icebreakers

liquid syntax

custom video

custom images

custom GIF

custom landing page

physical object (via mail)

Tips on their current process

ebook about problem X

checklist about problem X

free course about problem X

event about problem X

case study very similar to them

Assuming your leads care about who you are

Sending a message right after they accept your

linkedin connection request

Adding personalization just for the sake of it

trying to sell from the cold email

asking for a call in the first message

not reaching out based on triggers

not targeting the right leads

following up without bringing value

Focusing on the sale instead of the relationship

Talking more about you than your lead

following up less than 4-6 times

Having a generic approach that everybody uses

ignoring deliverability rules

Not A/B testing your approaches

don’t be a spammer

include between 6 to 14 steps

space every step by a couple of days (4, 6, 8)

bring value at every step

rotate between more and less engaging steps

- more eng. = linkedin message / email

- less eng. = Linkedin invite / profile visit / like

feel free to add humour

include original steps (e.g. linkedin vocal)

change the subject line every couple of emails

push the lead into another campaign

- only after 2-3 months

- use a completely different approach / problem

- produce linkedin content in the mean time

Focus on another target within the same company

“Wanted to connect because I noticed your role.”

“I understand you are extremely occupied but...”

“I'm sure you’ve got a lot on your plate.”

“Just wanted to follow-up.”

“your company being a possible fit, we’d like to...”

“here are the services we provide: ...”

“just an introduction, we are...”

“Linkedin suggested your profile to me”

“I noticed that our interests are quite similar so...”

“So I thought it would make sense to...”

“Hope this message finds you well.”

“would love to tell you a little about what I do...”

“Please don't think of this as a sales pitch. I am...”

“Being from the same industry I think...”

“I just came across your profile through our

mutual connections and...”

bring value

add personalization

keep your signature simple

focus on building a relationship

make 99% of the copy about the lead

Make the call to action crystal clear

don’t talk about my product / services

make the copy friendly, short and clear

make the “what’s in it for them” obvious

remove all fluff (e.g. I hope you are okay)

focus on the reply to validate the interest

use grammarly to avoid awkward situations

Stand out from all the other emails they receive

send a sample on your phone to preview it properly

use simple words that people will understand

focus on:

- the same type of targets

- the same time of the year

- the same sample size

use a sample size of minimum 100 per test

test 1 thing at a time

- add humor

- use very short copy

- go multichannel

- test subject lines

- test the value proposition

- test the type of call to action

- change the step order

- test personalization type (icebreaker, custom iMG

custom landing page, ect. / density

- change the type of target in the company

- test campaign goals (e.g. sales, networking calls)