The Cold Email Campaign Playbook
The exact process we use to run cold email campaigns that book meetings. Step-by-step, no fluff.
Time to Execute
2-3 hours setup
Difficulty
Medium
Expected Result
15-25% reply rate
What This Playbook Covers
How to build a targeted prospect list that doesn't suck
Email copy that gets responses (not spam complaints)
The optimal sequence length and timing
How to handle replies and book meetings
Before You Start
- • A clear ICP (Ideal Customer Profile)
- • Email sending tool (Instantly, Smartlead, etc.)
- • Warmed up email domain (at least 2 weeks)
- • CRM to track conversations
The Step-by-Step Process
Define Your Target List
Start with your ICP and get specific. Not 'tech companies' but 'Series A-B SaaS companies in fintech, 50-200 employees, based in US, that recently hired an SDR.' Use LinkedIn Sales Navigator or Apollo to build your list. Quality over quantity—500 perfect-fit prospects beat 5,000 random contacts.
Example:
Filter: Industry = Financial Technology, Headcount = 51-200, Funding = Series A/B, Recent hire title contains 'SDR' or 'Sales Development'
Research & Personalize
For each prospect, find one specific thing to reference. Recent company news, a LinkedIn post they wrote, a podcast they were on. This takes time but separates you from the spam. Batch your research—do 50 prospects at a time.
Example:
Hey {{first_name}}, saw your post about scaling outbound at {{company}}. The part about 'quality over spray and pray' resonated...
Write Your Sequence
3-5 emails total. First email: personalized hook + value prop + soft ask. Follow-ups: shorter, different angles, same ask. Final email: breakup email. Keep emails under 100 words. One clear CTA per email.
Example:
Email 1: Personalized opener | Email 2: Case study/social proof | Email 3: Different angle | Email 4: Direct ask | Email 5: Breakup
Set Up Your Sending
Send from warmed domains. Max 30-40 emails per inbox per day. Spread sends throughout the day. Use tracking sparingly (it can hurt deliverability). Set up your sequences in your sending tool with 2-3 day gaps between emails.
Launch & Monitor
Start with 20-30 prospects to test. Check deliverability (are emails landing?), open rates (is subject line working?), and reply rates (is copy resonating?). Adjust before scaling up. Once you're getting 15%+ reply rates, increase volume.
Handle Replies
Respond to positive replies within 2 hours (speed matters). For objections, address them directly then pivot back to value. For 'not interested,' thank them and move on. Book meetings directly in replies—don't send people to a scheduler link in cold emails.
Pro Tips
Send Tuesday-Thursday, 8-10am recipient's time zone
Subject lines under 5 words get highest open rates
Never use 'Quick question' or 'Touching base'—everyone does
Reply to your own thread instead of sending new emails for follow-ups
What NOT to Do
- • Don't use company email domains—buy separate domains
- • Don't include links in first email (hurts deliverability)
- • Don't send to personal emails—stick to work addresses
- • Don't write essays—nobody reads them
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