Email and LinkedIn are not the same channel with different delivery methods. They serve completely different moments in a relationship — and Wyra treats them that way. When you select a channel, Wyra loads a default framework designed for that channel's context. You customize from there.
How channels work in Wyra
Each channel has its own framework. The same tools apply to both.
When you select Email or LinkedIn in the campaign messaging step, Wyra loads a default framework tailored to that channel — appropriate slot count, content shape, and message length for how that channel actually works. From there, you use the same framework tools across both: AI descriptors, custom slots, and exact verbatim text. The channel determines the starting point. You decide what it becomes.
Purpose
Build the case. Establish credibility, surface pain, demonstrate value, and create urgency across a full message.
Open a conversation. Get a connection accepted or a reply. The goal is human contact — not a pitch.
Slots
4–6 slots. Full value proposition including pain points, solution, proof, and CTA.
2–3 slots maximum. One angle, one question — or a brief introduction. That's it.
Length
150–350 words for most campaigns. Shorter for C-suite, longer for complex enterprise.
35–80 words. Longer than that and it reads like a compressed email — not a message.
Tone
Professional, structured. Confident but not aggressive. Builds trust through evidence.
Peer-to-peer. Human. No sign-offs, no formal closings. Like something a real person sent.
Follow-up
Wyra manages the sequence autonomously — each follow-up builds on the campaign context and engagement signals gathered so far.
Wyra manages follow-ups autonomously using the full campaign context. Your job is just to open the door.
Writing for email
Email gives you space to build a complete argument. Use it.
An email framework tells Wyra what to include and in what order — it shapes the message, not dictates every word. Each slot is an instruction Wyra interprets through the lens of the lead's data and campaign context. The richer the slots, the more specifically Wyra can connect your offering to each individual lead.
AWS Partner — 5-slot email framework
Offering: GTM Intelligence Platform for AWS partners. Campaign idea: MAP funding window closes Q1.
SaaS GTM — 4-slot email framework
Offering: AI-powered outreach for PLG sales teams. Campaign idea: Q1 pipeline targets just set.
Slot quality determines output quality
Wyra doesn't follow slot instructions mechanically — it interprets them using the lead's full profile and campaign context. A vague slot like {pain point} gives Wyra too little to work with. A specific slot like {pain point for a PLG team transitioning from self-serve to sales-assisted at Series B stage} gives Wyra exactly the right lens to personalize with.
Writing for LinkedIn
LinkedIn is about opening a relationship. Not making a case.
People on LinkedIn are not waiting to be sold to. They're networking, building visibility, and engaging with peers. The best LinkedIn first touch doesn't pitch — it earns a response. That might be an introduction, a relevant observation, a shared context, or a genuine question. The goal is a reply or a connection acceptance. Wyra handles everything that comes after.
You open the door. Wyra manages what follows.
Once a prospect connects or replies on LinkedIn, Wyra's autonomous follow-up sequence takes over — using the full campaign context, the offering data, and any signals gathered up to that point to continue the conversation naturally. Your LinkedIn first touch doesn't need to carry the entire pitch. It just needs to make someone want to respond.
LinkedIn opening angles
Five angles that work. None of them lead with a product.
Introduction
Simple, human, no agenda
Introduce yourself and why you're reaching out to connect. Acknowledge shared context — same ecosystem, similar focus, overlapping audience. No pitch.
“Noticed we're both deep in the AWS partner ecosystem — always good to connect with people working in the same space.”
Observation
Something true about their world
One relevant observation about a challenge, trend, or shift affecting their role or industry. Shows you understand their context without offering anything yet.
“Scaling a PLG motion past 100 seats usually means the outreach side starts breaking before anything else does.”
Shared context
Common ground first
Reference something you genuinely have in common — same event, same ecosystem, mutual connection, similar market focus. Warm and specific beats cold and clever.
“Saw you're speaking at re:Invent this year — we're in the partner ecosystem space too, would love to connect ahead of it.”
Genuine question
Curiosity, not qualification
Ask something they can actually answer from their own experience — not a disguised discovery call question. Something that signals you're interested in them, not just their budget.
“Curious how teams at your stage are thinking about partner-led pipeline heading into Q2 — seems like the strategies vary a lot.”
Timely signal
Relevant, not opportunistic
Reference something timely and real — a funding round, a market shift, a program deadline, a recent hire. Makes the outreach feel like a human noticing something, not a campaign firing on a schedule. Use campaign idea (Why Now) here if it's genuinely relevant.
“Congrats on the Series B — scaling from self-serve to sales-assisted outreach is usually the first motion that breaks at that stage. Would love to connect.”
AWS Partner — LinkedIn (3 slots, Observation angle)
Same offering. Different motion entirely.
SaaS — LinkedIn (2 slots, Introduction angle)
No problem statement. No pitch. Just a connection.
AWS Partner — LinkedIn output
“Building partner-led pipeline at the Advanced tier usually means your team is competing for PDM attention with dozens of other partners at the same time. We work with AWS partners on exactly this. How are you currently approaching co-sell sourcing?”
SaaS — LinkedIn output
“Head of Sales at a PLG company scaling past Series A — always good to connect with people navigating that transition. Curious what your outreach motion looks like as you move upmarket?”
The most common LinkedIn mistake
Treating LinkedIn as a shorter version of the email. If your LinkedIn message has more than one clear idea, a proof point, or a formal CTA — it's a compressed email. Strip everything back to one angle and one human question. Wyra's follow-up sequence carries the rest of the conversation from there.
Same lead, both channels
Two completely different conversations. Both part of the same campaign.
Email — 4 slots, Wyra tone
“Scaling partnerships at a PLG company usually means your team is managing inbound partner requests, co-sell motions with bigger vendors, and building an outreach program from scratch — often with a lean team.
The gap most partnership leads hit is the signal-to-outreach problem: ecosystem signals exist everywhere but there's no system to turn them into targeted outreach at speed.
Wyra's GTM Intelligence Layer monitors ecosystem signals, generates partner-specific outreach ideas, and executes multi-channel campaigns through your AI SDR — without adding headcount. Partnership teams using it have cut campaign creation time from days to hours.
With Q2 partner targets coming up, worth a 20-minute look at how this works for a team your size?”
LinkedIn — 2 slots, Informal tone
“Head of Partnerships at a PLG company — always interesting to connect with people building the partner motion at that stage. What does your outreach to potential partners look like right now?”
Why these messages look nothing like each other
The email builds a complete argument — pain, solution, proof, urgency, CTA. The LinkedIn message opens a conversation with zero selling. Both are part of the same campaign and serve the same prospect. The email makes the case when the moment is right. The LinkedIn message earns the right to have that conversation first. They don't need to match — they need to work together.
Where to go next