Yes. Email and LinkedIn should run from one automation tool. If someone has accepted my LinkedIn request and booked a call, then gets an email saying they missed our message, it looks like cold outreach games. So I keep data separate: one tool to pull in data, one tool running both channels simultaneously, with context of each.
Yes. LinkedIn and email outreach should run from one automation tool, so each channel knows what is happening on the other. I keep the jobs split: one tool to pull in data, and one tool to run email and LinkedIn simultaneously, with context of each.
On a recent call, we were setting up outreach for a client. Email and LinkedIn, both. And a question came up: where does each part actually run?
What goes wrong when the channels run separately?
Here is the moment I described on the call. Someone accepts your LinkedIn request. Maybe they've already booked a call with you. Then an email lands in their inbox: "Hey, you missed our message."
What does that tell them? It reminds them that these guys are just playing some cold outreach games.
This happens when email and LinkedIn run in separate systems. Each one keeps going on its own schedule. The email sequence has no idea the person already accepted on LinkedIn, or already booked.
That's why I said it has to happen simultaneously. It has to be synced in.
Why keep the data tool and the outreach tool apart?
On that call, we were using Apollo only for pulling in data and for research. The outreach itself was going through Dripify, because the email automation is built into it alongside LinkedIn. So one automation runs both channels at the same time, with context of what's happening on each.
That split matters. A data tool is a place to pull in data: finding people and the details about them. The outreach tool's job is to talk to people, and to know where each conversation stands.
How should email and LinkedIn work together in one sequence?
The client asked a fair question next. Should the messaging be the same on both channels?
No. LinkedIn goes first. The email only goes out if the person has not accepted the LinkedIn request for six days or so.
And the email is slightly longer. It says something like: "Hey, I dropped you a LinkedIn request, but I'm guessing you don't check your LinkedIn often. So here's me dropping you an email."
What do you need to set this up?
Not much. When I looked at this client's plan overall, my view was that we first needed to tighten up the people we were reaching out to. Then go into a more intensive multi-channel strategy, email plus LinkedIn, inside the automated setup we already had.
We did not need anything new. From the client's side, the only thing needed was one-time access to an email account. It can be a sales email. It does not have to be anyone's personal inbox.
The sender title came up too. It doesn't really matter. Something like relationship manager works.
How long before it starts working?
I said this on the call as well: it's like a maths problem. It's not a one-hit thing. With some people it just clicks. With others you have to put in the time and keep going.
It's also why I suggested a recurring weekly check-in, even if it's just 15 or 30 minutes, to look at everything that's happening and make sure we are all on track.
So before you pick software, ask one question. If someone responds on one channel, does the other channel know? If the answer is no, fix that first.
“If the person has already accepted the LinkedIn request and he's maybe booked a call and then we send him an email saying, hey, you missed our message, that reminds him that these guys are just playing some cold outreach games.”
Said on the call, 3 April 2026
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I run MarketinCrew, a marketing agency of around sixty people across Mumbai, Lyon, Paris and Toronto, and AI Crew, where we set up AI and marketing systems for businesses. I work with founders as a Virtual CMO, teach Search Engine Marketing and Social Ads at YNOV Campus in Lyon, and host The Marketin Podcast. Before all of that I co-founded American Joint, a restaurant in Mumbai that grew to three outlets.
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