Mention your LinkedIn attempts to keep context intact.
How do I know if my sequence is performing well?
How do I know if my sequence is performing well?
Track your connection rate, enrichment rate, and reply rate. Improvement often comes from better targeting and clearer copy.