Email and LinkedIn both work for outbound. The question is when to use each.
Cold Email Strengths
- Higher volume possible
- Longer messages acceptable
- Better for detailed pitches
- Easier to automate
- Works across all industries
LinkedIn Strengths
- Higher open/response rates (but lower volume)
- Profile adds credibility
- Can see if they viewed you
- Good for relationship building
- Works well for certain personas
When to Use Email
- High volume campaigns (100+ contacts)
- Longer, more detailed messages needed
- Target doesn't check LinkedIn often
- You have verified email addresses
- Following up after no LinkedIn response
When to Use LinkedIn
- Executive-level targets
- Building long-term relationships
- Your profile/content adds credibility
- Smaller, highly targeted lists
- Tech/startup prospects who live on LinkedIn
The Combined Approach
Day 1: LinkedIn connection request (no pitch) Day 2: If accepted, brief LinkedIn message Day 3: Cold email (mention you connected on LI) Day 6: Email follow-up Day 10: LinkedIn follow-up Day 14: Final email
LinkedIn Message Tips
- Keep it under 300 characters
- No links in first message (triggers spam filters)
- Don't pitch in connection request
- Personalize or don't bother
The Reality
Most successful outbound uses both channels, sequenced intelligently. The prospects who ignore your email might respond on LinkedIn, and vice versa.
Test both, track results, double down on what works for your specific audience.