– If you’ve been watchingthis channel for a while,you know that I love cold email,sending emails to people wherethey’re not on your email list,but you have a good pitch for them. In today’s video I want totalk about the three variablesfor a successful cold email campaign. Over the last two years at Experiment 27,we’ve sent millions of cold emails,and I used to think that therewere hundreds of variableswhen a cold email campaign didn’t work. It could be the clients website,it could be the domain name,it could be millions of other things,but through cold email coachingand building up our system,I’ve got it down to threevariables that I’m gonnashare with you today. You get these three things right,and your cold emails aregoing to deliver every time,you’re gonna get clients,you’re gonna get projects,everything you’ve everwanted from a cold email. So here we go, do you want toknow what the variables are?We’re doing like a Dorathe Explorer thing. The first variable is niche,now you might have heardabout niche marketing before,making sure you’re in avery specific industry,but how does that relateto digital agencies?I talk to agency owners all the time,let’s say you run a design agency,and the typical answer when somebody askswhat niche they’re in, is we doall sort of projects for everybody. Which is great, and I’m not talking aboutniching down permanently,with this I’m talking about,finding an industry that you wantto sell for in this moment. A good example of this, isone of our clients right nowis a video production client,and they are killing itwhen it comes to wineries,and the reason whythey’re killing it with wineriesis they had this client a while backthat wanted drone shots, andwanted this complex video,so they filmed it for a winery. Does that mean this clientonly works with wineries?No, but for this cold email campaignwe’re only pitching to wineries,and that’s what’s generatedmore clients for them. So picking the niche is whatindustry you want to work in,the easiest way to find that,is to look at your casestudies and go outwards. Do you have a big casestudy in higher education?If so you should pitch colleges. do you have one in consumerpackaged goods, CPG?If so pitch clients like that. If you have no case studiesyou need to work for freeuntil you get a case study,and I’ll link you to that videodown below, how to getwork with no case study. Once you have the niche down,it’s time to move on to the title. So for instance, let’s saywineries again is the example,the title is the job title of the personthat’s going to buywhatever we’re selling. If we’re selling video production,and it’s a small winery,usually that’s gonna bethe founder, but let’ssay you’re targeting a CPGcompany like Frito-Lay, theperson that’s gonna buy a videomight be the director of marketing,might be the head ofsocial, whatever that is,it’s picking that title and going for it. The easiest way to find thattitle is to look on LinkedInfor the type of people,at the type of companythat you think would buy. So if you’re selling amarketing type service,search marketing and Frito-Lay,and look at the titles that come up,until you can find a good one. And finding a title isn’tthe end all, be all as well. We have a bunch of meetings bookedwith these entertainment companiesfor a different socialmedia client of ours. They sell social mediaservices for huge companies,and within each one ofthose there might besix different titles thatcould buy social media,and we sell to all six. So just like the nicheyou’re not locked into whatever the title is. And the final piece is the offer. The offer is something specificthat you’re pitching them,that will solve their problems,that they could buy from you today. Now I know what you’rethinkin’, we’re an agency,we sell everything to everyone,let the client order,and then we’ll give themwhatever we want, well youare making the biggest mistakethat I’ve seen agencies makewhen it comes to cold email. During the cold email processyou need to be selling themsomething that they can buy right away. For Experiment 27, when we cold emailto get clients for our own company,we sell a marketing review,which is a month longdeep dive where we lookat all of their analytics,and all of the experiments theymight have tried in the pastwhen it comes to marketing and we optimizethose over the course of a month,and they can buy that for a set price. If you’re a products company,it might be a two daydeep dive with their company,if you are a branding company maybe it isa brand brainstorming meeting,or a research documentthat you can sell. If you keep it around 10or $15,000 that’s ideal,although I have seeninitial purchases for more. The idea here is sell somethingthey know they can buy,that they have a set price on,and then once they buy thatyou can worry about turningthem into a corner stone clientand growing the account from there. That’s somethin’ we’ve done a few timeswith agencies where let’ssay the project startsat 15, 20 grand, and thenwe’re able to get themon retainer and then they turn into,actually one of them justturned into a $1,000,000a year client. So I would not worry ifI were you about startingvery small, as long as they’re the brandyou want to work with, andit’s the type of personthat you want to work with. And with the offer, theother thing to keep in mind,is you want to be extremely specific. So you could approach another university,and say hey, we just redesignedthe intranet for YaleUniversity, and we would love to show youwhat we did for them andsee if we could do similarfor your intranet. That’s how specific you want to get,and that’s where you can be if you followthese three variables. From there it’s testing all three,similar to the coldemail optimization thingthat we talked about, whichwe’ll link down to thatin the description as well,how to test a cold email campaign. But on top of testingsubject lines for open rate,you’re also going to betesting, is this right niche?Is this the right title within this niche?And does this offerresonate with the customers?And the way to test thatis response rate usually,but it’s also softer, it’sthe type of responses. So for instance if we’resending to an industryand a title, and we’re gettinga lot of not interesteds,but they’re not interesteds that say like,hey we don’t have aneed for this right now,or we already have a teamthat does this internally,then we know the offer’s just not right,and those type of people openemails, and respond to emails. But if we send to an industry,and there’s no responses at all,then we know that thatindustry is probablynot a good fit for cold email,and it’s worth moving on to the next one. If you want the exact scriptswe use to qualify clientson our calls, that’s downin the description below. If you liked the video, andwant to support the channel,I would love if you wouldshare this with a friendyou think would get value,and if you want somebodyto do this for your agency,let’s say you tried cold email,and you failed at it,or you just want moreenterprise clients, checkout experiment27. com,we’d be happy to help, this is literallywhat we do all day. I’m Alex Berman, thanks for watching.