Running Multi-Channel Campaigns with Lemlist Integration

Why Lemlist + GTMStack Together

Lemlist is one of the strongest outbound email platforms on the market, particularly for personalized image and video in email. We’ve tested roughly a dozen cold email platforms over the past two years, and Lemlist’s visual personalization capabilities are genuinely differentiated. Personalized images and video remain an underused tactic that consistently outperforms text-only approaches in A/B tests.

But Lemlist, like most point solutions, is designed for email-first campaigns. When you need to orchestrate true multi-channel sequences that span email, LinkedIn, and phone with unified analytics and CRM sync, you hit the edges of what any single tool can do alone.

In our 2026 State of GTM Ops survey, 41% of B2B professionals cited tool sprawl as their biggest operational challenge. That’s exactly what happens when you run Lemlist for email, a separate tool for LinkedIn, a separate dialer for phone, and then try to stitch the data together manually. We built the GTMStack Lemlist integration to fix that specific problem.

The integration lets you run Lemlist’s email engine, with all its personalization capabilities, as one channel within a broader multi-channel campaign managed from GTMStack. Activity data flows both ways: Lemlist engagement metrics (opens, clicks, replies) sync into GTMStack for unified reporting, and GTMStack lead intelligence (intent signals, fit scores, account context) feeds into Lemlist campaigns for better targeting.

The result is a setup where you keep Lemlist’s email strengths while gaining coordinated LinkedIn and phone touches, cross-channel analytics, and bidirectional CRM sync.

Setting Up the Integration

The integration takes about 30 minutes to configure and requires admin access on both platforms. We’ve set this up across roughly 60 accounts, and these are the steps plus the gotchas we’ve found.

Step 1: Connect Your Lemlist Account

In GTMStack, go to Settings, then Integrations, then Lemlist. Enter your Lemlist API key (found in Lemlist under Settings, then Integrations, then API). GTMStack will validate the connection and pull your existing campaign list.

Gotcha we discovered: If you have more than 50 campaigns in Lemlist, the initial sync can take a few minutes. Don’t navigate away from the page during this process or you’ll need to restart it.

Step 2: Configure Data Sync

Choose your sync settings:

Lead data sync direction: We recommend bidirectional. GTMStack pushes enriched lead data (firmographics, technographics, intent scores) to Lemlist campaigns. Lemlist pushes engagement data (opens, clicks, replies, bounces) back to GTMStack.

Sync frequency: Real-time for engagement events (so your SDRs see Lemlist opens and clicks in GTMStack immediately), daily batch for lead enrichment data flowing to Lemlist.

Field mapping: Map GTMStack lead fields to Lemlist custom variables. This is where your personalization power multiplies. Every data point GTMStack has on a lead becomes available as a Lemlist merge variable. Map at minimum: first name, last name, company, title, industry, account tier, and any custom fields you use in email personalization.

We initially expected most teams to map 5-7 fields. In practice, we found that teams mapping 10+ fields to Lemlist variables saw roughly 25% higher reply rates on personalized emails, because they could reference more specific data points (tech stack, recent funding, company size) in their messaging.

Step 3: Set Up Campaign Templates

Create campaign templates in GTMStack that include Lemlist email steps alongside LinkedIn and phone steps. When you add a Lemlist step, you’ll select from your existing Lemlist campaigns or create a new one. The template defines the sequence logic: which channel fires when, what the delays are between steps, and what conditions trigger or skip each step.

Step 4: Configure CRM Sync

If you’re running Salesforce, HubSpot, or another CRM, configure the three-way sync: GTMStack to Lemlist to CRM. The goal is a single source of truth where all engagement data, regardless of which tool generated it, is visible in your CRM. GTMStack handles the sync orchestration, deduplication, and conflict resolution.

A lesson we learned the hard way: Always set up conflict resolution rules before turning on the three-way sync. Without them, you’ll get duplicate activities in your CRM when both Lemlist and GTMStack try to log the same email event. We now default to “GTMStack is the source of truth for activity logging” which prevents double-counting.

For the full list of supported CRMs and integration details, see our integrations page.

Building Multi-Channel Campaigns

With the integration active, you can build campaigns that coordinate email, LinkedIn, and phone touches in a single sequence. Here’s how to structure them effectively.

The Multi-Channel Sequence Structure

A well-designed multi-channel campaign doesn’t just add more channels. It uses each channel for what it does best.

Email (via Lemlist): Best for delivering detailed information, sharing content, and personalized visual assets. Email is your primary channel for explaining your value proposition and sharing social proof. Lemlist’s personalized image and video capabilities make email do things LinkedIn messages and phone calls can’t.

LinkedIn: Best for establishing credibility (profile views, content engagement), building relationships (connection requests, thoughtful comments), and brief, personal outreach (DMs). LinkedIn complements email by showing the human behind the message.

Phone: Best for breaking through when digital channels haven’t produced a response, for high-priority accounts where speed matters, and for converting engaged prospects into meetings. The phone is your escalation channel.

Example 5-Step Multi-Channel Sequence

We’ve tested dozens of sequence structures. This 5-step structure consistently produces the best balance of response rate and time efficiency:

Day 1: LinkedIn Profile View + Email 1 (Lemlist)

View the prospect’s LinkedIn profile in the morning. Send the first Lemlist email in the afternoon. The profile view creates a subtle touchpoint. They see your name in notifications before the email lands.

Email 1 should be short (under 100 words), focused on one specific observation about their company, and end with a question rather than a meeting ask. If using Lemlist’s personalized image feature, include a screenshot or visual that’s customized with their company logo, website, or a relevant data point.

Day 3: LinkedIn Connection Request

Send a connection request with a note that references the email topic without repeating it. “Hi [name], sent you a note about [topic] earlier this week. Would love to connect.” This is 96 characters. Short, natural, and creates a bridge between channels.

Day 5: Email 2 (Lemlist)

If no reply to Email 1, send a follow-up that provides additional value. This is where Lemlist’s personalized video feature works well. Record a 60-second video walking through something relevant to their business (their current outbound approach, a competitive analysis, a quick audit of their public-facing operations). We tested personalized video emails against text-only follow-ups across about 2,000 prospects. Video emails saw roughly 3x the reply rate. The effort per video (3-5 minutes including research) is justified for Tier 1 accounts.

Day 8: Phone Call

Call the prospect. Leave a voicemail if they don’t answer (they usually won’t). The voicemail should reference the emails and LinkedIn touch: “Hi [name], this is [your name] from [company]. I sent you a couple of notes about [specific topic], wanted to see if it resonated. I’ll send a quick follow-up email with some details. Looking forward to connecting.”

Day 11: Email 3 (Lemlist) / Break-Up

Final email. Keep it short and gracious: “I’ve reached out a few times about [topic]. If the timing isn’t right, completely understand. I’ll follow up in a few months. If it is relevant, happy to find 15 minutes this week.” Break-up emails consistently produce the highest reply rate in any sequence because they create urgency through loss aversion.

For more detail on building multi-channel sequences, our guide on building a multi-channel SDR operation covers the full operational framework including hiring, metrics, and scaling.

What Most People Get Wrong About Personalized Images

Here’s a take that might surprise you: most teams using Lemlist’s personalized images are doing it wrong, and their results suffer because of it.

The standard approach is to drop the prospect’s name or company name onto a template image. First name on a whiteboard, company logo on a mockup, that sort of thing. This worked well in 2023. By 2026, recipients have seen this trick dozens of times and it reads as automated.

We tested three approaches across about 1,500 prospects each:

• Generic personalized images (name/logo on template): 6.2% reply rate
• Custom observation images (screenshot of their website or LinkedIn with hand-drawn annotations): 11.4% reply rate
• Text-only emails (well-written, no image): 5.8% reply rate

The generic personalized images barely outperformed text-only emails. The custom observation images, where you actually screenshot something specific about the prospect’s company and annotate it with a genuine observation, nearly doubled the reply rate. The lesson: personalization that shows you actually looked at the prospect’s business beats personalization that just proves you know their name.

What doesn’t work anymore:

• Generic stock photos with just a first name overlaid. These look automated and recipients have become immune to them.
• Overly designed marketing images. The best-performing personalized images look informal and hand-crafted, not polished.

Personalized Video

Record short (30-90 second) videos addressing the prospect by name and referencing something specific about their company. Lemlist generates a custom thumbnail with the prospect’s name or company logo, which appears in the email as an image that links to the hosted video.

Production tips:

• Use a consistent, simple backdrop. Your office, a plain wall, or a clean screen share.
• Script the first sentence (the hook), improvise the middle, and have a clear CTA at the end.
• Batch record. You can record 20-30 personalized videos in a single sitting once you’ve done the research. Each video only needs 1-2 sentences of prospect-specific content.
• Aim for under 90 seconds. Watch-through rates drop dramatically after 60 seconds.

When to use video: Reserve personalized video for Tier 1 and high-priority Tier 2 accounts. The time investment (3-5 minutes per video including research) doesn’t justify the lift for high-volume, lower-value outreach.

A/B Testing Across Channels

The GTMStack-Lemlist integration enables A/B testing not just within a channel (Lemlist handles email A/B natively) but across channel combinations and sequences.

What to Test

Channel order: Does email followed by LinkedIn followed by phone outperform LinkedIn followed by email followed by phone? The answer varies by persona and industry. We found that for VP+ level prospects, LinkedIn-first sequences had about 15% higher meeting rates. For individual contributor targets, email-first was better by about 20%.

Timing gaps: Do 2-day gaps between touches outperform 3-day gaps? Does a same-day LinkedIn view + email outperform a next-day sequence? We tested timing gaps across about 3,000 prospects and found that 2-day gaps between channels outperformed 3-day gaps by roughly 18% on overall response rate. But same-day double-touches (LinkedIn view + email on day 1) didn’t improve response rates and occasionally felt aggressive.

Channel inclusion/exclusion: Does adding phone calls to an email + LinkedIn sequence improve conversion enough to justify the time cost? For some personas, phone adds 30%+ to meeting conversion. For others (especially in technical roles), it’s neutral or negative. Test this with your specific audience.

Email format in Lemlist: Text-only vs. personalized image vs. personalized video. Test these head-to-head with statistically significant sample sizes (minimum 200 prospects per variant).

Setting Up Cross-Channel A/B Tests

In GTMStack, create two sequence variants with different channel configurations. Assign prospects to variants randomly (GTMStack handles randomization and sample balancing). Run each variant for a minimum of 3 weeks to account for the full sequence length and response lag. Measure on reply rate, meeting rate, and pipeline generated, not just open rates.

Syncing Activity Data Back to CRM

One of the biggest operational headaches in multi-channel outbound is ensuring that all touchpoint data ends up in the CRM. Without this, sales reps have incomplete records, managers can’t report on activity, and pipeline attribution is guesswork.

In our survey, only 28% of respondents can attribute pipeline to content and outbound activities. The rest are guessing. Fixing activity sync is the first step to fixing attribution.

The GTMStack-Lemlist integration handles this automatically:

Lemlist to GTMStack to CRM: Every email open, click, reply, and bounce from Lemlist syncs to GTMStack in real time, then pushes to your CRM as activity records on the relevant contact and account.

GTMStack to CRM: LinkedIn touches, phone calls, and other channel activities managed in GTMStack sync to CRM with the same structure and timing.

Contact and account matching: GTMStack handles the matching logic, ensuring that a Lemlist email to [email protected] logs on the correct contact record in your CRM, even if the email address in Lemlist doesn’t exactly match the CRM record (common with data quality issues).

Activity type standardization: All activities, regardless of source tool, are logged with a consistent taxonomy: email sent, email opened, email replied, LinkedIn connection request, LinkedIn message, phone call, voicemail left. This enables accurate activity reporting and sequence optimization across channels.

Campaign Analytics

With data flowing from Lemlist into GTMStack, you get campaign analytics that show the full picture.

Channel-Level Metrics

For each channel in your multi-channel campaigns:

• Email (from Lemlist): Deliverability rate, open rate, click rate, reply rate, bounce rate, unsubscribe rate
• LinkedIn: Connection acceptance rate, message response rate, InMail response rate
• Phone: Connect rate, conversation rate, voicemail-to-callback rate

Sequence-Level Metrics

Across the full multi-channel sequence:

• Overall response rate: Percentage of prospects who responded through any channel
• Meeting conversion rate: Percentage of prospects who booked a meeting
• Touches to meeting: Average number of touchpoints before a meeting is booked (typically 6-9 for multi-channel sequences, we see about 7 as the median across GTMStack accounts)
• Channel attribution: Which channel generated the response that led to the meeting? Track both first-touch and last-touch attribution.
• Sequence completion rate: What percentage of prospects completed the full sequence without responding? Low completion rates might indicate that prospects are engaging but through channels you’re not tracking.

Pipeline Attribution

The most important metric: how much pipeline did each campaign generate? GTMStack tracks from initial Lemlist email through to opportunity creation and closed-won revenue, providing multi-touch attribution that credits the full sequence, not just the last touch before the meeting.

For deeper analytics capabilities, explore GTMStack’s analytics features.

Real Campaign Results

Here’s a real campaign (anonymized) run through the GTMStack-Lemlist integration targeting VP-level operations leaders at mid-market SaaS companies.

Campaign setup:

• 350 prospects across 180 accounts
• 3-week, 7-touch sequence: 4 Lemlist emails, 2 LinkedIn touches, 1 phone call
• Email 1: text with personalized image (company website screenshot with annotations)
• Email 2: personalized 60-second video
• Email 3: case study share (text only)
• Email 4: break-up (text only)

Results after full sequence completion:

• Email deliverability: 96.2%
• Email open rate (unique): 52%
• Email reply rate: 8.4%
• LinkedIn connection acceptance: 31%
• LinkedIn message response: 14%
• Phone connect rate: 4.2%
• Overall response rate (any channel): 18.6%
• Meetings booked: 29 (8.3% of prospects)
• Pipeline generated: $1.4M
• Cost per meeting: $127 (including tooling costs and SDR time)
• Best performing element: Personalized video email (Email 2) drove 38% of all meetings as the attributed last touch

The cross-channel coordination was the differentiator. Prospects who received all 7 touches across all 3 channels booked meetings at 12.1%, compared to 4.8% for those who only received email touches (due to LinkedIn connection rejection or phone number unavailability).

We were surprised by the video email performance. We initially expected the personalized image email to outperform video because it requires less prospect effort (no click-to-watch). But the video created a much stronger human connection, and prospects who watched the video were about 2x more likely to respond to subsequent touches even if they didn’t reply to the video email itself.

Multi-channel outreach, supported by strong tooling integration, consistently outperforms single-channel approaches by a wide margin. The key is that the coordination has to be real. Running three channels independently isn’t multi-channel outreach. It’s three separate single-channel campaigns that happen to target the same people.