Example Email Cadence with 1% Positive Response Rate

How Email Postman used EMMA to generate 5 enquiries and 3 booked calls within their first 2 weeks – on autopilot

The Data

When considering who to target with your cold email outreach programme, think about what your audience has in common.  With Email Postman it was simple, they were Mailchimp users.  Using BuiltWith, Emailmovers is able to identify companies in the UK using Mailchimp and export a list of these domains.

At Emailmovers, we identify the domain of each and every company listed within our extensive database so were quickly able to identify which of these domains we had a matching company for.  Once we matched these companies to domain knows to be using Mailchimp we were able to identify which contacts we have within those companies and then filter these contacts by their job function which in this case is Marketing and Job Level which is Owner, Partner, Director, Manager and/or Senior.

As a result of the above work we were able to identify a list of contacts to approach with our introductory cold email outreach programme.

However, before adding these contacts to our campaign, we have to cleanse them first.  Cleansing can reduce the volume by up to 75% depending upon the job role.  Certain job roles like health & Safety Managment have high hard bounce rates right now (March 2021) whereas other such as Marketing have a bounce rate.  It’s likely to be down to economic conditions.

The Design

With our highly targeted pool of prospects at the ready, we always advise clients to picture their prospect whilst composing their email cadence.  If you were writing an email to just one of your prospects, what would you write in that email?  Be genuine and authentic.  Don’t go all salesy and keep it short, a wall of text in an intro email is enough to put anyone off your emails for good.

Below is the cadence used by Email Postman to generate 5 booked calls from 455 contacts between the 25th Jan and the 15th Feb 2021.

Subject Line: RE: Your Mailchimp Account …

Cadence Step #1 (Open rate 38.3%)

Hi {{first_name}},

I can see from your SPF record that you are using Mailchimp and was wondering whether or not you would be interested in a 30-minute call to discuss the benefits of automation.

Automation in Mailchimp can help:

• Automatically welcome and onboard all your new subscribers
• Reduce costs and be more efficient
• Cross-sell, upsell and convert lapsed customers (this is the big one)

I am an official Mailchimp Pro Partner and automation expert with 15 years of experience and would love to jump on a call to discuss exactly how automation can benefit {{company}}.

Would you be free this afternoon or later in the week to discuss?

Regards

Cadence Step #2 (after a delay of 3 days, if no response) (Open Rate 27.8%)

Just wondering if you got my previous email?  Would love to jump on a call to discuss.

If you would prefer I send you through a bit more info before a call just let me know.

Regards

Cadence Step #3 (after a delay of 3 days, if no response) (Open Rate 25.3%)

Hi {{first_name}},

I can see that you are busy and don’t want to pester you but as I can see you are using Mailchimp I would still love to jump on a call with you.

Let me know how you would like me to proceed?

1. Been busy but yes, let’s jump on a call this week
2. Am busy this week, let’s jump on a call next week
3. Send me through more detail by email before we schedule a call
4. This is not for me, but thanks anyway

Regards

The Results

Summary

Contacts 436

Replies 58

Positive Replies Enquiries 5 (1%)

Booked Calls 3

Positive Responses by Cadence Step

Step 1 – 3

Step 2 – 1

Step 3 – 1

Positive responses by AM or PM

AM – 2

PM – 3

Positive Responses by Day Of Week

Wednesday – 1

Thursday – 2

Friday – 3