Guide · Sequences
How to build a multichannel email + LinkedIn sequence
A multichannel sequence is not the same message sent twice on two channels. Each channel has a job, and each step must add something new.
Updated 2026-10-05
In short
A multichannel sequence combines email and LinkedIn over three to four weeks: a profile visit and a connection request with no pitch, a short first email anchored on the prospect’s situation, a LinkedIn message once the request is accepted, then one or two follow-ups that bring something new. The sequence stops at the first reply, on every channel.
Why combine the two channels
Some decision-makers triage email ruthlessly but read their LinkedIn messages; others ignore LinkedIn and reply by email. Using both raises your chances of being seen, provided the person perceives one conversation, not two campaigns.
The roles split naturally. LinkedIn makes you familiar: a profile visit, a connection request, a reaction to a post. Email carries the argued message: context, a proposal, a question. The LinkedIn message, once connected, stays short and conversational.
Construction rules
- A reply stops everything: as soon as the prospect answers, on any channel, the remaining steps are cancelled everywhere.
- Every follow-up adds something: a proof point, a comparable case, a different question. “Just bumping this up” only shows you have nothing to say.
- No pitch in the connection request: a one-line note or no note at all. Selling in the invitation lowers acceptance.
- Breathing room: two to four business days between touches, never two channels on the same day.
- Three to five touches in total: beyond that, the gain is small and the risk of being reported grows.
- A clean exit: the last message closes the door politely and leaves room to come back later.
Example four-week sequence
Business days from the start. Each step assumes the prospect has not replied yet.
| Day | Channel | Action | Intent |
|---|---|---|---|
| D0 | Profile visit | Show up in their notifications without asking for anything | |
| D1 | Connection request, no note or a one-line note | Connect | |
| D3 | First email: signal or situation, proposal, one question | Open the conversation | |
| D6 | Short message if the request was accepted | Continue on a more personal channel | |
| D9 | Follow-up in the same thread: a comparable case or a sourced figure | Bring proof | |
| D14 | Reaction or comment on a recent post, if there is one | Stay present without chasing | |
| D18 | Last message: close the door, offer to reconnect later | Get an answer, even a no |
If the connection request is not accepted, the later LinkedIn steps are skipped and the sequence continues by email.
Message templates
Connection note (optional): “Hi [First name], I follow [topic] in [industry] across [region], happy to connect.”
First email: “Hi [First name], [precise observation: new role, hiring, new site]. At [comparable company], that is often when [concrete problem] shows up. We help [type of company] [outcome] without [usual constraint]. Is this on your plate right now? [Signature]”
LinkedIn message after acceptance: “Thanks for connecting, [First name]. I emailed you about [topic]; if LinkedIn is easier, happy to give you the short version here.”
Follow-up with proof: “[First name], a concrete example: [comparable customer] had [situation] and [measured result, if you can source it]. I can walk you through it in twenty minutes.”
Last message: “I won’t keep chasing, [First name]. If this comes back on the agenda in a few months, just reply to this email. All the best.”
Pre-launch checklist
- The target is approved prospect by prospect, not only by filters.
- Every message reads as written for one person, with variables filled and checked on several prospects.
- Follow-ups stay in the same email thread (empty subject or “Re:”).
- Stop-on-reply works on both channels.
- Every email offers a simple way to opt out (see the GDPR guide).
- Sending mailboxes are authenticated and warmed up (see the deliverability guide).
- A test send has been read on mobile and desktop.
Measure what matters
Email open rates have become unreliable: some mail clients preload images and record opens nobody made, others block the tracking pixel. Steer by reply rate, positive reply rate and meetings booked per segment, and on LinkedIn by connection acceptance rate.
Compare steps with each other: if almost every reply comes from the first email, your follow-ups add nothing; if they come from LinkedIn, give that channel more room.
What to do with each type of reply
The sequence stops at the first reply; what happens next depends on what the person said.
| Reply | What it means | Action |
|---|---|---|
| Interested | The topic is live | Answer the same day, offer two slots or a booking link |
| Later | The topic exists, the timing doesn’t | Note the date mentioned and come back then, with something new |
| Wrong person | Right company, wrong contact | Ask who owns it, thank them, write to that person citing the referral |
| Not for us | No need or already equipped | Thank them, perhaps ask why, and exclude them from future campaigns on this topic |
| Unsubscribe | Doesn’t want to hear from you | Add to the suppression list immediately, no follow-up |
| Auto-reply | Out of office, left the company | Resume after their return, or find the successor if they left |
Adapt the sequence to your target
The example above suits decision-makers who are active on LinkedIn. For roles that barely use it (some owners of industrial SMEs, some professional services), lighten the LinkedIn part and rely on two or three careful emails, possibly with a call. Conversely, for people swamped by email, give LinkedIn more room.
Adapt language and tone too: first names in English, formal address in French or German, local conventions for greetings and sign-offs. A sequence translated word for word is spotted immediately.
What The Sales Engine does
The platform runs email and LinkedIn steps in a single sequencer: a reply on one channel stops the other, and a declined request moves the rest of the sequence to email. The first message is written for each prospect from their buying signal, an automatic review flags missing variables before launch, and you can send a test of the whole sequence to your own address.
Frequently asked questions
Should I start with email or LinkedIn?
Starting with a LinkedIn visit and connection request makes your name familiar before the email lands. If the prospect is not active on LinkedIn, an email-only sequence still works; what matters is a logical order and stop-on-reply.
How many follow-ups should I send?
Two to four in total across channels, over three to four weeks. Each one must bring something new; otherwise stop and come back on a fresh signal.
Can I put a link in the first email?
One useful link (a page about the prospect’s situation, a booking link) is fine. Avoid emails full of links, images and attachments, which look like a newsletter.
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