Why did this outreach campaign work?

We love a good cold email teardown. In other words, analyzing why a specific cold email template worked and breaking it down to the smallest details so that both a beginner and an advanced player can extract value from it.

Without further ado, let's get rolling.

Lead with personalization, then hit 'em with relevancy

Jurica did a cool trick here by adding the {{icebreaker}} tag to the first step of his campaign. It's a 100% personalized sentence right upfront, which entices people to open his email (since they can see the preview text) and proves that he did his homework and isn't just emailing a random person.

This sets the stage for the rest of the campaign so no matter what he says, his leads know this campaign is specifically for them.

And don't worry - you can do research and write cool icebreakers in <5 minutes for each lead! No wasted time. 

Check out this video for some inspo:

The cool thing about this technique is that after he hit them with extreme personalization he can go easy on the rest by simply including relevant info according to the specifically targeted audience. 

So Jurica mentioned things like:

• Problem he knows this audience deals with
• Specific case study from a similar client (mentioning client name, the goal and the specific outcome)

Call to interest

Another part of this sequence that really seals the deal is that he focused on using a call to interest instead of a traditional CTA.

By asking if the lead thinks the subject is worth exploring he was opening up a conversation, not trying to get the lead to commit from the first connection. 

Even though you might think this is fluff, call to interests almost always outperform traditional CTAs, so give it a shot in your next campaign!

Jurica from Speck really blew it out of the water with this campaign and landed new accounts for his clients!