Outreach isn’t one-size-fits-all. What works wonders in SaaS might flop in manufacturing. Some industries live on email. Others won’t respond unless you pick up the phone. And then there’s LinkedIn—great for warm intros, tricky for cold outreach. In this report, we unpack 30 key statistics, each revealing how different outreach channels perform across various industries. The goal is simple: help you decide what works best and where to focus your energy.
1. Email open rates in B2B tech average 21.3%, compared to 15.7% in manufacturing
Why tech performs better with email
When you’re selling into tech, email still holds its own. With over 1 in 5 emails getting opened, the channel clearly has attention—but it’s not just about the number. It’s about the mindset of your buyer. Tech professionals spend a large part of their day in email tools like Gmail or Outlook. They also value asynchronous communication, which email delivers well.
The challenge in manufacturing
On the other hand, manufacturing professionals are often on the floor, in meetings, or not tied to their desks. An open rate of 15.7% reflects that environment. Even well-written emails might go unopened if your timing and subject line don’t line up with their daily rhythm.
How to use this insight
If you’re targeting tech companies, double down on personalized, relevant emails. Use data enrichment tools to add context to each message. For manufacturing, your email should be more like a teaser—just enough to warrant a follow-up call or LinkedIn message.
Focus on:
- Morning sends (before 9am local time)
- Subject lines with problem-focused triggers
- First lines that sound like a conversation, not a pitch
Use email as your starting point, then follow with a more personal touch if you’re reaching out in manufacturing.
2. LinkedIn InMail response rates in the software industry average 18%, compared to 11% in financial services
Software professionals are LinkedIn active
People working in software are likely to have active LinkedIn profiles. They network, engage in communities, and are open to peer-to-peer conversations. That’s why response rates are nearly 1 in 5. They treat LinkedIn as an extension of their work identity.
Financial services are more cautious
Financial professionals, especially those in compliance-heavy environments, are more skeptical. LinkedIn isn’t as active a channel for them. They might check messages, but replying to sales outreach is far less common.
What to do with this
In software, LinkedIn is a go-to for outreach. Customize your InMail. Mention something specific about their company, tech stack, or product. Keep it conversational.
In finance, your LinkedIn should support credibility, but your actual outreach may be better off starting with a warm email or referral.
Keep in mind:
- Your profile should look like a trusted peer, not a salesperson
- Avoid pitch-heavy messages
- Ask questions, not for meetings, in the first touch
3. Cold call connection rates in SaaS are around 9%, with only 1.5% leading to meetings
The tough odds of calling in SaaS
Cold calling still works—but just barely. Only 9% of calls in SaaS even connect, and fewer than 2% actually turn into meetings. Buyers are busy, and caller ID is a real filter. Plus, most SaaS buyers are digitally native. They’re used to async conversations and often ignore unknown numbers.
Make your calls count
You don’t have unlimited dials. So what’s the trick? Timing and context. Calling right after an email or LinkedIn message can warm up the interaction. So can referencing a recent event—like a funding round or product launch.
You’re not calling to sell on the spot. You’re calling to humanize the outreach. Lead with curiosity, not a pitch.
Tactical takeaways
- Call between 4pm–5:30pm local time
- Use local presence numbers
- Reference your email or LinkedIn note
- Ask permission to continue before diving in
The goal is to be remembered—even if they don’t take the meeting now.
4. 74% of recruiters say LinkedIn is their most effective outreach channel in professional services
LinkedIn owns recruiting
If you’re recruiting or selling into professional services (consulting, law, accounting), LinkedIn is where you’ll find traction. Most professionals here treat their LinkedIn as their business card. That makes them more likely to engage—especially with personalized outreach.
It’s about peer status
Professional service buyers don’t respond well to scripted messages. But they do engage with peers. That’s why outreach works better when it’s coming from someone with a similar role or background.
Apply this insight
If you’re selling HR tech, staffing solutions, or consulting services—LinkedIn is your power move. Send a connection request before your message. And don’t pitch right away. Instead, show that you’ve done your research.
Mention:
- Shared connections
- Company changes or growth
- Role-specific challenges
Let the message breathe. Your first outreach is about trust, not closing.
5. In healthcare, email has a 26.1% average open rate and a 3.4% click-through rate
Email still wins in healthcare
Despite all the regulation and red tape, healthcare professionals still open and engage with emails. A 26.1% open rate is very strong—especially considering the high number of messages they receive daily.
Why it works
Healthcare buyers rely on information to make decisions. They are not as active on LinkedIn, and they don’t have time for unexpected calls. But they do check email regularly—often in batches between appointments or meetings.
A click-through rate of 3.4% means that if your email links to relevant content (like a clinical case study or peer-reviewed result), you’re in a strong position to move the conversation forward.
Make your message stand out
- Use clean, simple subject lines
- Mention medical relevance or compliance where appropriate
- Keep your emails under 90 words
Don’t sell features. Lead with benefits for their patients, practice, or workflow.
6. 62% of decision-makers in the legal industry prefer email over calls or LinkedIn
Legal minds lean toward email
In the legal world, formality, clarity, and documentation matter. That’s why nearly two-thirds of legal decision-makers prefer email over any other outreach method. It gives them time to process, respond thoughtfully, and keep a paper trail.
Why LinkedIn and calls don’t work as well
Many lawyers and legal professionals don’t check LinkedIn often. And they rarely answer calls from unknown numbers, particularly during business hours packed with client meetings or court appearances.
Calls feel disruptive. LinkedIn feels informal. Email feels just right.
How to write for legal buyers
If you’re reaching out to law firms or legal departments, get to the point. Show respect for their time.
Use:
- Clear subject lines like “Quick Question re: Legal Intake Process”
- A short intro that frames your relevance
- A question that invites curiosity or reflection
Also, don’t bury the ask. Legal professionals appreciate directness. Make it easy to say yes or no.
7. Manufacturing execs respond to cold calls 3x more often than to LinkedIn messages
Call-first culture in manufacturing
Manufacturing leaders are more comfortable on the phone than online. They tend to have less active LinkedIn profiles and may not even manage their own accounts. But they do pick up the phone—especially if the caller has a relevant reason to reach out.
Why it works
Calls are immediate. In fast-moving operations, emails and LinkedIn messages can get buried. But a call? That cuts through. Manufacturing execs are used to fielding direct questions, solving problems, and making quick decisions.
Call strategy for manufacturing outreach
Prepare a short script, but don’t read it. Make it sound like a real conversation.
Start with:
- “Hi, this is [Your Name]—quick question about your supply chain process.”
- “I saw you recently expanded production—just wanted to connect on a related solution.”
You’re not pitching. You’re probing. Let them talk. The more they talk, the more they trust.
8. 42% of fintech buyers say personalized LinkedIn messages get their attention more than cold emails
LinkedIn wins in fintech—but only when it’s personal
Fintech buyers, especially product managers and heads of innovation, are active on LinkedIn. They’re tuned in to the latest tech trends. But they also get a ton of generic messages. So when one message speaks directly to them, it stands out.
What personalization really means here
It’s not about using their name. It’s about referencing their product, market moves, or something they’ve written.
Try this:
- Mention their latest feature launch
- Reference a shared investor or event
- Ask an open-ended question about a recent change in their niche
It’s about relevance, not flattery.
How to get replies from fintech leaders
Don’t start with the pitch. Start with insight. If you show you know their space and are offering real value, they’re more likely to respond.
End with a soft ask like:
“Open to a quick exchange on this topic?”
That’s less pressure than booking a call—and more likely to get a reply.
9. Average cold call duration in B2B sales is 80 seconds across industries
Time is tight—and it’s ticking
You don’t have five minutes. You barely have one. On average, a cold call in B2B lasts just 80 seconds. That means you’ve got to earn attention fast and leave them curious—not overwhelmed.
What to do in those 80 seconds
You’re not trying to close a deal. Your only job is to earn a second conversation.
Here’s a simple flow:
- Introduction (10 seconds)
- Context and relevance (20 seconds)
- Value teaser (30 seconds)
- Permission to continue (10 seconds)
- Close with a next step or question (10 seconds)
Never start with “Did I catch you at a bad time?” or “Can I have a minute?” You just used it up.
What matters more than a script
Tone. Confidence. Curiosity.
If you sound like a peer, not a rep, you’ll get better results. Practice until your opener sounds natural. Then time yourself. If you can spark interest in under 80 seconds, you’re ahead of the game.
10. 81% of marketers in SaaS say email drives the highest ROI among all outbound methods
Why SaaS marketers still bet on email
Email might seem old-school, but in SaaS it remains the top dog. Over 8 out of 10 marketers in this space say email delivers the best return. Why? Because it scales, it tracks, and it lets you test like crazy.
What makes email work in SaaS
It’s not just volume—it’s value. SaaS marketers who win with email are:
- Using segmented lists
- Sending educational or thought-leadership content
- Following up consistently
That builds trust and warms leads over time.
How to copy the strategy
Don’t just send feature lists or meeting invites. Send something worth opening.
Try:
- A “playbook” style email
- A single-question poll
- A quick insight with a relevant stat
If you give before you ask, your reply rate will go up.
The best emails feel like they’re from a peer. Keep the tone light, the text short, and the CTA simple.
11. Real estate sees a 14% higher meeting booking rate via calls than via LinkedIn
Voice works in real estate
In real estate—commercial or residential—relationships matter. People want to hear a voice. That’s why calls book more meetings than LinkedIn in this space.
Why LinkedIn underperforms
Many real estate professionals don’t spend much time on LinkedIn. They’re out in the field, managing listings or attending closings. LinkedIn might not even be part of their daily routine.
Calls, however, are expected.
How to use this insight
When targeting real estate:
- Call mid-morning or early afternoon
- Use a friendly, upbeat tone
- Mention local market trends or recent deals
- Offer something useful, like a tool or report
Even voicemails can work—if they’re short and to the point. Think of your call as your handshake.
12. HR professionals are 3.5x more likely to respond to LinkedIn outreach than to cold emails
LinkedIn is HR’s watering hole
HR lives on LinkedIn. It’s where they network, follow industry trends, and scout talent. So it’s no surprise that LinkedIn outreach works far better than email here.
Why email fails with HR
Their inboxes are a mess. Between internal requests, job applicants, and employee issues, a cold email from a vendor often gets deleted—or missed entirely.
How to structure your LinkedIn message
- Start with a connection request
- Follow up with a warm, friendly message
- Reference their work, company, or values
Don’t pitch right away. Start a conversation. HR is about people—and if you act like one, not a bot, you’ll get a response.
End your message with a curious question, like:
“Curious—how are you thinking about onboarding this year?”
That’s far more effective than:
“Can we hop on a quick call?”
13. Retail buyers open outreach emails only 11% of the time on average
Retail is flooded—and email struggles
Retail buyers are some of the most overwhelmed professionals. Their inboxes are constantly full of vendor pitches, internal reports, and supplier updates. That 11% open rate reflects just how tough it is to break through with email.
Why emails don’t get traction
Most outreach to retail sounds the same: long, generic, and self-centered. Retail buyers don’t have time to dig through your message to find value. If they don’t see something useful in the subject line or first sentence, it’s over.
How to fix this
You need three things:
- A subject line that hints at ROI or competitive advantage
- An opening line that shows you’ve done your homework
- A short, specific CTA
Example:
Subject: “Increasing Q4 turns for consumer tech”
First line: “Saw you added a new wearable to your lineup—are you exploring quicker shelf rotation tactics?”
Then ask a simple question, or offer a resource. Don’t hard sell. Offer value.
Follow up by phone if they don’t respond. In retail, voice can sometimes do what email can’t.
14. Cold calls in logistics yield a 6.2% success rate for booking discovery calls
Logistics lives on efficiency—and so should your call
Cold calling still works in logistics, but barely. A 6.2% success rate means you need to be prepared, sharp, and respectful of time. Logistics professionals value precision. They don’t want fluff.
What gets attention
The best cold calls in this space mention cost savings, delivery time improvements, or operational visibility. If your solution helps them hit KPIs, they’ll listen.
Start your call with something like:
“I work with similar 3PLs on cutting fuel costs through optimized routing. Quick question…”
Notice it’s not a pitch. It’s a probe.
Your call should do three things
- Show you understand the pressures they face
- Offer a measurable benefit
- Ask a direct, relevant question
Avoid talking about your platform’s “features” or “interface.” They want results. If you lead with that, your odds improve.
15. 58% of enterprise tech buyers prefer LinkedIn when the outreach is peer-to-peer
Peer language cuts through noise
Enterprise tech buyers are inundated with messages. But when the message comes from someone who feels like a peer—not a seller—they listen. LinkedIn becomes far more powerful in that dynamic.
What peer-to-peer really means
It doesn’t mean you need the same title. It means the tone, insight, and message should feel like it’s coming from someone who understands their world.
Try messaging like:
“Saw your recent launch—reminds me of a project we tackled last year. Curious how your team approached XYZ?”
This starts a conversation, not a sale.
Why this works
Enterprise buyers don’t want another vendor pitch. They want insight, perspective, and validation. If your message feels like it came from someone who’s been there, you’ll get a reply.
Structure your message to:
- Share insight
- Ask something thoughtful
- Avoid the “calendar link” trap—let the convo evolve naturally
16. Email sequences in the education sector show a 12.7% average reply rate
Email still connects in education
Education buyers—whether in schools, universities, or EdTech—tend to engage through email. But only if your message is respectful, non-promotional, and relevant to their goals.
Why sequences matter
Single emails often go unread. But a well-planned sequence—spread over two to three weeks—boosts reply rates dramatically. The key is variation. Don’t repeat yourself. Change the tone, the CTA, the value.
Example sequence:
- “New strategies to support remote learning this fall”
- “Thought this case study from XYZ School might help”
- “Wanted to check in—open to sharing notes?”
Each builds on the last, without being pushy.
Be human
In education, warmth and clarity win. Keep messages short. Avoid jargon. Reference real outcomes—not features.
And always ask:
“How can this help educators, students, or admins directly?”
If you answer that, you’ll get replies.
17. Calls to healthcare administrators yield a 3.1% conversion to meeting rate
Calls are tough—but not useless—in healthcare
Healthcare admins are busy, guarded, and often surrounded by gatekeepers. Still, with the right approach, cold calls can get results—even if the success rate is low at 3.1%.
Why this works
Most vendors don’t bother calling. That means your voice—when authentic and respectful—can stand out. Admins handle scheduling, vendor management, and budgeting. If you’re relevant, they’ll consider a quick talk.
Start with:
“Hi [Name], I’m reaching out because we’ve worked with practices like yours to reduce billing errors. Curious if this is a focus right now?”
Notice the tone: casual, specific, and relevant.
Be ready to pivot
If they’re not the right contact, ask who is. If they’re too busy, ask when you can try back. Leave a voicemail that sounds like a peer—not a telemarketer.
And always follow up with email. A call-plus-email combo improves recall and boosts your odds.
18. LinkedIn outreach in digital marketing sees a 19.4% response rate when personalized
Digital marketers love personalization—because they use it too
If you’re targeting digital marketers, you need to know this: they know what bad outreach looks like. They send campaigns every day. That’s why personalization works so well—it proves you put in effort.
What personalization really looks like
It’s not just “Hi [FirstName]”. It’s referencing:
- A campaign they launched
- A tool they use
- A metric they shared
Example:
“Saw your recent meta ad launch—super clean visuals. Are you experimenting with multi-touch attribution tools?”
This makes them pause and say, “This person gets me.”
How to keep the conversation going
Once you get a reply, don’t jump into scheduling. Ask a deeper question. Offer something small in return—like a quick tip or insight.
Build trust first. Pitch second.
19. Only 8% of cold calls in financial services go beyond the gatekeeper
The gatekeeper is real—and effective
In finance, assistants, receptionists, and team coordinators are trained to screen cold calls. Only 8% of those calls ever make it past that first line of defense.
Why it’s hard
Financial firms are risk-sensitive. They value privacy. And many gatekeepers are empowered to block unfamiliar outreach.
But there’s a way in—credibility and clarity.
How to approach it
First, sound calm and confident. Gatekeepers can tell when you’re nervous or winging it.
Second, don’t hide your intent. Be clear:
“I was hoping to connect with [Decision-Maker] regarding [very specific topic]. I’ll keep it brief.”
Offer to follow up via email. Ask for their address if needed. Often, that’s your path forward.
Be respectful. Don’t push. But stay consistent.
Persistence plus professionalism often wins.
20. Email follow-ups in cybersecurity improve reply rates by 27% after the third touch
Cybersecurity buyers need nudging
They’re busy, skeptical, and flooded with alerts and updates. That’s why following up is critical. The third email is often where you break through.
Why this happens
The first email may get buried. The second might get skimmed. But by the third, they start recognizing your name. You become familiar—not just another stranger.
How to write effective follow-ups
- Reference the previous email—but don’t repeat it
- Add something new (stat, case study, short insight)
- Use a clear subject line that evolves
Example subject lines:
- “Following up on security integration support”
- “New compliance update—worth a quick look?”
- “Quick check-in—open to chat next week?”
Don’t beg. Don’t guilt-trip. Be steady and helpful. That’s how you earn a reply from a security-conscious pro.
21. Industrial manufacturing sees a 2.4x higher reply rate to email vs LinkedIn
Email is the trusted lane in industrial sectors
In industrial manufacturing, decision-makers respond far better to email than LinkedIn. Why? They don’t live on social platforms. They live in spreadsheets, dashboards, and internal systems. LinkedIn is often secondary—or ignored entirely.
A 2.4x higher reply rate to email shows where their attention is. Email feels professional, reliable, and manageable. LinkedIn, to them, might seem too informal or off-topic.
Tailoring your email to their mindset
These professionals think in terms of efficiency, throughput, and ROI. So your email needs to show:
- That you understand their processes
- That your solution ties directly to operations
- That you’re not wasting their time
Subject lines should be matter-of-fact, like:
“Reducing line downtime by 18%—quick idea”
Body copy? Brief and specific. Include operational language. And no fluff.
Ask for a short conversation—but only after you’ve demonstrated relevance.
22. 91% of SaaS sales teams use LinkedIn as part of their outbound strategy
LinkedIn is baked into SaaS outreach
It’s not a “maybe”—it’s a standard. SaaS sales teams use LinkedIn because that’s where their buyers are. With 91% adoption, it’s clear that being visible, engaging, and messaging on LinkedIn is now table stakes.
What’s driving this usage
SaaS buyers research vendors long before they talk to sales. LinkedIn is often their first impression of you. And it’s not just the message—it’s your profile, your content, your connections.
How to compete in a crowded feed
To stand out, your LinkedIn profile must:
- Look like a consultant, not a seller
- Highlight results and outcomes
- Feature activity that shows credibility
When you message someone, mention shared interests, network overlaps, or recent posts.
Keep your tone human and informed. Don’t just ask for time—offer a reason.
And remember: LinkedIn isn’t just about messaging. It’s about presence. Stay active and visible.
23. C-level execs in B2B prefer phone outreach only 12% of the time
Calling the C-suite is often a miss
If you’re targeting CEOs, CFOs, or COOs, understand this: they rarely want to be called. Only 12% prefer voice outreach. Most see it as an interruption—especially when unannounced.
They prefer email, referrals, or trusted introductions. Cold calls feel random. And their time is too structured for surprises.
What this means for outreach
You shouldn’t avoid phone calls entirely—but they shouldn’t be your starting point.
Instead:
- Start with email—short, sharp, and value-led
- Use LinkedIn to follow up
- Call only if you’ve warmed them up
If you do call, your opening line must earn interest in 10 seconds or less. Reference a known challenge or industry shift. Avoid scripts. Speak like a peer.
Calls can work—but only after you’ve built context.
24. LinkedIn voice messages in B2B outreach have a 24% listen-through rate
Voice makes you human again
Typed messages blend in. But a voice message? That stands out—especially on LinkedIn. A 24% listen-through rate proves that people are curious when someone leaves a personal note.
It feels real. It sounds different. And it makes you memorable.
When to use LinkedIn voice
After someone accepts your connection request—but before you pitch. It’s your chance to add tone, warmth, and intent.
Start with:
“Hey [Name], thanks for connecting. I noticed you’re working on [topic]—just had a quick thought to share. No pressure, just saying hi.”
That’s it. Don’t go longer than 45 seconds. And don’t sell.
Why it works
People buy from people. A voice builds trust faster than text. Use it to break the ice—not close the deal.
25. Cold call success rate in construction industries is 4.7%
Calls still move the needle—slowly
The construction industry isn’t known for high digital engagement. But calls still get results, with a 4.7% success rate for booking meetings.
That might sound low, but in this world, it’s meaningful. Many decisions are made on the go, and phone calls are a familiar tool.
What matters on these calls
Be direct. Be relevant. Mention projects, timelines, or budgets.
Open with:
“Calling because I work with builders like [Company] to solve permit delays—mind if I ask a quick question?”
This feels respectful and practical. That’s how construction leaders think.
If they’re on-site, they won’t talk long. So ask for a better time. Or offer to send a follow-up email.
Calls aren’t magic—but in this industry, they’re still a viable first touch.
26. Biotech decision-makers have a 29% average email open rate, the highest among all sectors
Biotech wants information—and email delivers it
Nearly 3 out of 10 biotech leaders open outreach emails. That’s a huge number in cold email terms. Why? Because they’re hungry for insights, data, and breakthroughs.
They value information. And they’re more likely to open messages that speak to their scientific mindset.
How to write for biotech audiences
- Use data in your subject line
- Lead with research, not features
- Mention clinical impact or workflow efficiency
An example email:
Subject: “Reducing lab processing delays by 18%—whitepaper inside”
Body:
“Hi [Name], noticed your lab recently scaled up operations. We published a short whitepaper on how peer labs handled increased volume without adding headcount. Want a copy?”
Simple. Helpful. Zero fluff.
That’s what gets opens—and replies.
27. Email with personalized subject lines boosts open rates by 31% in the HR industry
HR opens what feels familiar
Personalized subject lines don’t just feel nice—they work. In HR, they drive a 31% boost in opens. That’s huge in a world where every email looks the same.
What makes it personal
It’s not just using a name. It’s about referencing something relevant:
- Their company’s hiring push
- A role they posted
- A challenge they mentioned
Example:
Subject: “Quick idea for onboarding at [CompanyName]”
Or:
Subject: “Saw your VP of People role—something to support growth?”
These don’t just get clicks—they start conversations.
If you’re selling into HR, treat the subject line like your handshake. Friendly, relevant, short.
28. 63% of consultants say LinkedIn is their top source of client acquisition outreach
Consultants live on LinkedIn
When you’re selling to—or working as—a consultant, LinkedIn is the lifeblood of outreach. 63% say it’s their most effective channel. That’s not by accident.
It’s where they showcase thought leadership, connect with prospects, and build credibility.
Why email struggles here
Consultants are mobile, multitasking, and managing multiple projects. Email often takes a backseat. But LinkedIn lets them engage casually—at their own pace.
Outreach that works
- Comment on their content before messaging
- Mention shared industries or pain points
- Avoid pitching—start with curiosity
Say something like:
“Saw your post on revenue ops consulting—curious how you’re approaching GTM mapping right now?”
That’s a real conversation starter. And it’s how consultants want to be approached.
29. B2B sales teams in finance report 2.2x higher conversion when combining email and LinkedIn
One channel is good—two is better
In finance, multi-touch works best. When sales teams use both email and LinkedIn together, conversions go up more than 2x.
It’s about presence. When you show up in both inboxes, you feel more real, more relevant, and more trustworthy.
How to sequence this
Day 1 – Email
Day 3 – LinkedIn connection request
Day 4 – LinkedIn message
Day 6 – Follow-up email
Keep each message slightly different. Reference the last touch, but don’t repeat it. The goal is familiarity, not fatigue.
Why it works
Buyers in finance are cautious. Seeing you across multiple trusted platforms makes them more open. It also signals professionalism and consistency.
Just don’t overdo it. Two channels is plenty. Make every touch matter.
30. Nonprofit outreach sees the highest engagement via email at 32.4% open rates
Email leads the way in nonprofit sales
Nonprofits are busy but curious. And when an email speaks to their mission, they open it. At 32.4%, their open rates beat every other sector.
What makes nonprofit emails land
They need to feel values-aligned, resourceful, and simple.
Subject line ideas:
- “Helping [Nonprofit Name] extend donor reach”
- “Free tool to support volunteer onboarding”
These resonate. They’re not selling. They’re offering.
Keep it simple
Use plain language. Talk like a human. Offer resources, guides, or ideas.
Most nonprofit teams are under-resourced. If you make their lives easier, they’ll respond.
Just one catch: don’t use guilt. Lead with help. Lead with heart.
Conclusion
There’s no silver bullet in outreach. But when you align the channel with the industry—and tailor your message to the way your buyer thinks—you give yourself a real shot.
Email wins in biotech, education, and nonprofit.
LinkedIn excels in SaaS, HR, and consulting.
Calls still matter in manufacturing and construction.
