How to get more clients with cold emails

by Augustin Romaneschi

Real Results from Our Clients
15 positive replies in 2 weeks
84 positive replies in 3 weeks
112 positive replies in 3 weeks
And more
Some of the clients I've worked with
Careful Feet Digital
An SEO and paid ads firm.
doja
An AI firm.
Growtha
A SEO firm for healthcare providers.
Pollen DeFi
A DeFi startup in the avalanche ecosystem
If you're looking to attract clients through cold email, focus on these three elements:

1

2

3

1
Crafting Compelling Email Content
2
Building a Targeted List of Leads
3
Ensuring High Email Deliverability
In this comprehensive guide, I'll walk you through each step.
Additionally, you'll gain access to various email templates that have proven effective.
Ready to take it a step further? Schedule a FREE 30-minute coaching call with me here:"
1. Ensuring High Email Deliverability
What is Email Deliverability?
  • Significance of Email Deliverability: Ensuring your emails reach the recipient's inbox, not the spam folder, is crucial for successful outreach.
Common Reasons for Spam Flags:
  1. Technical Issues: Incorrect email authentication settings.
  • Solution: Proper Zero Spam Setup
  1. Lack of Engagement: Low open and response rates indicate low relevance.
  • Solution: Targeting Good Leads
  1. List Quality: High bounce rates from outdated or purchased lists.
  • Solution: Implementing Email Validation
  1. Poor Sender Reputation: Influenced by your domain's email practices.
  • Solution: Email Warmup Strategies
  1. Spammy Content: Using trigger words or an aggressive selling tone.
  • Solution: Crafting Better Email Copy
Setting Up New Domains & Emails
Before launching a cold email campaign, it's advisable to purchase new domains and set up corresponding email accounts.
How to Get Started:
  1. Purchase Domains: Acquire new domains from GoDaddy.com.
  1. Set Up Emails: You can also directly purchase email accounts for each domain through GoDaddy.
For a step-by-step guide on email setup, follow this link: How to Use a Custom Domain Name for Email
DNS Setup
Once you've purchased your domain and set up your emails, the next critical step is configuring the DMARC, DKIM, and SPF records. This authentication process is vital to ensure your emails reach the inbox and avoid spam filters.
Steps to Set Up DKIM: Here
Steps to Set Up DMARC: Here
DMARC Configuration Summary:
  • Type: TXT
  • Name: _dmarc
  • Data: v=DMARC1; p=reject
Guide to Setting Up SPF Record: Here
If you didn't purchase your emails through GoDaddy, here are the links for DNS record setup for different email providers:
MX & SPF Record Setup:
DKIM & DMARC Record Setup:
Purchasing new domains and setting them up with dedicated email accounts allows you to send a high volume of emails without risk. If these new emails get flagged as spam, it won't impact your main company's email activities.
Important: Never use your primary email for cold email campaigns!
Email Warmup
After purchasing your domain and setting up your email accounts, the next step is to warm them up.
Definition: Warming up an email is like helping a new email account build trust with email providers. By gradually increasing the number of emails sent, it ensures that your emails look trustworthy and aren’t mistaken for spam.
Method: Use Smartlead, which automates the email warmup process for you.
Why Warm Up Your Inbox?
  • Establishes Trust: Builds trust with internet service providers.
  • Builds Reputation: Enhances the sender reputation for the new email account.
  • Improves Deliverability: Reduces the chances of emails landing in spam folders, leading to more responses.
How to Warm Up Your Email with Smartlead
  1. Sign into Smartlead:
  1. Add Your Email Account:
  • Integrate your new email account with Smartlead.
  1. Configure Warmup Settings:
  • Activate your email warmup within Smartlead.
Warmup Strategies and Best Practices:
  • Initial Phase: Send 4-8 emails per day with a 30% reply rate.
  • After Two Weeks: Gradually increase to 20-30 emails per day.
  • Track Performance: Monitor your progress using the Smartlead dashboard for insights and adjustments.
Building a Targeted List of Leads
The Easiest Way to Find Contacts
  1. Visit Apollo.io:
  • Go to Apollo.io. Apollo.io is a powerful platform that helps you find verified business contact information and manage your outreach efficiently.
  1. Conduct a Search:
  • Use relevant keywords to perform a search for potential leads. This ensures that you're targeting the right audience for your outreach.
  1. Save Your Search:
  • Save the search results to a list for easy access and future reference.
  1. Customize Table Layout:
  • Configure the table layout to include the email addresses. This helps you organize your data for better clarity and usability.
  1. Export Your List:
  • Use Instant Data Scraper to export your list of leads. This tool allows you to quickly gather and download the contact information you need.
Email Validation
Once you've got your lead list, it's crucial to validate the emails.
Purpose of Email Validation:
  • Ensures that the emails on your list are accurate and exist, reducing bounces and protecting your sender reputation.
Key Benefits:
  • Minimize Bounces: Validates emails in real-time to keep your list clean.
  • Boost Engagement: Focus efforts on valid, deliverable contacts.
  • Preserve Reputation: Fewer bounces and complaints help maintain a positive sender score.
Top Email Validation Tools:
  • Main email validators
Crafting Compelling Email Content
First considerations
Crafting the perfect cold email is all about mixing the right amount of persuasion, value, and personalization to cut through the digital noise. Here’s a guide to help your cold emails get read and get responses.
1
Conciseness is Key
Make your emails brief. Stick to short paragraphs of no more than three sentences and keep the total around 50-60 words.
2
Mobile friendly
Design your email in an F-shaped pattern so it’s easy to scan on any device.
3
Email campaign limit
Don’t send more than four emails in a series. Sending too many can annoy people and get your emails marked as spam.
4
Build curiosity
Make readers curious so they’ll want to click for more info.
5
Empathise with their problems
Understand their problems and focus on offering valuable insights instead of making a hard sell.
6
Value over pitch
Always aim to provide useful content rather than pushing a sales pitch.
The 4-Email Sequence Structure
Now that we have addressed the first considerations, let's talk email campaign structure.
Email 1: Introduction
  • State "Why You, Why Now": Use thorough prospect research to explain why you are reaching out and why it’s relevant now.
  • Address the Problem: Clearly define the problem your prospect is facing.
  • Present Your Solution: Offer a concise explanation of how your solution addresses the problem.
  • Provide Social Proof: Include testimonials or case studies to build credibility.
  • Clear Call to Action (CTA): End with a specific and clear call to action.
Email 2: Build Context
  • Same Subject Line: Keep the subject line consistent for continuity.
  • Personalized Opening Line: Use a personalized opening line to maintain relevance.
  • Expand on Your Solution: Provide more details on how your solution solves the problem.
  • Similar CTA as Email 1: Reinforce the call to action from the first email.
Email 3: Lower Friction
  • Different Subject Line: Change the subject line to grab attention.
  • Repeat "Why You, Why Now": Reiterate the relevance of your outreach.
  • Address a New Problem: Introduce a new angle, such as cost savings or increased revenue.
  • Low-Friction CTA: Offer an easy and low-commitment way to respond.
Email 4: The Hail Mary
  • End of Series Indication: Let the prospect know this is the final email in the sequence.
  • Polite Query: Ask if the topic is not applicable or if you’ve contacted the wrong person.
  • Personal Touch: Mention a specific employee by name to add a personal element.
Email Copy Guidelines
Do:
  • Make Your Emails Easy to Read: Use short sentences and simple language.
  • Maintain a Conversational Tone: Add a personal touch to make leads feel connected and valued.
  • Aim for Simplicity: Write at a reading level that a 3rd to 5th grader would understand. This makes your emails friendlier and more likely to be read.
  • Use Writing Tools: Utilize tools like Hemingway or Twain to help simplify your writing.
  • Prioritize Clarity: Use clear fonts and plenty of white space to make reading easier.
Don't:
  • Avoid Salesy Jargon:
  • "Expanding your international presence"
  • "Driving innovation"
  • "We’re an award-winning…"
  • "With our breakthrough technology to reduce churn..."
  • "We're a marketing agency working for the best 9-figure revenue companies"
  • Skip Complicated Vocabulary: Keep your language simple and straightforward.
  • Don't Add Links: Avoid including any links in your emails.
Email structure
Your email should follow a specific structure to keep your reader engaged. In the next paragraph, I'll outline the different structures you can apply to your email for maximum effectiveness.
Subject Line
Do:
  • Keep your subject lines very short (2-3 words) and write them in all lowercase to catch attention.
  • Make it personal by mentioning something specific about the recipient's company or recent activities.
  • Aim for a tone that feels like you're talking to them in person.
  • Use spintax to add variance between the subject lines below.
Good subject line:
  • "churn"
  • "cooperation"
  • "partnership"
  • "quick question"
  • "thoughts, Christian?"
  • "question for {name}"
  • "{{recent news about the company}}"
Don't:
  • Avoid common phrases.
  • Never write a subject line that sounds like you are selling something.
Bad subject lines:
  • "The Last Compliance Software You Ever Need"
  • "Do you want to start earning more money?"
  • "A better way to decrease churn!"
  • "Quick question regarding your team"
  • "Nice to meet you, <name>!"
  • "Cooperation between <company> & <company>"
Opening line
  • State "why you, why now" to the reader:
  • Explain why you're reaching out and why now.
  • Skip the generic greetings and immediately state your reason with relevant observations or insights.
  • Use AI to personalize this line.
Bad Opening Lines:
  • "Hope this email finds you well"
  • "Hi, My name is…"
  • "How are you doing?"
  • "May I ask you a question?"
  • "I was looking at your profile…"
  • "We will increase your results 10x"
Talk about a problem
Talk Directly to Your Reader’s Problems, Not Your Features
Imagine you're at an event and ask two Sales Development Representatives (SDRs) what they do. Which one grabs your attention more?
  1. "I work as an Account Executive at ACME. Our company specializes in a comprehensive sales automation solution that enhances the efficiency of cold calling."
  1. "You know how sales reps hardly ever get someone on the phone?"
The second SDR captures more attention because they address a common problem directly. This approach shows empathy and understanding, making it more relatable and engaging since our brains are hardwired to focus on problem-solving.
Address the problem
Step 1: Address the Problem
  • "Tired of your pet's fur covering everything?"
  • "Is your sales team hitting a wall with lead generation and client acquisition?"
Step 2: Present Your Solution to the Problem
  • "Our product minimizes shedding."
  • "Our training sharpens your team's sales strategies."
Step 3: Show How Solving the Problem Improves the Customer's Life
  • "Which ensures you, your guests, and your furniture will never be covered with dog hair again."
  • "So your team easily finds new customers, giving you the peace of mind to focus on what you love doing."
Build trust
Build Trust
  • Mention how your solutions have benefited similar companies to add credibility.
Example:
  • "We helped companies like X and Y do Z."
Direct and Clear CTA
Direct and Clear CTA
  • Your CTA should clearly answer, "What's in it for them?"
  • Present it as a solution to their specific problem with a clear and specific action request.
Less Effective CTA:
  • "Would you want to chat about this?"
More Effective CTA:
  • "If we could cut your time spent doing X with just 2 hours of work, would you be interested?"
Reduce Friction in CTA
  • The stronger and more unique your offer, the harder the ask can be.
More Friction:
  • "Do you want to hop on a call?"
Less Friction:
  • "Can I share a doc showing how we helped X achieve Y?"
  • "Worth a chat?"
  • "Not sure if that's of importance right now"
  • "Maybe my psychic skills are off, but still... Open to exploring this?"
  • "No rush but is this worth exploring?"
  • "Not sure it's a fit, but is this worth a conversation?"
  • "Open to learning how they're doing it?"
PS Section
  • Add a personal touch to the PS section to make your message more tailored and engaging.
Free email copy assessment
Share your email copy to get a feedback!
Email examples
Bad email examples
Hi Augustin,
Pleasure to meet you :) X’s services efficiently accelerate the search for talent within your teams, while reducing costs by 40%. We connect you within a week to global C-Level, top-tier, filtered candidates.
Offer a 6-month warranty and success fee.
Open to talking next week?
John, I see that you are expanding your international presence to the EU market and driving innovation.
Curious if you have been supporting this EU market expansion using the sales enablement platform to start more conversations.
We have helped companies like X and Y with expansion to the EU by supporting their SDRs workflows with our proven SEP.
For one of them, we augmented their 14-person SDR team to be able to bring new deals in the pipeline worth 8 million dollars that enabled the opening of an office for 90 employees in Paris.
How are you standing with time tomorrow at 2 pm?
I would love to show how you can replicate this if it's of a priority to you as well.
Good email examples
Caveat: If you're handling your company's outreach (not through an agency), using the outlined structure can be an effective starting point for eliciting responses, though not every email example below follows it.
Augustin, ever experienced the frustration of a hire that just doesn’t fit?
Not hiring the right person is one of the leading causes of business failure.
And we can prevent that from happening.
We find the exact candidate you need.
So you won't struggle with recruiting anymore.
Do you want to know more about how we can help you hire your next A player?
John, looks like you're expanding X to the EU.
I've seen from speaking with other VPs that having a good outreach tool helps a lot.
Y brought new deals worth 8 million dollars in their 1st year in the EU.
A huge part of it was that 95% of their emails landed in the main inbox, not SPAM.
No rush, but worth a conversation?
Augustin, came across (brand) while shopping for my nephew's bday.
If we could help you add another 20-50% MRR with email marketing, on a performance basis, would you be interested in talking?
Pattern interruption
Sending lots of cold emails and hearing crickets? SQLs dropping below 10 per SDR per month? Interested in learning Spanish guitar?
Hey, considering you are working with X, wouldn’t you want to work with companies like Y & Z?
We can build you a lookalike list of companies to your best case studies so you can prospect for them. Would you like to hop on a 15min call?
Hi Augustin, Saw your LinkedIn post about X.
If I could generate you 15 meeting-ready leads in 60 days on a performance basis, like we did for XYZ, would you be interested in speaking?
Regards,
Augustin
Hi Augustin, I figured XYZ was scaling its sales efforts as I saw Robert H. just joined as CRO.
I've helped recruitment firms such as X, Y and Z generate 47+ qualified meetings in under 3 months.
Would it be a bad idea to share my 5-step guide on how we sold recruitment services via cold email?
Let me know, and I'll send it over.
Cheers,
Jiji
Follow up email examples
(they already answered once)
Bad email example
Dear Augustin,
I hope you’re well. I’m writing to thank you for our recent conversation on Tuesday.
I found our discussion particularly insightful and am keen to explore potential opportunities further.
Could we schedule a follow-up meeting or call to discuss this in more detail? Your guidance would be invaluable.
Thank you once again for your time, and I look forward to your response.
Best,
Good email example
Augustin, I saw you chose another team to help get more customers. Totally get it, choices have to be made.
Here’s my ask, and I know it’s a big ask because you don’t owe me a response: Would you be open to sharing some feedback so I can better serve you should a need arise in the future?
Was it my weird french accent?
Either way I am grateful to be considered as an option.
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