Cold Email: How to Land Clients With Cold Email (Cold Email Training)

Daniel, what's up, man? Hey, bro. Thanks for having me. Of course. So for those of you guys that don't know Daniel, he's a big personality on Twitter. Go follow him. He's Black Hat Wizard with two Ds. If you see his name on the screen, you'll see it right there. We'll also drop it in the show notes after. But Daniel is the master of cold email. Daniel, do you mind giving me a little bit of background before we dive into kind of the presentation today? Yeah, bro. Sure. So I run a business where I send cold emails for other people. So basically, say there's an agency and they're selling some kind of like high tip, high ticket monthly retainer service, like 3000 plus. What I do for them is I find their ideal clients. I write personalized cold emails for them. I get them on the phone. They close, they make money. I make money. Awesome deal. Boom. Easy. All right. Well, I'm going to open this up and kind of allow you to screen share if you want to give any other contact info. Great. If not, I'm fired up to dive in. Yeah, bro. Sure. Hold up. Let me pull this up for you. Give me just a second. And Daniel, while you're pulling that up, I was telling you my roots and my background initially was cold email. The first two or three years of my career, I've done a lot of cold emails and I've not been out of this world for about three. So personally and selfishly, I'm really excited to see what you got. I got you, man. Here, let me show you this. All right. See my screen? Yep. Got you. All right. Cool. So this is a tool. This applies directly to you because you sell email marketing to e-commerce stores, correct? Yes, exactly. All right. So this is a tool called Builtwith. And what Builtwith does is it can basically scrape every single website with a particular technology installed and then further filter it by other parameters such as more technologies, keywords on the website, revenue, right? So in this report you're seeing right here, these are all live Shopify sites with Clavio installed. So if I give you a rundown here, this is basically what you see. You got all these, it gives you the monthly sales revenue, their tech spend, right? So you got 132,000 results here. There's an export button at the top where you can download all 132,000 of these. I want to show you what that looks like inside Google Sheets. So you see here, so you got your domains, tech spend, monthly revenue, you got their traffic rankings. And then these emails right here, these aren't the emails you want to send to if you're sending cold emails. And the reason why is because a lot of these are product inquiry, info, affiliate info. You need to talk to the direct founder, owner, CEO, CMO. You need the direct decision makers email address to actually get any kind of results, right? So how do you do that? Let me show you. You're going to use this tool called AnyMailFinder. And what AnyMailFinder does is it lets you go to a file upload section. You click upload file. Basically what you'll do is you'll upload a file that looks like this. So say for instance, we want to find, let's say we copied all 132,000 of these. You're going to make another thing like this. You're going to have two columns, domain title. So in this particular instance, I'll do founder, owner. I'll fill that to the bottom. What you would do is save this as a CSV. And then you would upload that CSV to the bulk upload here on AnyMailFinder. Now here is what is going to be spit out. So you see here, you'll have domain, company name, title, first name, person name, result title, LinkedIn URL, email, right? You have the direct person. So all of these are founders and CEOs of this particular business right here. So now do you see this column over here titled first line? Yep. Right. So imagine you're sending a cold email. Let's compare this to if you were getting direct mail. Like if you go into your mailbox and you see there's a bunch of ads, and then you see there's also a handwritten envelope with your name and address on it, very clearly written in pen. You're going to throw out all of the ads and you're going to open the letter with your name written on it. It's so clearly obvious that it is directed specifically to you. And the same thing applies with cold email, right? So you can't send mass cold email. You need low volume, extremely sniper targeted cold email campaigns that are so clearly obvious. A lot of people, when they say, Oh, I send personalized cold emails. What they do is they, they like to mix up a bunch of different merge fields together. Like, Hey, name saw you were the title at company. That's garbage. Doesn't work. What you do is in my case, I hire freelancers to write this first line part, right? So you've got this list spit out from any mail finder and now you've got their LinkedIn right here. So all you do is you visit their LinkedIn, you read it and you find something that you can compliment them on. So let's say here I get Parker's beginning story is absolutely touching. Great job keeping your roots alive and spreading hope. Love that pillow guys, infused comfort style and simplicity into its bedding designs. Right? So these are just compliments. And now, now that you've got all your compliments, right? Let's say you got like a hundred people here. You got a hundred compliments. I use Mailshake to send my cold emails. So what I'll do in Mailshake is I'll go, Hey, name, first line, right? First line is the first thing you see in the cold email. It's so absolutely obvious that it is to them and not to any other person, this email specifically for them. And now someone might be asking, okay, so what do I write after that? Like, how do I pitch my service effectively to actually get a response to my cold email? I'm going to write that out for you right now. So let's say we do, Hey, name, first line. Now let's take your service as an example. My name's Chase and I run a business. You sell, you sell email marketing. I've run a business that manages marketing for eCommerce stores. And now here's what you like. Here's what you want to do. One sentence case study, right? Just recently I helped brand name, drop the brand, right? Increase their monthly email revenue from $11,000 per month to $94,000 per month with just a couple small tweaks to their email flows. Now I'd love to do something similar for you. Do you have time for a quick call this or next week? Bam, easy. And now I'm so confident in the results of this because I have a client that also sells email marketing to eCommerce stores. And this is exactly what I do. It's the same thing every time I get them like a 4% meeting book rate, like doing these personalized lines and like this structure of an email, right? So I sent a hundred emails. He gets four meetings. Let's say he closes at 25, 50%. Dude's making money, right? It's the same thing every time, bro. It's just over and over and over again. It's just, it's like a dial. It's like, you've got your freelancers writing these first lines because you have 132,000 leads now. So that's leads for the rest of your life. Just bang out more first lines, turn the dial up and decide how much money you want to make. That's it. I love this. This is fire. Yeah. That's, that's all you do, bro. And I, I know this is your business, so I hope you copy it and just start doing it. Yeah, no, I love this. So a couple of questions, if you don't mind. Sure. So when you're working with, let's say you're working with me right on this. Are you emailing from my domain or yours? Yeah. So when I have a client I'm sending from their name. So for instance, what I like to do is you don't want to send cold emails from your domain. And the reason why is because you might burn that domain. You're going to eventually burn a domain that you're sending cold emails from, right? And you know, your domain is burned. If it's getting less than like 30%, right? So what I have them do is I tell them buy a second domain that looks semi similar to your main domain and then permanently redirect it to the main domain. And now if you notice inside cold emails, I don't put links. And the reason why is because links will increase the probability that you go to spam and you're not trying to get them to go to a link. You're trying to get them to respond to you and schedule a call with you. This is manual, right? And the thing with it is 95% of people who are going to respond to you are just going to look at your sending domain, type that into the URL bar, and it's going to redirect to your main domain. And if you really, really want to ridiculously increase your conversions, here's what you put in your landing page, video sales letter of you. It can either be like your face or Google presentation. And then directly below that client interviews, like get them on a zoom call, record it, talk about your results. So your VSL client review, client review, client review, embedded calendar link at the bottom. Easy. Yeah. So a couple of things I want to point out. So for example, if my domain is chasediamond.com, I might want to buy chasediamond.co or chasediamond.io, go into GoDaddy, Namecheap, wherever, go into the DNS sections, do the forward to the.com, right? So everyone clear there, all good. And then on your landing page, right? It's really just a way to, Hey, I'm a real person. This is me. And here's my social group. Is that correct? Exactly. Yeah. Awesome. Yeah. You're never directing them to the landing page. It seems counterintuitive, but I promise you put yourself in the shoes of you getting a cold email. Like, let's say you got a cold email and you're interested in the service. You're not going to just respond to that person without looking them up. Like you're going to look them up nearly 100% of the time. Yeah. And for me, I always look at website and then I look at social, right? I look at LinkedIn or their Twitter, something like that. So for you, right? So again, this might be some more of the secret sauce. Maybe it's not. So for you, say you're working with me, right? And I'm a brand new agency. So my domain chasediamond.com and the .co that I'm going to buy for this is brand new. Do you follow any kind of like initial sending patterns? Like, you know, send to your friends first or only send five emails per day. Like, can we talk about volume? Yeah. Yeah. A hundred percent. So what you want to do when you first get a new domain, you cannot send on that domain for at least two weeks and you need three things on your domain when you first buy it. So when you buy a deal, I like to do it through Google domains. And the reason why is because on the checkout of Google domains, there's a checkbox that says, add G suite. When you add G suite, it's going to give you two things, SPF and DKIM records. And you need those, right? And then you need to also add DMARC records. You have to, you have to manually put that into your DNS, right? Now you have these three records, but you need to warm this domain up. You cannot start sending cold emails for it on two weeks. But in the meantime, you want to make sure that the inbox is active. So I like to use this software called a LEM list. Now LEM list is a software for sending cold emails, but they have this thing called a LEM warm. And it's basically an engagement group between a bunch of different customers on LEM list, where you send emails back and forth to each other, right? And if your email goes to spam, it automatically unmarks it as spam. If it goes to promotions folder, it unmarks it as promotions folder. So you're sending cold emails and then it's replying from other people's emails. And then people are sending you emails and you're replying to their emails automatically. It's just continuously going back and forth. And I leave that on forever. That's huge. So when I was doing cold email, you know, prior, prior, right? Three years plus ago, we had to do this stuff manually, right? So the fact that there's a tool called LEM list that can actually automate this for you, that's a lot, a lot of time back into your process, right? Now you're able to start sourcing leads during those two weeks. No way, as soon as the two weeks is up, you're ready to hit the ground running, right? So that's, that's incredible. Yep. Yep. It's really easy. And when you do start sending cold emails, like after that two week period, you want to start at five per day, the next week, 10, the next week, 20, the next week, 40 max it out at 70. Every time I've had a cold, every time I've had a domain blacklisted, it's because I went above 70. It's just too much. Like, especially when you're replying to people, like if you're sending 70 per day, you're getting a 15% response rate. That's an insane amount of emails to be sending. It's so atypical of a normal person. Even like, even 70 is a bit too much. I don't like to go above 60 because I need room to be able to reply to these people without like Google being like, okay, this is too much. Like you're, this isn't normal, right? Yep. And what I really like here about what you're saying versus what I hear a lot of other people say, right? You're all about the quality, right? If 60 or 70 people that were hitting per day, once we kind of warmed up and are really high quality, really high touch right there, people that can afford to pay you personalizing with this first line and you're saying all the right things, you don't need to be sending 500 emails a day, a thousand emails a day. This really, this really goes back to only pitch people you want to work with in the first place. Because it's like, you don't, you don't want 30 sales calls a week. Why would you want that many? It's so much time. It's like, dude, I want four and that's it. Like, I don't, I don't even want more than that. If I can close that 50%, like it's a ---- ton of money. It's, it's, it's so completely unnecessary to be sending that many, right? And it's, it makes your life so much more difficult. The incremental benefit you get from personalizing the emails drastically outweighs the amount of work it takes to do it. Yeah. So it's a, it's a win all around. So a couple more questions, at least are top of mind for me. Um, so you've sent this first email, right? You know, the percentage of people that are going to open, the percentage of people that are going to apply, the percentage of people that are going to book. Um, how many follow-ups do you send to the people that aren't in the buckets of engaging? Like you send another email, two more emails, three more emails. What does that look like? Yeah. So what I like to do for the follow-up schedule is I send the initial email in the structure I showed you. And then three days later, I like to sound like a bump. It's like, Hey, name, sure. You're busy. Just wanted to bump this to the top of your inbox. Right. And then five days after that one, here's your flow client result. Five days later, client result, five days later, client result. And just, you can take that into infinity just based on how many client results you have. So it's like, say you have 10 clients, you can just send 10 emails, although there's going to be diminishing returns at one point. So it's like, I don't normally ever send more than like five follow-ups because at that point, like if they haven't responded to five, it's like, I've seen people get meetings on the seventh email though. And this would be particularly important if you have an extremely small lead pool, like you only want people who do like a million plus per month and like on that Clavio list, there might only be like 500 of those. So it's like, you really, really like, you could make a 10 series follow because you need the maximum amount of those people to get. Yeah, that's interesting. So random question about this and maybe there's data, maybe there's not, this might more just be kind of your opinion. Like say for example, you know, you've sent five follow-ups, right? Do you worry about people like marking you as a spam and kind of deleting your emails? Like, is there a point where like you think that people are going to do that or just the people that are going to do that are going to do it, whether it's one email versus five? Yeah. So this is why it's particularly important to customize that first line because people only really mark spam if it's actually spam, but like the follow-ups aren't personalized in the fashion like the first one was. And this is another reason why I don't like to send 10 follow-ups because you're probably going to burn that domain, right? And you don't want to burn the domain. Like I would rather have my domain sending like 30 to 40 a day and be able to use the domain for like eight months as compared to like sending 70 per day and like only have it for two months. Cause then like, you have to go through this whole warmup schedule thing again. And it's like, it's really annoying. Like if you want to scale it up, just buy another domain. Exactly. Exactly. It makes sense. Yeah, dude, this is cool. I know before we were briefly chatting, it kind of sounds like you've been both ends of the table, right? You've been kind of on the agency side where you're managing working with clients and now you're on the side of working, helping these people get clients. And I really like and respect that. And like with me and my business, I did own an e-commerce store at one point, right? So it makes me be able to speak to kind of my customers as if I were in their shoes. How important for you is that having been on the other side, would you say? Yeah. So just to give people a backstory, like I bought a Tai Lopez social media marketing course in August, 2018, and I needed to find a way to get clients. So like, obviously I went the route cold emails free. Let me do that. I was sending spam emails trying to, how can I send 500 emails per day? It's like, dude, you get responses like, stop emailing me. You're annoying. I'm going to report you to the FTC. And not only does it not get you clients, it makes you feel dirty. It's like ill. I don't want to feel like that. Right? So if it's like, if you just personalize the emails, it's a double whammy because one, you get results. Two, you don't feel like garbage. So it's like, just, it's just the best, the best option you can take. Absolutely, man. Well, dude, thank you so much for all the time and the insight for people that want to, you know, maybe connect with you or learn more or hire you is the best way for them just to kind of follow you on Twitter at black hat wizard with two Ds. Is that kind of the best place? Yep. 100% Twitter is Twitter is my sphere. Awesome. And for anyone that just wants great content that you post some really cool content on like case studies and what he's doing, what's working. So I've learned a lot. So I really appreciate you being on. If you have any last words, great. If not, thank you so much for your time. Yeah, bro. Thanks so much. I appreciate it. All right. Cheers.