When it comes to B2B lead generation, two channels consistently dominate the conversation: LinkedIn and email. Both have their champions, detractors, and unique strengths. But which one delivers better results for your business?
The truth is, it’s not quite that simple. The effectiveness of each channel depends on your industry, target audience, message, and execution. Let’s dive into the specifics to help you make an informed decision.
Understanding the fundamentals
Before we compare these channels, it’s worth understanding what makes each tick. Email marketing has been around for decades and remains one of the most cost-effective marketing channels. It’s direct, measurable, and allows for sophisticated personalisation. When done well, email can feel personal and valuable to recipients.
LinkedIn, meanwhile, is the world’s largest professional networking platform. It’s where business people go to connect, share insights, and discover opportunities. This professional context makes it particularly powerful for B2B outreach.
The case for LinkedIn outreach
LinkedIn offers several compelling advantages for lead generation. First, it’s inherently professional. When someone receives a LinkedIn message, they’re already in a business mindset. This context can make them more receptive to commercial messages than they might be in their email inbox.
The platform also provides rich data about your prospects. You can see their job title, company, recent posts, and mutual connections. This wealth of information makes it easier to craft highly personalised messages that resonate.
LinkedIn’s InMail feature allows you to reach people outside your network, though it comes with limitations. Free accounts can only send a limited number of connection requests per week, whilst premium features require ongoing investment. Response rates on LinkedIn tend to be higher than email, particularly for initial outreach. Many professionals are more likely to respond to a thoughtful LinkedIn message than a cold email, especially if it comes from someone in their industry.
The power of email marketing
Email has its own set of advantages. It’s incredibly scalable. Once you have a quality email list, you can reach thousands of prospects with a single campaign. The costs are also generally lower than LinkedIn, particularly for high-volume outreach.
Email allows for more sophisticated automation and nurturing sequences. You can create complex workflows that deliver the right message at the right time based on prospect behaviour. This level of automation is harder to achieve on LinkedIn. Personalisation options in email are extensive. You can customise everything from the subject line to the content based on prospect data. Advanced email platforms can even personalise images and calls-to-action.
Email also provides better analytics and tracking. You can monitor open rates, click-through rates, and conversion rates with precision. This data makes it easier to optimise campaigns and improve performance over time.
Deliverability challenges
Both channels face deliverability hurdles, but they’re different in nature. Email deliverability depends on factors like sender reputation, list quality, and content. Spam filters are increasingly sophisticated, and a poor sender reputation can severely impact your reach. However, with proper practices, you can achieve excellent deliverability rates.
LinkedIn has its own challenges. The platform actively monitors for spam and automated behaviour. Accounts that send too many messages or connection requests can be restricted or suspended. This makes it crucial to stay within LinkedIn’s limits and guidelines.
Cost considerations
From a cost perspective, email generally wins for volume-based campaigns. Most email platforms charge based on list size or number of emails sent, making it affordable to reach large audiences.
LinkedIn can be more expensive, particularly if you’re using premium features like InMail or Sales Navigator. However, the higher engagement rates can justify the additional cost, especially for high-value prospects.
Audience preferences matter
Different audiences respond better to different channels. Senior executives, for instance, might be more responsive to LinkedIn messages, as they’re likely active on the platform and see it as a professional communication channel.
Technical professionals might prefer email, particularly if they’re not heavy LinkedIn users. Younger professionals often check LinkedIn regularly, whilst older generations might stick to email. Industry also plays a role. Creative industries might respond well to visually appealing LinkedIn content, whilst traditional sectors might prefer the formality of email.
The integration advantage
Rather than choosing one channel over the other, many successful B2B companies use both as part of an integrated approach. You might start with LinkedIn to establish a connection, then move the conversation to email for detailed follow-up. This multi-channel approach allows you to reach prospects where they’re most comfortable and responsive. It also provides multiple touchpoints, which can be crucial in B2B sales cycles that often require numerous interactions before conversion.
Measuring success
Success metrics differ between channels. LinkedIn success might be measured by connection acceptance rates, response rates, and meeting bookings. Email success typically focuses on open rates, click-through rates, and conversion rates. Both channels should ultimately be measured by their contribution to revenue and customer acquisition. The channel that delivers more qualified leads at a lower cost per acquisition is likely the better choice for your specific situation.
Making the right choice
So, which is better? The answer depends on your specific circumstances. Consider your target audience, budget, resources, and goals. If you’re targeting senior decision-makers in a specific industry and have the budget for a premium LinkedIn account, LinkedIn might be your best bet. If you need to reach a large audience cost-effectively and have strong email marketing capabilities, email might be the way forward.
Most successful B2B lead generation strategies use both channels strategically. LinkedIn for relationship building and initial outreach, email for nurturing and detailed communications. The key is to test both channels with your specific audience and measure the results. What works for one company might not work for another, even in the same industry.
At SendIQ, we’ve seen success with both approaches. The best results often come from using LinkedIn and email together as part of a comprehensive lead generation strategy that also includes cold calling and website visitor identification. The most important thing is to start somewhere, measure your results, and continuously optimise your approach based on what the data tells you.
