Fardeen Karim
Case study: 30+ demos for a US sales software company
How a US marketing and sales software company booked 30+ demos with founders and CEOs: 36 mailboxes, a niche list, short plain emails and personal first lines.
Fardeen KarimRead This client is a European SEO and marketing agency. I'm keeping their name private, but the numbers are the real ones. It's the best result I can point to for an agency client.
The goal
The agency wanted to win clients among trades and home service companies. It sold with a performance guarantee, which is a strong thing to be able to say in a first email.
The numbers
| Audience | Trades and home service companies |
|---|---|
| Language | The prospects' own language |
| Mailboxes | 168 |
| Emails sent | About 121,000 |
| Time | 2-3 months |
| Meetings booked | 30+ |
| Outcome | Several paying clients |
What we provided
- Mailboxes and domains
- The lead list
- Warm-up and sending
- The copy, in the prospects' language
- Running the campaign day to day
Why it worked
A tight niche
We didn't email "businesses". We emailed trades and home service companies, so the problem we described was one they recognised.
A strong offer
A performance guarantee takes much of the risk away from the buyer. Good copy can't invent an offer like that. It has to be true of the business.
Steady follow-ups
A lot of the value in a campaign comes after the first email. We kept following up instead of giving up after one try. Here's how I time them.
What to take from it
- Scale comes from mailboxes. 121,000 emails over a few months needs a lot of mailboxes at a low volume each, instead of a few mailboxes at a high volume. Work out your own number.
- Write in their language. These emails went out in the prospects' own language, not in English.
- Check the law where you send. The rules on business email differ a lot from one country to the next, so take legal advice first. Here's my summary.
One campaign doesn't predict what yours will do. Your niche and your offer will decide that. For the agency side of this, read the cold email for agencies playbook.