- Each channel has a job: LinkedIn warms, email carries substance, SMS nudges.
- Sequence around one narrative, not one template pasted everywhere.
- Twelve touches over three weeks is plenty — then rest the account.
A prospect who ignores four emails isn't necessarily uninterested — they might just live on LinkedIn. Or answer their phone. Or reply to a WhatsApp at 7pm. Multi-channel sequences exist because buyers are unevenly distributed across channels, and you don't get to choose where they pay attention. They do.
Give every channel a job
The mistake most teams make is copy-pasting the same message into every channel. Each one has a distinct role. LinkedIn builds familiarity — a profile view and a short connection note make your later email feel less cold. Email carries the substance: the problem, your point of view, the ask. SMS and WhatsApp are for warm nudges only — short, personal, and never first contact. Social engagement (a thoughtful comment on their post) is seasoning, not the meal.
A 12-touch cadence that works
- Day 1: View LinkedIn profile + send connection request with a one-line note
- Day 2: Email #1 — the problem you've noticed and your point of view
- Day 4: LinkedIn message (if connected) referencing the email
- Day 7: Email #2 — a case study or proof point, new angle
- Day 9: Comment on their recent LinkedIn post (genuinely)
- Day 12: Email #3 — short, direct ask for a specific time
- Day 15: SMS or WhatsApp nudge if they've engaged anywhere
- Day 18: Breakup email — close the loop, leave the door open
Notice the rhythm: never two touches on the same channel back-to-back, and the intensity rises gently rather than opening at full volume.
Write the story before the messages
A sequence is one argument delivered in installments, not eight disconnected attempts. Decide the narrative first: touch one names the problem, touch two proves you can fix it, touch three makes the ask, the breakup creates gentle urgency. When each message continues the last, prospects experience persistence. When each one restarts the pitch, they experience spam.
Respect the exits
Every sequence needs automatic stops: reply detected, meeting booked, unsubscribe, or a simple "not now." Nothing torches a brand faster than a chirpy follow-up landing after someone already said no. Good platforms handle this automatically across all channels at once — this is exactly the coordination problem BixJet was built to solve, keeping one conversation thread across all eight channels.