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Playbook · Sequencing

Cross-channel ordering — email → LinkedIn → call → repeat

Channel order matters more than channel count. Why email-first-then-LinkedIn beats LinkedIn-first-then-email by 30% on reply rate, when to insert a phone call (hint: not where you think), and the 2-channel sequence that out-performs every 4-channel sequence we tested.

01The play

Summary
Channel order matters more than channel count. Why email-first-then-LinkedIn beats LinkedIn-first-then-email by 30% on reply rate, when to insert a phone call (hint: not where you think), and the 2-channel sequence that out-performs every 4-channel sequence we tested.
Timing window
During sequence design + quarterly performance reviews
Target persona
SDR managers designing playbooksRevOps configuring sequence templates
Success metric
Reply-rate gap between channel-optimized and channel-default sequences in A/B tests.

02Expected outcome

Outcome: Optimal channel order improves reply rate 20-30% over random order for the same total touch count.

Success metric: Reply-rate gap between channel-optimized and channel-default sequences in A/B tests.

03Anti-patterns · do not run this when

  • Do not lead with a call — pre-context-set first
  • Do not skip LinkedIn entirely — for senior personas it's the highest-trust channel
  • Do not assume more channels = better; sometimes 2 channels well-run beats 4 channels poorly-run
Playbook entry · ships as-of {date('M Y')}. Operator-written, no theory inflation. If you've run this play and the numbers don't match yours — or the rhythm needs a tweak — write to [email protected] and we'll revise.
Signal-anchored outbound, no theater

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