If you're tired of sending cold emails into the void and hoping for a bite, this guide is for you. Multi touch sales campaigns—where you follow up across different channels, more than once—actually work. But only if you do them right, and without turning into a spam bot. This is a no-nonsense, practical guide for sales pros, founders, and anyone who wants to get real results using Close. Let’s get your campaigns out of spreadsheet hell and into something that actually drives replies.
What’s a Multi Touch Sales Campaign, Really?
Let’s keep it simple: a multi touch campaign is just a structured way to reach out to prospects multiple times, across different channels. For example:
- Email → Phone call → LinkedIn message → Another email
- Or, Email → Text → Phone call → Voicemail
The idea is to increase your chances of getting a response without being a pest. The trick is mixing up your approach, timing, and message—so you’re persistent, not annoying.
Who should care? - B2B sales teams (especially if you do outbound) - Solo founders doing their own outreach - Anyone tired of “spray and pray” email blasts
If you’re looking for quick hacks or magic buttons, this isn’t it. But if you want a repeatable, real-world process for Close, keep reading.
Step 1: Map Out Your Touches (Don’t Wing It)
Before you touch anything in Close, sketch out your sequence. Grab a Google Doc or notebook and answer:
- How many touches? (5–8 is common for outbound, over 2–3 weeks)
- Which channels? (Email, phone, SMS, social, etc.)
- What’s the interval? (Every 2 days? 4 days? Mix it up)
- What’s the goal? (Demo booked? Info request? Connection?)
Example:
| Day | Channel | Message Type | |-----|----------|----------------------| | 1 | Email | Intro + value prop | | 3 | Phone | Voicemail if no answer | | 5 | LinkedIn | Connection + note | | 7 | Email | Resource or case study | | 10 | Phone | Direct call, no voicemail | | 14 | Email | Breakup/last attempt |
Pro tip: Writing your sequence out first saves you from fiddling endlessly in the CRM and keeps things consistent.
Step 2: Build Your Campaign in Close
Close is built for high-velocity sales, so it’s pretty good at this stuff—if you use its core features right.
Use Smart Views to Segment
- Smart Views are saved searches/filters for your leads. Use these to group prospects by persona, industry, region, or campaign.
- Example: “VPs of Sales at SaaS companies, >50 employees, in California.”
Don’t: Dump everyone into one big list. You’ll end up with generic messaging and lower response rates.
Set Up Your Email Templates
- Write templates for each step, but personalize the first sentence or two. (No one likes “Hi {First Name}, I wanted to reach out because…”)
- Keep it short. 3–5 sentences max.
- Add one clear call to action. Too many choices = no reply.
What to ignore: Over-designed emails. Plain text looks more real and gets better replies.
Use Sequences (“Workflows”) for Multi Touch
- Close lets you create Sequences (sometimes called Workflows), a series of emails and tasks spaced out over time.
- Each step can be an email, a phone call (task), or a manual reminder (e.g., “Connect on LinkedIn”).
- Assign leads to a Sequence and Close will remind you (or send automatically, depending on setup).
Honest take: Automation is great for reminders and basic follow-ups, but don’t automate every touch, especially calls or LinkedIn messages. People can smell a bot a mile away.
Step 3: Add Calls and Other Channels
Emails are easy to automate, but calls and social touches take a bit more effort.
Calls
- Block out time each day to work your call tasks. Close has a built-in Power Dialer, which helps you plow through call lists quickly.
- Leave a voicemail if you’re comfortable, but don’t leave the same one every time.
What works: Actually calling. Most folks never pick up the phone—so you’ll stand out if you do.
What doesn’t: Robocalls or reading a script word-for-word.
SMS and Social
- You can send SMS right from Close (if you have the number). Keep it friendly, short, and don’t pitch right away.
- For LinkedIn/inMail, create a task in your Sequence so you don’t forget. Don’t try to automate DMs—LinkedIn hates that, and so do prospects.
Ignore: Any “omnichannel” tool that promises to automate everything across email, phone, SMS, and LinkedIn at once. You’ll get your accounts suspended, or worse, end up spamming people.
Step 4: Track Replies (and Don’t Annoy People)
Close automatically tracks replies to your emails. When someone responds, Close can pause the Sequence for that lead. But you should still:
- Review replies daily. If someone asks to be removed, do it right away.
- Remove unqualified leads from your Sequence—don’t keep pestering folks who are a bad fit.
- Update the lead’s status (e.g., “Interested,” “Not Now,” “Unqualified”).
Pro tip: Marking leads “Do Not Contact” in Close keeps you from accidentally reaching out again.
Step 5: Measure, Adjust, and Keep It Simple
Most multi touch campaigns flop the first time. That’s normal. Here’s what to actually pay attention to:
What Metrics Matter?
- Reply rate: % of people who actually respond (not just open)
- Positive response rate: % who want to talk or learn more
- Meetings booked
- Touchpoint effectiveness: Which step gets the most replies?
What to Ignore?
- Open rates (with privacy changes, these are less and less reliable)
- Vanity metrics like “impressions” or “clicks” (unless clicks are your CTA)
How to Adjust
- If nobody replies after the first two steps, try tweaking your subject lines or first sentence.
- If everyone ignores your calls, try moving them to a different spot in your sequence.
- Drop or rework channels that flop—don’t force it just because it’s in the “best practices” list.
Warning: Don’t overcomplicate things with 12-step sequences and 5 channels. More touches won’t fix a bad message or a bad list.
Common Mistakes (and How to Dodge Them)
- Not personalizing: Even a little personalization goes a long way. At least mention something relevant about the company or person.
- Giving up too soon: Most responses come after the third or fourth touch.
- Sounding like a template: If your message feels generic, it’ll get ignored.
- Ignoring unsubscribes or opt-outs: You’ll burn your domain or phone numbers fast.
- Using recycled templates: If you found a template online, so did 10,000 others. Write your own.
Summary: Keep It Real, Keep It Simple
Multi touch sales campaigns in Close can work wonders—but only if you keep things simple, human, and focused. Map your sequence before you build, use Close’s tools to keep yourself on track, and don’t try to automate everything. Watch your replies, adjust what isn’t working, and remember: doing the basics well beats chasing shiny new tools every time.
Start small, iterate, and don’t be afraid to pick up the phone. That’s where the real conversations happen.