About the User
Maxim (TG: @designazavode) is a marketer at a large franchise sales agency. The company has a huge sales department that consumes about 1000 leads per day, and Maxim is one of the marketers trying to feed them. The channel he is responsible for is email newsletters.
How do they search for clients?
Maxim's company uses any existing marketing channels: paid advertising, SEO, cold calls, messenger newsletters (TG/WA), and of course, email newsletters.
Cold calling is the largest channel in terms of the number of leads, but it significantly lags behind email newsletters in the cost per lead.
For newsletters, they use an internal lead database collected over years of work in the company, as well as gather cold leads from various sources (Kontur.Compass, 2GIS, Yandex Maps, etc.).
Why did he decide to send out via Coldy?
Maxim has been involved in cold emailing for over two years. Initially, he used Unisender for this purpose but faced two problems:
With each passing month, it became increasingly difficult to land in the inbox; most emails ended up in spam.
Unisender constantly blocked accounts. They only allow sending newsletters to warm leads, i.e., people who have consented to receive emails. At one point, they had 14 active accounts in Unisender to minimize the risk of blocking.
Working was inconvenient, but these newsletters still yielded results. The final conversion from sending to lead was 0.02%, which was quite enough for the overall return on investment from the source. There were no alternatives anyway, so Maxim continued working with Unisender.
But everything changed in one day (damn, that sounds a bit dramatic, but oh well). Maxim's colleague accidentally saw Coldy.ai on Product Radar and suggested that Maxim test it. That's how he ended up with Coldy :)
So how did he get 100 leads a day?
Let's explain :) The newsletter has 3 main components: infrastructure, database, and email.
Maxim is used to large volumes of sending, as earlier to get one lead, at least 5000 emails had to be sent. So even when moving to Coldy, he retained the desire to send many emails. Maxim connected about 200 accounts, meaning he can send around 10,000 emails a day through Coldy. For newsletters, he uses different providers, reg.ru, VKWorkspace, Google Workspace.
Transitioning from Unisender to Coldy, without changing other components of the newsletter, will, in any case, increase the final conversion (due to the fact that our emails hit spam much less often).
The approach to databases has also changed. If earlier there was never enough time for database segmentation (since time was spent recreating accounts in Unisender), now that opportunity has arisen. Now, for each segment, a unique email chain is created.
As for the emails—they have become completely different. Instead of a "pretty" HTML advertising email, a simple text email was used with the following structure:
The reason we wrote
A brief description of the offer
The reason why this offer is beneficial (with economic justification)
Call to action — reply to the email
The chain consists of just one email.
We do not send email chains because the first email receives a larger number of replies. Our databases are large, so we seek a balance between the number of sent emails and conversion. In absolute terms, this proves to be the most effective.
Maxim Myshkin
Results
Well, let's see how all these changes have affected things. Over several months of mailing, the conversion from email to warm lead through Coldy was 0.7%. Compared to Unisender (0.02%), the conversion increased by 35 times.
Recalling the title 100 leads a day—let's count how truthful it is. In the current infrastructure, Maxim can send 10,000 emails a day, so for 100 leads, a conversion of 1% is required, which is quite close to 0.7%. Most likely, constant improvements in newsletters and a bit of luck led to the beautiful figure of 100 leads per day.
My current conversion is 0.7%. From email to lead! Not just opened, but specifically to lead. So the conversions are quite crazy; we periodically had such conversion rates in targeting, which were considered very good. If the goal was set at 3000 leads per month in Unisender, then it would require sending emails to the entire country)))). And here every send is 100 times more effective.
Maxim Myshkin
Moving forward, Maxim plans to continue working on improving the conversion rates of his emails, as there is definitely room for improvement.
