7.65× More Replies Without Sending More Emails - Multichannel Outreach Case Study

TAM size:

13,000 contacts at ICP-fit accounts

Email only response rate:

0.64%

Multichannel Response rate:

4.9%

Efficiency improvement:

7.65x improvement

1. Executive Summary

Over a 3-month period, a mid-market B2B SaaS company (niche CRM solution for field sales teams) tested new outbound workflows with the help of Growth Today and lemlist. The goal: prove whether mixing LinkedIn touchpoints into outbound email sequences could lift engagement without increasing workload.

Across 13,000 ideal prospects, email-only outreach produced a 0.64% reply rate, while LinkedIn-integrated sequences achieved 4.9% — a 7.65× improvement.

The takeaway was clear: prospects respond better when the outreach feels human and familiar, not transactional.

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2. The challenge

The company had strong inbound traction (40% trial conversion) and a trained SDR team, but outbound performance lagged.

Reply rates sat under 1%, SDR morale was dropping, and leadership questioned whether outbound was still worth scaling. The challenge wasn’t the message - it was the medium.

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3. Our Approach

Growth Today hypothesized that the same message delivered through multiple touchpoints (email + LinkedIn) would increase familiarity, trust, and response rates.

To test this, we built two parallel outbound tracks from ICP-fit accounts into two workflows:

Track 1: Email-only campaigns (12,910 contacts)

Track 2: Multichannel campaigns with LinkedIn messaging, profile views, and voice notes follow-ups (2,316 contacts)

Both targeted identical personas - sales and marketing leaders - using the same messaging pillars. Our aim was to isolate channel effectiveness, not creative differences. Campaigns ran in parallel to ensure data validity.

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4. The Results

Channel	Contacts	Messages Sent	Reply Rate	Responses	Opportunities
Email-only	12,910	48,731	0.64%	82	11
Multichannel (LinkedIn + email)	2,316	1,238	4.9%	110	30

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Key takeaway:

LinkedIn campaigns produced 7.65× higher reply rates
Response quality improved — more thoughtful replies, fewer auto “unsubscribe” responses
SDRs reported shorter feedback loops and higher connection rates with ICP-fit prospects
Positive engagement led to demo-ready conversations with broadband and solar firms
3× more opportunities from 4× fewer contacts

Prospects are still reachable — just not by email alone. LinkedIn cut through fatigue and produced 7.65× more engagement from the same audience.

Today’s buyers don’t live in one channel. The best outreach builds recognition across touchpoints. By combining channels, we created familiarity before the ask — prospects had seen the name, the face, and the message before replying.

Multichannel prospecting isn’t about more touches — it’s about more credible touches.

workflow diagram of the multichannel campaign in lemlist sequence editor — Workflow diagram of the multichannel campaign in lemlist sequence editor

5. Lessons & Next Steps

The client is now rebuilding their outbound motion to operate multichannel-first.

Growth Today integrates Clay, lemlist, and HubSpot workflows to create continuous visibility across target accounts - syncing engagement data for precise follow-ups and reporting.

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About Growth Today

Growth Today builds data-driven outbound systems for SaaS and B2B companies.

We’ll help you build a repeatable, scalable outbound system to drive a consistent pipeline of qualified leads without landing in spam, missing attention, or relying on spray & pray.

Want to explore how multichannel prospecting could work for your team?

→ Book a walkthrough

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About lemlist

Lemlist is the AI-powered sales engagement platform that helps teams connect with prospects wherever they are - through email, LinkedIn, WhatsApp, and calls.

With advanced personalization and multichannel automation, lemlist makes it easy for SDRs and agencies to build authentic relationships at scale and turn outreach into real conversations.

Meet your leads wherever they are.

→ Book a demo