Choose the channel by the contact's preference, the strength of the relationship, the urgency of the next step, the sensitivity of the conversation and the region's communication rules. Multichannel does not mean sending the same message everywhere. Each touch should have a purpose.
Different contacts need different channels. The right one is usually the one the person already used with you, or the one that suits the next step.
Reference
Match the channel to the contact
| Channel | Works well for | Watch out for |
|---|---|---|
| A first message with a promised resource, and anything the person may want to forward | Long messages and several asks at once | |
| Phone or call | High-intent, time-sensitive or sensitive conversations | Calling without a reason the person would recognise |
| Personal connections, speakers and senior contacts | Pitching in a connection request | |
| Messaging apps | Contacts who used them with you first | Using personal channels without agreement |
| Meeting or video call | An agreed next step, such as a demo or a discovery call | Booking before the person has a reason to say yes |
What should decide the channel
About the person
- Their stated preference
- The strength of the relationship
- The region and applicable communication rules
About the moment
- The urgency of the next step
- The sensitivity of the conversation
- What the person has already engaged with
Rules still apply
Permission and communication rules vary by region and by channel. Check your rules before you send, and see the Event Risk, Contingency and Compliance Toolkit. For individual networking follow-up on LinkedIn, see follow up after a networking event.
Frequently asked questions
What is the best channel for event follow-up?
The one that fits the contact. Use their stated preference where you have it, email for a first message with a resource, a call for high-intent or time-sensitive contacts and a meeting for an agreed next step.
Should you follow up on LinkedIn or by email?
Email suits a message with a resource. LinkedIn suits a short personal note to a speaker or senior contact. If the person told you their preference, use it.
How many channels should you use?
Use as many as the sequence needs, but give each touch its own purpose. Sending the same message by email, LinkedIn and phone is noise, not a multichannel plan.