Lead with email first
The most effective LinkedIn outreach comes after you've already sent 1 or 2 emails to the same contact. Here's why: by the time your LinkedIn message arrives, the person has already seen your name in their inbox. That name recognition does a lot of the heavy lifting, they're no longer a cold contact, they're a warm one.
LinkedIn works best as a follow-up channel, not a first touch.
Why this sequence works
Email (Touch 1 and 2): Introduces you and your offer. Starts building familiarity.
LinkedIn (Touch 3): Feels like a natural follow-up, not a cold approach. The contact already recognizes you.
LinkedIn also serves as a fallback: If your emails aren't getting through (spam filters, wrong address), LinkedIn gives you an alternative path to connect.
Tips for LinkedIn messages in sequence
Keep it short: LinkedIn messages that read like essays get skipped
Reference the email you already sent: "I also sent you a note via email, wanted to connect here too"
Focus on starting a conversation, not closing a deal in one message
Make it personal: generic messages are easy to ignore
Tip: Consistency across channels builds trust. When someone sees you in their inbox and then on LinkedIn, it signals you're a real professional reaching out with purpose, not a mass campaign.