Multichannel prospecting: the order changes everything

Everyone agrees on combining email, calls and LinkedIn. The question that starts arguments is the order. Touch for touch, the order changes the result.

The order that works most often

What we see work most often: a light touch first (a LinkedIn profile view, a reaction to a post, not a sales message), a short email next, then the call within 24 to 48 hours of the email. The logic is simple: at the moment of the call, “I wrote to you yesterday” replaces the cold pitch. The prospect can place you, and the conversation starts one step further along.

The SMS has its place after a missed call. Short and factual: who you are, why you were calling, when you’ll try again. It sets up the second call instead of replacing it.

The combinations that cancel each other out

The LinkedIn sales message and the sales email on the same day: two pitches received, none read. The call ten minutes after the email: nobody has read your email within ten minutes, so you’re calling cold while thinking you’re calling warm. And the follow-up that repeats the same text on another channel: switching channels is for switching angles, not for repeating the same ask.

Email opens: read them with caution

An open is not a reliable signal of interest: inboxes preload, phones open on their own. A repeated open within the same day, or a click, says more. The reasonable use of this signal is prioritization: who to call first in today’s session. Nothing more.

Holding the order without thinking about it

A multichannel sequence rarely holds on people’s memory. If every SDR has to remember who received what and when, the order falls apart within one busy week. It’s a tooling matter: reminders and follow-ups have to be carried by the system. At Ubic, automations handle follow-up cycles with channel switching, and tasks sort the day by due date. Whatever tool you use: if the order of touches depends on individual discipline, it won’t survive the month.