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    Strategy and cadence

    Multichannel sales cadence: calls, email and LinkedIn

    Single-channel outreach leaves most of the pipeline unworked. In Nousu's data from 218,000+ dials, a cold call took about 77 dials per booked meeting, cold email about 1,100 emails and LinkedIn about 240 messages, while an all-channel sequence took 48 touches per meeting, with 47% of those meetings becoming opportunities.

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    Quick answer

    A multichannel cadence combines calls, email and LinkedIn into one planned sequence of touches, so each channel warms the next. The cadence below runs 11 touches over 24 days, phone first, with the email templates and call guidance for each step.

    Our standard cadence is 8 touches over about 24 days. The version below adds three supporting touches for teams that want more LinkedIn and email around the calls; trim it back to 8 if your list is small or senior.

    How to use these templates

    Every {{placeholder}} marks something you must research or write yourself. Replace all of them before you send, and if you cannot fill one with something true and specific, pick a different template.

    The names mean the same thing on every page: {{first_name}} and {{company}} are always the prospect and their business, {{your_name}}, {{your_company}} and {{your_phone}} are always you, and {{their_phone}} is the number you called them on.

    Each email ends with {{signature}} and {{opt_out}}. {{signature}} is your full name, role, company, website and phone number. {{opt_out}} is one plain line. On a cold email: If this isn't relevant, reply "no thanks" and I won't contact you again. In an ongoing conversation it can be quieter: Prefer not to hear from me? Reply "unsubscribe". Keep both in every commercial email, including short follow-ups.

    How the cadence is built

    The phone does the heavy lifting and the other channels support it. Email explains a missed call and gives the prospect something to reply to. LinkedIn puts a face to the name, so the fourth call is from someone they recognise.

    • Five calls, because it takes 4 attempts on average to reach a decision maker.
    • Calls in the 10am to 11am and 2pm to 3pm windows, varied by day.
    • Two voicemails at most, on touches 2 and 8.
    • Every email adds something new, and the last one closes the loop.
    • Stop every channel the moment they reply, book or opt out.

    The calls in the cadence

    Each call needs an opener, one good question, a value line and an ask. Our cold call script library has scripts by situation, and the cold call script generator builds one for your offer with objection responses and a voicemail.

    To see how many dials the cadence needs to hit a meeting target, use the meetings per dial calculator.

    The 11-touch cadence, day by day

    Days count from the first touch. If a touch lands on a weekend or public holiday, move it to the next working day. Adjust the gaps to your segment, but keep the order: LinkedIn and the first call open, email supports, the breakup closes.

    The 11-touch cadence, day by day
    TouchDayChannelWhat to doNotes
    11LinkedInView profile and send a connection requestUse a shared-context note from the LinkedIn library. No pitch.
    21CallFirst call, in the 10am to 11am or 2pm to 3pm windowUse your opener and one question. If it goes to voicemail, leave a short message. Save the second voicemail for touch 8.
    31EmailAfter-voicemail email, within the hourTies the missed call to the inbox. Template below.
    43CallSecond call at a different time of dayNo voicemail. Try the other peak window.
    56EmailFollow-up with a new angle, same threadStep 1 of the follow-up sequence: a symptom they may recognise.
    68CallThird callIf you reach a gatekeeper, ask for help finding the right person rather than pitching.
    710LinkedInMessage if connected, or engage with a recent postA genuine question about their work, not a pitch.
    813CallFourth call, with a second voicemailReference the email. Many meetings come on the fourth attempt or later.
    915EmailNew thread: useful resource or right-person askStep 3 or 4 of the follow-up sequence.
    1018CallFifth callLast dial in the cadence. Try early morning if earlier windows failed.
    1124EmailBreakup emailClose the loop and give an easy way back. Template below.

    The templates

    Each template has subject lines, the body with placeholders, when to use it, why it works, three variants, common mistakes and a compliance note.

    Touch 3: the after-voicemail email

    Subject line options

    • just left you a voicemail
    • my call earlier, {{first_name}}
    • {{your_name}} from {{your_company}}

    Email

    Hi {{first_name}}, I tried you on {{phone_type}} a few minutes ago and left a short voicemail, so here it is in writing. I'm calling {{target_role_plural}} about {{problem}}. We help teams like yours {{outcome}}. If it's relevant, reply with a time that suits and I'll call then. If not, tell me and I'll stop. {{signature}} {{opt_out}}

    When to use it

    Within an hour of the first call going to voicemail, on day 1 of the cadence.

    Why it works

    It gives the missed call a name and a reason and turns the voicemail into something they can reply to. It also sets up every later call: you are now the person who emailed.

    Variants

    Short

    Hi {{first_name}}, Just left a voicemail about {{problem}}. Reply with a time, or tell me to leave it. {{signature}} {{opt_out}}

    Formal

    Dear {{first_name}}, I called earlier and left a brief voicemail regarding {{problem}}. If a conversation would be useful, please suggest a convenient time; otherwise I will not call again. Kind regards, {{signature}} {{opt_out}}

    Aussie-direct

    Hi {{first_name}}, Rang you earlier and got voicemail. Short version: we help {{target_role_plural}} with {{problem}}. Flick me a time, or tell me it's not for you. Cheers, {{signature}} {{opt_out}}

    Common mistakes

    • Sending the email before the call.
    • Leaving a voicemail on every call.

    Compliance note

    The email needs consent, identification and an opt-out. The call to an Australian number needs a Do Not Call Register wash and permitted calling hours.

    Touch 11: the breakup email

    Subject line options

    • closing the loop
    • last note on {{topic}}
    • should I close your file?

    Email

    Hi {{first_name}}, I've tried you a few times by phone and email about {{topic}} and haven't caught you, which usually means the timing is wrong. I'll stop here. If it becomes a priority, reply to this email or call me on {{your_phone}} and I'll pick it straight up. {{signature}} {{opt_out}}

    When to use it

    On the last day of the cadence, when none of the earlier touches got a reply.

    Why it works

    It acknowledges both channels, so it reads as the end of a real effort rather than another automated email. A clear exit often draws a reply with a month or a referral.

    Variants

    Short

    Hi {{first_name}}, I'll stop calling and emailing about {{topic}}. Reply any time if it comes up. {{signature}} {{opt_out}}

    Formal

    Dear {{first_name}}, Having been unable to reach you regarding {{topic}}, I will not follow up further. Please contact me should it become a priority. Kind regards, {{signature}} {{opt_out}}

    Aussie-direct

    Hi {{first_name}}, Tried you a few times, no luck, so I'll leave it there. If {{topic}} comes up, give me a bell on {{your_phone}} or hit reply. Cheers, {{signature}} {{opt_out}}

    Common mistakes

    • Starting a new cadence the following week.
    • Leaving the contact in an automated sequence after the breakup.

    Compliance note

    Suppress anyone who opts out on all channels: email, phone and LinkedIn. Unsubscribes must be actioned within 5 working days.

    Adapting the cadence

    For enterprise and C-suite lists, spread the touches further apart and lean on LinkedIn and referrals more. For small business owners, compress it to two weeks and call earlier in the morning. For inbound leads, skip the cadence and call within minutes instead. Whatever the segment, keep the logic: phone first, email to support, LinkedIn to warm, and a clean exit.

    Spam Act checklist for every template

    Australian B2B email is legal and regulated by the Spam Act 2003. Before you send any template on this page, check these four things.

    Australian cold calling and Spam Act rules
    • Consent. You need express consent (they agreed) or inferred consent. For B2B, consent can be inferred where a work address is conspicuously published, the message is relevant to the person's role, and there is no statement that they do not want unsolicited messages.
    • Identification. Every message clearly identifies you and your business, with contact details that stay accurate for at least 30 days after you send it.
    • Unsubscribe. Every commercial message includes a working opt-out, which must be actioned within 5 working days and keep working for at least 30 days after sending.
    • No harvested lists. Do not use address-harvesting software or lists built with it. A bought list does not come with consent.

    Calls in the same cadence follow different rules: wash Australian numbers against the Do Not Call Register and call within permitted hours. New Zealand and Singapore recipients are covered by their own laws, summarised on the template library hub. This is general information, not legal advice. AU, NZ and Singapore rules

    FAQ

    Multichannel sales cadence: questions

    Practical answers from SDR managers who run outbound every day.

    Still have questions?

    Book a 30-minute call

    A planned sequence of touches across calls, email and LinkedIn, with set timing, so each channel supports the others. It replaces ad hoc follow-up with a repeatable process.

    Nousu's standard is 8 touches over about 24 days. The 11-touch version on this page adds LinkedIn and email support around five calls.

    Three to four weeks for most B2B segments. Shorter feels pushy; much longer loses momentum. After the breakup, wait for a trigger or a date they gave you.

    Phone first, in our experience and data. In Nousu's numbers, cold calls booked a meeting every 77 dials and phone-sourced meetings became opportunities 50% of the time, against 32% for cold email.

    Two at most. Leave one on the first call and one on the fourth, and use the after-voicemail email to make them count.

    Use the cold call script library for scripts by situation, or the cold call script generator to build one for your offer.

    Calls to Australian numbers need a Do Not Call Register wash and permitted calling hours. Emails and messages need consent, identification and a working unsubscribe under the Spam Act. This is general information, not legal advice.

    Related templates and guides

    Cold call script library

    Scripts for every call in the cadence

    Cold call script generator

    Build a script for your offer

    Meetings per dial calculator

    Dials needed for your target

    Multi-channel outreach

    The whole cadence run for you

    All sales email templates

    The full template library

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