Both channels are getting harder. The teams winning are the ones picking the right channel per situation.
Google and Microsoft have tightened sender reputation requirements significantly since 2024. Domains warmed in 6 weeks now take 12. Reply rates on cold email sit at 1.5–2.5% for well-targeted campaigns.
When it works:
When it fails:
LinkedIn started rate-limiting InMail in early 2026. Open rates are still high (~50%), but reply rates have dropped to 2.4% on average.
When it works:
When it fails:
The teams converting at 15%+ are doing this:
The DM creates warmth. The email creates persistence. Together they 3x what either channel does alone.
Reply rates: LinkedIn DMs ~2.4% / Cold email ~1.8% — but conversion to meeting is 3x higher on LinkedIn replies because the buyer already saw your face.
Reaching senior decision-makers in legacy industries (CFOs, GCs, Directors of Operations). They check email all day; they check LinkedIn weekly.
If your buyer is on LinkedIn, start there. Use email as the follow-up channel. If your buyer isn't on LinkedIn, do the inverse.
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