Multichannel Campaigns: Best Practices For Skyrocketed Reply Rates

Hi 🙂

Outreach is like going back and forth: you test this and that and finally establish the framework that works.

Closely offers multichannel outreach functionality, opening up a field of experiments for your sales team. In this article, we’ve added some cool practices for multichannel outreach along with message templates. Feel free to take the one you like and remake it (adjusting for your case).

Let’s dive in.

Short intro: why opting for multichannel prospecting?

1. Interacting on LinkedIn and sending emails minimize chances of your messages go unseen.
2. Multichannel campaigns usually involve other steps, besides messages: post likes, skill endorsement, or profile visits on LinkedIn. This makes an impression that you interact with leads’ profiles manually, which increases the chances of your messages getting opened.

1. Avoid spam filters. When you’re reaching out to your leads through one channel, especially email, it increases your chances of getting trapped by spam filters. Multichannel prospecting, on the other hand, lets you diversify outreach and keep pauses between messages, allowing for better deliverability.
2. Finally, you can find out which channel your prospects prefer. Identifying this can help you learn the habits of your customers, therefore, create better content and engage them through the channels they like and use.

That is why it’s imperative that you try multichannel prospecting.

Building your campaign

Closely is a multichannel outreach software that combines LinkedIn and email outreach, letting you reach out to your prospects through two channels, within one outreach campaign. First, lets quickly brush up on technical part: how do you set up your account?

Tech part: Setting up your account

• Go to the ”Accounts“ tab

• Connect both LinkedIn and Email accounts (Gmail or Outlook)

• Go to ”Account Settings“ and set up your account:

 ⁃ Write your name

 ⁃ Set your daily email limit (if your account is new — put a low number until it’s been warmed up)

 ⁃ Choose the timezone, times, and days of the week for the emails

 ⁃ Add some in your hidden copy if needed

 ⁃ Add your signature: flesh it out with your logo and relevant links

• Click ”apply changes“

• Turn warmup mode on to avoid LinkedIn restrictions 

• In the ”profile settings”, put your first name, last name, company and job title 

In this tab, the same as in your email, there’s the timezone, working hours and working days, as well as your login and password.

After setting up your account, go to the ”Campaigns“ tab. 

Building a campaign

Now you’re ready to build your multichannel campaign. It should start from a connection message.

You can add the following steps:

• Connection message
• Follow-up message
• Email
• Post like
• Profile visit
• Skills’ endorsement

The more steps you add to your campaign, the more touch points with your prospects you create. So, don’t be shy here: try to add different steps in different order. From our experience, campaigns that include post likes and profile visits result in higher reply rates.

Writing a striking message

There are truly no concrete rules to writing a message that will convert. However, there are some best practices, we’ve outlined them below.

1. In general, it’s better to keep your messages short
2. Don’t stuff your message with lots of personalization: it’s better to write a good message and use personalization points just as a supplement
3. Adding gifs or images is not a bad idea
4. Avoid sounding pushy in a subject line: better make it breezy and not tied to the product that you sell

Find some samples of messages for your campaigns below.

Multichannel Sequences (take one and remake it)

The bot will send your messages and do steps as long as your prospect doesn’t reply. When they reply, the bot will no longer send messages and your campaign will be stopped.

Connection message

In a connection message your task is to sound in a way to make and impression that you don’t mean to sell your services or product. One of the ways to do it is to say that you want to establish connections.

Consider something like this:

Profile visit (after 1 day)

Consider adding a “profile visit” step to make an impression that you’ve visited their profiles. This makes an outreach human-like.

Follow-up (when accepted)

In a follow-up message, it’s best to establish a connection. You can open with a “glad that we’ve connected” or just a smile. Then you can briefly introduce your project or product.

For instance,

Profile visit (after 2 days)

You can add another “profile visit” step prior to the next follow-up message.

Post like (after 1 day)

The software can visit your prospect’s profile and like one or a few recent posts.

Follow-up (after 2 days)

The next step can be another follow-up. Something like:

Email (after 3 days)

If your prospect still hasn’t replied to your message on LinkedIn, you can try to win their attention via email. You can try to dive in more details on how you see your potential collaboration and why it’s a winning collaboration for both sides.

You can also consider adding a PDF file with outlined benefits of collaboration for both sides. Consider playing this card with a few prospects that you expect to be your clients. For example:

Maybe sending a roadmap for free is not something that you would do. However, if you’re at start and you need those first clients, this practice can be your key.

The best thing in multichannel prospecting is that you can play with the order and number of steps, which translates into a big field for experiments for your sales teams.

Need help with setting up your campaign? Feel free to reach out to our experts, they’ll gladly help you get the hang of product’s functionality.