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, which remains 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.

GTMStack’ Lemlist integration bridges that gap. It 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 — all managed from one operational layer.

Setting Up the Integration

The integration takes about 30 minutes to configure and requires admin access on both platforms.

Step 1: Connect Your Lemlist Account

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

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.

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 ↔ Lemlist ↔ 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.

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

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 shines — record a 60-second Loom or Lemlist video walking through something relevant to their business (their current outbound approach, a competitive analysis, a quick audit of their public-facing operations). Personalized video emails see 3x the reply rate of text-only follow-ups.

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.

Personalized Images and Video in Email

Lemlist’s differentiation lies in its visual personalization capabilities. Through the GTMStack integration, you can use these features with richer data inputs.

Personalized Images

Lemlist lets you embed images in emails that dynamically include prospect-specific information — their name, company logo, website screenshot, or custom text overlaid on a template image.

What works:

Screenshots of the prospect’s website or LinkedIn profile with annotations highlighting a specific observation
Custom “whiteboard” images with the prospect’s name and a hand-drawn-style diagram relevant to their challenge
Social proof images showing logos of similar companies you work with, customized by industry

What doesn’t work:

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.

Performance data: Emails with genuinely personalized images (not just name insertion) see 25-40% higher reply rates than text-only emails in comparable sequences. The lift is strongest on the first email in a sequence, where the image helps differentiate your email from the dozens of other cold emails in the inbox.

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 — the rest can follow a standard framework.
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 → LinkedIn → phone outperform LinkedIn → email → phone? The answer varies by persona and industry. Test it with your specific audience.

Timing gaps: Do 2-day gaps between touches outperform 3-day gaps? Does a same-day LinkedIn view + email outperform a next-day sequence? Small timing adjustments can produce 15-20% differences in response rates.

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.

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.

The GTMStack-Lemlist integration handles this automatically:

Lemlist → GTMStack → 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 → 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 john@acme.com 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.

GTMStack’ SDR operations dashboard provides a unified view of all activity across Lemlist and other integrated tools, giving managers visibility into team performance by channel, sequence, and individual rep.

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)
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.

A/B Test Results

GTMStack automatically calculates statistical significance for active A/B tests and alerts you when a variant reaches significance (typically at 95% confidence). This prevents the common mistake of calling A/B tests too early and making optimization decisions based on insufficient data.

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’ analytics features.

Example Campaign Walkthrough

Here’s a real campaign structure (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).

Multi-channel outreach, supported by strong tooling integration, consistently outperforms single-channel approaches by a wide margin. The GTMStack-Lemlist integration makes this coordination operationally manageable for teams that would otherwise struggle to keep multiple tools and channels in sync. Visit our lead generation features page to see how the full platform supports campaigns like this end to end.