Forget Just Email. This is the Age of Multi-Channel Outreach.

Tired of cold email fatigue? It’s time to diversify your outreach across multiple channels – from social media to direct mail. This guide will show you how to upgrade to an integrated omni-channel approach for today’s savvy B2B buyers.

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What is Multi-Channel Outreach?

Multi-channel outreach refers to using multiple communication channels to connect with potential customers during the sales process. Instead of relying on just one method like cold calling or email, businesses adopt an omnichannel approach to increase touchpoints with prospects across different platforms.

The goal of multi-channel outreach is to improve conversations rates by meeting prospects where they are most receptive. With more channels, you have more opportunities to engage prospects and nurture them towards becoming customers.

Why Adopt a Multi-Channel Strategy?

There are several key benefits to using multiple outreach channels:

  • Increased reach: You gain access to a wider audience by leveraging different channels. Email may reach office workers, social media marketing targets millennials, cold calling connects with executives. Cast a wider net.
  • Flexibility: If one channel becomes less effective due to changes in technology, saturation, or audience fatigue, you can double down on other channels that are working better. Don’t put all eggs in one basket.
  • More touchpoints: Every channel provides a new touchpoint to relay your messaging and build familiarity. The average prospect may need to hear from you across 5-12 channels before converting.
  • Higher conversions: Studies show that customers exposed to consistent branding across channels are more likely to purchase. Multi-channel coordination boosts conversions by 30%.
  • Customer preference: Prospects engage differently. Introverts may prefer email before talking. Millennials like social media outreach. Boomers still answer cold calls. Meet them where they are.

Key Channels for Outreach

Here are some of the top channels to consider as part of a coordinated multi-channel outreach strategy:

  • Email: The backbone of most outreach. Use cold emails to start conversations. Follow up over email to provide value. Schedule meetings via email.
  • Social media: Platforms like LinkedIn, Twitter and Facebook enable social selling. Prospects spend lots of time here.
  • Cold calling: Call to accelerate deals and book meetings. Effective when prospects are warmed up.
  • Direct mail: Stand out by sending creative, personalized mailers. Executives still check their physical mailbox.
  • SMS: Higher open rates than email. Send time-sensitive offers and prompts to visit landing pages.
  • Live chat: Talk to prospects browsing your website. Send proactive messages to guide visitors.
  • Video: Record personalized video messages. Share demos and testimonials via video email.
  • Messaging apps: Use WhatsApp or WeChat for outreach in Asia. Higher response rates.

Customizing the Mix

The optimal channels depend on factors like your industry, product, region and customer demographics. Test different combinations to see what moves the needle with your prospects.

Cold calling works well for small business sales, but executives block unknown callers. Email is universal, though inundated in some sectors. Millennial buyers love conversing via social, while boomers still prefer human conversations.

See what resonates with your audience. Double down on the outreach channels that generate the most qualified conversions.

Don’t stretch your efforts too thin early on. Identify the 2-3 core channels that seem most promising. Master those before expanding your outreach repertoire.

Outreach Tools Connect the Dots

Juggling personalized, synchronized outreach across all these channels sounds daunting, right? Outreach automation tools help connect the dots.

Sales engagement platforms like Outreach and SalesLoft enable creating coordinated multi-channel campaigns with workflows, templates and analytics.

Other tools specialize in specific channels like email sequencing, social media posting, SMS messaging or direct mail. Integrate them for unified visibility.

The Omnichannel Future

Looking ahead, integrated omnichannel sales and marketing will become even more vital. Businesses able to engage customers consistently across channels will gain wallet share.

The lines between sales, marketing and customer success will continue to blur. Coordinated systems will deliver continuous cross-channel experiences.

For now, taking a targeted multi-channel approach lays the foundation for the future. Meet buyers where they are today, and keep improving based on data and feedback.

Multi-channel outreach opens doors that remain closed with email or calls alone. Are you ready to have more conversations with your ideal prospects?

Why is Multi-Channel Outreach Effective?

Multi-channel outreach is gaining popularity for good reason. Using a coordinated omni-channel approach converts more prospects compared to relying solely on email or calls.

Let’s explore the data and reasons why combining outreach channels works better:

1. Diversifies Touchpoints with Prospects

Every new channel gives you another touchpoint to share your message and make an impression on prospects.

Email alone limits you to a single context where prospects receive countless other messages. Social media, direct mail, SMS and more add new environments where you can stand out.

According to Salesforce research, ads integrated across search, display, email and Facebook average 20% higher ROI compared to single-channel campaigns.

Diverse touchpoints also catch people at different mindsets throughout their day:

  • Email: Working at their desktop
  • Social media: Browsing during downtime
  • Calls: Focused on urgent priorities
  • SMS: On-the-go and open to timely offers

Varying the touchpoint keeps you top of mind in multiple scenarios.

2. Widens Overall Audience Reach

Adding more outreach channels expands your pool of prospects. Anyone not on email can be accessed via social media, mailing lists, cold calling and other avenues.

Email alone misses 67% of 18-24 year olds in the U.S. This demographic lives on Instagram and TikTok. Target them there alongside email to broaden your reach.

Compare the audience sizes in the U.S. alone of some popular channels:

  • Email users: 258 million
  • Facebook: 210 million
  • LinkedIn: 57 million
  • SMS subscribers: 274 million
  • Phone owners: 327 million

Multi-channel efforts open up more of the market by meeting diverse audiences where they actively spend time.

3. Not Reliant on Any Single Channel

When you lean entirely on email outreach for lead generation, you’re dependent on factors outside of your control. If deliverability declines or inboxes get cluttered, you’ll struggle.

Jumping into newer channels like TikTok diversifies that risk. If LinkedIn engagement drops, you double down on SMS messaging. Stay agile.

During the pandemic in 2020, companies relying solely on field sales took a big hit. Those with robust digital outreach channels already in place had a buffer.

Don’t put all eggs into one basket. Having backup channels prevents one channel saturation from tanking the entire sales funnel.

4. May Find Better Performing Channels

Testing new outreach channels reveals opportunities with higher ROI potential.

Maybe cold calling works twice as well as social media for your business. Or personalized videos outperform basic emails. Experimentation provides data.

Consider an example:

These numbers show your ideal prospects prefer engaging over LinkedIn. Boost your outreach there, while keeping email in the mix.

Dedicate more resources to the channels gaining the most traction. Double down on what works.

5. Improves Overall Conversion Rates

Ultimately, diversifying touchpoints and expanding reach leads to higher conversion rates from outreach programs.

According to Aberdeen Group, companies using a combination of channels have 90% greater customer retention rates compared to single-channel customer engagement.

Retailers employing omni-channel sales average 89% greater customer satisfaction than those using just email or direct mail.

Consulting the data makes the case clearly. Outreach works better when integrating email, social media, phone calls, direct mail, and other avenues.

Optimizing a Multi-Channel Strategy

Hopefully the reasons above convince you that multi-channel outreach drives better results than relying on one primary channel.

Next let’s explore some key principles for optimizing your omni-channel approach:

Start with the End in Mind

Begin by identifying your overall outreach goals and KPIs. Where do you want additional channels to move the needle?

Outline the desired business objectives and metrics to track progress.

Identify Your Buyer Personas

Analyze your different audience segments and where they spend time:

  • Which channels do they prefer engaging on?
  • What messaging resonates on each platform?
  • How far are they in the buyer’s journey?

Customize your channel mix and messaging accordingly. Email works for cold outreach to new leads. Existing customers may prefer SMS for promotions.

Map the Buyer’s Journey

Plot what channels prospects use at various stages from new lead to closed customer:

  • Awareness: Cold email, social media, SEM ads
  • Consideration: Email, regional event invites
  • Decision: Email, SMS, phone call offers

Then match channels to move leads through the funnel.

Start With Bread and Butter

Prioritize 1-2 core channels like email to begin. Test and refine messaging that converts.

Once you’ve mastered your foundation channels, start layering on additional avenues like LinkedIn or direct mail.

Walking comes before running. Crawl, walk, then run with more channels.

Personalize Messaging

Adapt your messaging tone and value prop for each channel versus blasting the same canned pitches everywhere.

  • Emails: More formal sales material
  • Social media: Casual comments and community vibes
  • Text: Concise offers and click-to-links

Match the message with the medium.

Promote Cross-Channel Interactions

Include links, opt-ins and call-to-actions in each channel driving prospects to engage further via other avenues.

Email signatures promote calling. Social bios highlight email for inquiries. Text messages send to landing pages. Connect the dots.

Follow Up Across Channels

It often takes following up across multiple channels before a prospect converts.

  • Week 1: Cold email
  • Week 2: LinkedIn connection
  • Week 3: Text offer
  • Week 4: Book meeting

Nurture leads by staying top of mind across different mediums.

Learn and Optimize

Analyze data and metrics to see what’s moving the needle best. Find your “money channels” with the right audience fit.

Refine your mix to emphasize the outreach platforms generating the most sales meetings, prospects and revenue. Go all-in on what works.

Then use supporting channels to cast a wider net and catch leads in different scenarios.

Make Multi-Channel Outreach Work For You

Omni-channel outreach takes some additional effort compared to relying solely on cold email. But the rewards clearly justify the effort:

  • Wider audience reach
  • Less risk relying on one channel
  • Ability to optimize based on performance
  • More qualified conversions

The data and case studies all point towards multi-channel outreach driving better sales results.

Start where you are today with existing channels, then expand the mix strategically over time. Before you know it, you’ll be an omni-channel outreach rockstar!

Essential Channels for Multi-Channel Outreach

When developing a multi-channel outreach strategy, which communication channels should you focus on? The optimal mix depends on your audience, offer and resources.

Let’s explore five essential channels to consider for your omni-channel sales and marketing efforts:

1. Email Outreach

Email is the cornerstone of most outreach programs. It’s ubiquitous, scalable and drives results. Use email in some capacity for multi-channel efforts.

Key Advantages

  • Inexpensive to send at scale: You can email thousands of prospects for free. Much cheaper than calls, mailers or ads.
  • Universal access: Almost everyone has an email address making reach broad. 3.9 billion email users globally.
  • Asynchronous communication: Allows recipients to digest messages on their own time and reply later.
  • Tracking and analytics: Detailed data on open rates, link clicks and replies to refine outreach.
  • Automation capabilities: From drip campaigns to workflows, email can be systemized to ease overhead.

Best Practices

  • Personalize subject lines and content: Avoid spam filters and make messages relevant.
  • Send consistently: It often takes 6-12 touches before a prospect replies. Nurture leads.
  • Craft a compelling offer: Share valuable info, content or savings to prompt action.
  • Use images and video: Increase open rates by 27% and click rates by 200%.
  • Test different tactics: Try different subject lines, content and designs to see what resonates.
  • Follow up quickly: Your fastest replies come in the first few hours. Capitalize right away.
  • Segment and nurture leads: Customize follow-ups based on interest levels and actions.

Supporting Technologies

2. Social Media Outreach

Use social platforms like LinkedIn, Twitter and Facebook to connect with prospects in a more social, conversational way.

Key Advantages

  • Massive reach: 4.2 billion global social media users, many not accessible via email.
  • Lead generation: 58% of marketers generate leads from social platforms.
  • Relationship building: Commenting and engaging builds rapport organically.
  • Thought leadership: Share insights and media to position yourself as an expert.
  • Low-pressure selling: Soft sells and helpful content, not aggressive pitches.

Best Practices

  • Choose networks your audience uses: Limit spread by focusing where your prospects are.
  • Comment on target profiles: Provide value by sharing useful articles or insights.
  • Respond to questions and messages: Be helpful to nurture relationships over time.
  • Share multimedia content: Videos, images and slides all perform well.
  • Run limited-time offers or contests: Encourage social sharing and engagement.
  • Use hashtags strategically: Join trending conversations related to your industry or offer.

Supporting Technologies

  • Social media management platforms: Tools like Hootsuite and Sprout Social help manage accounts, post scheduling and analytics.
  • CRM integration: Link social data with existing prospect records and sync engagement.
  • Social monitoring tools: Track brand mentions, influencers, reviews and other listening metrics.

3. Cold Calling

While intrusive and increasingly blocked, cold calling remains viable for outreach when used selectively for the right audiences.

Key Advantages

  • Direct conversations: Calls enable real-time, two-way dialogue.
  • Questions and objections addressed: Answer concerns immediately over a call.
  • Urgent offers or limited-time discounts: Add scarcity and urgency over the phone.
  • Qualify leads quickly: Gauge interest levels from vocal tones and reactions.
  • Personal touch: Hearing a human voice builds familiarity.

Best Practices

  • Limit call duration: Get to the point quickly, don’t overstay your welcome.
  • Offer value upfront: Share useful intel before any sales pitch.
  • Ask questions and listen: Make it a dialogue, not a monologue pitch.
  • Target warmed leads: Prior phone or email exchange boosts call success.
  • Leverage data to segment: Only call qualified leads, don’t spray and pray.
  • Use personalized scripts: Sound natural, not robotic with generic spiels.

Supporting Technologies

  • CRM: Sync call data with existing prospect records.
  • Predictive lead scoring: Target calls using lead intelligence indicators.
  • Power dialing software: Automate call routing and logging.
  • Call tracking and analytics: Measure contact and success rates.
  • VoIP services: Cost-effective cloud telephony.

4. Direct Mail Outreach

Cut through the digital noise with personalized, creative mailer campaigns.

Key Advantages

  • Stands out: Most prospect mail is bills, ads and coupons. Make professional mailers pop.
  • Personalization: Include names, handwritten notes and other customized details.
  • Storytelling: Use designs, copy and free giveaways to share your brand story.
  • Broad audience: Reach beyond email to prospects less digitally connected.
  • Memorability: Physical mailers make more sensory impact than digital ads.

Best Practices

  • Leverage design and copywriting: Set yourself apart with high quality creative.
  • Mail prospect packages: Send free samples or giveaways to incent response.
  • Use variable data printing: Scale personalization using customized printing for each recipient.
  • Make follow-up easy: Include business cards, QR codes or special phone numbers.
  • Test offers and creative: See which designs, copy and freebies generate the most interest.
  • Develop direct mail nurture streams: Send a series of mailers to warm up cold prospects.

Supporting Technologies

  • CRM: Store prospect physical addresses for mail targeting.
  • Mailing list services: Tools like MailChimp offer direct mail distribution.
  • Variable data printing services: Easily scale customized one-to-one mailers.
  • USPS tools: Validate addresses and optimize delivery rates.
  • Web and call tracking numbers: Unique phone numbers and sites to track mailer response.

5. SMS Messaging

Use texting selectively to share timely prompts, alerts and offers.

Key Advantages

  • Immediacy: Messages get read almost instantly with near 100% open rates.
  • Ubiquity: 5 billion global mobile phone users can receive SMS messages.
  • Hyper-targeting: Leverage opt-in lists segmented with lead intelligence.
  • Urgency: Share flash sales or expiring offers to prompt quick action.
  • Value-add: Send appointment reminders, shipping alerts, links to content.

Best Practices

  • Respect opt-in consent: Only text opted-in prospects to avoid blowback.
  • Keep it short: Get to the point in 1-2 sentences or less.
  • Personalize pragmatically: Include first names or specifics when possible.
  • Link to landing pages: Drive traffic to capture leads and attribute response.
  • Follow up replies quickly: Texting enables real-time conversations so engage.
  • Find the right cadence: Don’t over text. Limit to 2-4 times per month typically.

Supporting Technologies

  • CRM: Log mobile numbers of opted-in prospects for targeting.
  • Bulk SMS services: Tools like SimpleTexting and SignalWire handle delivery.
  • Call tracking numbers: Enable two-way SMS conversations at scale.
  • SMS marketing analytics: Track open rates, clicks, messages sent, etc.
  • Landing page and form builders: Create mobile-optimized pages to link in messages.

Make Your Mark with Multi-Channel

These five essential channels form a solid foundation for executing coordinated outreach campaigns that engage prospects across multiple fronts. Remember to tailor your mix based on your unique audience, offer and business model.

With the right omni-channel mix, you gain more touchpoints to cost-effectively turn cold outreach into warm conversations. Ready to diversify beyond email alone? It’s time to coordinate, automate and start closing more deals!

Best Practices for Multi-Channel Outreach

Executing a winning multi-channel outreach strategy takes planning and optimization. Follow these proven best practices to get the most from your omni-channel sales and marketing efforts.

Develop an Integrated Outreach Strategy

Don’t just randomly start emailing, calling, texting and mailing prospects. Take a strategic approach:

Identify Goals and Metrics

What are the objectives for adding more outreach channels?

Define quantifiable metrics to track too like call-to-meeting rates, cost per lead, email response times, etc. These will benchmark success.

Map Buyer Personas

Analyze your different audience segments and their behaviors:

  • Demographic profiles
  • What challenges do they face?
  • Where and how do they prefer to engage?
  • What messaging motivates them?

Customize your channels and messaging accordingly. A social-averse CFO may still take cold calls while millennial prospects love interacting on Instagram.

Chart the Buyer’s Journey

Map the typical customer journey from initial awareness to closed deal:

  • How do they discover your brand?
  • What prompts consideration?
  • Where do they comparison shop?
  • When do they prefer to talk to sales?

Then determine the right channels to nurture leads through each stage.

Schedule Cadence Touchpoints

Plan the optimal frequency and types of touches as leads progress:

  • Initial awareness: Retargeting ads, organic social media
  • Consideration: Email newsletter, direct mail offer
  • Decision: Email follow-ups, SMS limited-time deal
  • Closed customer: Cross-sell email, loyalty direct mail

Guide buyers by meeting them in the right channels at the right times.

Select the Right Channels for Your Audience

Every audience has different preferences. Research yours to hone channel selection:

  • Survey customers: Ask directly what communication channels they prefer.
  • Learn from customer service: See what platforms they receive the most questions and feedback on.
  • Talk to sales: Reps often have intuition into what channels prospects engage best on.
  • Use web analytics: See referral channels driving the most conversions.

Then double down on those high-traction channels while still testing new avenues. Avoid forcing channels prospects don’t want.

Craft Tailored Messaging for Each Channel

Every communication channel calls for adaptations to messaging:


Email allows formal sales material. Take a helpful, value-first approach:

  • Provide useful content and intel upfront
  • Focus on solving problems
  • Use images, graphics and video
  • Make the CTA prominent

Social Media

Craft more casual, conversational messaging:

  • Comment on relevant industry news and events
  • Ask questions to spark dialogue
  • Share multimedia content
  • Respond quickly and helpful to comments

Phone Calls

Script calls to communicate urgency and scarcity:

  • Offer exclusive limited-time discounts
  • Share insider tips and research
  • Ask questions and address concerns
  • Be concise and get to the point

Direct Mail

Stand out with high-quality, personalized messaging:

  • Address recipients by name
  • Include handwritten notes
  • Leverage creative designs and copy
  • Share unique offers and value

Match messaging to the strengths of each channel.

Make Outreach Interactions Feel Personalized

Even when executing multi-channel efforts at scale, individualize messaging and offers:

  • Use first names: Being addressed by name feels less cold.
  • Personalize with lead data: Include company, role, location specifics.
  • Send individualized gifts: Birthday cards, custom samples based on needs.
  • Recommend specific content: Like articles on topics they care about.
  • Segment by lead score or actions: Send follow-ups matched to interest level.
  • Tailor offers with variable data printing: Customized coupon codes for each recipient.
  • Sound human in tone: Avoid stiff, overly salesy language.

Maintain Branding Consistency

Though messaging should be adapted channel-by-channel, keep visual identity aligned:

  • Use brand colors, fonts and logo: Maintain instant recognition.
  • Showcase core brand images and videos: Visuals make quick connections.
  • Keep key brand personalities and voices: Pick ideal spokespeople for videos and calls.
  • Reinforce taglines and slogans: Repeat memorable phrases across channels.
  • Link to main website: Drive traffic to centralize experiences.

Consistent identity amid personalized messaging and offers boosts familiarity.

Follow Up Across Multiple Channels

It often takes numerous touchpoints before cold prospects convert:

  • Send intro emails
  • Comment on social media
  • Add to email newsletter
  • Direct mail piece
  • Follow-up call
  • Retargeting ad
  • Appointment confirmation SMS

Nurture leads by staying top of mind across channels until they convert.

Track Performance of Each Channel

Measure the impact of each avenue added to refine over time:

  • Open and click rates for emails and texts
  • View duration for videos
  • Shares and comments on social posts
  • Inbound call and lead volume from mailers
  • Sales appointment bookings by channel

Use marketing attribution to assign weights and credit to each channel contributing to conversions.

Double down on high performing channels and cut those showing little traction. Streamline your mix over time.

Don’t Stretch Yourself Too Thin

When first launching multi-channel outreach, limit initial focus to:

  • 1-2 core channels: Master your bread and butter avenues first. Email + LinkedIn or email + cold calling makes a good starting point.
  • 3-4 touches per prospect: Don’t blast people across 10 different platforms. Nurture leads gradually.
  • 50-100 prospects per channel: Refine tactics in smaller batches before scaling outreach.

Once you’ve optimized this focused foundation, start layering on additional channels and volume.

Key Tools Supporting Multi-Channel

These essential software platforms help connect touchpoints and enable multi-channel at scale:


Centralize prospect data and sync engagement across channels:

  • Store email addresses, mobile numbers, social handles
  • Log interactions from calls, emails, ads and more
  • Build multi-channel campaigns with workflows

Popular choices: Salesforce, HubSpot, Zoho CRM, Pipedrive

Marketing Automation

Orchestrate personalized messaging across multiple avenues:

  • Craft customized emails, social posts, SMS
  • Set conditional follow-up paths based on actions
  • Track and attribute engagement by channel

Top platforms: Adobe Campaign, Pardot, ActiveCampaign

Outreach Automation

Purpose-built sales tools specialize in managing omni-channel outreach:

  • Enable email, LinkedIn, SMS and more from one platform
  • Provide templates for each channel
  • Sync interactions with your CRM

Leaders: Outreach, Salesloft, Groove, PersistIQ

Attribution Analytics

Understand the customer journey and how each channel contributes:

  • Analyze the combination of touchpoints influencing buyers
  • Weigh channel impact at each funnel stage
  • Optimize spending on top-converting channels

Options: Google Analytics, Adobe Analytics, Bizible, LeanData

Do Multi-Channel Outreach Right

Following best practices positions you for omni-channel outreach success:

  • Start with strategy and buyer knowledge
  • Personalize interactions
  • Speak the language of each channel
  • Stay consistent with branding
  • Track data obsessively
  • Master a few channels first

With the right approach, multi-channel amplifies results. Go forth and engage prospects across more touchpoints!

Common Mistakes to Avoid with Multi-Channel Outreach

It’s easy to make missteps when coordinating outreach across multiple platforms. Avoid these common multichannel pitfalls:

Focusing on Too Many Channels Initially

Eager marketers often jump into omni-channel outreach by activating every platform at once:

  • Blast cold emails
  • Post social media content
  • Run LinkedIn campaigns
  • Send direct mailers
  • Make cold calls
  • Text prospects

This seems intuitive but fails in execution. Prospects get overwhelmed by the barrage. Teams stretch themselves too thin.

Instead, start with 1-2 core channels like email plus cold calling or social media. Master your primary levers, refine messaging and build processes.

Once those are smoothly running, layer on secondary channels incrementally. Crawl before walking and running.

Sending Mixed Messages Across Channels

Lack of message alignment confuses prospects:

The cold email promises “3X faster performance.”

The social media ad claims “50% higher ROI.”

The direct mail piece focuses on “improved customer satisfaction.”

This conflicting messaging makes your brand seem disorganized. It also complicates analytics, as you can’t track how well any singular message performs.

Create channel-specific value propositions, but have them ladder up to consistent core messaging. Focus each on showcasing different supporting proof points.

Neglecting to Personalize Outreach

Even with multi-channel efforts, prospects expect personalization:

  • Emails with no name or specifics
  • Generic social media replies
  • Same repeated phone script for all
  • Mailers with no variable details

This fails to make meaningful connections despite more avenues.

Take the time to personalize each channel appropriately. Use names in emails, tailored offers in direct mail, specific replies to social comments.

Failing to Track Channel Performance

With no metrics, you can’t optimize the mix:

  • No recorded email open or reply rates
  • No costs per lead by channel
  • No conversion rates by campaign type
  • No way to calculate ROI

Implement tracking pixels, UTM tags, unique phone numbers, dedicated landing pages. Analyze which channels drive the highest quality leads and lowest CPL.

Not Following Up Consistently

Prospects often don’t convert after just one touchpoint. But follow-up falls between the cracks across channels.

The sales rep forgets to call back prospects who opened the email. No one follows up on the direct mail list sign-ups. No second text message goes out.

Create sequences and workflows to automate multi-touch nurturing. Establish consistent follow-up paths across channels. Set reminders for manual tasks.

Right the Ship

If you see your current efforts causing any of these missteps, it’s time for a reset:

  • Consolidate around 1-2 core channels for now
  • Realign messaging and value props
  • Start adding personalization
  • Implement tracking where missing
  • Build follow-up workflows

Learn to walk before trying to sprint. With a renewed focused approach, your multi-channel outreach will soon hit its stride.

How to Get Started with Multi-Channel Outreach

Ready to diversify your outreach mix beyond just cold emailing? Here is a step-by-step guide to launching your first multi-channel campaign:

Step 1: Identify Your Ideal Customer Profile

First, get crystal clear on your target audience. Analyze your existing customer base and best prospects to outline:

  • Demographic details: job titles, seniority, industry, location, company size etc.
  • Pain points and challenges: Specific problems they face that you help solve.
  • Objectives and goals: What business outcomes they aim to achieve.
  • Buyer psychographics: Interests, values, personality attributes beyond firmographics.
  • Channels they actively use: Where and how they prefer to engage.

This buyer persona understanding focuses your outreach targeting and messaging.

Step 2: Select Your Initial Focus Channels

With your audience and offer clarity, pick 1-2 primary channels to focus on first:

  • Email works universally as a starter option. Cost-effective, trackable, automatable.
  • LinkedIn is powerful for B2B lead gen given its professional audience.
  • Facebook shines for consumer-focused brands thanks to its broad reach.
  • Cold calling still converts despite low response rates. Use for high-value, time-sensitive offers.

Avoid spreading efforts too thin early on. Start with the one or two channels you believe have the most potential value for your goals and audience.

You can gradually add more channels in a phased rollout once you refine tactics and processes. Walk before you try to run.

Step 3: Craft Tailored Messaging and Offers

Now that you’ve picked your initial channels, develop value propositions and messaging tailored to each one:

  • Emails: Formal but helpful tone. Images and videos. Lead with value, educate second. Clear CTA.
  • Social posts: Industry news, quick tips, entertainment, polls and questions. Softer sell.
  • Calls: Direct, fast-paced, problems + solutions. Highlight urgency and limited-time offers.
  • Direct mail: Visually engaging creative. Personalized copy and offers. Free gift incentives.

Match the message style to the strengths of each channel vs taking a one-size-fits-all approach.

Step 4: Gather Prospect Contact Details

To execute campaigns, you need targeting data:

  • Email addresses for email and some direct mail outreach
  • LinkedIn URLs or handles for social selling
  • Phone numbers for cold calls and SMS
  • Mailing addresses for direct mail

Prioritize quality over quantity. Targeting misaligned prospects wastes budget. Consider purchasing verified B2B contact lists within your ideal firmographic profile.

Step 5: Consider Outreach Automation Tools

Executing multi-channel outreach manually is time-consuming. Automating streamlines the process:

  • Workflow builders to set segmented follow-up paths
  • Email and social media schedulers for easier sending
  • LinkedIn automation to simplify outreach messaging
  • CRM integrations to sync data and engagement
  • Attribution analytics to optimize spending

Even basic solutions like MailChimp for email plus Hootsuite for social media make a difference. For broader CRM-aligned omni-channel, SalesLoft and Outreach are leaders.

Step 6: Start Small and Expand Gradual

When activating your initial multi-channel campaigns:

  • Target just 50-100 prospects per channel to refine messaging and tactics before broader outreach.
  • Limit to 2-3 touches per prospect over the first month. Gradually increase follow-up frequency once processes are smooth.
  • Set initial KPIs based on small sample sizes, not full program projections.
  • Review data frequently and tweak approach during the pilot phase for improvement.

With a focused foundation established, you can start to scale send volumes, add more channels and accelerate follow-up cadence.

Diversify Beyond Just Email

Follow these steps to methodically integrate new channels into your outreach. Take time to learn as you go. With testing and optimization, you will be running seamless multi-channel campaigns before you know it!

The Role of Outreach Automation Tools

While manually coordinating multi-channel outreach is possible, marketing automation and sales engagement platforms exponentially boost productivity.

Here are the key benefits automation delivers for omni-channel efforts:

Streamlines Multi-Channel Coordination

Orchestrating numerous channels manually involves constantly context switching:

  • Checking multiple inboxes
  • Monitoring various social media feeds
  • Logging between various apps and platforms
  • Entering duplicate prospect data

This fragmented workflow eats up time and focus. Details inevitably fall through the cracks.

Outreach automation consolidates everything in one place:

  • Unified inbox for managing email responses
  • Sync social media campaigns from a central dashboard
  • Record call and SMS interactions within the platform
  • Eliminates repetitive data entry

With a bird’s eye view of all channel activity, coordination becomes streamlined.

Enables Personalized Messaging at Scale

Crafting customized messaging across channels takes time:

  • Writing tailored cold email templates
  • Personalizing direct mail copy
  • Tweaking social media post language
  • Amending cold call scripts

And this effort has to be replicated across hundreds or thousands of outreach messages.

Automation rolls out personalized messaging at scale:

  • Build one master email template then customize fields for each recipient.
  • Upload mailing addresses to generate individually personalized letters.
  • Schedule a week of social media messages at once.
  • Use call routing to automatically insert names and data into call scripts.

Automated personalization saves huge amounts of repetitive manual work.

Provides Analytics on Channel Performance

Determining channel ROI is tricky while manually managing outreach:

  • Hard to track email open and reply rates
  • No visibility into call answer rates
  • Social media engagement gets blended
  • Direct mail response attribution is loose

Robust automation solutions integrate detailed analytics:

  • Email and SMS open + click tracking
  • Call logging with recordings and notes
  • Social media engagement data and UTM tagging
  • Landing page forms to capture direct mail leads

This reporting quantifies the impact of each channel added to optimize spending.

Saves Time Compared to Manual Outreach

The time savings automating multi-channel efforts add up:

  • 80% less time spent coordinating channels vs manually
  • 90% faster to scale personalized messaging
  • 75% reduction in time logging interactions
  • 60% decrease in hours spent on reporting

Reps gain back hours previously lost on execution. Lead follow-up improves with automated nurturing. More time focuses directly on selling activities.

Key Features to Look For

When evaluating outreach automation tools, prioritize these multi-channel capabilities:

  • In-platform email + LinkedIn + SMS for unified messaging
  • Custom field personalization to individualize at scale
  • Workflow builders to automate cross-channel sequences
  • CRM integrations to sync data and engagement
  • Email and SMS metrics like open, click and reply rates
  • Call and meeting logging with notes and recordings
  • Social media analytics for posts, mentions and shares
  • Landing page and form builders to capture leads from all channels

The best platforms provide all the tools under one roof to simplify optimization.

Let Automation Do the Heavy Lifting

In summary, automation provides the productivity fuel for multi-channel outreach efforts to scale efficiently. The software continually improves while your team focuses on higher value selling activities.

Ready to step up from purely manual email outreach? Now is the time to start leveraging automation and conquer multi-channel lead generation.

Getting More from Multi-Channel Outreach

Making the most of multi-channel requires continuously optimizing based on data. Follow these tips to improve the performance of each avenue and entire outreach program overall.

Continuously Refine Strategy Based on Data

Treat multi-channel efforts as a dynamic work in progress, not a fixed initiative. Use data to regularly refine approach:

  • Review channel performance – Impressions, responses, conversions, costs, ROI…
  • Double down on what works – Increase budget for high traction channels.
  • Eliminate lower performing avenues – Cut ineffective channels to simplify.
  • Test new channels – Try emerging platforms as they gain adoption.
  • Adjust messaging – Evolve value props and offers based on prospect feedback.
  • Expand target segments – Try new use cases and buyer profiles.
  • Add more personalization – Take customization up a level.
  • Refine follow-up cadence – Accelerate or slow down based on responses.

Continuous incremental improvement compounds results over time.

Double Down on Best Performing Channels

Once you have performance data, prioritize spending on the channels gaining the most traction.

If LinkedIn outreach delivers 60% of your sales meetings, allocate more budget to amplify those efforts:

  • Automate sending more InMail messages
  • Broaden target segments for social selling
  • Sponsor more content to expand reach
  • Train reps to optimize their LinkedIn presence

Double down on what works. Go all in on your “money channels” demonstrating potential.

Expand Reach With New Channels Over Time

After optimizing existing avenues, look for opportunities to methodically expand your reach:

  • Try emerging social platforms – TikTok for consumer products, Clubhouse for professional networking.
  • Leverage new technologies – Send video sales emails at scale. Integrate text-to-speech calls.
  • Test niche channels like YouTube ads, podcast sponsorships, OTT video platforms.
  • Geographically expand channels. Localize messaging.

Patiently work new options into the mix once they gain some traction and audience scale.

Stay Persistent and Nurture Leads Across Channels

Don’t give up after one or two touches per prospect. It often takes 6, 10 or even 20+ cumulative interactions before converting a cold lead into a customer.

  • Establish follow-up cadences custom to each channel.
  • Send new value on each touch instead of repeating.
  • Remain helpful and consultative vs overly salesy.
  • Craft incentives to re-engage stagnant leads like limited-time offers.
  • Track lead stage and send targeted content to advance prospects.

With so much noise, staying persistently top of mind across channels is key.

Optimizing Specific Channels

Let’s explore proven strategies to get more from each major outreach channel:

Email Outreach Best Practices

Craft compelling emails people actually want to open:

Write Compelling Subject Lines

  • Personalize with the company, role or person’s name
  • Use curiosity triggers like “What we learned about [X]”
  • Leverage urgency with “24 hours left for [Y]”
  • Focus on value like “How to get [Z] outcome”

Keep evolving your subject line testing.

Personalize Email Copy

  • Use first name
  • Include company and role specifics
  • Recommend relevant content
  • Mention recent news, events or posts

Personalized copy builds trust and familiarity.

Focus on Value, Not Product Features

  • Demonstrate understanding challenges they face
  • Provide useful advice and insights
  • Outline the outcomes and impact your solution drives
  • Mention product differentiators briefly

Lead with value. Educate second. Sell last.

Include Clear Calls-to-Action

Make it crystal clear the desired next step:

  • Schedule a meeting
  • Request a free trial
  • Read an in-depth guide
  • Set up a product demo
  • Join an upcoming webinar

Guide prospects on the path forward.

Sign Emails Professionally

  • Include full name and title
  • List company name
  • Add contact method(s) – Phone, email, LinkedIn
  • Close politely – Best, Sincerely, Cheers

These signatures build credibility.

Optimizing LinkedIn Outreach

Drive more connections and conversations from social selling:

Leverage Common Connections for Warm Introductions

Ask existing connections to introduce you to prospects on LinkedIn.

This adds social proof and makes outreach 10X more effective than cold sending.

Comment on Target Profiles and Content

Provide your take on articles shared and helpful tips where relevant.

Gives prospects a peek into your knowledge before any sales pitch.

Send Personalized InMail Messages

Customize LinkedIn InMail outreach using merge fields for:

  • First name
  • Company
  • Role
  • What you can offer them

Response rates to generic InMail blasts are dismal. Personalize.

Customize Connection Requests

When sending connection invites, tailor the text to recognize:

  • Common ground
  • Why you want to connect
  • The value you can provide

Generic invites get ignored. Take the extra minute to personalize.

When to Use Cold Calling

Despite low response rates, calling still converts in specific scenarios:

After Prospect is Warmed Up Via Email

Calls work best when prospects are already familiar with you. Use email or other channels to warm them up first before calling.

To Accelerate Deals for Hot Leads

If someone is highly engaged, a timely call can shortcut the close and get the deal done faster.

For Time-Sensitive Offers or Events

Leverage calling to promote flash sales, limited-time discounts and deadlines.

Direct Mail Tips

Cut through the digital noise by sending creative and valuable mailers:

Appeal to Multiple Senses With Creative Mailers

Experiment with:

  • High quality paper, fonts and imagery
  • Thoughtful packaging
  • Free product samples
  • Handwritten notes

Personalize Copy and Offers

Use variable print tools to customize mail pieces by including each recipient’s:

  • Name
  • Company
  • Location specifics
  • Specific needs or interests

Pique Curiosity and Prompt Response

  • Ask questions in copy or include handwritten notes
  • Provide time-sensitive offers
  • Include calls-to-action to call, visit site or redeem

SMS Outreach Advice

SMS requires special tactics to get it right:

Keep Messages Short, Prompt and Casual

  • Get to the point in 1-2 sentences
  • Skip formalities, opt for casual tone
  • Use abbreviations common in texting

Proactively Provide Valuable Info

Send appointment reminders, shipping updates, links to helpful resources.

Don’t always push promotions. Offer value.

Link to Landing Pages or Offers

Include links to drive traffic and attribute responses.

Capture lead data or provide coupons.

Follow Up Quick Replies

Have real conversations. Reply quickly if prospect responds.

Move fast while you have their attention.

Evaluating New Outreach Channels

gauge fit before investing in a new avenue:

Consider Audience Preferences

Look for signals that your audience actively uses and engages the platform.

Back with data before assuming unproven channels will work.

Assess Effectiveness for Goals

Test effectiveness for your specific goals before scaling.

Instagram may build brand awareness but not drive conversions.

Review Costs and Scalability

Look at both direct and hidden costs. And consider production bandwidth.

A PR placement might cost less but not scale as easy as social media.

Metrics to Track by Channel

These key metrics indicate channel effectiveness:


  • Open rates
  • Click-through-rates
  • Reply rates
  • Sales generated

Social Media

  • Impressions and reach
  • Mentions and tags
  • Link clicks
  • Follower growth
  • Content likes and shares

Phone Calls

  • Calls connected
  • Average call duration
  • Positive response rate
  • Appointments booked

Direct Mail

  • Click-throughs from QR codes
  • Special landing page visits
  • Offer redemptions
  • Sales attributed


  • Delivered and opt-out rates
  • Click-through rates
  • Replies received
  • Sales impacted

Track these indicators over time as you refine approach channel-by-channel.

Make Multi-Channel Work Harder

Getting the most from your investment requires tirelessly optimizing each channel while expanding efforts strategically over time.

Let data guide your decisions, not assumptions. Master fundamentals before innovating. And keep momentum by always evaluating what’s next.

With this continuous improvement mindset, your multi-channel outreach will progressively get smarter and deliver better returns.


  • Multi-channel outreach refers to using a combination of touchpoints like email, social media, phone calls and direct mail to engage prospects.
  • This omni-channel approach is more effective than relying on just one channel because it widens audience reach, provides more opportunities to convert leads and reduces overdependency on any single channel.
  • Key channels to consider include email, LinkedIn, Facebook, cold calling, direct mail and SMS messaging. Select channels based on your audience preferences.
  • Best practices include developing an integrated strategy, crafting tailored messaging per channel, personalizing outreach and consistently following up across channels.
  • Avoid common pitfalls like focusing on too many channels at once, failing to track channel performance or not personalizing messaging.
  • Methodically test new channels, analyze data continuously and optimize spending on the tactics proving most effective.
  • Leverage outreach automation tools to streamline multi-channel coordination and enable personalized messaging at scale.
  • With the right strategy and execution, a data-driven multi-channel outreach approach can significantly boost leads, pipeline and revenue. Here are some frequently asked questions for the multi-channel outreach article:

Frequently Asked Questions

Q: What is multi-channel outreach?

A: Multi-channel outreach refers to connecting with prospects across multiple communication channels like email, social media, phone calls, SMS, direct mail, etc. instead of relying solely on just one avenue.

Q: Why is multi-channel outreach more effective?

A: Using multiple outreach channels diversifies touchpoints, expands audience reach, reduces overdependency on any one channel, and ultimately drives more conversions.

Q: What are some key channels to use?

A: Most multi-channel programs focus on some blend of email, LinkedIn, Facebook, cold calling, direct mail, and SMS messaging. Choose channels tailored to your audience.

Q: How many channels should you start with?

A: It’s best to focus on mastering 1-2 core high-potential channels at first before expanding your efforts. Avoid spreading yourself too thin early on.

Q: How do you personalize multi-channel outreach?

A: Tailor messaging for each channel while using merge fields, custom scripts, targeted offers and more to make each interaction feel personalized even at scale.

Q: Why track performance by channel?

A: Analyzing metrics by channel allows you to double down on what’s working and optimize your mix to maximize ROI over time.

Q: How can outreach automation tools help?

A: Solutions like Outreach, SalesLoft and Mailchimp help coordinate channels, enable personalized messaging at scale, and provide attribution analytics.

Q: What’s the key to success with multi-channel?

A: Continuously refine and improve each channel’s performance based on data. Keep expanding efforts strategically over time.