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

(est. 4.5 minute read)

Today I will be going over:

• The Secret to Cold Email Deliverability in 2024

• What to do if your deliverability is dropping

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

Hopefully you enjoy it.

Actionable Cold Email Tip

If you’ve run any cold email in 2024, you would know that deliverability has been a hot button issue.

Google and Microsoft spam filters have gotten better, cold email software made it easier to send mass email and as a result inboxes are more crowded than ever.

There’s no denying cold email is getting harder, but does that mean cold email is dead?

Absolutely not. The landscape is changing, yes but cold email is still one of the best channels to get direct feedback from your target audience.

This means you just need to be better than the other guy spamming your ideal customer’s inbox.

And it all starts with understanding your audience.

More specifically, understanding their pain points and ideal end states.

When you understand your audience’s pains and can speak directly to them, your audience will trust that you can help solve their pain.

Do this by sharing high level insights a beginner wouldn’t understand.

This is going a lot further than an AI written first line about your prospect’s college mascot (I’ve gotten these before and they show how little the sender knows about effective outbound messaging).

I also don’t mean top of the iceberg pain-point understanding.

What I’m referring to is deep, industry specific knowledge that goes below the obvious surface level insights most people are peddling on social media.

In other words, what is really going on with their situation?

A simple example: every business wants to grow, but what is it that is stopping them from growing? Team bandwidth, internal belief, skill or something completely different?

Use your messaging to test these different pain points.

If you hit the prospect with a lightbulb insight, then they’ll think to themselves: “wow this person actually gets what I’m going through”.

As such, they’re much more likely to trust you and trust that you can actually help them.

Another way to think about this is to position your cold email offer with an industry specific insight that a) proves you’re an authority and b) relates specifically to the pain points you’ve identified.

Using the example above, where the business’ growth is limited due to bandwidth, belief or skill.

You might want to test different offer messaging that shares strategic insights into their go to market strategy that is costing them revenue, or review their tech stack to help them save money or take a look at their process to find efficiency, cost savings, optimizations.

Whatever it is should be related to your service but the point is these go deeper and directly try to solve the bottleneck preventing the prospect from achieving their dream end state.

Sometimes it’s obvious, sometimes it isn’t. Some markets are more sophisticated than others. The fact is you’ll never know until you test and get market feedback.

So next time you’re testing messaging, offer a real insight, help them solve their pain and position it as a way to go from bad place to dream state.

Something like:

“Hey Name, {relevant reason to reach out} - {question relevant to PAIN POINT to test}

{Insight driven value prop messaging - aka we can help you get away from pain point and toward dream end state}

{social proof - we just helped CASE STUDY do this by VALUE PROP}

If we could help you {VALUE PROP}, would that be useful to you?”

Aside from creating an insightful email offer that gets your prospect to respond there are fundamentals to cold email deliverability that you should be following.

So you can stay in the inbox, I distilled these insights into a 12-minute training on my YouTube channel.

If you want to see how to stay in the inbox in Q3 2024, check out my training here (link)

Useful Bits

• Tweet of the week (link)

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

• Quote of the week: “Don’t take too much advice. Most people who have a lot of advice to give – with a few exceptions – generalize whatever they did. Don’t over-analyze everything. I myself have been guilty of over-thinking problems. Just build things and find out if they work.” — Ben Silbermann, co-founder of Pinterest

• Quick bite-sized pointer: Over time inbox health tends to degrade. I tell clients to expect inboxes to maintain good health for 60-90 days in active campaigns. If you’re starting to see performance decline, you can do a couple things: 1) remove them from a campaign and put them on warmup for 1-2 weeks or 2) buy new domains, setup new inboxes and put on warmup for 14 days.

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