Selling payment solutions

How Nick Dunse is engaging interested clients worldwide and driving sales.

The challenge

Nick Dunse, CMO at Shuttle, was determined to bring their powerful solutions to the world, ramp up sales and help them connect to multiple payment providers.

Here's his cold email sequence. 👇

cold email hub by lemlist

Why it worked?

1. Start with personalization

The number of "Payment Provider" tags Nick will use depends on the prospect. The important component is the intro that's relevant to them and connected to their business.

2. Qualify and focus on replies first

As you can see, Nick is not trying to book meetings. He's focused on getting replies by awakening interest in prospects and then qualifying them on top of it. Instead of links, he uses questions combined with a straightforward ask at the end.

3. Give them proof of concept

If a prospect doesn't reply, a follow-up is fired 2 days later. Here, Nick aims to show them how the problem goes away, Result? 8% more replies. An interesting test would be to personalize the image with company logos or dynamic text to drive more clicks.


"lemlist is your cold email batmobile. Personalization, automation, deliverability... everything you need to get more replies is there."

open rate
reply rate

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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.