If you’re juggling cold emails, LinkedIn messages, maybe even the odd SMS, you know how messy outreach can get. This guide is for anyone tired of losing track of conversations and looking for a real workflow—not another sales pitch. Let’s cut through the noise and show you how to actually build and run multichannel outreach campaigns in Piperai—with some honest advice on what to use, what to skip, and how to keep your sanity.
Why Multichannel, Anyway?
First, the obvious: prospects don’t all hang out in the same place. Some answer email, some reply on LinkedIn, and a few (usually the ones you really want) seem to ignore everything. A multichannel approach gives you more shots at starting a real conversation.
But here’s the thing: more channels means more moving parts. That’s where Piperai comes in. It tries to be the “one desk” for campaigns—so you can see who you’ve messaged, where, and when.
Step 1: Get Your Accounts Connected
Before you start building campaigns, you’ll need to connect your channels. Piperai isn’t magic; it can only automate what you give it access to.
- Email: You’ll need to link your Gmail, Outlook, or SMTP/IMAP account. Don’t use your main work email—set up a dedicated inbox. If you burn your real account, you’re toast.
- LinkedIn: Piperai connects through the LinkedIn API. You’ll have to log in and grant permissions. If you’re running multiple personas, each one gets its own connection.
- SMS/Other Channels: Set up Twilio or whatever SMS provider you use. For most, you’ll need API keys and a number that can send messages.
Pro Tip: Warm up new email addresses before sending big campaigns. Piperai has built-in throttling, but mail providers are ruthless about spam.
What to skip: Don’t bother connecting every possible channel “just in case.” Stick to what you’ll actually use, or you’ll end up overwhelmed.
Step 2: Build Your Audience List
You can’t send messages without people to send them to. Piperai gives you a few ways to load your prospects:
- Upload a CSV: Standard stuff. Make sure you have columns for name, email, LinkedIn URL, phone—whatever matches your channels.
- Sync from CRM: If you’re using HubSpot, Salesforce, or another supported CRM, Piperai can pull contacts directly.
- Manual Entry: For one-offs or small batches, you can add people individually.
Honest take: Bad data kills outreach. Double-check your lists. If you’re scraping LinkedIn and your CSV looks like a junkyard, fix it before you send anything.
Step 3: Craft Your Multichannel Sequences
Here’s where most people overthink things. Piperai lets you build sequences—chains of messages that go out over different channels, spaced over days.
- Drag-and-drop builder: You can set “Day 1: Email,” “Day 3: LinkedIn connection request,” “Day 6: Follow-up email,” etc.
- Personalization tokens: Use fields like {{first_name}} or {{company}} to make things less robotic. But keep it believable—people know when you’re faking it.
- Branching logic: Want to skip LinkedIn if there’s no URL? Piperai can handle that. But don’t get lost in the weeds; simple sequences convert better.
What works: - Start with email—most people are used to it. - Add LinkedIn as a follow-up, not the first touch, unless your audience lives there. - Don’t send more than 2-3 messages per channel. If they’re not biting, move on.
What to ignore: - Fancy “AI” copy suggestions. They’re often bland or weirdly formal. Write like a human. - Overly complex sequences with 6+ steps. More steps = more unsubscribes.
Step 4: Set Up Sending Rules and Cadence
This is where you avoid looking like a spam bot—or worse, getting your accounts flagged.
- Daily send limits: Piperai lets you set caps per day, per channel, per account. Start low (20-40 emails/day) and ramp up.
- Time windows: Only send during business hours in your prospect’s timezone. Nothing screams “automation” like a 3am message.
- Randomized delays: Add 5-30 minute gaps between messages to keep things natural.
Pro Tip: If your open rates tank, you’re probably hitting spam folders. Lower your daily volume and double-check your copy.
Step 5: Launch and Monitor
Once your campaign is ready, hit launch. But don’t just set it and forget it.
- Live dashboard: Piperai shows opens, replies, bounces, and connection accepts in real time.
- Reply detection: The system can pause sequences if someone writes back (no one likes a follow-up after they’ve already responded).
- Manual review: Set rules so you can approve LinkedIn requests before they go out, if you want to keep things personal.
What works: - Check your dashboard daily, especially in the first week. - Respond to replies fast—speed matters more than a perfectly crafted response.
What to skip: - Micro-analyzing open rates. Focus on replies and meetings booked. Opens are a vanity metric (thanks, Apple Mail privacy).
Step 6: Manage Replies and Follow-ups
Outreach doesn’t end when someone responds.
- Unified inbox: Piperai tries to pull all replies into one place. It’s not always perfect (LinkedIn DMs and SMS can be flaky), so check your native inboxes too.
- Tag and categorize: Mark hot leads, not interested, or “circle back later.” Don’t let good prospects fall through the cracks.
- Manual follow-up: Sometimes you’ll need to step in. Automation gets you started, but closing deals is still a human job.
Honest take: If you’re running high-volume outreach, expect some angry replies. Don’t get defensive—unsubscribe them and move on.
Step 7: Measure, Iterate, and Don’t Overcomplicate
You’ll want to know what’s working, but don’t drown in data.
- Key metrics: Focus on reply rate, positive response rate, and (if you’re booking meetings) conversion rate.
- A/B testing: Try different subject lines or first messages—but only change one thing at a time.
- Pause what’s not working: If a channel is getting zero engagement, cut it. No need to be everywhere.
Pro Tip: Review your campaigns every couple of weeks. Outreach is about small tweaks, not giant overhauls.
Final Thoughts: Keep It Simple, Stay Human
Multichannel outreach works best when it’s simple and genuine. Piperai can help keep you organized, but it won’t save a bad list or robotic messaging. Start with the basics, see what actually gets replies, and build from there. No need for 10-step funnels or “AI-powered” everything—just consistent, thoughtful outreach that respects people’s time.
Remember: it’s easier to fix a simple system than untangle a complicated one. Launch, learn, and keep moving.