Reaching new clients through cold emails

The story of how Heather McMillan increased her reply rate using lemlist's coffee cup email template.

The challenge

Heather McMillan, Director of Sales at, aimed to lift sales and discover new markets where the initial goal was to get more responses to her emails and generate leads.

Here's her campaign... 👇

cold email hub by lemlist

Why it worked?

1. Genuine compliments instead of fake flattery

Everybody can write "I love your blog". But that's shallow and smells way too generic. If you want to build genuine relationships, give genuine compliments that are unique to each prospect.

2. It's always a good idea to be funny and kind

Relying on a more friendly approach in sales brings superb results in the long run. What's more, humor was always a great ice breaker that makes the conversation more casual. Helen leverages this in a really clever way.

3. The power of coffee cold email template

The coffee template grabs people's attention and first names are dynamically updated. Helen adjusted it to her own needs and for her step 1 email, you can see it's all about her prospects and not her product. Hence, the great reply rate. BRAVO HELEN! 😍


"Coffee cup email template is truly a great way to start the conversation with your prospects."

open rate
reply rate
warm leads

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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.