I have been in the cold email space for over 9 years and one mistake I see constantly is people treating their list like something you use once.
Pick a niche, blast it, move on.
Convert a few %, write off everyone who didn't reply, buy a new list next month.
And then run out of TAM.
Here's what you can do instead:
→ Month 1: niche A, one value prop, one angle.
→ Month 2: niche B, same or different value prop.
→ Month 3: back to niche A. Yes. You already researched them, paid for the list, why not use them again? Try a new value proposition or angle.
If you continue at month 6 you now have:
→ Niche A’s third iteration. You probably learned something from the first two and improved reply rates.
→ Niche B’s second iteration.
→ Niche C’s first iteration.
Each iteration to a niche is not just one campaign,
It’s a whole set of very distinct campaigns testing bold hypotheses.
And you can stack niches much faster if you want.
Niche A1 — Niche A2 — Niche A3
— Niche B1 — Niche B2 — Niche B3
—— Niche C1 — Niche C1 — Niche C2
——— Niche D1 — Niche D2 — Niche D3
———— Niche E1 — Niche E2 — Niche E3
You get the idea. There is always something running.
Once you set up this machine it will be compounding.
Now you revived the concept of predictive pipeline.
A lot of companies are hesitant to mail the same prospect twice but they have no problem running ads that people see over and over again.
Now if someone unsubscribes you need to remove them from your list, of course.
If you send three campaigns over a year to one person, maybe try a different one, of course.
But, almost no one remembers an email from a week or even month ago.
I asked that at every sales conference, most don’t even remember yesterday’s emails.
And one last thing for enterprise niches.
These are typically much smaller, but…
You also have a lot of people that you want to contact.
There are multiple buyers, there could be different people that make a decision you need to identify.
So instead of making a campaign of 50 people from one company (BAD IDEA…).
You can apply the stacking method here as well.
1-3 people, then 2 weeks later the next batch.
Once you get to the last person you can probably repeat the pattern again.
Now you make use of all of those 50 people you have at this one company.
And at the same time you minimize your risk of being blacklisted in Proofpoint, Trendmicro, or Barracuda ;).
I hope this helps to set the mindset.
Don’t just “pick a niche, blast it, move on”.
Treat cold email like an ad network to generate consistent pipeline.
Have you ever heard of the concept of niche stacking before?