Category
Outbound strategy
Sequences, lists, follow-ups and the arithmetic of a cold campaign.
Outbound strategy · 6 min read
Is there a best time to send cold email
Tuesday at 10am is folklore. What actually decides when a cold email lands well is the recipient's own timezone and a window wide enough to look human.
Outbound strategy · 8 min read
How long should a cold email be
There is no correct word count, only a test: does the ask fit on one phone screen. Why length follows from ideas, and why follow-ups run shorter still.
Outbound strategy · 7 min read
How to write a cold email subject line that gets opened
The subject lines that work are specific, lower case and honest about what is inside. Here is what to write, what to avoid, and what your own data already tells you.
Outbound strategy · 8 min read
When to move from email to a call, and how to propose it
The signals that a prospect would welcome a call, the signals that they would not yet, and a five-sentence way to propose one that does not end in a bare calendar link.
Outbound strategy · 8 min read
The call to action in a cold email: make one small ask
A cold email should ask for one small thing, and that thing is interest. How to phrase the ask, why calendar links fail in step one, and what replies you get.
Outbound strategy · 8 min read
A sales process for a two-person team: stages you can actually run
Five stages defined by events rather than feelings, a company card that replaces most of the spreadsheet, and a weekly rhythm that keeps two people looking at one picture.
Outbound strategy · 7 min read
A weekly rhythm for a two-person outbound team
Two people can run steady cold outbound if the week has a shape. Here is a five-day rhythm covering lists, launches, the inbox, hot accounts and the review.
Outbound strategy · 7 min read
Cold email first lines that are not embarrassing: observation, then reason
The first line of a cold email decides whether the second is read. Drop the compliments, make one specific observation and say why you are writing now. Here is how, with examples.
Outbound strategy · 8 min read
Sorting cold email replies: interested, maybe later, or not now
Every reply needs a class and a next action before you close the tab. Here are the decision rules for sorting replies so nothing warm goes cold in the inbox.
Outbound strategy · 7 min read
Cold email list quality: the checklist to run before you import
Most cold email problems start in the spreadsheet. Run this checklist on every list before import to cut bounces, protect your domain and stop embarrassing sends.
Outbound strategy · 7 min read
Personalisation that scales without lying: segment truth beats fake warmth
First-name merge fields are not personalisation. Here is how to personalise at segment level with facts you can back, and build snippets with fallbacks that never show a gap.
Outbound strategy · 7 min read
Cold email personalisation with snippets and custom fields that do not break
Personalisation fails when a snippet has no data behind it. Here is how to design custom fields, fallbacks and checks so every email reads as if you wrote it by hand.
Outbound strategy · 7 min read
How to find the right person to write to in a cold email
Choosing the recipient is most of the work in cold email. Here is how to pick roles and seniority, sequence several people at one company, and read what the company view tells you.
Outbound strategy · 7 min read
A/B testing cold email subject lines and variants without fooling yourself
Small lists make most cold email A/B tests inconclusive. Learn what to test, how to read a variant table honestly, and when a difference is real enough to act on.
Outbound strategy · 7 min read
Reply rate is the wrong north star for cold email
Reply rate rewards the wrong behaviour and hides the numbers that matter. Here is what to measure instead, and how to read a campaign so the next one is better.
Outbound strategy · 8 min read
Cold mailing 101: the honest basics, five decisions in the right order
Cold email works or fails on five decisions: the list, the message, the mailbox, the follow-up and what you do with replies. Here they are, in the order that matters.
Outbound strategy · 7 min read
How many follow-ups belong in a cold email sequence
Most cold email sequences are either too short to be noticed or too long to be polite. Here is how to decide the number of steps, the gaps, and when to stop.