Automate

Getting New
Clients
COLD EMAIL MASTERY
HOW TO SETUP A WORKABLE PROSPECTING
SYSTEM SO YOU NEVER HAVE TO WORRY
AGAIN WHERE YOUR NEXT CLIENT IS COMING
FROM.

Luke Audsley
 Table of

CONTENTS

03
FROM $0-100K IN
06
WHY COLD EMAIL
JUST 2 MONTHS ROCKS!

09
SCALING UP.
12
STEP 1: THE
THE MATH TECH STUFF

22
STEP 2: FINDING
29
STEP 3: COLD
CONTACTS MESSAGES THAT
GET A REPLY

43
STEP 4: LAUNCH
53
YOUR NEXT
LIKE A LEGEND STEP

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 From $0 to
$100k
in just 2 months

I had run an agency before and when I started a new one with a friend I
didn't want to be stuck in the roller coaster of having LOTS of work, and
then forgetting about signing new clients, only to find ourselves
suddenly without enough work. And I definitely didn't want to:

Rely on referrals
Have to DM people on socials (and get blocked/banned)
Constantly post "value" on social media
Spend money on advertising

And I didn't want my attention to always be on where our next customer

was coming from.

Luke Audsley
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 Time to Master...
COLD EMAIL AUTOMATION
I'd had success with Cold Email in the past, but I suddenly
stumbled upon how to do it better.....MUCH better.

We kicked off some of these new campaigns and our reply rates
were through the roof!

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 We Went From
NO CLIENTS, TO A STREAM
Every day we were receiving replies to our Unified Inbox of "I'm
interested" or "I'd like to hear more"

We turned those into meetings and pretty soon we had booked

ourselves several new clients which grew to over $100k in
revenue.

Needless to say, my business partner who was worried about

leaving the safety of his 9-5 job to start his own business was
quite happy!

In just 2 months, we'd generated and invoiced over 6-figures, and

this was just the beginning.

Important
Instead of wasting hours DM'ing people, cold calling, posting
value on our socials or relying on job boards or referrals...

We setup one cold email sequence, tweaked it a little for different

audiences and then sat back and just handled the replies as they
came in over the next 4-6 weeks....and as they were our ideal
customers, the leads turned into...

HIGH QUALITY MEETINGS

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Foundations
WHY COLD
EMAIL ROCKS!
 New Customers
ATTENTION
Getting new customers in its most basic description would be simply
putting more of the right MESSAGE in front of the right PERSON at the
right TIME. So the first question to ask yourself is: Where are my ideal
customers spending their time? Where is their attention being spent?

Email Inbox 5.6 Hours a day

Linkedin

Other Social media

Lorem Ipsum

On average your prospect spends 5.6 hours a day in their email inbox.
Whereas the average usage of Linkedin per month is just 17 mins

*According to an Adobe study

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 Consistent Growth
Automate the Heavy Lifting
You can automate Linkedin outreach and you can get results. But you
will run into at least 3 problems:

Linkedin will throttle your ability to get your message out in

high enough volume. For the average user, you can only
attempt 100 connection requests per week.

Using automation tools to get around Linkedin limits often will

be discovered & you'll have your account temporarily or
permanently banned.

Time wasted "rapport building". Of course rapport building is

part of sales but not at the very first touchpoint as its typically
seen as time wasting on the other side. Think about it; a
random stranger wants to connect & you do - they then start
messaging you "How's your week going Bob?" ....you're thinking
"Who are you and why do you care?".

Likewise if you just launch into your pitch, they'll feel annoyed
they connected with you, so you get stuck with LONG message
chains.

Cold email shortcuts all of this with a simple, direct & honest
approach.

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 Scaling Up
The Math
You can send 50, 100, even 1000 emails a day with Cold Email on
autopilot. Let's say for example you send just 100 a day, and you have a
pretty low positive reply rate of just 1%.

3000 New Cold Emails Sent

30 1% positive replies

15 Half turn into Discovery

Calls

30% are won as new

5 clients

At an average of $5k per deal won, you can see in the result above it
would be very easy to attain $25,000 in new business in a month. And
of course you could improve your reply rate with better messaging,
you could improve your win rate or even increase your prices.....OR the
easiest solution is to just simply send more cold emails!

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 Scaling Up
Your Math
Let's do your own example. Use a positive reply rate of 1-2% and input
your own numbers, such as the prices you charge.

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 Why Cold Email
FAILS
There's been a huge amount of resources poured into Spam filters and
getting past the likes of Googles Ai spam detection is not super straight
forward, but in 4-quick modules we'll show you how.

The right technical setup & technology stack is a must & it's
actually not too tricky at all. The problem is many people get
these settings wrong and that's a big red flag for spam
filters.

Sending hundreds of emails that are virtually the exact same

is very easy to detect. The problem is people can't achieve
the volume they want to send if you have to write each email
differently. We show you how to write thousands of
variations in just seconds.

Most marketers or sales reps send terrible cold emails that

never get a response. They throw their hands in the air and
say "Cold email doesn't work". You'll learn how to write them
the right way.

There are specific limits & campaign settings needed for

success. Many cold emailers don't know the right settings
and KPIs to track & improve - they even track things that
lower their results!

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 Step

1
THE TECH STUFF
 Transformation Path
ROADMAP TO SUCCESS
You're here

The Boring Tech Stuff

Step

1
Yes this might be a little boring to some but there's a
reason we start with it first ...Lets get it out of the way!
You'll look like a pro to all spam filters when we're done
here.

Find Contacts with Ease

Step

2
Finding your ideal prospects is key! We'll show you
how to find them quickly & accurately. We'll also
show you some sweet productivity hacks to ensure
you don't get stuck cleaning up contact data.

Cold Messages that get a reply

Step

3
The longest module as this will be the biggest factor
in your success. If you don't have a compelling offer
in your emails, it doesn't matter how many hit the
inbox.

Launch like a Legend Step

4
How to launch your campaigns, the correct
settings, what to track, and where to go from
here. This is where it gets exciting!

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 Protecting Yourself
GETTING NEW DOMAINS
Even if you follow everything we lay out in this guide, there's still a chance you
can someday get onto a spam list - you do not want that for your main email
domain, so we recommend buying similar ones to your own. For example I
own outboundcrowd.com and outboundcrowd.co.
Stick to using .com or .co as much as you can - the rule of thumb is, the
cheaper the domain, the worse it will usually deliver. (They know true
spammers are cheap!). Buy 1 domain for every 30-50 emails you want to send
per day.

ACTION
Go to any domain hosting such as Godaddy and search for some new
domains to buy. If you get stuck on finding available ones, use words like "Go"
or "Team" in front of your usual domain name such as:
www.gooutboundcrowd.com

My preference is to use Ventra IP. Their support team are really fantastic if
you get stuck in the later steps that we'll discuss.
(Note: Ventra is for Australian based businesses only)

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 Setting Up
YOUR NEW EMAILS
Go to: https://www.zoho.com/workplace/
And click 'Get Started' in the top right hand side. Choose the 'MAIL ONLY
PLAN'. It will then prompt you to choose a plan. Signup for the "Mail Lite" plan.
It will cost about $1 USD per month, per inbox.

At this stage it will typically ask for your mobile number to confirm a code.

Choose the first option in the prompt below:

You will then be walked through a wizard setup chosing your mail inbox. I
suggest [email protected]

It will be fairly straightforward until you hit DNS Mapping. In this section you
will need to verify you own the domain by adding a record and you will need
to add several records to ensure your inbox is setup correctly. (Just follow my
over-the- shoulder video in Step 1, pt 2 if you get stuck at all)

ADDING RECORDS TO YOUR DNS

You will first be asked to add a TXT or CNAME record. Below steps you
through this using VentraIP that I recommend, but they are all basically the
same.
(Here's a guide for using GoDaddy & Zoho)

Login and click on the DNS button next to the domain you are working on.

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Then click on the "Forwarding" tab as showing below. Chose forward
and select 301 permanent....What you are doing here is creating a
redirect so if anyone you email looks you up by entering in this domain, it
will land on your actual website as you can see with the red arrow below

Then scroll down to DNS settings and add the TXT record that you were
given at this step in the Zoho setup wizard (see below). Leave hostname
empty and under TTL type 3600. (Mine says 14400 below). Then hit the
green plus button. You may need to wait 1-2 hours before you can hit the
'verify' button in Zoho and have it find this record.

Next we're going to add the specific details in the DNS to ensure your
mailbox is setup correctly so you're not going to be heading straight to
spam right away. This step is mandatory and must be done.

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 The Devil is in
THE DETAILS
Zoho will give you all the records you need below, so simply go through 1
by 1, adding them each. MX, SPF, DKIM. Simply repeat the process we
used above but with these new records.

Lastly, you will need to add a DMARC record. DMARC is an email

authentication protocol. It is designed to give email domain owners the
ability to protect their domain from unauthorized use. I recommend using
the below for cold email.

Record Type: TXT

Hostname: _dmarc
Value: v=DMARC1; p=none

If you get stuck at any point with the above, simply follow along with the
video in Step 1, part 2 of the course.

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 Warming up
YOUR INBOX
Now you need to connect to a sending tool with an inbox warming
feature. The best I've used by far and LOVE is called 'Instantly' - click
here and signup.

Once you are logged in, on the first page click "Add New" in the top
right-hand side.

Next choose IMAP/SMTP option and enter your name and email you
want to add first.

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 Warming up
CONTINUED
1. Next go to your Zoho email
and find the settings cog in the
top right-hand side. (See right)

2. Choose mail accounts on

the left hand side of the next
screen. You may need to
scroll down a little.

3. Next pick IMAP and scroll

down to IMAP and SMPT
settings you'll need to enter
these on the next two screens
as you hit 'next' on your
Instantly setup screens. Then
click submit & you're done!
(Remember to tick IMAP Access on
Zoho if it's not already ticked & click
save first)

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 Final Steps
YOUR SENDING TOOL
Next you need to enable warmup feature by clicking the
flame. Choose all the recommended settings from Instantly

Finally, now you can setup your custom tracking domain. This
enables you to put a tracking pixel in every email sent so
track who opens it. We recommend adding this, but we don't
track opens ourselves (More on that later).

Click the settings icon next to the flame. Settings will open
and you can tick the checkbox to use a custom tracking
domain. Type inst.yourdomain.com as below and add these
records to your DNS. It will take up to an hour to validate so
do not be concerned if it doesn't work right away.

Record Type.

Value

Hostname

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 Checklist
THE TECH STUFF
You have seperate domains. Remember you need these to
protect your main domain.

You have setup a permanent 301 redirect on your domains to your

main site

You have created at least 1 email inbox per domain with Zoho
mail.

You have ensured MX, SPF, DKIM, DMARC records are setup in
your DNS for each domain.

You have connected all your mail inboxes to Instantly.

You have setup and enabled warmup

You have setup a custom tracking domain.

Instantly shows no errors on your settings like here

Important
You need to leave your inbox warming up for at LEAST 2 weeks
now. Do not send any cold emails from it as you risk the account
being marked as SPAM. While the account warms up, you'll move
through the next modules to prepare your contact data and write
your email sequences 🚀

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 Step

2
FINDING
CONTACTS
 Transformation Path
ROADMAP TO SUCCESS

The Boring Tech Stuff

Step

1
Yes this might be a little boring to some but there's a
reason we start with it first ...Lets get it out of the way!
You'll look like a pro to all spam filters when we're done
here.

You're here
Find Contacts with Ease

2
Finding your ideal prospects is key! We'll show you how Step
to find them quickly & accurately. We'll also show you
some sweet productivity hacks to ensure you don't get
stuck cleaning up contact data.

Cold Messages that get a reply

Step

3
The longest module as this will be the biggest factor in
your success. If you don't have a compelling offer in your
emails, it doesn't matter how many hit the inbox.

Launch like a Legend

4
How to launch your campaigns, the correct settings,
Step
what to track, and where to go from here. This is where it
gets exciting!

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 Understanding
YOUR IDEAL CUSTOMER
The BEST place to uncover your ideal customer is to look within your
current customer base or people you've worked with in the past. You
want to find those that felt the biggest impact from your product or
service. If you don't have much of a customer base, you can look at
your competitors social pages, communities, and
reviews/testimonials. Note down in the right hand column the things
being said - you can even find these in amazon book reviews!

Your Ideal Customer Profile Feelings, Thoughts, Emotions

DDDD

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Understanding
YOUR IDEAL CUSTOMER
Demographics

Fears, Uncertainties, Doubt, Pain, Problems

Desires, Dreams, Hopes, Delight

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 How to Find
YOUR IDEAL CUSTOMERS
The undisputed king of B2B data bases is Linkedin. The problem is
finding your prospects email. There are many tools out there, some
better than others BUT there is no single tool that is best for every
industry/geography, etc. You'll often need to use several. We'll outline a
few here.

CONTACTOUT - HUGE database of contacts with over 1bn emails. You'll

never run out of people to reach out to, AND it has tons of personal
emails like gmail, hotmail, etc which is very handy in certain industries
like recruitment.

APOLLO - Cost effective, and very easy to use. Personally I use this a
lot. The cheaper plans only let you export 25 leads at a time, but you can
search for tools like 'Scrape Apollo' which will help you do this
pragmatically. It's great because you don't need Linkedin Sales
Navigator.

FINDYMAIL - An up and coming tool that's good to use with Apollo or

Linkedin. It helps speed up the process of cleaning your leads to make
sure they are correct and will verify them for you. (More on that later)

SCRAPY BIRD - A very cool tool that allows you to scrape emails from
Twitter channels. So if you know your ideal clients follow certain twitter
pages, you can now get their emails with ease!

IGLEADS.IO - one I have not used but caught my eye for those of you
who want to scrape large volume of instagram or Facebook accounts.

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 Verifying
YOUR LEADS
Once you have a nice list of emails, you now need to verify them. DO
NOT skip this step as you'll find no matter what email data source you
use, 30-60% of the emails given (sometimes more) will actually be
WRONG or not worth emailing as the company has strong spam filter
policies. Sending emails too often to wrong email addresses that bounce
will harm your sending reputation and mean you start to get flagged as
spam. The goal should be to keep this to 2-3% bounced emails or lower.
We'll outline a few verifying options below.

BEST QUALITY
For best quality we recommend Neverbounce (neverbounce.com). Whilst
it's not expensive, if you start to send ALOT of cold emails this option will
begin to add up in costs. There are many other great options out there,
so you don't need to use this one, but it's one we've found to work very
well.

BEST ON A BUDGET
A great option here is Bulk Email Checker (bulkemailchecker.com). It
does a great job too and is more cost effective compared to
Neverbounce. You'll just find the interface to be a bit clunky and slow.

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 Checklist
FIND YOUR CLIENT
You KNOW your ideal customer profile with certainty. Company
size, location, Job titles, etc.

You KNOW your ideal customers feelings thoughts and emotions

when it comes to products & services like yours. You speak their
language.
You have selected an email data base to try out for your first few
campaigns.

You have a verifying tool selected

You know with certainty that you can find and target customers
that need & want your service.

Important
Do not extract your list now and wait for several weeks to use it.
B2B data has an obsolescence of roughly 30% every 12 months.
This means that about 1/3rd of your list is wrong within 12 months
due to people leaving & changing jobs. Ideally, extract your list
just a few days out from launching your campaigns

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 Step

3
COLD MESSAGES
THAT GET A REPLY
 Transformation Path
ROADMAP TO SUCCESS

The Boring Tech Stuff

Step

1
Yes this might be a little boring to some but there's a
reason we start with it first ...Lets get it out of the way!
You'll look like a pro to all spam filters when we're done
here.

Find Contacts with Ease

2
Finding your ideal prospects is key! We'll show you how Step
to find them quickly & accurately. We'll also show you
some sweet productivity hacks to ensure you don't get
stuck cleaning up contact data.

You're here

Cold Messages that get a reply

Step

3
The longest module as this will be the biggest factor in
your success. If you don't have a compelling offer in your
emails, it doesn't matter how many hit the inbox.

Launch like a Legend

4
How to launch your campaigns, the correct settings,
Step
what to track, and where to go from here. This is where it
gets exciting!

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 Cold Emails
THAT GET A RESPONSE
The AVERAGE inbox receives 75+ emails day, and the decision
makers you're targeting are likely receiving many more than this.
How do you ensure yours gets a response?

The Basics
The DO's The DON'Ts

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The Anatomy
OF A COLD EMAIL
Relevance (Why)

Reward (The Offer)

Request (CTA)

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 The Offer
REDUCING FRICTION

Sales is hard in direct ratio to how good

your offer is. A great offer can be sold by
anyone. An average offer requires brilliance
on behalf of the salesperson

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 The Offer
INCREASING APPEAL

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 Templates
COLD EMAIL TEMPLATES

Hey {{firstName}}

I found you and {{company name}} on twitter as we both follow

{{channel}} so I thought I'd reach out.

We help SaaS businesses like yours cut churn rates by 20% within
just 90 days

Would love to share a couple of strategies you’re free to steal.

Would you be interested in that?

Best,

Reply “No thanks” if you would like to no longer receive messages

from me.

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 Templates
COLD EMAIL TEMPLATES

Hi {{firstName}},

I came across your name, {{firstName}}, while I was building a

shortlist of companies we’re keen to support over the next 12
months.

We help {{Industry/client type}} get meetings and close deals

with top brands such McDonald’s, Nike, Marriott, Coca Cola,
etc and build stronger sales teams that drive huge results.

$100m from new business type of results.

I would love to start a conversation about how your L&D

strategy can train your people in a way that generates 5X
better reply rates and 3X better close rates in the next 2
quarters.

Would you be interested in a chat?

Thanks,

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 Templates
COLD EMAIL TEMPLATES

Hi {{firstName}},

Big fan of your work at {{companyName}} - came across your on

{CHANNEL}, impressive!

Just wondering if you have the capacity to take on new clients in

2023?

At MY-COMPANY we specialize in finding DREAM clients for

companies like {{companyName}} in the {{Industry}} industry and
would love to do similar for you.

Over the last four years, we’ve pressure-tested a unique outbound

marketing process that gets our clients on the phone with decision
makers at hundreds of billion-dollar brands. Including eBay, Marriott
and Netflix, and many other household names you know well.

Mind if I send over more info?

Thanks,

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Write Your First
COLD EMAIL
Relevance (Why)

Reward (The Offer)

Request (CTA)

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 Advanced
FOOLING AI SPAM FILTERS
How do we further fool Ai SPAM filters? The trick is to look like you're not
sending hundreds of the same message out. The problem is, who has
time to do that? The solution is to use Syntax.

{{RANDOM | Option 1 | Option 2 | Option 3}}

{{RANDOM | Best, | Regards, | Cheers,}}

Luke

{{RANDOM |Hi | Hello | Hey}} {{firstName}},

Enter these into your email copy and Instantly will randomly change each
email to the values you provide.

You should create several variations of each part of your email so that
you're able to have hundreds of variations.

Don't forget you can do this with your subject lines too.

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Write Your Syntax
VARIATIONS
Relevance (Why)

Reward (The Offer)

Request (CTA)

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 Subject Lines
THAT GET OPENED

The DO's The DON'Ts

Quick Question {{First Name}}

Question for you {{First Name}}

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 Checklist
YOUR MESSAGE
You have your sequence written

You have many variations to use Syntax with

Your email is NOT formal or boring

Your email is short

Your Offer is Clear & Compelling

Your 1st email is aiming for a reply, not a meeting

You are using generic personalization (merge tags like first name,
company name, etc)

Important
Your first attempt might not be successful! But you'll need to send
out a statistically significant number of emails to know for sure. If
you're not getting positive replies within the first 200 emails sent,
then stop your campaign and re-write it.

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 Step

4
LAUNCH LIKE A
LEGEND
 Transformation Path
ROADMAP TO SUCCESS

The Boring Tech Stuff

Step

1
Yes this might be a little boring to some but there's a
reason we start with it first ...Lets get it out of the way!
You'll look like a pro to all spam filters when we're done
here.

Find Contacts with Ease

2
Finding your ideal prospects is key! We'll show you how Step
to find them quickly & accurately. We'll also show you
some sweet productivity hacks to ensure you don't get
stuck cleaning up contact data.

Cold Messages that get a reply

Step

3
The longest module as this will be the biggest factor in
your success. If you don't have a compelling offer in your
emails, it doesn't matter how many hit the inbox.

You're here

Launch like a Legend

4
How to launch your campaigns, the correct settings,
Step
what to track, and where to go from here. This is where it
gets exciting!

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 Checklist
PRE-LAUNCH 🚀
Warmup been running ideally 3 weeks

Warmup health-score is 100% (Shown in your Instantly

Dashboard)

You have your clean list of contacts you have also verified

You have your email sequence written & ready

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 Goals
BENCHMARKS

_____ OPEN RATE (If you really must track this)

_____ % REPLY RATE

_____ % POSITIVE REPLY RATE (From total sent)

_____ BOUNCE RATE

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Launch Your First
CAMPAIGN

Settings
Business Hours in their Timezone

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 Settings
Stop on Auto-reply

Disable Open Tracking

No HTML (at least in 1st email)

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 Settings
Daily Sending Limit

Safe limit, starting out (Per Inbox)

Aged accounts (Per Inbox)

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 Ready
TO REPLY
Use the Unibox to reply

SPEED OF REPLY

HBR Analysed 1.25m leads

finding that leads
responded to within 1 hour
were 60x more likely to be
qualified than those that
waited 24h or longer

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 Checklist
LAUNCH READY
You checked your email customisation & Spintax works

You checked each follow up reads well (See Instantly email

preview)

You tested your email spam score (See Instantly email preview)

Removed HTML (First email, you can use it in follow ups if

required)

Schedule is set to Mon-Fri 9am-5pm

Track Opens is Disabled

Stop sending on Auto-reply is ON

Daily Limit is circa 30 per inbox.

Important
This is your first campaign. Do not be disheartened if you don't
get loads of positive replies. Simply re-word your emails until you
start seeing the results closer to the benchmarks we discussed
earlier.

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 Congratulations!

You now have everything you need

to consistently start conversations
with your ideal clients every single
week.

It's time to start growing!

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 What
IS YOUR NEXT STEP?
Now you have a killer outbound engine up and running that can generate
daily leads for you to convert into sales calls and new clients.

As you start seeing these positive replies roll in, you'll notice that not all of
them will turn into a booked meeting on your calendar. And even with those
you do book in, you will have "No-shows"....Where the prospect simply
doesn't attend the call you set with them. If you're running into problems with
either of those, I suggest you grab:

1. Our simple templates to turn positive replies into booked calls

2. Our Show-up sequence you can load up into your calendar booking tool
(like Calendly) that improves show up rate 3x

Solving those, you're only remaining barrier to client acquisition is conducting

the sales calls themselves. I grew a sales team to $28m annual turnover with
20 staff, have read all the major sales books, and sat in on hundreds of hours
of expert sales training sessions. I've taken the best of what I've learned and
compiled it into our Discovery Call Dynamite Framework.

This is no Jedi-mindtrick fluff or corny scripts....It's a framework to ensure you

run sales meetings like a total pro consistently and increase your close-win-
rate. This also includes our objection handling framework, tools to increase
productivity, and a bonus training on how make clients who are ghosting you
reappear.

LASTLY, should you struggle to setup your cold email engine for any reason,
we offer our DONE-WITH-YOU low-cost Cold Email Engine setup. We sit with
you on a zoom call 1-on-1 and step you through everything so you're ready to
go within 60-90mins. Want to learn more?

Go here 👉 www.outboundcrowd.com

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 For Those Who Need Speed
DONE-WITH-YOU
Cold Email Engine

DONE-WITH-YOU Cold Email Engine setup. We will sit with you

on Zoom in a 1-on-1 call and step you through everything from A-
Z . For a limited time we're offering this service for just $499 USD
so we can help as many busy business owners get the results
they want in the fastest possible time. Not only that, as it's DONE-
WITH-YOU, you'll see how it all works and be empowered to
manage and even grow it into the future.

Book Now
 Clients
TESTIMONIALS

JAMES LOUIS

"We were looking for a way to scale our outbound efforts. We now
get many positive replies a day to our inbox with customers
wanting to learn more, and it's all on auto-pilot.....we just lock in
the meetings and calls! "

DAVE MCCLATCHEY

"If we're ever stuck on sales or outbound prospecting, I know who

to call! Whether it's prospecting, or actual sales meetings they
know their stuff to get you significantly better results."

www.outboundcrowd.com 1