Email and LinkedIn do different jobs. An email makes the case. A LinkedIn message starts a conversation. Wyra gives each channel its own framework, so write each one for its job.
How each channel runs
A campaign is either Omnichannel, email and LinkedIn together, or LinkedIn only. In an Omnichannel campaign, an AI SDR sends by email until they connect LinkedIn, then Wyra adds LinkedIn. Tone and language are set once for the whole campaign. Each channel has its own framework, and a change on one stays on that channel.
| Channel | What happens |
|---|---|
| Wyra sends the first email from your framework, then writes the follow-ups itself, each from a fresh angle. Emails go out within the AI SDR's sending schedule. | |
| On omnichannel campaigns, Wyra usually views the prospect's profile first, and sometimes likes a recent post. Then it sends a plain connection invite. Once they accept, Wyra sends the first message from your framework, and follows up from there. |
Follow-ups stop as soon as the prospect replies. Wyra then handles the reply, or hands it to you as Action required. See Replies, Action required and auto-replies.
LinkedIn activity is spread through the day in the AI SDR's timezone, at a pace that keeps the account behaving like a person. Sending schedule, warmup and capacity has the details.
The two channels at a glance
| What to expect | |
|---|---|
| Job | Make the case: their problem, how you solve it, proof, and an ask. |
| Parts | A subject, a greeting and usually three to six slots. |
| Length | About one sentence per slot when it sends. Five slots run to roughly 80 to 100 words. |
| Ask | A clear next step, such as a short call. Its form follows the tone. |
| What to expect | |
|---|---|
| Job | Earn a reply. Save the pitch for later. |
| Parts | A greeting and two slots: something about them, and one easy question. |
| Length | One sentence per slot. Replies drop sharply past about 60 words. |
| Ask | A question they can answer in a sentence, about their priorities or approach. |
Writing for email
Email gives you room to build an argument. A good email framework moves from their world, to the problem, to your answer, to proof, to the ask. Each slot is one step.
An example for a cloud migration offering, with a funding deadline as the Why now:
- {Opener connecting their role and company's current infrastructure to a challenge they likely face}
- {The most relevant pain point from the offering for their role}
- {How our core solution removes that pain, with the strongest proof point from the offering}
- {Ask tied to the funding deadline}
Subject lines
Leave a description in braces in the Subject box, and Wyra writes a subject for each person from it. Type a plain subject instead and every email uses it, with merge tags such as {company} filled in.
Tips for email
- Make the slots specific. A slot that says which pain, for which kind of team, writes a sharper sentence than {pain point}.
- Give proof its own slot. Wyra only mentions customers or results when a slot asks for them.
- End on the ask. The sign-off is added for you, so the last slot should be your call to action.
Writing for LinkedIn
People on LinkedIn come to connect. The first message lands right after they accept your invite, so its only job is to make them glad they did, and to start a conversation. Wyra's follow-ups carry the rest.
That's why every LinkedIn framework Wyra drafts has two slots:
- {One sentence referencing a specific recent signal about them or their role}
- {One easy question about how they currently handle the challenge it implies}
Opening angles that work
| Angle | What the first slot does |
|---|---|
| Observation | Names one real challenge or shift in their role or industry. |
| Timely signal | Mentions something recent and real: a funding round, a new role, a launch. The Why now often fits here. |
| Shared context | Points to genuine common ground: the same ecosystem, event or market. |
| Introduction | Says simply why connecting made sense, given their role and focus. |
The question slot then asks something they can answer from their own experience. Genuine curiosity.
Same prospect, both channels
A Head of Partnerships at a growing software company, on one omnichannel campaign, in the Default tone.
Email, four slots: "Hi Priya, building a partner programme at your stage usually means a lean team juggling inbound requests and co-selling with bigger vendors. The hard part is turning partner signals into outreach fast enough to matter. We help partnership teams do that without adding headcount, and teams like Contoso's now launch partner campaigns in hours rather than days. With partner targets set for next quarter, is it worth 20 minutes to see how it would work for your team?"
LinkedIn, two slots: "Hi Priya, good to connect with someone building the partner motion at this stage. How are you deciding which partners to go after first?"
Same tone, same prospect, different jobs. The email makes the case. The LinkedIn message earns the right to have that conversation. They work together.
Common mistakes
- Copying the email framework into LinkedIn. If the LinkedIn message has a pain point, a solution and proof, it's a short email. Cut it back to one observation and one question.
- Asking for a meeting on LinkedIn. A first message that asks for time gets ignored. Ask about them.
- Skipping the proof slot in email. The proof slot shows why the time is worth it.
- Judging by one preview. Check all three preview prospects on each channel before you change anything.