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.

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Make the Gatekeeper the hero

In this case Stef had no way to find the contact info for the person they wanted to target, so they used generic email addresses. But the key here is they didn’t try to sell their offer.

Instead, they sold the idea of the Gatekeeper becoming a hero by helping the company increase revenue and traffic. Not something a gate keeper usually has the power to do!

Keep this in mind when crafting your sequence—who is reading on the other side and what are their goals? What influences them to make decisions?

Video promise

Stef never actually sent the video in the sequence, it was just a promise.

There are two reasons for this:

1. A video won’t help the gatekeeper - if they aren’t familiar with the topic it could hurt your results to send it directly to them.
2. Boost results with personalized videos - by waiting until they had the contact info of the decision maker, they were able to personalize the videos only for leads that had a much higher chance of booking a call.

Focus your copy on the lead’s pain point and offer a video to show how you would specifically solve these pains for them. Then sending a personalized one to each lead that responds.

Note: If you have a super-well targeted list of leads and their correct contact info you can get great results by sending the video directly! Check out this campaign from another lemlister with a 64% conversion rate.

Follow-up with decision makers

Follow-ups are vital…but you need to do them the right way for them to work conversion magic.

This is how Stef converted responses to meetings booked:

- After he got the decision maker’s email address he sent this email 👇

“Hi X, Y referred me to you. We created a personalized with for you with [value prop]. Would love to know what you think about it."

It includes the name of the gatekeeper that referred him, the personalized video they promised, and mention of the key value prop to pique interest.

- Then he added a follow-up call with a 2 day delay after sending the email.

The key in his follow-ups was to increase interest, deliver value, and get ahold of them fast.

Stef blew his revenue targets out of the water with this lemazing campaign for gatekeepers!