How to best use the LinkedIn > Email sequences?

Learn how to master the basic!

Adrien Moreau Camard avatar
Written by Adrien Moreau Camard
Updated over a week ago

About to start your first campaign on LaGrowthMachine? 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 :

Is LinkedIn > Email right for me? Or should I start with Email > LinkedIn?

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 :

What is the primary source of leads?

If your primary source of leads is LinkedIn, then it means that you’ll have for 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, most info you’ll have is :

  • Firstname + Lastname + companyName

  • Email

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

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 nor 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 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!

What does LinkedIn > Email do?

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 LaGrowthMachine 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 LaGrowthMachine has enriched its professional email, we will send the last follow-up through email. If not, the last one on LinkedIn.

What are the best practices regarding copywriting when using LinkedIn > Email?

Step 1 - A brief introduction

Immediately after enriching the lead, LaGrowthMachine 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 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 close with a demo proposition as CTA.

Here’s an example below of what we use :

Step 2-A - Not Connected? Let’s switch to email

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

Either way, thanks to LaGrowthMachine’s ability to enrich emails, we will be able to fallback 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 follow:

First Email :

It is very important you start by mentioning our previous attempt of connecting 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 :

  • A reminder of what we do

  • Proving you’re the best at what you do with social proof: segment your prospect by customer type/persona and use custom attributes to explain how customers matching their segment use your company to their benefit. For more research on how to segment and build custom attributes, do check out Dogpatch’s on writing personalized emails at scale. Here’s what we use :

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

{{customAttribute2}} matches with the value -mostly statistics of improved conversion rate or increase volume- they get from LaGrowthMachine.

  • Closing with a demo proposal as CTA. You might notice we do not provide directly a Calendly link, as we believe this shows a lack of appreciation and demonstrates a mass-emailing approach. Though we send a Calendly link if they reply to easily schedule the call.

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 information you feel valuable to share.

As a closing email, several approaches may work :

  • Request for an intro: A classic closing would be to acknowledge that he might not be the right person to talk with and request an introduction to the right person.

    This is great if you’re addressing bigger companies and are truly unsure about who to touch base with

    In the example below, we’re reminding value (as a last attempt to arouse interest) while requesting the intro

  • Sending Marketing Material: another approach would be to close the loop

Step 2-B - Connected? Great! Let’s get in touch!

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 chose to input a direct note of not.

  • If you’ve imputed a direct note, it’s probably an acknowledgment that he’s interested! You should jump on that.

    In our case, since our note offered a demo, I’m jumping on the occasion, not pitching more than that. Why? Because it feels natural and in good context to what happened before

  • If you didn’t put a direct note, or a note at all, you might have to remind what you do and build both trust and awareness.

In our case, as with the first email, we’re still playing around 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 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 definitely 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 :

  • He’s just not that active on LinkedIn

  • He’s receiving a lot of messages on LinkedIn and can hardly respond to all of them or manage them properly. We can’t blame him, LinkedIn’s conversation system is a mess

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

  • Do mention that you’ve sent a few messages already on LinkedIn

  • Do pay attention to the amount of information already shared. You don’t want to reset everything as if he didn’t receive anything. No human would forget previous attempts, why would you during automation

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

How to best analyze performance?

Using LGM’s Dashboard :

Using LaGrowthMachine's dashboard, you can track all major KPIs :

  • Connection Rate

  • Email Enrichment Rate

  • Reply Rate

Using your CRM :

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 :

  • Contact automatically set as a prospect when started

  • Contact automatically set as a lead when they reply

  • Contact manually set as a sales qualified lead when the lead is engaged

  • Contact manually set as a customer when the lead has paid

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

  • Positive reply rate

  • Qualified call booked

  • Closing rate

  • Revenue generated

It’s up to you now!

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

  • Work on your copywriting and segmentation

  • Use LaGrowthMachine to re-engage past prospects, not just new ones

  • Use LaGrowthMachine to funnel leads into your webinars

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