About to start your first campaign on La Growth Machine? Want to make sure you chose the right standard? Want to learn all the best practices in how to use it?

These guidelines are made for you.

Table of contents :

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 :

If your primary source of leads is LinkedIn, then it means that you’ll have 100% of your leads the ability to outreach 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 :

Hopefully, La Growth Machine can identify LinkedIn’s profile based on the combination of first name + last name + company name, but probably you’ll have more info to start with using email.

If you’re still looking to be LinkedIn first on such a CSV, make sure to modify your sequence to segment based on La Growth Machine's ability to find the LinkedIn Profiles

Don’t blindly follow recommendations. Know your audience.

Following the two examples above, ask yourselves :

The rest should follow

Let’s suppose you’re outreaching 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.

Given all of the above, if LinkedIn > Email still feels right, let’s deep-dive into how to best use it!

LinkedIn > Email is a classic sales routine. You will first activate the lead on LinkedIn by sending a connection request.

If we're not connected within the next 4 days, but La Growth Machine has enriched its professional email, it will move into a three steps emails sequence, following up every 5 days

If the lead accepts our connection request, we will be able to further engage with him on LinkedIn, sending the first two follow-ups on LinkedIn.

Then, if La Growth Machine has enriched its professional email, we will send the last follow-up through email. If not, the last one is on LinkedIn.

Immediately after enriching the lead, La Growth Machine will make a connection request. You can choose to add a note or not. We strongly advise you to add an honest and transparent note as all the data we have shows that a transparent connection request leads to a higher rate of qualified calls.

We recommend focusing on the perceived value of our tool and closing with a demo proposition as CTA.

Here’s an example below of what we use :

For more information, you can read our guidelines on how to evaluate if you should add a note or not.

The lead didn’t accept your connection request. Possibly because :

Either way, thanks to La Growth Machine’s ability to enrich emails, we will be able to fall back to emails.

Via emails, you have no theoretical limit on length, but avoid boring out potential leads with long emails. Nobody likes to read long sales pitches: precision is of the essence.

In our sequence, we’ve built our emails as follows:

First Email :

You must start by mentioning our previous attempt to connect via Linkedin. This allows us to humanize the touch. Then you can go on pitching.

Here, I’m playing with the fact that we’re a sales automation platform, and showcasing its capabilities.

My goal: catch their attention by disclosing how we do.

Second Emails :

Much more traditional :

{{customAttribute1}} matches with 3 clients from the same segment.

{{customAttribute2}} matches with the value -mostly statistics of improved conversion rate or increased volume- they get from La Growth Machine.

Simple yet effective

For an in-depth article on how to write great cold emails, check out Startupgrind’s 6 creative ways to use cold emails.

Last email :

You may choose to have more than 3 emails, depending on your copywriting style and the information you feel is valuable to share.

As a closing email, several approaches may work :

The lead accepted your connection request, probably because :

Either way, that’s great news, since you will now be able to send him messages on LinkedIn.

Before writing your DMs, you should read our guidelines on best practices for copywriting on LinkedIn

1st DM :

Two types of DMs may vary depending on whether you choose to input a direct note or not.

In our case, as with the first email, we’re still playing around with the fact that we’re a sales automation platform and disclosing what’s happening. The goal is the same: catching attention.

2nd DM :

Following recommendations from the email, we’re using the same content, slightly adapted to fit LinkedIn’s constraints.

You’ll notice that we added the link in the message to have the preview drive traffic. Don’t know what I’m talking about, you should read our guide to optimizing links for a great click-through rate on LinkedIn

Still no reply? You might have to change channels! Not getting a reply on LinkedIn despite connecting doesn’t mean he’s not interested, but can have many reasons :

If we have the email, it’s a good opportunity to send him one. Guidelines :

If LGM has not found the email, then you can just close the loops using the same messages.

Using La Growth Machine's dashboard, you can track all major KPIs :

We recommend reading our guidelines about how to analyze and optimize your KPIs

If you’ve connected your CRM natively and followed our recommendations on how to set up lifecycle stages, you’ll have set up the following :

Doing so, you’ll be able to go much further than just reply rate, but :

We’ve shared with you the basics. You can do more :