$ man how-to/heyreach-routing-logic

Not every lead belongs on LinkedIn. Not every lead belongs in email. The routing decision depends on three signals: MX record (email infrastructure), seniority (role level), and channel affinity (where they are active). Getting the routing right means higher response rates on both channels. Getting it wrong means burning email deliverability and LinkedIn account health on the wrong prospects.

PATTERN

The MX record tells you what email infrastructure the prospect uses. This directly affects email deliverability. Google Workspace MX: email deliverability is generally good. Lead with email through Instantly or Lemlist. Add LinkedIn as a follow-up channel if the account is high-value. Microsoft 365 MX: email deliverability is harder. Microsoft applies aggressive filtering. Lead with LinkedIn through HeyReach. Use email as secondary. Proofpoint or Mimecast MX: enterprise-grade email security. Cold email has low deliverability. LinkedIn is the primary channel. You can classify MX records in Clay using a formula column or HTTP column that does a DNS lookup. Route the output to the appropriate platform.

PATTERN

C-suite and VP level: LinkedIn first, regardless of MX. Senior decision makers respond better to LinkedIn connection requests from real people than cold emails. The relationship signal matters more at this level. Director level: multi-channel. Both LinkedIn and email work. Stagger them. Manager and IC level: email first. LinkedIn still works, but managers and individual contributors have higher email response rates for most B2B offers. LinkedIn is the follow-up channel. The seniority data comes from your enrichment step. Apollo, Clay, or LinkedIn Sales Navigator all provide title and seniority fields.

PATTERN

For high-value accounts, run both channels with staggered timing. Day 1: LinkedIn connection request (HeyReach) Day 3: Cold email (Instantly/Lemlist) Day 5: LinkedIn follow-up if accepted (HeyReach) Day 7: Email follow-up (Instantly/Lemlist) Day 10: LinkedIn final touch (HeyReach) Day 14: Email final touch (Instantly/Lemlist) The prospect sees your name across two channels without feeling spammed. The key is staggering. Never send LinkedIn and email on the same day. Track which channel gets the response. Over time, patterns emerge by industry, seniority, and geography. Let the data drive your channel allocation, not assumptions.

ANTI-PATTERN

Do not copy the same message to LinkedIn and email. The prospect will notice. LinkedIn messages are short, casual, conversational. Emails can be longer, more structured, include links and resources. Each channel gets its own copy. LinkedIn connection request is 300 characters. Email subject line and body follow cold email best practices. The value proposition is consistent but the delivery is channel-native.