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.

Pay attention to your subject and intro lines.

It's always about your target audience and what type of value are you bringing to them. Having already expressed interest in his' business model, Nicolas hits the bullseye by stating there's an open franchise opportunity in the prospect's country, straight in the subject line. The open rate goes sky high when you nail it like that.

Why are you messaging them and why should they bother to read the email? That's the key purpose of an intro. In this example, Nicolas keeps it short and highly relevant.

If you want people to click, send something worth clicking.

Nobody wants to open generic stuff that's yet other sales ask. But they will check it out if you personalize it in a format they enjoy most. Nicolas boosts his click rate using a personalized video thumbnail with the prospect's name on it.

However, getting those clicks means that the job is only half done. The content or video in this case they see at the other end needs to deliver. That's why it's essential to manage expectations and make it feel like the same season of your favorite TV show. Every asset tells the same story and adds more excitement for the prospect.

What can we learn from this campaign?

• When you've hooked your audience elsewhere and need to follow up via email, play on that from the subject line to crush your open rate
• Include relevant, personalized content in the email and use personalized video thumbnails to boost your click rate too

Nicolas Brunet from Impressius wanted to reach out to people who expressed interest in partnering with him in the past and send them a personalized message at scale.