Overview
This study analyzes the effectiveness of multi-channel outreach campaigns compared to single-channel approaches. We examined 100+ campaigns across email, LinkedIn, and phone channels over 12 months.
Key Metrics
- Email-Only Campaigns: 3.2% meeting booking rate
- Email + LinkedIn: 7.8% meeting booking rate
- Email + LinkedIn + Phone: 12.4% meeting booking rate
Channel Synergy
Our research demonstrates that channels work synergistically rather than additively:
Expected vs. Actual Results
If channels were independent:
- Email (3.2%) + LinkedIn (2.1%) = 5.3% expected
- Actual result: 7.8% (47% higher than expected)
This suggests that multi-touch reinforcement significantly improves prospect engagement.
Optimal Timing
Email-to-LinkedIn Sequence
Best performing sequence:
- Day 0: Initial email
- Day 2: LinkedIn connection request
- Day 3: LinkedIn message (if connected)
- Day 5: Follow-up email
- Day 7: Phone call attempt
Response Windows
- Email: 73% of responses within 48 hours
- LinkedIn: 61% of responses within 72 hours
- Phone: Best results Tuesday-Thursday, 10am-11am and 2pm-3pm
Recommendations
- Always use at least 2 channels for high-value prospects
- Space touches 2-3 days apart to avoid overwhelming prospects
- Personalize each channel independently - don’t copy-paste
- Use email for detailed value propositions
- Use LinkedIn for relationship building
- Use phone for high-intent prospects who’ve engaged on other channels
Cost-Benefit Analysis
| Strategy | Cost per Meeting | Avg. Meeting Quality (1-10) | ROI |
|---|---|---|---|
| Email Only | $42 | 6.2 | 2.1x |
| Email + LinkedIn | $67 | 7.8 | 2.8x |
| Full Multi-Channel | $95 | 8.4 | 3.2x |
Despite higher costs, multi-channel approaches deliver superior ROI due to better meeting quality and higher conversion rates.
Conclusion
Multi-channel outreach is no longer optional for competitive sales teams. The synergistic effects of coordinated messaging across channels can more than double effectiveness compared to single-channel approaches.
However, success requires careful orchestration and channel-appropriate messaging. Organizations should invest in tools and processes that enable seamless multi-channel coordination at scale.