Learning Objective
By the end of this tutorial, you’ll know how to design a multichannel outreach sequence (email + LinkedIn + calls), choose a pacing strategy, and structure your touches to improve reply rates without overwhelming prospects.
Why This Matters
Multichannel sequences improve results because they meet prospects where they already are: some people react to email, others to LinkedIn, and some only engage after a call. Combining touchpoints increases visibility, creates more opportunities for engagement, and helps you build trust through repeated (but well-timed) contact.
Prerequisites
You should already know how to:
Connect at least one sending email account in lemlist
Connect LinkedIn (if you plan to use LinkedIn steps)
Create a campaign and add leads
If you need the product walkthrough for building a multichannel campaign, follow this guide: My first steps with the multichannel
Core Lesson: Step-by-Step Workflow
Phase 1: Pick your campaign goal and pacing
Decide what “success” means for this sequence.
Examples: booking a meeting, getting a reply to qualify, driving sign-ups for a webinar, reactivating dormant leads. Your goal determines how fast you should follow up and how “direct” your messaging can be.Choose a pacing model: balanced (30 days) or fast (14 days).
A longer sequence works best when deal cycles are longer or your audience dislikes pushy outreach. A faster sequence fits time-sensitive offers, inbound follow-up, or smaller lead lists where you want to qualify quickly.
Phase 2: Design your touchpoint mix (LinkedIn + email + call)
Use LinkedIn for “warm” touches and context.
LinkedIn profile visits and connection requests can create recognition before (or alongside) email outreach. This is especially useful when your audience is active on LinkedIn.Use email for your main value message and follow-ups.
Email is usually where you communicate the most detail (problem, value, proof, CTA). Follow-up emails keep your message visible even if the prospect missed the first one.Add a call at the right moment (optional but powerful).
Calls work best after you’ve created familiarity via LinkedIn/email. Treat calls as a “high-intent” touch: use them when the lead is qualified or when your offer is time-sensitive.
Phase 3: Choose a proven sequence (copy one of these scenarios)
Scenario 1: Spread over a month (balanced approach)
This scenario mixes LinkedIn visits, a LinkedIn message/invite, emails, and calls across 30 days. It’s persistent without feeling overwhelming.
Day 1: LinkedIn visit
Day 2: LinkedIn message/invite
Day 3: First email
Day 5: LinkedIn visit
Day 6: LinkedIn visit
Day 8: Second email
Day 10: LinkedIn visit
Day 12: Third email
Day 15: LinkedIn visit
Day 16: Call
Day 22: Fourth email
Day 25: LinkedIn visit
Day 30: Call
This structure includes five “hard touches” (emails + the LinkedIn message) spread out over a month. The spacing helps you stay present while giving leads time to respond.
Scenario 2: Spread over two weeks (faster pace)
This scenario is a rapid 2-week follow-up with frequent emails, a LinkedIn visit, and a final call. It’s more direct and works well when you want faster qualification.
Day 1: LinkedIn message/invite
Day 2: First email
Day 6: Second email
Day 7: LinkedIn visit
Day 10: Third email
Day 13: Call
This approach creates consistent momentum: 3 emails and 2 LinkedIn touches in two weeks, followed by a call to convert interested leads.
Phase 4: Make each touchpoint feel intentional (not spammy)
Give every step a clear purpose.
Example: LinkedIn visit = familiarity, LinkedIn message = permission to connect, Email 1 = value + CTA, Email 2 = proof, Email 3 = breakup/close-the-loop.Personalize the channel, not just the first name.
Use LinkedIn to reference something contextual (role change, recent post, mutual interest). Use email to clearly state why you’re reaching out and what’s in it for them.Leave breathing room between “hard touches.”
“Hard touches” (direct asks via email/DM/call) should be spaced so prospects don’t feel chased. Profile visits and softer touches help maintain presence without increasing pressure.
Practical Application / Real-Life Example
Example goal: Book a 15-minute discovery call with operations leaders.
Try-it-yourself checklist (use in your messages):
One clear CTA (e.g., “Open to a 15-min chat next week?”)
One specific reason you chose them (industry, role, recent activity)
One proof point (result, case study, relevant metric)
One “easy out” line in later follow-ups (e.g., “If this isn’t a priority, I can close the loop.”)
Recommended starting point: Use the 30-day (balanced) scenario for cold outreach and the 14-day (faster) scenario for warmer leads or time-sensitive offers.
Troubleshooting & Pitfalls
Issue: Response rates drop after adding more steps
Root cause: Too many “hard touches” too close together, or every message repeats the same pitch.
Fix: Reduce the number of direct asks, add spacing, and make each follow-up add new value (proof, a different angle, a relevant insight).
Issue: LinkedIn steps don’t perform (low accepts/replies)
Root cause: Connection message is too salesy or not contextual.
Fix: Shorten the invite message, remove the pitch, and reference something relevant (role/industry/post). Save the detailed value proposition for email.
Issue: Prospects say it feels like “too much”
Root cause: High frequency across multiple channels without a clear reason for each touch.
Fix: Switch to the balanced (30-day) pacing, remove one follow-up email, and keep calls only for qualified/high-fit leads.
Issue: You can’t tell which channel is working
Root cause: Too many variables changing at once.
Fix: A/B test one element at a time (subject line, LinkedIn opener, CTA). Keep the rest of the sequence consistent for at least one test cycle.
Knowledge Check
Which pacing model did you choose (14-day vs 30-day), and why does it fit your audience?
What is the purpose of each touchpoint in your sequence (visit, message, email, call)?
What is the one variable you’ll A/B test first to improve performance?