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

00:21:53
https://www.youtube.com/watch?v=CMndL5hNDbw

Resumo

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.

Conclusões

  • 📧 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.

Linha do tempo

  • 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.

Mostrar mais

Mapa mental

Vídeo de perguntas e respostas

  • 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.

Ver mais resumos de vídeos

Obtenha acesso instantâneo a resumos gratuitos de vídeos do YouTube com tecnologia de IA!
Legendas
en
Rolagem automática:
  • 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
Etiquetas
  • cold email
  • email marketing
  • open rates
  • spam filters
  • email sequence
  • social signals
  • target audience
  • AI usage
  • case studies
  • value propositions