So you want to reach prospects on both email and LinkedIn without burning out—or burning through your reputation. Maybe you've heard about Persana and want to know if it's actually worth your time for multi-channel outreach, or if it's just another tool with big claims and little payoff. This guide is for sales teams, founders, recruiters, and anyone who needs to run smarter outreach without losing their mind (or inbox).
Here’s how to set up, run, and actually get results from Persana’s multi-channel sequences, minus the fluff.
1. Know What Multi-Channel Outreach Actually Means
Before you get lost in tool features, let's get clear: "multi-channel" just means reaching people in more than one place, usually email and LinkedIn. Why bother? Because most people ignore at least one channel. Showing up in both increases your odds—if you don't overdo it.
What actually works:
- Staggering your touches (don’t spam everywhere at once)
- Keeping messages short and relevant to the person
- Using each channel for what it’s good at (LinkedIn = warmer, less formal; Email = direct, can be longer)
What to ignore:
- Overly complex “omnichannel” strategies that sound fancy but just annoy people
- Automated DMs that scream “bot”
- Tools that promise 10x reply rates—there are no shortcuts
2. Set Up Your Persana Account and Integrations
First things first: sign up for Persana and don’t just click through the onboarding. Take a few minutes to get your basics right.
Email Integration
- Connect your email (Gmail, Outlook, etc.) inside Persana. It’ll walk you through OAuth—standard stuff.
- Warm up your sending account if it’s new or hasn’t sent cold emails before. This matters more than most guides admit. Don’t skip it.
LinkedIn Integration
- Persana usually works via a Chrome extension or direct integration. Follow their prompts.
- Pro tip: Use a secondary LinkedIn account if you’re nervous about limits or your main profile getting flagged. But don’t use obviously fake profiles—people can tell.
Import Your Contacts
- Upload a CSV or connect your CRM to pull in leads.
- Clean your list. Seriously. Bad data = bounces, angry replies, wasted effort.
What to ignore:
- Any upsells for “enrichment” or extra data unless you actually need it. Most lists are already too bloated.
3. Build a Smart Outreach Sequence (Not a Spam Blast)
The biggest mistake? Setting up a “sequence” that just blasts the same crap everywhere. Multi-channel is about mixing it up.
Basic Sequence Example
- Day 1: Email #1—short, relevant, no fluff
- Day 3: LinkedIn connection request (with a real note, not “Hi, I’d like to connect”)
- Day 6: LinkedIn message (if connected)
- Day 8: Email #2—reference your LinkedIn attempt, add new info
You can tweak the days, but don’t stack touches too close together. No one likes being hounded.
Setting Up in Persana
- Use the sequence builder to add both email and LinkedIn steps.
- For LinkedIn, Persana can either automate sending requests/messages or tee them up for you to approve. The latter is safer.
- Personalize each step. Persana lets you use merge fields—go beyond “{{FirstName}}.”
What actually works:
- Referencing your last touch (“Saw you on LinkedIn…”)
- Making it clear you’re a real person, not an automation
What to ignore:
- “Bump” emails with no added value
- Templates lifted straight from Google
4. Write Messages People Actually Respond To
All the automation in the world won’t save you if your messages are generic.
Email Tips
- Subject lines: Short, specific, no tricks
- Body: 2–4 sentences, relevant to the person or company
- End with a question or simple CTA—not a six-paragraph pitch
LinkedIn Tips
- Keep it conversational. LinkedIn is not email.
- If you’re sending a connection request, mention why you’re reaching out (ideally something human, not “expanding my network”).
- After they connect, don’t immediately pitch. Say thanks, mention something about them, and then ask if they’re open to a quick chat.
What actually works:
- Custom notes that show you read their profile or company page
- Referencing shared interests, events, or connections
What to ignore:
- “I help companies like yours…” (everyone does this)
- Overly formal language—this isn’t a cover letter
5. Monitor Deliverability and Response Rates (Don’t Just Blast More)
Persana gives you dashboards, but don’t get hypnotized by vanity metrics.
What to Actually Track
- Open rates: If these tank, your emails are hitting spam. Fix your copy, warm up your domain, and check your list.
- Reply rates: This is the only metric that matters. If people aren’t answering, revisit your message and targeting.
- LinkedIn acceptance rates: If no one connects, your requests are too generic or your profile looks sketchy.
Avoid These Traps
- Sending more if you’re not getting replies. More noise isn’t the answer.
- Ignoring LinkedIn’s daily limits—if you get restricted, you’re out of luck for weeks.
Pro tips:
- Rotate your outreach times—don’t always send at 9:01 AM.
- Use Persana’s “pausing” feature to stop sequences for people who reply or ask not to be contacted.
6. Handle Replies Like a Human (Not a Bot)
Automation ends when someone writes back. Persana can help you manage replies, but don’t rely on canned responses.
- Respond quickly, even if it’s just to say “Thanks, I’ll get back to you later.”
- If someone says “not interested,” mark them as such in Persana to avoid future awkwardness.
- For positive replies, move the conversation to a real meeting ASAP.
What actually works:
- Treating every reply as a real conversation, not a checkbox
- Not arguing with “no”—move on
7. Keep Your Outreach Sustainable
The best outreach is the one you can keep doing without headaches or getting banned.
- Use Persana’s built-in throttling—don’t max out settings just because you can.
- Review your sequences every couple of weeks. What’s working? What’s falling flat?
- Don’t try to “game the system.” LinkedIn, especially, is cracking down on automation.
If you’re getting burned out or seeing diminishing returns, scale back. Quality beats quantity every time.
Summary: Start Simple, Iterate Often
Multi-channel outreach with Persana can save you time and help you reach more people—but only if you keep it honest and thoughtful. Don't overcomplicate things. Start with one or two channels, simple sequences, and real messages. Pay attention to what gets replies (not just opens), and tweak as you go.
The best outreach isn’t about more tools or more steps—it’s about reaching the right people, in the right way. Keep it human, keep it simple, and keep improving.