Combine cold calling and emailing to increase appointments

Today, you no longer have to choose between cold calling and emailing for effective prospecting. You combine both to multiply your chances of connecting with your target audience. When you increase your points of contact and align your messaging, you see a 15% in prospecting appointments compared to email alone. The proof: a 65% contact rate with a qualified database, versus only 2.3% conversion with a single cold call.

Statistical	Value
Contact rate on a qualified basis	65 %
Cold call conversion rate	2,3 %
Increase in prospecting appointments	+15% compared to email

Key Points of Cold Calling

• Combine cold calling and emailing to increase your chances of getting appointments by up to 15%.

• Personalize your messages to effectively engage prospects and improve response rates.

• Use multiple touchpoints, such as social media and networking events, to boost your visibility and connections.

• Structure your prospecting with a clear workflow including targeted emails, follow-ups and calls to maximize engagement.

• Regularly measure and adjust your strategy based on key performance indicators to continuously improve your results.

Why multichannel prospecting?

What the figures and cold calling experts say

The one-dimensional approach is not only less effective, it is statistically doomed. By 2026, siloed prospecting ignores the reality of the modern buyer's journey.

1. The proof is in the data: Why multichannel and cold calling are the norm

To understand the urgency of this transition, one must look at the most recent market research from industry leaders:

• The 8-touch rule: According to research by the RAIN Group , it now takes an average of 8 touchpoints to secure a first meeting with a qualified prospect. Relying on a single channel makes this frequency perceived as harassment, while a multi-channel approach transforms it into a familiar and professional presence.

• Combined efficiency: Salesforce 's "State of Sales" report reveals that salespeople using multiple channels reach their quotas 28% more often than those limited to a single channel.

• Buyer behavior: Gartner points out that B2B buyers spend only 5% of their time talking to a salesperson throughout their entire buying journey. If you're not present on LinkedIn AND via email, you simply don't exist for 95% of their decision-making process.

2. The challenges of one-dimensionality: Expert analysis

Experts in the field agree on the diagnosis: isolating a channel is a strategic error that limits your reach.

“Email alone is easily ignored. Phone calls alone are often perceived as intrusive. But when email sets the stage for the call, and LinkedIn validates the salesperson's identity, you create a 'bubble of trust' around your prospect.” — Jill Konrath , renowned sales strategist and author of the best-selling book Agile Selling .

3. Practical Solutions and ROI Measurement of Cold Calling

To transform this data into concrete results, your strategy must be driven by hybrid indicators that you can track directly in your Magileads reporting interface :

• The Overall Response Rate (Blended Response Rate): Stop measuring email and calls separately. Calculate success per complete sequence of 100 prospects.

• The LinkedIn “Lift”: Analyze the increase in your call answer rate among prospects who have previously accepted your invitation. On average, prior social interaction provides a 30% to 40% “lift” to call effectiveness.

Limitations of cold calling or email alone

You encounter several obstacles when you rely solely on cold calling or email marketing for prospecting. The main challenges include :

1. Targeting and segmentation: You need to personalize each message to effectively reach your target audience.

2. Copywriting: Writing engaging emails remains difficult, especially when trying to connect with strangers.

3. GDPR compliance: Navigating regulations can become complex and risky.

4. Volume and technicality: Industrializing cold emailing requires precise technical skills.

5. Fear of selling: Reluctance to contact strangers often hinders your efforts.

6. Misconception about sending emails: Sending emails alone does not generate enough sales.

7. Finding valid emails: You need to verify each address to reach your prospects.

Tip: You become more efficient when you combine several prospecting methods .

Advantages of combining cold calling and emailing

By combining cold calling and emailing, you see concrete results:

• 66% open rate on emails.

• Click-through rate of 11%.

• Response rate of 14%.

• Personalizing messages increases engagement.

• Automating campaigns to save time.

• In-depth research on prospects to better tailor your pitch.

• Regular testing and adjustments to optimize your results.

• Long-term relationships with your prospects.

• Regular follow-up to maintain interest.

This approach allows you to transform digital signals into real conversations and increase the number of qualified dates.

Diversify points of contact

You increase your chances of reaching your prospects by diversifying your channels :

• Social networks, particularly LinkedIn , facilitate access to decision-makers.

• Field prospecting allows you to create direct contact.

• Networking events offer unique opportunities to connect with potential clients.

Tip: Vary your points of contact to maximize your visibility and strengthen your commercial impact.

Structuring a cold call + email campaign

To maximize your prospecting results, you need to structure your campaign around three pillars: precise targeting (ICP), a consistent multi-channel outreach workflow, and a scoring system to prioritize your actions. Here's how to proceed step by step.

Targeting and ICP for its cold call

The first step is to define your Ideal Customer Profile (ICP). You need to identify the companies and contacts with the highest conversion potential. To do this, focus on several criteria:

• Firmographics : company size, sector of activity, turnover.

• Technographics : tools and technologies used by the target.

• Behavioral : problems encountered, business objectives, maturity in the buying cycle.

• Strategic : characteristics common to your best current customers.

Note: Firmographic data allows you to define an objective scope around your ideal clients. You gain efficiency by selecting a specific industry sector, an appropriate company size, and a geographic area where you perform best.

To begin, clarify the objective of your campaign (for example, to obtain sales appointments). Define a realistic target audience and start with a limited number of prospects to test the effectiveness of your approach.

Multi-channel outreach and cold call workflow

An effective outreach workflow combines multiple channels to multiply touchpoints and maximize reachability. You can structure your sequence like this:

1. Introductory email : Sends a short, personalized, and non-intrusive message to capture attention.

2. LinkedIn follow-up : Target only prospects who have opened your email or accepted your invitation.

3. Cold call : Prioritize contacts who have shown interest (open, click, LinkedIn response) to transform the digital signal into a real conversation.

4. Follow-up email or call : If necessary, make an additional follow-up to maximize your chances of getting an appointment.

To automate and personalize your sequences, use appropriate tools:

• Multichannel sequences (email, LinkedIn, calls, SMS)

• AI-assisted writing to optimize your messages

• A/B testing to test different objects, content, and timings

• CRM integrations to centralize your data and track engagement

Tip: A visual drag-and-drop editor makes it easy to create and adjust your workflows. You can import contact lists from various sources and tailor each sequence to your industry.

Prospect Scoring and Prioritization

Scoring allows you to focus your efforts on the most engaged prospects, those most likely to convert. Assign points to each detected action:

• Opening email

• Click on a link

• LinkedIn Response

• Demo request

• Participation in a webinar

A prospect who downloads multiple resources or frequently visits your product pages deserves special attention. This scoring system automatically prioritizes your leads. This allows you to organize your cold calling sessions by targeting high-potential contacts first.

Tip: Regularly measure your key indicators to adjust your strategy:

• Response rate
• Lead qualification level
• Conversion rate
• Average time spent on the phone
• Bounce rate
• Return on investment per channel

By structuring your campaign around these three pillars, you create a fluid, measurable, and scalable process. This increases the quality of your appointments and the overall performance of your multichannel prospecting.

Prepare an effective cold call

A successful cold call doesn't happen by chance. You need to structure each call into four key steps: a personalized icebreaker, a short pitch, handling objections, closing, and follow-up. This method allows you to maximize your conversion rate and establish a relationship of trust from the very first seconds.

Custom Icebreaker

The icebreaker is the first impression. You need to capture your interlocutor's attention and establish a climate of trust. A generic message won't work: personalize your approach by using specific signals or recent information.

Some examples of effective icebreakers:

• Ask your prospect how their day is going :
  "Hello, how has your day been so far?"

• Congratulates on a recent event:
  "Hello, I saw that your company recently won an award. Congratulations!"

• Refer to industry news:
  "Hello, have you seen the news regarding the latest trend in your industry?"

• Mention a common connection:
  "Hello, I saw that you worked with a company that is also a client of ours. How did that go?"

• Ask a question about growth strategy:
  "Hello, I recently read an article about your company that I found very interesting. Can you tell me more about your growth strategy?"

Tip: Segment your prospect list and prepare a specific icebreaker for each profile. This personalization significantly increases engagement rates right from the start of the cold call.

Short and impactful pitch for your cold call

After the icebreaker, you need to follow up with a concise and impactful pitch. The goal: to capture their interest in less than 40 seconds.

Structure your pitch around three elements:

• The hook : poses a problem or shares a striking statistic.

• The value proposition : explain in one clear sentence the benefit you bring.

• The call-to-action : proposes a concrete action, such as a meeting or a demo.

Example pitch:
"I work with companies in your sector to reduce customer request processing time by 30%. Is this a topic that currently concerns you?"

Tip: Prepare your script in advance, but don't read it word for word. Adapt your tone and speech to each person you're speaking to in order to remain authentic.

Handling objections during the cold call

Objections are an integral part of cold calling. You must anticipate them and handle them methodically to maintain the conversation.

Here is an effective approach:

1. Practice active listening . Let your prospect speak without interrupting.

2. Ask open-ended questions to understand the real reason for the reluctance.

3. Rephrase the objection to show that you understand, then propose a suitable solution.

4. Respond in real time to maintain attention and engagement.

Example:
Prospect: "We're already using our system."
You: "I understand, many of our clients were already using our system before discovering our solution. How do you rate satisfaction with your current tool?"

Note: Prepare a list of the most common objections and appropriate responses before each cold call session. This will help you stay calm and responsive.

Closing and follow-up via cold call

The final step is to turn the conversation into concrete action. You need to conclude the call by suggesting a meeting or a clear next step.

Actions to prioritize:

• Use a firm but respectful call to action:
  "Would you be available for a 15-minute chat this week?"

• If the prospect hesitates, offer an alternative:
  "I can send you a summary by email and we can agree on a time slot later?"

• Systematically note down key information and plan a personalized follow-up after the call.

Tip: Structure each call into four parts: icebreaker, pitch, objection handling, closing. Respect your interlocutor's time and steer the conversation towards a specific action.

By applying this method, you increase the quality of your interactions and the conversion rate of your cold calls into qualified appointments.

Optimize the management of switchboard operators

Collect useful data

When you go through a receptionist or assistant, you should see this step as an opportunity , not an obstacle. Your goal is to obtain key information: an email address, the name of the right person to speak to, or even details about the decision-maker's availability. To maximize your chances, adopt a professional and empathetic attitude from the start of the call.

• Take the time to establish a friendly relationship with the receptionist. A simple "Hello, how are you today?" creates a positive atmosphere.

• Use technical language appropriate to your sector. This demonstrates your credibility and reassures your interlocutor about the legitimacy of your approach.

• Be prepared for resistance: if the operator hesitates, remain calm and responsive. Always offer an alternative, such as verifying an email or requesting direct contact.

Here are some effective ways to obtain information:

"Can you confirm Ms. Martin's email address so I can send her a summary of our proposal?"

"I would like to pass on an optimization opportunity to Mr. Dupuis. Could you please tell me the best way to contact him?"

Don't forget to research the company before calling. This shows you know the background and helps you gain the operator's trust.

Create a contextual emergency

To get a quick response, you sometimes need to create a sense of urgency. Use positive and compelling language: talk about "opportunities" or " efficiency optimization ." Briefly explain why your message deserves immediate attention.

• Specify whether you wish to send a short summary or important information.

• Mention a current event or an upcoming deadline to contextualize your request.

• Remain empathetic and collaborative: show that you understand the switchboard operator's workload.

Tip: A respectful tone and a clear request increase your chances of obtaining the information you're looking for. This makes the rest of your prospecting easier and improves the quality of your database.

Pace, volume and prospecting tools

Adjust the pace according to the market

You need to adapt your prospecting pace to the size and maturity of your market. In a small market, a targeted approach is essential: prioritize personalization and the quality of interactions. Analyze each prospect, adjust your messaging, and multiply your points of contact to build trust. This method works particularly well with long sales cycles or contacts who are difficult to reach.

In a large market, you adopt a volume strategy. You use automated sequences and segment your database to reach as many prospects as possible. You link each touchpoint to a specific objective: detect signals of interest, qualify quickly, and prioritize the most promising leads.

Here are some good practices for adjusting your pace:

• Long sales cycles require regular nurturing and educational content to maintain interest.

• Fine segmentation helps you optimize your resources, especially if you're working with a small team.

• Identifies high-potential prospects based on their sector, size, and maturity.

• Take into account the time constraints of your contacts when planning your follow-ups.

Tip: Structure your prospecting funnel with regular points of contact so you never lose track of your prospects.

Use the right tools

To accelerate your multichannel prospecting , you need to equip yourself with powerful tools. These solutions allow you to automate, personalize, and track each interaction without sacrificing efficiency.

• Lemlist : This tool allows you to automate sending email campaigns, LinkedIn messages, and phone calls. You benefit from advanced personalization thanks to artificial intelligence.

• The Growth Machine : This all-in-one solution simplifies B2B prospecting. You can send personalized sequences across multiple channels and manage all responses in a unified inbox.

• Power dialers : They speed up your calling sessions by automatically chaining numbers, which increases your daily contact volume.

• Click-to-call : This feature allows you to initiate a call with one click from your CRM or prospect list.

• Answering machine detection : You avoid wasting time on voicemails and focus your efforts on real conversations.

Tip: Combine these tools to increase productivity and maintain a clear view of your performance. This allows you to adjust your strategy in real time and maximize your appointment rate.

Examples of multichannel sequences

Want to maximize your appointments ? Structure your prospecting with multichannel sequences tailored to your market. Here are three concrete examples to inspire you.

Simple sequence

To get started, you can set up a simple sequence that combines email and cold calling. This method works very well for testing a segment or launching a new offer.

1. Define your target and your objective (for example, to obtain a demo or to qualify a need).

2. Plan your points of contact over 10 to 20 days: start with a short email, then follow up by phone the next day.

3. Alternate between email and phone calls, without overloading your prospect.

4. Write messages that respond to each other: each follow-up refers to the previous contact.

5. Plan scenarios based on the response: interested, to call back, silent.

6. Track your results in your CRM.

7. Adjust the sequence after analyzing open and response rates.

Tip: Well-orchestrated multi-channel sequences can generate up to an 18% response rate. The more touchpoints you create, the more appointments you'll get.

Advanced Sequence

For longer sales cycles or strategic accounts, you can enrich your sequence:

• Add a LinkedIn message after the first email.

• Include value-added content (case study, white paper) in the second follow-up.

• Use a short text message to remind someone of an appointment or confirm an exchange.

• Segment your follow-ups according to the signals detected (clicks, opens, LinkedIn responses).

• Set up a dashboard to track each interaction and prioritize the most engaged prospects.

This approach creates a consistent experience across multiple platforms and increases the likelihood of contact.

Sectoral adaptation

Each sector has its own specific characteristics. You must adapt your sequence to maximize impact:

• Manufacturing industry: favors regular monitoring, as decision cycles are long (conversion rates between 3% and 8%).

• Health: adopts a specialized approach and respects regulatory constraints (conversion rate of 4% to 7%).

• Financial services: emphasize compliance and reliability, which reassures your prospects (conversion rate of 5% to 12%).

Tip: Always personalize your messages according to the sector and the decision-maker's profile. This increases the relevance of your prospecting and your chances of securing a meeting.

Checklist of mistakes to avoid

prospecting session , you need to check a few key points to avoid mistakes that hinder your results. Here are the most common pitfalls and how to avoid them.

Timing and cadence

You need to organize your campaign by alternating channels: phone, email, LinkedIn. An effective sequence includes at least eight contacts over two weeks . Each interaction should provide new information to maintain the prospect's interest. Regularity and quality of communication are more important than volume.

• Don't overload your prospects with identical messages.

• Plan your follow-ups to maintain momentum without becoming intrusive.

• Vary the content with each contact.

Tip: Consistency in your interactions creates a positive dynamic and increases your chances of conversion.

Insufficient personalization

You need to tailor each message to your audience. Prospects respond more to communications that directly concern them.

• Use the recipient's name in your emails and calls.

• Personalize the content according to the prospect's sector or issues.

• Avoid generic messages that damage the relationship.

Tip: A personalized message increases the response rate and strengthens the credibility of your approach.

Follow-up and reminders forgotten

Structured follow-up makes all the difference. You must systematically follow up after each contact.

1. First follow-up : Monitoring of the initial exchange.

2. Second follow-up: Reminder of the topic or added value.

3. Final follow-up: Closure or proposal of an exit strategy.

• Uses multiple channels to follow up (email, phone).

• Personalize each follow-up.

• Follow a precise schedule: value-added follow-up (days 3-5), social proof follow-up (days 7-8), final follow-up (days 12-14).

Re-engaging a client is always more profitable than finding new ones ! Establish a follow-up plan and respect the deadlines.

Signal prioritization

You need to analyze engagement signals to prioritize your actions.

• Do not neglect prospects who show interest (open, click, reply).

• Poor prioritization can lead to a loss of profitability and conversion opportunities.

• Classify your leads according to their level of engagement to maximize the performance of your campaign.

Note: Learning from your campaign depends on your ability to prioritize the right signals.

Quick checklist before calling:

• Did I switch channels?

• Are my messages personalized?

• Is my recovery plan structured?

• Have I prioritized engaged prospects?

This way you avoid common mistakes and optimize each multi-channel prospecting session.

Optimize and iterate the strategy

Measure and adjust

To improve your multichannel prospecting, you need to measure the right indicators. This data allows you to identify what's working and quickly adjust your strategy. Here are the main KPIs to track:

• Conversion rate by channel : you identify the channels that generate the most appointments.

• Engagement rate on social media and in your email campaigns: you assess the interest of your prospects.

• Customer return rate and feedback by channel: you analyze the satisfaction and relevance of your messages.

You need to centralize this data in your CRM or a dashboard. This helps you visualize trends and make fact-based decisions. If you find that a channel is underperforming, adjust the frequency or content of your messages. Focus on the touchpoints that deliver the most value.

Tip: Set up weekly reporting to track your results. This will improve your responsiveness and allow you to correct any discrepancies more quickly.

Test and improve

To improve, you need to regularly test your hooks and sequences. A/B testing remains the most effective method for optimizing each stage of your prospecting. Here's how to do it:

1. Test the email subject line to improve the open rate.

2. Test the opening line to increase the readership rate.

3. Test copywriting to optimize reader engagement.

4. Test the call to action to improve the response or click-through rate.

Each test should focus on a single variable . Modifying only one variable per test allows you to isolate the factors that lead to improvement.

You need to analyze the results of each test and apply the best variations to your entire campaign. This continuous iteration process allows you to increase the performance of your multichannel prospecting and remain competitive in your market.

To succeed with your multichannel campaign, you need discipline, high-quality data, and a genuine curiosity to understand your prospects. Focus on brand consistency , data integration, and personalizing every message . Test, score, and prioritize each signal to convert interest into appointments. Launch a pilot program on a specific segment, measure the results, and continuously optimize. Like Antoine, you'll see that continuous iteration multiplies your sales opportunities.

FAQ

How to choose the right time to call a prospect?

You need to analyze engagement signals: email opens, link clicks, or LinkedIn replies. Prioritize a time slot in the morning or early afternoon. These times increase your chances of reaching a decision-maker.

What is the ideal duration of a cold call?

Aim for a 3- to 5-minute call. Introduce yourself briefly, highlight the added value you offer, and then suggest a meeting. Keep it concise to capture their attention and secure a commitment.

Should each email be personalized?

Yes, you should personalize each message. Use the prospect's name, job title, or recent news. This approach increases the response rate and demonstrates your professionalism.

What tools facilitate multichannel prospecting?

You can use tools like Lemlist, La Growth Machine, or a power dialer. These solutions automate your sequences, centralize responses, and improve your tracking.

How do you measure the effectiveness of a multichannel campaign?

You need to track appointment rates, response rates, and engagement levels. Use a dashboard to visualize your results and adjust your strategy in real time.

See also

The Impact of Cold Emailing on Your Professional Network

Tips to Improve Your Cold-Mailing Campaigns

Techniques to Automate Your Sales Prospecting

Effective Approaches to Obtaining B2B Appointments

CROC Approach: Effectively Structuring Your Telephone Prospecting