Hey there, it’s Isaac from Leads to Earnings. Welcome to the newsletter.

(est. 4 minute read)

Today I will be going over:

• What to actually test in your cold emails

• Finding compounding benefits with follow up

• I will also share a few cold email links and tips.

Hopefully you enjoy it.

Actionable Cold Email Tip

I was recently speaking with a founder running their own cold email campaigns. They were having trouble getting results, so I asked to take a look at their campaigns.

Within 20 seconds I noticed a glaring issue. They were not doing enough testing.

They had only 2 variants in their campaign and each "test" variant was essentially saying the exact same thing.

The only difference was the subject line, a couple commas and spintax.

Not only is this the incorrect way to test cold email, but it also meant they couldn't draw any conclusions to improve their results.

If you're only sending 1 or 2 messages to your market, then you won't have enough data to understand what is working and what is not working.

This leads to guessing and checking - never actually knowing.

Never test in a vacuum. Instead act like a scientist, test many different offers to find the strong performers.

Do this by testing 3-5 offers in your initial campaigns across 500 minimum prospects per angle.

This setup will achieve a meaningful data set for you to decide what messaging is resonating and what doesn't.

Review all angles to understand which generate the most positive replies and booked meetings.

You now have your control group.

Use these top performers as the basis to create 3-5 more offers.

Launch your campaign and identify the top performing offers.

Then iterate based off these winning offers and continue testing in perpetuity.

Testing Checklist

1. Do not overthink subject lines - use something simple like "quick question"

2. Focus your testing on your cold friendly offer

3. Test 3-5 angles per ICP

4. Minimum 500 new prospects per angle (ideally 1,000)

5. Test 5 more iterations of successful campaign angles

6. Rinse & repeat forever

Useful Bits

• Tweet of the week (link)

• Case study: Adding a 240k/ARR Client for a Marketing Agency (link)

• Quote of the week: “You have power over your mind - not outside events. Realize this, and you will find strength.” ― Marcus Aurelius, Meditations

• Quick bite-sized pointer: Cold email is a linear outreach model, meaning your inputs are directly correlated with the results. This doesn’t tell the whole story though. Since a fraction of prospects are ready to buy now, they might reply with interest but not convert immediately. We expect between 20-40% of interested replies to turn into meetings. That doesn’t mean you forget about the remaining 60-80% of prospects who don’t immediately convert. By following up with your prospects in perpetuity, you achieve the power of compounding. You get the linear benefit of immediate conversion, then get the compounding benefit by stacking your pipeline over time with more and more interested replies. This is why many cold email campaigns book a handful of meetings in month one, only to see that number multiply in future months without necessarily increasing your input rate.

How I Can Help You

If you like this newsletter and want to work with me, there are a few ways we can do so:

1. I have a ton of free content that will help you get more clients on my YouTube channel. I post insights from operating high converting cold email campaigns for dozens of B2B companies that have added hundreds of thousands in recurring revenue.

2. If you are looking to improve your cold outbound skills but don’t want to hire anyone, I have a free 71-page course that teaches everything you need to know about cold email.

3. If you want a custom cold email campaign specifically designed for your business & ideal target audience, I have a few slots available to show you how it works. Book in here and on the call I will deliver a full 5-angle cold email campaign for you to use to bring on more high paying clients.

4. If you’d like to hear about how I can help you and your company grow, you can book a call with me here. I might be able to help you grow faster, or I might be able to refer you to someone who can.

Share this with 3 people and get a free training showing you how to convert more cold prospects into warm leads with cold email.

I hope you enjoyed this brief email.

Talk later,

Isaac