Guillaume's whiteboard sales strategy

lemlist's CEO was on a mission to make it a cold email to remember.

The challenge

In lemlist's early days, when people were doubting images in cold emails, Guillaume was obsessing with onboarding bigger sales teams onto the platform.
Here's the game plan... 👇

cold email hub by lemlist

Why it worked?

1. Building connections first

Initially, G was using LinkedIn to connect with his target prospects and interact with them in a completely non-sales way.

2. Cold email is the 2nd step

The next challenge on his to-do list was to create a cold email that would not only bring value to the prospect but that also immediately shows who is it from. Seeing Guillaume standing next to the whiteboard helps prospects say "Hey, it's my buddy from France". Since they were already interacting on LinkedIn, G knew precisely what text to put on the board. Each prospect had a unique value prop on it.


"The beautiful thing about this template is that you can adjust it anyway you want and for every audience type."

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most used template

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You want to know two big reasons why cold email campaigns fail? Bad email deliverability on one hand, and poor audience targeting on the other.

Send follow-ups

One of the best ways to get more replies is to send smart follow-up emails. How do you make these? Like this.


The goal of a cold email  is to get a reply. To grab people's attention and capture their interest. You can achieve that by making emails about them and building relationships.

Split testing

There's no way to know if one email or subject line works better than the other if you don't test it first. Use our A/B testing feature to make date-driven decisions.

How to make your cold emails perform better?

Our email outreach strategy rests on four pillars - targeting, personalization, follow-ups and A/B testing. Each one is equally important and your reply rate depends on it.

Try lemlist for free today!

No credit card, no commitment needed.
No credit card, no commitment needed.