To learn more about the premise behind the engagement, you can read our recent blog post<\/a>, but here\u2019s an overview of what happened:<\/p>\n Because I’m a HUGE game theory nerd, here\u2019s a visualization of what the process behind our campaign looked like: The reason for setting up the campaign like this instead of just writing 8 email touches for all 578 emails is that every email campaign should be specifically written for a clear persona. In this case, Ambition has 2 personas: VP\/Director of Sales and VP\/Director of Sales Operations. While these roles are similar, they are not identical and therefore should not receive identical copy.<\/p>\n The purpose of splitting up each persona into 2 groups is so you can A\/B test different messaging to see what works better with your audience. In our campaigns we tested Ambition’s various value props and what psychologies resonated better (fear of loss, value add, competition, etc). These are the actual stats from our campaigns:<\/p>\n The overall results of our campaign helped us discover more about which of Ambition\u2019s value propositions resonated most strongly with their target audience, and what messaging they should use.<\/p>\n Notice that email touch #6 and #8 in the \u201cVP Sales: 1B campaign\u201d actually have more responses than the first email? Touch #6 has 5 responses and \u00a0Touch #8 has 3 responses, but Touch #1 only got 1 response. If Ambition had stopped emailing after only 4 touches, they would have missed out on 11 responses from their \u201cVP Sales: 1B Campaign.\u201d<\/p>\n Looking at the chart below, look at how many responses Ambition got across each of their 8 touchpoints:<\/p>\n If Ambition had quit sending emails after touchpoint #3, they would have missed out on 40 responses from their leads. That\u2019s over half of the total leads they got in their entire campaign.<\/p>\n Looking at the stats above and dozens of other cold email campaigns we\u2019ve run, persistence definitely pays off for outbound email. However, you can\u2019t email people indefinitely either without seeming creepy or like a spammer.<\/p>\n That\u2019s why sending 8 emails is typically the magic number because it\u2019s just persistent enough without being too irritating. (But you should always test to see what works best for you and your industry!)<\/p>\n Every email you send has a clear cost and benefit. While measuring the benefits of sending cold email is fairly straightforward in terms of generating warm conversations with qualified leads, the costs are a little more opaque. One simple indicator of the cost of your cold email would be the number of unsubscribe emails that you get, or the equivalent, when someone tells you to \u201cnever contact them again.\u201dGenerally you\u2019re in a good direction as long as you\u2019re getting more positive responses than unsubscribes, but other factors such as the value of a lead also come into play.<\/p>\n Although SPAM laws vary around the world, cold email etiquette dictates you\u2019re typically in good shape as long as you\u2019re smart with your targeting, adding value in your emails, and not obnoxious.<\/p>\n Check out our Cold Email Mastery Course for more tips on crafting scalable cold email campaigns<\/a>.<\/em><\/p>\n\n
![\"game](\"https:\/\/salesfolk.com\/wp-content\/uploads\/2015\/01\/Ambition-Salesfolk-Outbound-Case-study.jpg\")
<\/a><\/p>\n![\"Ambition](\"https:\/\/salesfolk.com\/wp-content\/uploads\/2015\/01\/VP-Sales-1A-B-Ambition-Case-Study.jpg\")
<\/a> ![\"Ambition](\"https:\/\/salesfolk.com\/wp-content\/uploads\/2015\/01\/VP-Sales-1-+-B-Ops-Ambition-Case-Study.jpg\")
<\/a><\/p>\nWhy Successful Outbound Email Campaigns Require Persistence<\/h3>\n
![\"Ambition](\"https:\/\/salesfolk.com\/wp-content\/uploads\/2015\/01\/ambition-case-study-response-rate-1.jpg\")
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