If you’re tired of sending cold emails into the void or making calls that go nowhere, you’re not alone. Chasing prospects with just one channel is a fast track to being ignored. This guide is for salespeople, founders, or anyone who needs replies—not just activity. I’ll walk you through building multi-channel campaigns (combining email and calls) in Reply that actually get noticed, without making your process a tangled mess.
Why Combine Email and Calls Anyway?
Before jumping into the how-to, let’s be clear: using both email and calls isn’t just about “doing more.” It’s about showing up where your prospects pay attention. Some folks reply to emails. Others pick up the phone. Hitting both angles gives you better odds.
But—don’t fall for the hype that says “multi-channel” means throwing 5 tools at your leads. More isn’t always better. Stick to what you (and your prospects) can handle.
Step 1: Get the Basics Set Up in Reply
First things first, you’ll need a Reply account (obviously). If you haven’t signed up yet, do that and poke around the dashboard.
What you need: - A verified email account connected to Reply (Gmail, Outlook, etc.) - Your phone number set up for calls (Reply uses VoIP; make sure your headset/mic actually works) - A list of prospects with email addresses and phone numbers
Pro Tip: Don’t try to import some giant list of 2,000 leads “just to see what happens.” Start with a manageable group (maybe 20–50). You’ll spot mistakes faster, and you won’t burn through your whole audience with a broken campaign.
Step 2: Plan Your Sequence (Before You Click Anything)
Reply lets you automate steps, but that doesn’t mean you should default to their suggested templates or timings. Think about: - How many total touches? (4–8 is plenty) - How often? (Don’t email and call on the same day unless you want to seem desperate) - What’s the mix? (Start with email, add a call after a day or two, then alternate)
Here’s a simple, realistic sequence to start with: 1. Day 1: Email 1 (intro, short, to the point) 2. Day 3: Call 1 (leave a voicemail if no answer) 3. Day 5: Email 2 (reference the call, add value) 4. Day 8: Call 2 (no answer? Try a different time of day) 5. Day 11: Email 3 (last polite nudge)
Don’t: - Send three emails in three days. You’ll get flagged as spam, and no one likes that guy. - Call every day. It’s annoying, and you’ll burn bridges.
Step 3: Build Your Campaign in Reply
Let’s translate your plan into Reply’s campaign builder.
1. Create a New Campaign
- Go to the Campaigns tab.
- Click “New campaign.”
- Name it something obvious (e.g., “June Cold Outreach – Email+Call”).
2. Add Steps
Reply supports multiple types of steps: Email, Call, Task, Social. For now, just stick to Email and Call.
Adding Emails
- Choose “Email” for your first step.
- Write your message from scratch. Templates are tempting, but they’re generic. Make it sound like a real human.
- Short, clear subject lines.
- No walls of text. One ask per email.
- Personalize using Reply’s variables—first name, company, etc.—but double-check your data.
Adding Calls
- Add a “Call” step after your email.
- Assign it to yourself or your team.
- Use the “Script” box for call notes, but don’t read it word-for-word. A couple of bullet points is enough.
- Set when the call should happen (e.g., 2 days after previous step).
Pro Tip: If you want to call only certain segments (e.g., high-value leads), use Reply’s filters and branching. Don’t waste time calling everyone.
3. Set Timings and Delays
- Reply lets you space out steps. Use delays (e.g., “2 days after previous step”).
- Stagger your emails throughout the day (Reply has a “send window”) to avoid spam filters.
4. Review Before Launching
- Double-check merge fields (e.g., {{FirstName}}). Broken personalization looks spammy and lazy.
- Make sure your call steps have phone numbers mapped correctly.
- Preview your email sequence as if you’re the recipient.
Don’t skip this. People mess up here all the time.
Step 4: Warm Up Your Email (and Yourself)
Deliverability is half the battle. If your emails land in spam, it doesn’t matter how good your pitch is.
- Use Reply’s built-in email warm-up if your domain is new or you haven’t sent much cold email before.
- Check your SPF/DKIM/DMARC settings. If you don’t know what those are, ask your IT person or Google it—you need them.
- Don’t send out 100 emails on day one. Ramp up slowly.
On the call side, practice your first 10 seconds out loud. You don’t need a script, but you do need to sound like you’re not reading from one.
Step 5: Launch and Monitor
Hit start. Now watch what happens—not just opens and clicks, but actual replies and conversations.
What to track: - Reply rate: If it’s under 5%, your emails are probably too generic or your list is off. - Call connection rate: If no one’s picking up, try different times of day or check if your number is getting flagged as spam. - Bounced emails: More than 5%? Your data needs work.
Reply gives you dashboards, but don’t obsess. Look for trends, not just numbers.
Step 6: Adjust, Don’t Overcomplicate
The first version of your campaign probably won’t be perfect. That’s normal.
- If no one replies, change your subject lines or opening sentences.
- If calls go nowhere, test different voicemails or times.
- Remove steps that aren’t working—don’t just keep adding more.
Ignore advice that says you need LinkedIn, SMS, and skywriting all at once. Get email and calls working first. Layer on more only if you have bandwidth and see real value.
What Works, What Doesn't, and What to Ignore
What Works
- Personalization: Real, specific details—not “Hey {{FirstName}} I see you work at {{Company}}.”
- Consistency: Following up over a week or two, not just one-and-done.
- Short, clear asks: Don’t bury your question in a paragraph.
What Doesn't
- Over-automation: If every touchpoint looks automated, people will ignore you.
- Too many steps: More than 8 touches feels desperate unless you have a real relationship.
- Generic messaging: You can’t “hack” your way past being boring.
What to Ignore
- “Best time to email/call” studies. Try different times. Every audience is different.
- Fancy sequence templates. Start simple, adjust based on your results.
- Anyone who says “just add more channels.” Nail email and phone first.
Final Thoughts: Keep It Simple and Iterate
Multi-channel campaigns in Reply aren’t rocket science, but they’re not set-and-forget either. Start with a basic sequence, watch how people respond, and tweak as you go. Don’t get caught up in shiny features or chase every new trend. The best campaigns are the ones you actually run—and improve after you see what works.
Keep it simple. Stay human. Iterate. That’s how you’ll actually get replies.