How many cold emails were sent last year?

Between 1.5 million and 2 million cold emails.

What is the ideal open rate for cold email campaigns?

Target between 40 to 60% open rates.

How many emails should be in a sequence?

Limit email sequences to three.

What is a 'golden ICP'?

A golden Ideal Customer Profile (ICP) created by waterfalling data points and triggers.

What should be done if an email campaign isn't working?

Switch up the value propositions and analyze why the current approach isn't effective.

How should email follow-ups be structured?

Use 3 to 5 day delays and change the subject lines for follow-ups.

What is the value of social signals in outreach?

Engaging with recent posts on LinkedIn can significantly improve response rates.

What does 'lowering friction' mean in email communication?

Making it easier for prospects to respond, such as offering lead magnets.

Should AI be used for emails?

AI can assist, but personal touch and control over messaging are critical.

What mistake should be avoided in email follow-ups?

Avoid sending generic follow-ups without adding new value or context.

I sent 10,000,0000 cold emails and learned this

00:21:53

https://www.youtube.com/watch?v=CMndL5hNDbw

Ringkasan

TLDRIn this video, Eric Nyski from Growth Engine X shares 25 valuable lessons learned from sending millions of cold emails. The insights focus on strategies to improve email deliverability, open rates, and response rates while avoiding spam filters. Key recommendations include keeping inbox volume low, reusing email lists responsibly, structuring email sequences efficiently, utilizing social signals for improved engagement, and effectively using AI to enhance outreach efforts. Emphasis is placed on crafting personalized messages that resonate with target audiences and the importance of case studies in establishing credibility.

Takeaways

📧 Keep inbox volume low to avoid spam filters.
📊 Aim for 40-60% open rates for effectiveness.
✉️ Limit email sequences to three for best results.
🔍 Use social signals to enhance outreach engagement.
📈 Create a 'golden ICP' for precision targeting.
📆 Space out follow-ups to avoid annoyance.
📊 Analyze responses to refine your strategy.
🔑 Personalize messages to improve conversions.
💡 Offer value in follow-ups to lower response friction.
🤖 Maintain control over AI usage in email crafting.

Garis waktu

00:00:00 - 00:05:00
In 2024, a significant volume of cold emails will be sent for various customers. Key lessons from the past year aim to optimize email outreach strategies. One important guideline is to maintain a low volume of emails per inbox and domain to avoid spam filters. Users are encouraged to utilize various tools and maintain open rates between 40-60% as a benchmark for successful campaigns.
00:05:00 - 00:10:00
When sending cold emails, it is crucial to limit sequences to three emails, as the first email yields the best performance. Reusing potential leads periodically can refresh interest by allowing time for changes in the recipient's circumstances. Fresh leads should be warmed up before launching new campaigns to enhance deliverability and effectiveness.
00:10:00 - 00:15:00
Strategic targeting is emphasized in the email outreach process. It is beneficial to define a clear Ideal Customer Profile (ICP) by using advanced filtering tools. Segmentation based on key characteristics will help tailor messages more effectively, connecting with the right audience. Understanding the nuances of different business contexts is critical for the successful application of targeted campaigns.
00:15:00 - 00:21:53
As techniques evolve, best practices for email structuring, follow-ups, conversation psychology, and AI integration in writing should adapt. Emphasizing customer case studies, personalizing outreach, and keeping messages concise can substantially enhance response rates. The combination of these refined approaches creates a more effective cold email strategy for the upcoming years.

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Video Tanya Jawab

How many cold emails were sent last year?
Between 1.5 million and 2 million cold emails.
What is the ideal open rate for cold email campaigns?
Target between 40 to 60% open rates.
How many emails should be in a sequence?
Limit email sequences to three.
What is a 'golden ICP'?
A golden Ideal Customer Profile (ICP) created by waterfalling data points and triggers.
What should be done if an email campaign isn't working?
Switch up the value propositions and analyze why the current approach isn't effective.
How should email follow-ups be structured?
Use 3 to 5 day delays and change the subject lines for follow-ups.
What is the value of social signals in outreach?
Engaging with recent posts on LinkedIn can significantly improve response rates.
What does 'lowering friction' mean in email communication?
Making it easier for prospects to respond, such as offering lead magnets.
Should AI be used for emails?
AI can assist, but personal touch and control over messaging are critical.
What mistake should be avoided in email follow-ups?
Avoid sending generic follow-ups without adding new value or context.

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Teks

Gulir Otomatis:

00:00:00
last year in 2024 we send between 1.5
00:00:03
million and 2 million cold emails on
00:00:05
behalf of our 40 to 50 customers at any
00:00:08
given time we're going to go over 25
00:00:10
lessons that we learned in the past year
00:00:12
and hopefully we can make them super
00:00:13
fast so they can be actionable for all
00:00:15
of you let's go keep your inbox volume
00:00:17
low on each inbox and per domain right
00:00:19
now we're sending about 30 emails per
00:00:21
inbox for those of you who are
00:00:23
unfamiliar with the email infrastructure
00:00:25
of cold email you can't actually use a
00:00:27
platform like HubSpot and send out a
00:00:29
bunch of emails they're going to ban you
00:00:31
so what we do is we use multiple domains
00:00:33
Google Outlook inboxes whatever might be
00:00:35
and we keep the volume low on each
00:00:37
domain so as far as Google's concerned
00:00:38
we've only sent 30 emails but we scale
00:00:40
horizontally you can use instantly. a to
00:00:42
do this smartly they both have done for
00:00:45
you email setups this is just the common
00:00:47
practice that we're using right now to
00:00:48
stay underneath the spam filters for our
00:00:50
inbox setups Target 40 to 60% open rates
00:00:53
on your cold email campaigns now for
00:00:55
those of you who might not know ever
00:00:56
since the Apple iOS update any person
00:00:59
who has their email account tied to the
00:01:00
mail app on their Apple iPhone the open
00:01:03
flag triggers automatically so can we
00:01:04
actually trust open rates if you're
00:01:06
tracking them no but they can be a good
00:01:08
signal if you're Landing in the inbox or
00:01:09
not because emails in the spam folder
00:01:11
will not trigger the open tracker and so
00:01:13
if you are tracking open rates we don't
00:01:15
and we can talk about that in another
00:01:16
section you want to track between 40 and
00:01:18
60% anything really below 30% you're
00:01:20
having an email deliverability issue if
00:01:22
you're not using custom domain tracking
00:01:24
you really need to turn that on for your
00:01:25
domains and if you are already using
00:01:27
that I would set up more domains and
00:01:28
inboxes so that you can start fresh warm
00:01:30
them up for 3 weeks and get your
00:01:31
campaign started again when it comes to
00:01:33
troubleshooting domains for
00:01:34
deliverability don't spend a lot of time
00:01:36
seed testing and doing deliverability
00:01:38
testing just look at your overall reply
00:01:40
rate or the open rate if you're tracking
00:01:42
it and if it's below 1% of an overall
00:01:44
reply rate not counting out of office
00:01:46
emails don't waste your time doing spam
00:01:48
tests or Glock apps tests or any of
00:01:50
those other things the end result is
00:01:51
always going to be you're going to have
00:01:53
to set up new domains rewrite your
00:01:54
copyrighting and then start the new
00:01:56
campaign all over again so that you
00:01:57
cannot get marked to spam stop sending
00:01:59
email campaign with more than three
00:02:00
emails in a sequence with all of our
00:02:02
data across all of our customers best
00:02:04
performing campaign of our email
00:02:06
campaigns was always email number one
00:02:08
then we got diminishing returns from
00:02:09
email number two and email number three
00:02:11
the only time I've ever seen a caveat to
00:02:13
this shout out to Patrick from uptic is
00:02:15
when he intentionally was doing
00:02:16
something funny between email 1 and
00:02:18
email 2 across all of our campaigns
00:02:19
email 1 is the most important if you
00:02:21
keep sending email four 5 6 7 8 you're
00:02:24
most likely just going to be annoying
00:02:25
the person and you're going to get
00:02:26
marked as spam send three emails and
00:02:28
when you go through that list then just
00:02:30
reuse the list you were about to email
00:02:31
them nine times anyway it's just all the
00:02:33
same thing you can refresh your data in
00:02:35
clay get better things to say and take
00:02:37
new learnings into the new campaigns
00:02:38
keep those campaigns at three emails Max
00:02:40
you should be reusing your Tam list
00:02:42
every quarter if not even longer let's
00:02:44
say you have an email campaign and you
00:02:45
have 50,000 people in your target
00:02:47
addressable Market we're sending a three
00:02:49
email sequence to all of them when you
00:02:51
first started that sequence what are the
00:02:52
odds that when you first emailed this
00:02:55
person 2 weeks later that enough has
00:02:56
changed in their business that they're
00:02:58
actually going to be feeling different
00:02:59
about your offer by putting time in
00:03:01
between when you first sequence somebody
00:03:03
and then when you sequence them again
00:03:04
more time has changed in their business
00:03:05
where now priorities have changed the
00:03:07
environment has changed something about
00:03:08
their business has changed that now they
00:03:10
might be more interested in your offer
00:03:11
this is always pivotable when we do math
00:03:14
and you don't have an infinite Target
00:03:15
addressable Market people come back to
00:03:17
us and they say how many emails should
00:03:18
we be sending per day first try to get
00:03:20
that ratio of the amount of leads that
00:03:22
you get and as many positive responses
00:03:24
as you get as low as possible then once
00:03:26
you've done 10 tests or so and you've
00:03:27
gotten it as low as you possibly can do
00:03:29
your math and figure out how many emails
00:03:31
do I have to send so that I would have
00:03:33
to reuse my list every 3 months giving
00:03:35
enough time in the person's business to
00:03:36
be able to change or in their role so
00:03:38
that when you sequence them you're
00:03:40
actually sequencing a person with
00:03:41
different priorities trust me they're
00:03:42
not going to remember your cold email
00:03:44
none of you remember a cold email you
00:03:45
received 20 minutes ago it's going to be
00:03:47
fine you just need the timing of the
00:03:48
business to change don't send an email
00:03:50
until you get these things right first
00:03:52
in 2024 2025 tools like clay give us an
00:03:56
infinite amount of filters that we can
00:03:58
create criteria for list building what I
00:04:00
see too much of is a spray and prey
00:04:02
tactic where you say okay I sell to the
00:04:05
banking industry and it's anybody with
00:04:07
20 to 500 employees and then I sell to
00:04:10
anybody with a director marketing title
00:04:12
and above the problem with this is the
00:04:13
person who is the director of marketing
00:04:15
at a 20 person bank is a completely
00:04:17
different person than a director of
00:04:18
marketing at a 500 person bank and so
00:04:20
what you want to do is use your
00:04:22
targeting and look at your current
00:04:23
customers and the people you currently
00:04:25
work with and think about what are the
00:04:27
things that they find interesting about
00:04:28
your product or service and where are
00:04:30
those break points they'll happen at
00:04:31
different places but often times it's
00:04:33
not going to fit into a direct 1 to 10
00:04:35
employees 25 to 50 employees whatever
00:04:38
that might be take a look at where you
00:04:39
think those break points are and do your
00:04:41
best to use filters like the employee
00:04:43
headcount filter the geography filter
00:04:45
the title filter in clay you can even
00:04:46
dig into what people actually say is
00:04:49
their focus in their job because of
00:04:50
their job experience use that data in
00:04:52
your Outreach as well and mine it for
00:04:54
keywords be much more succinct and
00:04:55
careful with what you're doing with your
00:04:57
filtering so that you can actually make
00:04:58
your messaging reson and you don't even
00:05:00
have to use AI but we'll get to AI later
00:05:02
leverage clay to build a golden ICP by
00:05:04
waterfalling data points and triggers
00:05:06
first off a golden ICP let's take an
00:05:08
accounting company for example
00:05:09
accounting companies can service anybody
00:05:11
but wouldn't it make sense that it would
00:05:13
be better for them to reach out to a new
00:05:15
company because a new company might not
00:05:17
already have an accountant or they're
00:05:18
growing into the size that they're going
00:05:20
to need a dedicated accountant so that's
00:05:21
better then we take it a step further
00:05:23
and we say okay we want new companies
00:05:25
that raised money because the investors
00:05:27
are going to need the books to be
00:05:28
extremely clean and they're going to
00:05:30
need you to have some kind of real
00:05:31
bookkeeping and process in there okay
00:05:33
then if we add another one on top of
00:05:35
this and we say the company is new
00:05:37
they've raised money and the CEO has
00:05:38
never been a CEO before we have a very
00:05:40
different message that we could send
00:05:42
across all of these things Clay is the
00:05:43
only tool in the marketplace that allows
00:05:45
you to run all of these enrichments and
00:05:48
change your messaging when all three of
00:05:50
them are true when two of them are true
00:05:52
when only one of them is true or when
00:05:53
none of them are true and you still want
00:05:55
to be reaching out to those people when
00:05:56
we waterfall this what we could do is we
00:05:58
could set up your highest priority
00:05:59
signal first the biggest thing is we
00:06:01
want to know that the company is new the
00:06:02
fact that they're funded and the fact
00:06:03
that CEO's never been a CEO before is
00:06:06
just gravy on top I'm not going to reach
00:06:07
out to anybody unless the company was
00:06:09
found in the last 2 years so when we're
00:06:10
setting up our clay table we'll run that
00:06:12
first so we don't waste Integrations on
00:06:14
everything else then we can run
00:06:16
Integrations and waterfall and only if
00:06:18
they are recently founded we can check
00:06:20
if they're recently funded and then we
00:06:22
can run that integration in this case I
00:06:24
think it doesn't really matter that they
00:06:25
raised money to see if the CEO has never
00:06:27
been a CEO before so I would run that
00:06:29
without an exclusion but you could only
00:06:31
run an enrichment to see if they've
00:06:32
never been a CEO before but in this way
00:06:34
all along this tier you could change
00:06:36
your messaging hey congrats I noticed
00:06:38
you recently found the company how's it
00:06:39
been going this is terrible copy but you
00:06:41
know do you need accounting services and
00:06:42
then you change it oh you're funded you
00:06:44
must have investors now that the
00:06:45
company's getting off the ground they
00:06:46
want to see better accounting analytics
00:06:48
two wow congrats I see in your
00:06:50
lengthened experience you've never
00:06:52
publicly said you've been a CEO before
00:06:54
must also be a wild ride because you
00:06:55
raised money with the company just
00:06:56
getting off the ground in the last 2
00:06:58
years do you need accounting most email
00:07:00
experiments are worthless the amount of
00:07:01
times that I see people split testing 11
00:07:04
different cold email campaigns and then
00:07:06
sometimes I see these posts and I pay
00:07:08
these guys cuz I want to know what are
00:07:09
you doing that I might not be doing and
00:07:11
then we go under the hood and what
00:07:12
they're really testing is would you like
00:07:14
to have a chat next week versus would
00:07:16
you happen to be interested in this that
00:07:17
makes no difference in your campaign
00:07:19
objectively if they're interested in
00:07:20
your offer it doesn't matter what you're
00:07:22
saying on the CTA there and that's not a
00:07:24
real test when you're doing testing you
00:07:26
want to be actually testing a hypothesis
00:07:28
about your Market that's repeated does
00:07:30
it matter that you're reaching out to a
00:07:31
Director of Finance and speaking about
00:07:33
this feature or another feature does it
00:07:35
matter that you're reaching out to a CFO
00:07:37
versus a VP of Finance instead does it
00:07:39
matter that the company is hiring people
00:07:41
does it matter that you talk about this
00:07:43
feature with this case study or do
00:07:44
people not even care about the case
00:07:45
study anytime we're thinking about
00:07:47
campaign experimentation we're always
00:07:48
thinking about the first principles of
00:07:50
our copyrighting strategy which mainly
00:07:52
come down to the five offers in the
00:07:54
world how do you help people save time
00:07:55
make money or save money and then the
00:07:58
other two is how do you raise their
00:07:59
status and how do you help them live
00:08:01
longer then if you create copywriting
00:08:03
around those things split test those
00:08:05
against different list topics as well
00:08:06
too and then off those big three offers
00:08:08
you should also be testing the so what
00:08:10
we save time so you can do this other
00:08:12
thing we help you make money so you can
00:08:13
do this we help you save money so you
00:08:15
can do this and so simply put just again
00:08:17
when you're running your campaign
00:08:18
experimentation put an actual reason
00:08:20
behind the thesis not just changing
00:08:21
around the words change up the offer and
00:08:23
how you're messaging the offer change
00:08:24
the so what and then also change how
00:08:26
you're communicating your value
00:08:27
proposition your pain points your case
00:08:29
stud and those kinds of things here's
00:08:30
how your outbound campaign should change
00:08:32
if you have a small Tam if you're a
00:08:33
company with a tam of say less than
00:08:35
20,000 people that you can easily find
00:08:37
on LinkedIn you're going to have to
00:08:39
approach your campaigns much differently
00:08:40
than if you have a very large t for
00:08:42
these kinds of campaigns we highly
00:08:43
recommend on the channel messaging and
00:08:45
not just Omni channel that software
00:08:46
companies talk about where they're just
00:08:47
doing cold email and Linkedin that's
00:08:49
just buy Channel Omni Channel we're
00:08:51
talking about cold email cold calling
00:08:53
LinkedIn and Direct Mail what we have
00:08:55
found when we did some work with a
00:08:57
private Equity company in the past one
00:08:58
of the portfol folio companies had a
00:09:00
small Tam and they said okay we want to
00:09:02
set up an experiment our Tam is small we
00:09:04
want to see should we hit these people
00:09:06
in all of the channels and what Cadence
00:09:08
should we hit them in so we first tried
00:09:10
cold emailing people the first day and
00:09:12
then we tried cold calling them 3 days
00:09:13
later and then we sent them a direct
00:09:14
mail a week later and then we emailed
00:09:17
them again and then we linked and
00:09:18
messaged them and and all the things
00:09:19
kind of threaded together and then in
00:09:20
another experiment we just cold called
00:09:22
everybody all in one go and then we cold
00:09:24
emailed everybody in one go and then
00:09:26
everyone that was left we did a LinkedIn
00:09:27
message and then everyone that was left
00:09:29
after that that still worth reaching out
00:09:30
to we did a direct mail campaign you got
00:09:32
a higher response rate when you did the
00:09:34
threading and you did the email and then
00:09:36
you called called them the next day and
00:09:37
all these things but the response rate
00:09:38
was marginal in comparison to the Omni
00:09:40
Channel messaging of just doing cold
00:09:42
calling all at the same time cold
00:09:43
emailing all at the same time and then
00:09:45
going down the line now the reason I
00:09:47
think this happens is because I don't
00:09:49
really think that people care that they
00:09:50
got a call from you one day and then
00:09:52
they got an email from you the next day
00:09:53
and then they got a LinkedIn message if
00:09:54
anything I think that might annoy more
00:09:55
people there's just people who respond
00:09:57
to cold calls there's people who respond
00:09:59
to email there's people who respond to
00:10:01
direct messaging and there's people who
00:10:02
respond to direct mail and those are all
00:10:04
different kinds of people when you have
00:10:05
a small Tam you need to make sure that
00:10:06
you're hitting them on all of these
00:10:08
different channels because you need to
00:10:09
make as much use of your Tam as you
00:10:10
possibly can the amount of horsepower
00:10:12
SAS software that you have to pay for
00:10:14
just the thought process to perfectly
00:10:16
sequence people email LinkedIn cold call
00:10:19
whatever that might be in my past I've
00:10:21
never seen that actually be worth the
00:10:22
effort because of all the stress that's
00:10:24
going to cause you to try to get it
00:10:25
perfectly right when you're on the
00:10:26
channel marketing these people do one
00:10:28
channel exhaust that Channel hit
00:10:29
everybody up again on the next Channel
00:10:31
hit everybody up again on the next
00:10:32
Channel and then use Direct Mail last
00:10:33
cuz it's the most expensive but if you
00:10:35
have a small Tam that's a good way to
00:10:36
use outbound marketing recently joined
00:10:38
the company our most successful trigger
00:10:40
of 2023 this is of course a classic and
00:10:42
it was a great one in 2023 to be able to
00:10:44
email people as soon as they join a
00:10:46
company and say hey congrats on the new
00:10:48
role as you're taking over this role I'm
00:10:50
sure you're going to try to shake up the
00:10:51
company you know we can help you do that
00:10:52
would you want to talk in 2023 and even
00:10:54
into 2024 that's been a really reliable
00:10:56
signal for us I'll never forget one of
00:10:58
my customers and 2023 received an email
00:11:01
after they shortly joined the company
00:11:02
and they said oh my gosh they definitely
00:11:04
manually wrote this one this was amazing
00:11:06
it's so timely you know can we do this
00:11:08
as well too I said oh of course we can
00:11:09
do this this is super easy clay makes
00:11:11
this extremely easy I think it's a
00:11:12
signal everyone should try in my agency
00:11:14
this is one of the triggers that we
00:11:15
actually have all of our customers try
00:11:17
so even though I'm saying it's the best
00:11:18
signal of 2023 it's a little bit used I
00:11:21
don't know what more of a shelf life it
00:11:22
has but it still gets great responses in
00:11:23
2024 and you should be using it for your
00:11:26
trigger campaigns social signals the
00:11:27
greatest trigger of all of 24 in all the
00:11:30
campaigns that we ran in the past year
00:11:32
social signals were the most successful
00:11:33
for us this included engaging with
00:11:35
people that recently posted on LinkedIn
00:11:37
people who engaged with other people's
00:11:38
LinkedIn content people that posted
00:11:40
about certain topics it was all around
00:11:42
just an amazing signal and it was one of
00:11:43
the best that we put for all of our
00:11:44
customers I'll tell you a story to
00:11:46
really highlight this we were working
00:11:47
with a company that was doing offshore
00:11:49
Staffing and we ran six different
00:11:51
triggers some of those triggers included
00:11:52
the company was founded in the last 2
00:11:54
years and maybe they're going to need
00:11:55
more people and they're growing quickly
00:11:56
we also included that the person who who
00:11:59
joined the company that we're reaching
00:12:00
out to was a new hire our 2023 best
00:12:03
signal we also included does this
00:12:04
company already hire International
00:12:06
talent and we also included a signal for
00:12:08
does this company not include the hiring
00:12:10
International talent and that way we had
00:12:11
messaging for all of them but one of our
00:12:13
signals was also if we detected that
00:12:15
they posted on LinkedIn all we would do
00:12:17
we would say hey I saw your LinkedIn
00:12:18
post about thing and we would summarize
00:12:20
what their LinkedIn post was and if
00:12:21
you're going to copy this play make sure
00:12:22
you also filter out anybody who's
00:12:24
posting political things just make sure
00:12:26
you don't put that in your email and we
00:12:28
got a better response rate when we
00:12:30
reached out with the LinkedIn post and
00:12:32
we were literally saying hey I saw your
00:12:33
LinkedIn post about blah blah blah you
00:12:35
should recruit one of our virtual
00:12:36
assistants that's all we did and I know
00:12:38
the gurus are going to hate this but I
00:12:39
have the numbers and this worked better
00:12:41
than all the relevant signals that you
00:12:42
think would work we also were using
00:12:44
campaigns where we were targeting people
00:12:45
who were engaging with content and
00:12:47
posting about certain keywords and those
00:12:48
also were extremely high performers so
00:12:50
as we go into 2025 we're extremely
00:12:52
bullish to continue with social signals
00:12:54
of LinkedIn posts and content engagement
00:12:56
in all of our outbound campaigns how to
00:12:58
structure your email k I've gotten far
00:13:00
too many emails where somebody sends me
00:13:02
seven emails in a row and all of them
00:13:04
are follow-ups via just a reply to and
00:13:06
you know what that does that just
00:13:07
reminds me of the six other times that I
00:13:09
completely ignored your message the way
00:13:11
that we sequence our messages at growth
00:13:13
engine X is we always use about a 3 to 5
00:13:15
day delay in between emails standardly I
00:13:17
don't think this matters at all you
00:13:19
shouldn't follow up with people two days
00:13:20
in between and I don't really have data
00:13:22
that five is better but one day is
00:13:24
definitely bad we also send an initial
00:13:26
email and then we send a follow-up email
00:13:27
and then we send a third email with a
00:13:29
completely different subject line we
00:13:30
know that our best response rates come
00:13:33
from our first email in a sequence so we
00:13:34
don't want to keep going and keep
00:13:36
reminding them hey we're the people you
00:13:37
didn't respond to we want them to
00:13:38
completely forget about that other
00:13:40
sequence and if we talked about saving
00:13:41
money in the first sequence we want to
00:13:43
talk about how we can help them make
00:13:44
more money in another sequence and
00:13:46
completely shake up our offers
00:13:47
successful email one Frameworks if
00:13:49
you've been following any cold email
00:13:51
Guru on LinkedIn I would say the most
00:13:53
tried and true method that everyone
00:13:55
almost agrees on is to use email 1 to
00:13:57
initially introduce your offer first
00:13:59
first line why you why now explain why
00:14:01
you're reaching out to them right now
00:14:02
second line clearly explain your offer
00:14:04
in as short as you possibly can and your
00:14:05
third line show social proof that the
00:14:07
person you're reaching out to isn't the
00:14:09
first person you've ever sold to in your
00:14:10
life and then on line four call to
00:14:12
action some people are advocating for
00:14:14
soft call to action could I send you
00:14:15
more information about this is this
00:14:16
interesting we go for would you want to
00:14:18
chat next Thursday just because we're
00:14:20
trying to generate leads here and we
00:14:21
actually want to get that feedback this
00:14:22
is how we structure a lot of our email
00:14:24
ones when we first start campaigns add
00:14:25
more context in email 2 Mark Twain
00:14:27
famously said I would have written you a
00:14:29
shorter letter but I didn't have the
00:14:30
time I think about this all the time
00:14:32
when we're doing cold email copyrighting
00:14:33
the way we usually use email 2 is we
00:14:35
think about all the things that we had
00:14:36
to delete from email 1 that were great
00:14:38
context and we move that to email 2 the
00:14:40
reason we do this is cuz I know email 2
00:14:42
is going to be threaded to email 1 so we
00:14:45
can use this to dive deeper to keep our
00:14:47
email still short but add that more
00:14:49
context that if they're interested they
00:14:50
can scroll down and they can still see
00:14:52
email one and the context is all there
00:14:54
when we send email 3 we're going to have
00:14:55
to reset but in email 2 use that to add
00:14:57
the things you had to delete from email
00:14:59
one that you really wanted to include
00:15:00
make email three about lowering the
00:15:02
friction for somebody to respond all
00:15:04
right let's think about the psychology
00:15:05
here you sent somebody email one they
00:15:06
didn't care you added more context about
00:15:08
how great your offer is and you added
00:15:09
case studies and still they didn't care
00:15:11
at this point they don't care they're
00:15:12
not responding already what we want to
00:15:14
do in email 3 is we want to lower the
00:15:16
friction for them to respond there's
00:15:17
implicit objections when you send
00:15:19
somebody an email that you need to get
00:15:20
over and we need to lower that friction
00:15:23
if you say hey do you want to book a
00:15:24
call about this they might not respond
00:15:25
because they want to protect their time
00:15:27
but they might be slightly interested
00:15:28
and so we lower the friction by maybe
00:15:29
sending some kind of lead magnet sending
00:15:31
something else for free custom Loom
00:15:32
audit whatever it might be lower that
00:15:34
friction you've already hit them twice
00:15:35
they're not responding come up with a
00:15:37
different call to action to just get a
00:15:38
handraiser instead of a booked meeting
00:15:40
your breakup emails are ruining your
00:15:41
email sequences when we think of a
00:15:43
breakup email the amount of times I
00:15:45
received a breakup email oh my gosh you
00:15:46
haven't responded to me you must be
00:15:48
getting chased by an alligator my stuff
00:15:49
is so important there's only a reason
00:15:52
why that you wouldn't respond to it I
00:15:53
think a great frame of mind is Orin claf
00:15:56
talks about how you need to have status
00:15:57
alignment when you're selling something
00:15:59
you are the expert you can help solve a
00:16:01
problem you don't need to be begging
00:16:02
people for a response so when we do a
00:16:04
breakup email we are usually using it as
00:16:06
a way to see if we're talking to the
00:16:07
right person in the company we're not
00:16:09
saying oh you haven't responded I'm
00:16:10
never going to talk to you ever again
00:16:12
bye we're not begging them we're just
00:16:13
saying hey you might have been the wrong
00:16:15
person is there somebody else in the
00:16:16
company that we should be reaching out
00:16:17
to bonus Clay is the only tool in the
00:16:19
world that you can use to name other
00:16:21
people in the department automatically
00:16:22
and that's currently a pretty
00:16:24
underutilized strategy so you can
00:16:26
actually name other people in the
00:16:27
department in a way that they're not
00:16:28
used to see seeing in an automated cold
00:16:29
email and we get tons of responses on
00:16:31
those kind of things change the value
00:16:32
propositions in your cold email sequence
00:16:34
sometimes when I'm reviewing people's
00:16:36
cold email sequences they keep talking
00:16:37
about the same value propositions they
00:16:39
don't switch to any other different pain
00:16:40
points what you want to do is if they're
00:16:42
not responding to the first value
00:16:43
propositions switch it up they might not
00:16:45
care about making more money they might
00:16:47
only care about saving time because
00:16:48
that's where they're focused on in their
00:16:49
business so if you're first talking
00:16:50
about saving money in your next email
00:16:52
talk about how you can help them make
00:16:54
more money or save time switch things up
00:16:56
because what you think they might care
00:16:57
about isn't exactly the same thing and
00:16:59
you should meet them where they're at so
00:17:01
what that's a question I often think to
00:17:03
myself when a campaign isn't working
00:17:05
we've thought about it we're helping
00:17:06
people save time we're helping them save
00:17:08
money nothing's working we've had
00:17:09
campaigns where we literally say we can
00:17:11
help you save 3 hours a month on your
00:17:12
sales tax are you interested and that
00:17:14
works for some offers that's as deep as
00:17:16
you have to go if it's not working
00:17:17
initially we want to take it a step
00:17:18
further why do you care about losing
00:17:20
weight well I care about losing weight
00:17:21
so I can spend more time with my kids
00:17:22
and I could live a healthier longer life
00:17:24
why do you care about your CRM having
00:17:25
full data inside of it well I'm paying
00:17:27
these reps to sell not to just enter
00:17:30
into spreadsheets all day and so you
00:17:31
could say hey clay helps people keep all
00:17:34
of their data up to date tons of
00:17:35
platforms are saying that clay helps you
00:17:37
keep all of your data up to date so your
00:17:38
sdrs can spend more time actually
00:17:40
selling far better value proposition so
00:17:42
keep those value propositions in mind if
00:17:43
that's not initially working break it
00:17:45
down and talk about the so what don't
00:17:46
use all your best content in email one
00:17:48
this is a mistake I used to make
00:17:50
especially when I first started my CT
00:17:51
email career we would have all of this
00:17:53
data and we would pack email one with
00:17:55
all these automations I got your website
00:17:57
traffic I got you know the new employee
00:17:59
you just hired I got the keyword from
00:18:00
your open job post stuff that all into
00:18:02
email one email 2 and three nothing else
00:18:04
was left and so then we had a great
00:18:06
email one and then just generic
00:18:07
follow-ups sometimes we'll hold some of
00:18:09
that data back so that one it looks like
00:18:11
we re- research the company and also we
00:18:13
can change the messaging to be relevant
00:18:15
in a different way how to use AI
00:18:16
effectively I know AI is this big
00:18:18
buzzword everybody thinks it's this new
00:18:20
thing and it's going to revolutionize
00:18:21
everything which it will but the more
00:18:22
things change the more things stay the
00:18:24
same often times I see people using AI
00:18:26
just to use AI the way we use it think
00:18:28
about what would you do if you were to
00:18:30
manually reach out to this person and
00:18:31
how can you work backwards and use AI to
00:18:33
say the same thing when using AI show
00:18:35
your work what I mean by this is
00:18:37
sometimes when we send cold emails we're
00:18:38
scraping data from multiple sources the
00:18:40
more sources we're pulling into an email
00:18:42
the more you're actually putting
00:18:43
yourself out there to be wrong and for
00:18:44
some of the data to be incorrect what we
00:18:46
used to do is we used to say hey from
00:18:48
the numbers I see I'm assuming you get
00:18:50
50,000 website visitors per month we
00:18:52
don't send that anymore because of the
00:18:53
amount of people who came back to me one
00:18:54
person even said he said is the point of
00:18:56
this email to be so wrong about our web
00:18:57
traffic that I respond and I just never
00:19:00
forgot about that and so what we do is
00:19:01
we show our work now and so we will say
00:19:04
hey I was doing a research on similar
00:19:06
web and they said you have 50,000 site
00:19:08
visitors so now it's not us we were
00:19:09
doing our homework we were looking into
00:19:11
it and similar web is the person who's
00:19:12
wrong and we could also say hey crunch
00:19:14
Bas told me that this was true about
00:19:15
your company or G2 said this when you're
00:19:17
using Ai and you're scraping data from
00:19:19
sources when you can show your work so
00:19:21
that the more that you put out there the
00:19:23
prospect sees that you did the research
00:19:25
but if it's wrong they don't blame you
00:19:26
they blame the data company I was wrong
00:19:28
about this AI strategy in 2024 I had a
00:19:30
great idea I thought we were going to
00:19:32
add in PS lines where we would create an
00:19:34
analogy between our company and what we
00:19:36
did and then the company that we were
00:19:37
reaching out to to give Clarity on our
00:19:39
offer and add some relevance what I
00:19:41
found is that when we get
00:19:42
personalization right people respond and
00:19:44
they say oh my gosh thank you you're the
00:19:46
first person to send me an actually
00:19:47
personalized email really appreciate it
00:19:49
yes let's book a call that's usually the
00:19:50
kind of response we get I don't think
00:19:52
I've ever gotten somebody to positively
00:19:55
respond and say something about the
00:19:56
analogy I even send emails to local
00:19:59
business owners and we'll call out a
00:20:01
local restaurant and we'll say hey we
00:20:03
think this local restaurant's great have
00:20:04
you ever tried it before we'll have
00:20:05
people completely ignore the message
00:20:07
that we sent and then they just talk
00:20:08
about how much they love that restaurant
00:20:10
so when we send these personalizations I
00:20:12
know that they're working based on the
00:20:13
way that people are reacting I've never
00:20:15
gotten a reaction to the analogy I was
00:20:17
wrong and I'm sorry mention customer
00:20:19
case studies in your outbound emails
00:20:20
Cent has really changed the game of the
00:20:22
kind of data that you can collect for
00:20:24
your outbound campaigns one of our
00:20:25
favorite things to do is collect the
00:20:27
case study off of the customer website
00:20:29
if there's a way that we can directly
00:20:30
tie it to the offer we'll do that or
00:20:32
we'll make a nice PS line because nobody
00:20:34
really knows that you can automate this
00:20:35
kind of research and it really makes
00:20:37
your outbound email stand out so let's
00:20:39
say we're trying to sell advertising
00:20:40
services and we say hey notice that you
00:20:42
worked with intercom in the past and you
00:20:44
helped them with XYZ you really want to
00:20:45
include that so it looks really relevant
00:20:47
what you then can say is how are you
00:20:49
getting more customers like this what's
00:20:50
your plan to close another Enterprise
00:20:52
deal like intercom something to connect
00:20:53
the dots about how your advertising
00:20:55
Services could help them do that and
00:20:56
that's just one thought there's tons of
00:20:57
ways you can tie in cas case studies and
00:20:59
then if there's no way for you to tie in
00:21:00
the case studies sometimes I even like
00:21:01
to just send a PS line hey if we never
00:21:03
connect I saw the case study of how you
00:21:04
guys helped intercom do XYZ really
00:21:06
impressive Kudos even if we never meet
00:21:08
don't use AI to write your entire email
00:21:10
one of the things that I see people
00:21:11
still trying to do is they're using open
00:21:13
AI Claud whatever it might be to write
00:21:16
their entire email when that's not
00:21:17
really necessary one you're not totally
00:21:19
sure what it's going to output on the
00:21:20
other side and two you don't need it to
00:21:23
Output everything you want to be control
00:21:24
of your messaging so you can split test
00:21:26
things and understand what's really
00:21:27
working often times in this previous
00:21:29
part of this video we said we want to
00:21:30
mention a case study I don't need AI to
00:21:32
say I saw the case study on your website
00:21:34
about I don't need AI to generate that
00:21:36
we can keep it a static text we don't
00:21:37
need it to all create that we could
00:21:39
focus all of our horsepower all of our
00:21:41
energy into prompting into just getting
00:21:43
that AI line as good as we possibly can
00:21:45
and we don't have to focus about all of
00:21:46
the other things this was Eric nski from
00:21:48
growth engine X if you like these 25
00:21:50
topics we can do a part two for 25 more