COLD EMAIL MASTERY:

FROM COLD TO GOLD

• One cold email can change your life and business. It’s not hard to go from cold to Gold!

• By PJ The Email Guy

 Introduction

You've probably heard a lot about cold email. You have heard about
people being successful at it. You've tried it and failed. Your campaign
had a terrible open rate. No one responded to you. Whenever you heard
the words cold email you curse them. 

Many of you have sworn off cold email for good. You may think it is
below you. That is a mistake.
 About Me

This year I have sent out over 50,000 cold emails. But 8 years it was a
very different story. I used to be terrible at cold emailing. It took me
over three years to become successful at cold emailing. I failed a lot. I
made every mistake possible. It was years before I made a sale through
cold emailing. Through trial and error and testing different methods I
slowly began to master cold email. Since then I have sold or help sell
shipping software, candy, wall decals, app ideas, and even premium
fudge in a jar through cold email. I've had the CEO of Chick Fil A
personally respond to my email. I've helped people land meetings with
executives at Starbucks, MGM, and Dollar General through cold email

This course is a culmination of what I've learned from my failures and

successes so you do not have to repeat my mistakes.
 I’VE COME A LONG WAY
Four years ago I was hired in a B2B sales job selling custom photo
wall decals to businesses to put on their walls. It was a $15 an hour job
from home and all my only job was to cold email and schedule calls. I
lasted less than two months. I didn’t make a single sale or schedule a
single call. I did everything wrong when it came to cold emailing. My
pitch was 500 words. To send the emails I was using the BCC function
and sending the same email to 500 people a day. After I was fired I set
out on a quest to master cold email. Today I’m scheduling over 1,000
calls a month with cold email. If you’re struggling don’t give up!
 COLD EMAIL MYTHS
You have nothing to fear

Myth #1: It’s spam. Spam is in the eyes of the beholder. What you
think is spam may not be spam to your prospect. What you think is
a perfect pitch might come across as spam to your prospect

Myth #2: It makes you look desperate. Cold email, when done right,
does not make you look desperate. Founders and CEOs at startups
to billion dollar company's cold email to build there business.

Myth #3: People will hate you. If you can solve your prospects
problem they will not hate you. If you fill a need that they have they
will love you, not hate you
 THE ADVANTAGE

The fact that cold email is so despised and hated is

an opportunity and advantage for those of us who
do it and do it right.
 LEGAL
Cold Email Is Perfectly Legal

CAN-SPAM: This law does NOT make cold emailing illegal. CAN-SPAM was
created to protect consumers from company's who were not honoring opt out
requests. As long as you honor and respect all opt out requests you are within
the law.

GDPR: This law is similar to CAN-SPAM, but it was passed in Europe. It

makes it so the consumer has the right to "be forgotten" - meaning that if
someone asks to unsubscribe you must delete them from your list and "forget"
them.

To stay safe (and legal), the best thing you can do is honor all opt out and
unsubscribe requests
 WHAT TO EXPECT
There is no such thing as fast results: Cold email
works. But like anything it isn’t a miracle. How
quickly you get results is heavily dependent on the
niche you choose to target.

It will take time: It takes a lot of testing and tweaking

to get the best results with cold email. Changing one
word in a cold email has raised my response rate 30%
 1,000 CALLS
• Here’s how I have booked over 1,000 warm calls with cold email in the past month for my clients
• 1. I never send an email longer than 25 to 30 words. I keep at three sentences max. 
• 2. I end every email with “When do you have time for a call this week? DO NOT ask “Are you interested?”
Assume they are interested 
• 3. I niche down as much as possible. If you are targeting plumbers, don’t just email every plumber. Find a niche
service that plumbers offer. A plumber is going to respond better to “I can get you new drain cleaning clients”
better than “I can get you new clients”
• 4. I cold email 24/7. Remember business owners check their email 24/7. 
• 5. I don’t use calendar links. 60% will reply and say call anytime, the other 40% will have a specific day/time
they want to be called 
• 6. I don’t actually say what the client is selling in the first email. It all comes down to getting them new clients.
Whether you are pitching Facebook ads or SEO, that is what you are doing.
• 7. The only subject line I use “Question”
 MODULE 1: FINDING
GOLDEN NICHES
The niche you are targeting is one of the biggest determining factors in your success with cold email. The
more crowded and competitive a niche is the lower your open rates, response rates, and conversion rates will
be.

I recommend staying away from the following niches: Doctors, Dentists, Chiropractors, HVAC, Gyms, and
Plastic surgeons

Escape the crowd: The more crowded and popular the niche the lower your open rates and response rates
will be. Don’t chase niches just because they have money

Chiropractors and dentists get upwards of 50 cold emails a day from marketing agency’s.

The best niches are the ones that are untapped and untouched by marketers. Your goal should be to find a
niche that never hears from marketers or people in your field

Most people only think dentists, doctors, chiropractors, etc. have big money to spend and can afford high
ticket. You’d be surprised. I’ve had fly fishing guides spend $4,000 on Facebook ads with clients!
 THE CRAZIER THE NICHE
THE BETTER
Here are some examples of crazy or disgusting, but untapped niches with million dollar potential. The crazier,
stranger, or more the disgusting the niche the less competition there is. Watch Dirty Jobs. It is a great way to find
undiscovered niches
• Commercial grease removal
• Chimney sweeps
• Beef farmers
• Medical and hazardous waste
• Scrap metal
• Junk removal
• Taxidermy
• Paving
• Storage units
 BENCHMARKS
How many of the cold emails you send turn into calls? In my six years of cold
emailing I’ve found that competitive niches such as gyms, chiropractors, med
spas, etc. see a call rate of 1% to 2%. Meaning if you send 100 emails you’ll only
book 1 or 2 calls.

The weirder the niche the higher the call rate.

A campaign targeting Llama ranchers/farmers received a 10% call rate. Horseback

riding instructors saw a 8% call rate. A campaign targeting restaurant equipment
was 9%. The highest call rate I’ve ever seen was with a campaign targeting flight
schools. I sent 1,000 emails and booked 110 calls, an 11% call rate. A good
benchmark call % for most cold email campaigns is 3%.
 THE HARD NUMBERS
Here are the cold hard numbers that prove finding weird niches and niching down
is the way to go. Here are the emails to calls booked statistics by niche. Keep in
mind Chiropractors, dentist, gyms, and mortgage broker the average email to call
ratio with cold email is around 1%

Horseback riding instructors = 12%

Corporate Catering = 9%
Boxing Gyms = 7%
Flight Schools = 11%
Plumbers who do drain cleaning = 5%
Yacht Charters = 10%
Golf Instructors = 9%
 FIND A NICHE WITHIN A
NICHE
I’ve found the more you can niche down the better/faster/quicker the results with
cold email. For example, a client wanted to target plumbers. Instead of just
emailing every plumber we focused on targeting plumbers who specialize in
drain cleaning. We booked them 25 calls in 24 hours.

Want to target dentists? So does everyone else. Find dentists who specialize in
ONE type of niche. Maybe horse dentists. What about exotic animal dentists?
What about dog dentists who clean dogs teeth?

Want to target chiropractors? There are chiropractors for dogs and horses.

Your Homework: Start researching and brainstorming possible niches.

HORSE DENTISTS
 SUB NICHE EXAMPLES
Pest Control
• Goose Control (Such as Geese Police)
• Alligator Removal
• Beaver removal/trapping
• Armadillo Removal

Chiropractor
• Dog chiropractor
• Horse Chiropractor
• Feline/Cat Chiropractor
 IT’S LIKE FISHING
I love to fish — my dream is to find a spot in the middle of
nowhere that no one has ever fished before

Having never seen a lure before, the fish will be a lot hungrier
and will bite quicker

Most agency’s and marketers are all fishing for the same fish
in the exact same pond with the exact same lure. It doesn’t
take long for the fish to just ignore every lure that passes by
FISH HERE
NOT HERE
 THE MAGIC NUMBER
As previously discussed, the weirder the niche the better.

To see just how weird and untapped a niche is I type in the niche along with the city/state I’m targeting
into Google and compare the number of results I get for THE most popular niche, which is dentists

For example, if you do a Google search for “Florida dentists” you get 151 MILLION (151,000,000)
results. Then type in the niche you are considering. As an example, if I’m targeting goose control
company’s, I’d do a Google Search for “Florida goose control”. I got 7.5 Million results (7,500,000).

Now divide the number of goose control results into the number of dentists

7,500,000 / 151,000,000 = -.049666

The higher the number the more popular the niche is in most cases

You can also do this city or even by zip code.

 MODULE 2: YOUR OFFER
How are you REALLY different? In today’s world new marketing agency’s are popping up
everyday. They are all going after the same niches pitching the same services without knowing
how they are different. If you can’t explain to your prospect how you are different than everyone
else who is cold emailing you are at a competitive disadvantage.

The more competitive the niche is the better you need to be able to explain how you’re different.
Chiropractors get 50 cold emails a day in their inbox and every pitch looks and sounds the same.
This is also why finding an untapped niche is so critical - You don’t have to differentiate
yourself as much. The more crowded the niche the more “immune” they are to cold email. A
trash collector gets a fraction of the pitches that a chiropractor does. A trash collector doesn’t
expect to be pitched. A chiropractor has his guard up when it comes to being pitched and
marketed to
 GET TO KNOW YOUR
MARKET
Learn the lingo. Join niche Facebook groups and and ask questions.

If you are targeting dog groomers then join a dog groomer group on Facebook. If you
are selling marketing or lead generation, then do a search in the group for the words
“marketing”, “Facebook ads”, or “leads”.

Pay attention to what they are saying about those topics and the questions they are
asking each other. What problems are they having? What are they complaining about?
Take notes.

Your Homework: Join Facebook groups for the niche of your choice. Ask questions.
Determine what problems they are having and how you can help them
 MY COLD EMAIL ARSENAL
• Here are the two types of cold emails I send and when/how to use them

• 1. The two pronged pitch . 

• I use this email for more competitive niches and when I’m emailing executives and CEOs of larger
company’s. It’s an ice breaker to get a response and start a conversation: This email is nothing more
than a vague, but specific question about their business that is at the same time related to what you are
offering/pitching. For example, if you manufacture hot sauce and are trying to get restaurants to carry it,
a good first question would be, “Hi, where do you source your hot sauce from?” Then, when they
respond with their answer, reply back with a two to three sentence pitch and ask for a phone call! 

• 2. The two sentence pitch 

This strategy works great when you are pitching any business owner. The first sentence you say how
you can help them. The second sentence you ask for the phone call. Here’s an example: “Hi, I teach
restaurants how to grow their business on social media. When do you have time for a call this week?”
 THE TWO TYPES OF EMAILS I SEND

Here are the two types of cold emails I send and when/how to use them
1. The two pronged pitch . 
I use this email for more competitive niches and when I’m emailing executives and CEOs of larger company’s. I
will use this copy in more competitive niches like realtors and chiropractors. It’s an ice breaker to get a response
and start a conversation: This email is nothing more than a vague, but specific question about their business that is
at the same time related to what you are offering/pitching. For example, if you manufacture hot sauce and are trying
to get restaurants to carry it, a good first question would be, “Hi, where do you source your hot sauce from?” Then,
when they respond with their answer, reply back with a two to three sentence pitch and ask for a phone call! 
2. The two sentence pitch 
This strategy works great when you are pitching any business owner. This is how I book/schedule calls with cold
email at scale for my clients. I’ve used this copy/format to book thousands of calls every month. The first sentence
you say how you can help them. The second sentence you ask for the phone call. Here’s an example: “Hi, I teach
restaurants how to grow their business on social media. When do you have time for a call this week?”
 MODULE 3: ASKING THE
RIGHT QUESTIONS
One of my most highest converting strategies is sending a one sentence question before I pitch anything or
mention my services,

A business owner won’t ignore a question from a potential client

A pitch is easy to ignore and delete. No business owner will delete a question. It is THE best way to get
your foot in the door

The goal of asking a question is not to deceive or bait and switch. It’s about starting a conversation to
gather information and intel that you can then use to form a stronger pitch to demonstrate how you can
help your prospect. You are not deceiving. You are fact finding.

NOTE: People are going to ask “Who are you?” That’s ok. It gives you the perfect opportunity to explain how you can help them
 A PILE AND B PILE
Legendary direct mail copywriter Gary Halbert came up with the A pile and B
pile concept. When you get your mail everyday whether you know it or not
you sort your mail into two piles. One pile is mail such as letters or
handwritten cards. Things that look personal. The B pile is where the junk
mail goes. The B pile gets thrown out.

When you send a business one sentence question it goes in the A pile.
 COLD EMAIL FROM A BUSINESS
OWNER’S PERSPECTIVE
When asked 'What does someone need to do to get your attention through email?", here were some of the responses

"Don’t offer a ‘sound alike pitch’” - Alvin Ballard Roofing, LLC

"Act like a customer or start the conversation talking about your last visit” - Uncle Maddio’s Pizza

"Offer some hard numbers about the industry i'm in” - Gabi's Smoke Shack

"Write a personalized email that let's me know you actually took the time to look into my company and make
relevant suggestions. Stock emails asking when we can set up a phone call are almost immediately ignored.” - Bear
Tooth Theatre pub & Grill

"Appear local” - Broadway Pizzeria South

"Not demand too much time. Not make things all sound "too good to be true". Just be quick and upfront.” - Louie's
Pizzeria
 THE HONEST TRUTH
I’ve booked over 2,000 calls with cold email in the last two months using a TWO
sentence email. Most people, and even the business owners being pitched, think
an email has to be long and detailed for it to be a “good” email.

The truth is that the less details you give, the more successful you will be. You
should not be selling yourself or your service in the initial email. The first email
you send is not the time to be mentioning testimonials or the results you’ve
gotten.

You don’t want them making up their mind based on what you say in the first
email. The NUMBER ONE goal of that first email is to get them to take action,
which is usually to agree to a phone call.
 MORE PERSPECTIVE
"Personalized email. It cannot look like it was a stock email. Honestly though, there’s
such a fatigue in our industry from solicitation calls and emails. It’s fairly hard to get
our attention” - A Dopo Sourdough Pizza

“Show me something new and creative that hasn’t been done before. Don’t tell me
first thing in an email that you can grow my business. That’s a sure way to end up in
my trash file. “ - Loudoun County Exotic Cars

"Respond to a need that I am intending to fill. Out of hundreds of cold call emails I
get per year, I might respond to 2. “ - 575 Pizzeria

"Use my name or spell my name correctly and know the spelling of the pizzeria.
Don't be long winded and don't sound phony.” - Brenda’s Pizzeria
 THE BEST QUESTIONS TO
ASK
The best questions start with

How.....

What......

Do you......

Where……

Have you.....
 QUALIFYING QUESTIONS
A great thing about asking a question is that you can use it to qualify your
prospects. If you only want to work with companies of a certain size, you can ask
“Hi, how many employees do you have?”

If you are pitching lead generation to a dentist for Invisalign, you could ask “Hi,
do you have any more openings for Invisalign patients this month?” Then when
you reply you could angle your pitch on how you can generate more Invisalign
leads for them.

If you are trying to sell a new spice blend to a Mexican restaurant, you could ask
“Hi, where do you source the spices you use in your dishes?”
 QUESTIONS TO AVOID
Stay away from any question that is too specific or
too personal. Don’t ask questions such as:

How many members do you have?

How many clients do you have?

How much revenue did you bring in last year?

 WHAT QUESTIONS SHOULD
I ASK?
NOTE: The first question in the email will be the one the prospect answers. Never ask more than one
question in the same email

SMMA - Do you have a Facebook page?

This may seem like an extremely general question, but it works well. Even in a world fueled by social
media not every business has a Facebook page. If you have a social media agency you might only want to
target or work with small businesses that are already familiar with social media. This is a great question to
determine that

Lead Generation - Do you have any openings?

This is a great qualifying question when you are pitching lead generation. If they have opening than you
can explain how you can get them more leads. If they don’t have any openings than they probably do not
need your services
 WHAT QUESTIONS SHOULD
I ASK? PART 2
Web design - Who designed your website?

This question works really well because most of the time business owners will reply back either who built their website
or they will say they did it themselves. Frequently some will reply that they need their website rebuilt or redone, which
is a great opportunity to show how you can help them. This question works for ANY business from pest control to
restaurants.

Copywriting - Is the information on your website up to date?

This is a good question because if they reply that something on their website has changed then you can take the
opportunity to explain how you can help them by writing the copy for them.

SEO - What locations do serve?

When you’re pitching SEO this is a GREAT question to use. For example if you’re targeting pest control company’s,
When they reply back that they serve Pittsburgh and Philadelphia Pennsylvania, you can then explain that you can get
them ranked higher when someone searches for “Pittsburgh pest control.” This question works for any service based
business.
 OTHER POSSIBLE
QUESTIONS
Sales Funnels - Do you have any promotions going on?

This question allows you to build your pitch/reply around how you can turn their promotion
into a funnel for them. I’ve used this question for CrossFit and gyms.

Consulting - Do you have time for a call this week?

This type of question is going to get responses such as “Who are you?” Or “What do you want
to discuss?” As I previously mentioned, this is a great opportunity to explain what you do and
how you can help them

Reputation management services - Are you on yelp? Or Do you have any testimonials?

This question works well if you are pitching reputation management services to small
businesses
 BAD QUESTIONS

Do you run Facebook ads?

Do you need more leads?

How much do you spend on advertising?

What are your sales?

 HOW I PITCHED WEB
DESIGN WITH COLD EMAIL
Saturday morning I was sending out cold emails to help drum up some business
for a guy I was helping get new web design clients. For weeks he was cold
emailing without any success.

I got him set up cold emailing Sunday morning and by yesterday morning he had
over 100 replies in his inbox. People started replying in less than two minutes after
the first email was sent. He’s closed 5 sales so far and has 20 plus calls booked!

The first email was

Hi, who designed your website?
Thanks!
(Name)
WHAT’S WRONG WITH THIS
EMAIL/QUESTION?
 REMEMBER

25 words. That’s the average length

of the cold emails I send
 HERE IS WHAT’S WRONG

This question SCREAMS that you are selling

something.

Instead, ask them questions such as:

How long have you been in business?

How many homes have you sold?

 MODULE 3 HOMEWORK
Now that you have decided on a niche and have
some intel on the problems business owners in that
niche are happening, it’s time to find a question to
ask. What does your perfect prospect look like?
How big of a business? Are they on social media?
Consider all of this when coming up with a
question to ask
 SUBJECT LINES
Many people over complicate subject lines.

80% of the time the only subject line I use is

“Question”

If you are cold emailing dentists about lead generation

for Invisalign, then a good subject line would be
“Invisalign”. It’s simple but it works
 A WARNING ABOUT LINKS
The SINGLE biggest mistake I see people make when cold emailing is
putting links in the first email they send or just sending people to an
information page, a form to fill out, or a funnel. I don’t even send
calendar links.

Cold email works best when it is relational. When I’m cold emailing the
goal is to get them on a call before they click on any link or watch any
video. Most people will not click on a link if they don’t know you or
have a relationship with you.

Send them links and videos AFTER you get on a call with them
 MODULE 4: THE RIGHT EMAIL
ACCOUNT MAKES ALL THE
DIFFERENCE
The wrong domain can severely impact your response rate when cold emailing

When emailing small businesses sending from @gmail.com accounts see higher
response rates than email addresses connected to a domain name.

WARNING: DO NOT cold email from your primary domain. There is always a
risk it will be marked as spam.

NOTE: If you have an actively used personal gmail account that is a few years old
(the older the better) and that you send from/use occasionally, you do not have to
buy a domain name. I have an almost 8 year old gmail account that I cold email
from
 A WARNING
NEVER cold email from your primary company
domain! I recommend to all my clients to register a
“throwaway” domain through GoDaddy for $5 that is
a variation of your company name/domain, like a .net
or .co URL. You never want to cold email from your
primary domain because there is always a chance
your domain will be flagged/marked as spam.
 PICKING A DOMAIN NAME
Domains/URLs with the words marketing, sales, or business in them drop your response rate by up to 80%

GoDaddy regularly has promotions for 99 cent domain names

I recommend registering your name as a domain name to cold email from. I have registered PJPahygiannis.com

I have [email protected] as my primary email. But I also registered

Pjtheemailguy.net

Pjtheemailguy.co

Pjtheemailguy.us

I cold email from [email protected] and [email protected]

Your Homework: If you do not have an older Gmail account register a new domain with GoDaddy
 THE GENDER OF THE
SENDER
Did you know the gender of the the name on the email account you cold email from can
dramatically impact reply/conversion rates in the niche you are cold emailing? I’ve been
extensively testing this.

For the test I used the exact same niche and identical copy for two different clients. Client #1
was female and client #3 was male. Both were targeting dance studios for Facebook ad services.

Over the course of a week we sent 2,000 emails for client #1 and the same for client #2. The
first client, who is female, got over 80 calls over the seven days. The second client, who is
male, only received 30 calls and a significantly lower response rate!

So, the lesson from this is to consider what gender business owners in the niche you are
targeting are most likely to respond to. A dance studio is more likely to respond to a woman
while a taxidermist is more likely to respond to a man
 MODULE 5: SETTING UP A
GSUITE ACCOUNT
You can skip this step if you already have an older
email account to send from

Gsuite only costs $5 per month. You can send 500

emails per day. After three billing cycles you can
send 2,000 emails per day
 CONNECT YOUR DOMAIN
TO GMAIL
Here is a great video that guides you through
connecting the domain you purchased through
GoDaddy to a new Gsuite account.

https://www.youtube.com/watch?v=xvkCD9kyLqA
&t=8s
 MODULE 6: WARMING UP
YOUR EMAIL
Google trusts new Gsuite accounts more than they do
new Gmail accounts. It has to do with barrier to entry. A
mass spammer or hacker isn’t going to go to the effort of
setting up a domain name and connecting it to a Gsuite
account. More often than not someone phishing for
information or scamming/spamming people will just start
opening new Gmail accounts and blasting emails out.
HOW TO WARM UP AN @GMAIL.COM
ACCOUNT IN 30 DAYS
Day 1 through 3: Send 25 emails a day

Day 4 through 7: Send 50 emails a day

Day 8 through 10: Send 75 emails a day

Day 11 through 14: Send 100 emails a day

Day 15 through 19: Send 200 emails per day

Day through 20 through 23: Send 250 emails a day

Day 24 through 27: Send 350 emails per day

Day 28 through 30: Send 500 emails per day

 HOW TO WARM UP A GSUITE
ACCOUNT IN 15 DAYS
Day 1: 50 emails

Day 2: 50 emails

Day 3: 75 emails

Day 4: 75 emails

Day 5: 100 emails

Day 6: 100 emails

Day 7: 150 emails

Day 8: 150 emails

Day 9: 200 emails

Day 10: 200 emails

Day 11: 250 emails

Day 12: 250 emails

Day 13: 300 emails

Day 14: 300 emails

Day 15: 350 emails

 GOOGLE IS YOUR FRIEND
Google/Gmail is your friend. Here’s how to keep their algorithms
happy and on your side. Google will delete your account and “ask
questions later”. To them you are a spammer until proven innocent

- Don’t send too fast

- Don’t act like a bot

- Don’t include images or links

- They are suspicious of new accounts

 MY COLD EMAIL TOOLBOX
NeverBounce - I use NeverBounce to verify all the emails before sending. The accuracy rate is around a 98%. I pay a half a
cent to verify each email address 

Woodpecker - I use Woodpecker to send all the emails for myself and my clients. Instead of blasting all the emails out at
once it trickles them out throughout the day by only sending one email every few minutes. It connects to any gmail or
Gsuite account 

Gsuite - I use Gsuite for all the cold email campaigns I run. I only pay $10 a month and can send 500 emails a day 

Hunter. io - I use Hunter to find email addresses of executives and CEOs of bigger company’s. What I love about Hunter is
it will give you the email format for most companies, like first_last@xyz .com. I pay $49 a month to get email addresses
for 1,000 company’s.

Yet another mail merge - I use YAMM to send emails from older/more mature gmail and Gsuite accounts. It connects to
Google sheets. I pay $25 a year.

GoDaddy - I never recommend sending emails from your primary domain. For myself and every client I register a
“throwaway” domain to cold email from through GoDaddy. I usually register a .com, .us, or .co domain name that is related
to what I’m pitching
 MODULE 7: SETTING UP A
WOODPECKER ACCOUNT
My favorite tool to send cold emails is woodpecker.co

Woodpecker connects to your Gmail/Gsuite account and sends the

emails from your email

I like Woodpecker because instead of blasting out all of your

emails out at once, it trickles your emails out all day sending one
email every few minutes. It is more human like and will not trigger
spam filters
 SET UP WOODPECKER
Step 1: Create an account at woodpecker.co

Step 2: Activate your account

Step 3: To send more than 150 emails you will need to upgrade your account to the $40 a
month plan

Step 4: Click “Add Campaign”

Step 5: Connect your email to woodpecker. You need to give Woodpecker permission to
connect to and send from your Gmail account

NOTE: Woodpecker will suggest adding a signature to your emails. Through split testing,
I’ve found using a signature in the initial one sentence email lowers your reply rate
 CREATING A CAMPAIGN
Step 1: Name your campaign

Step 2: Insert your subject line

Step 3: Insert your one sentence question

Step 4: Set your “Daily limit”. This is how many emails will be sent per day. Reference
Module 5

Step 5: Click “Add prospects” and upload the list of emails you'd like to send as a CSV File

Step 6: Click “Save and send”

CONGRATULATIONS! You have just launched your first cold email campaign!
 THINGS THAT DON’T
BELONG IN A COLD EMAIL
Different color fonts

Exclamation points

Fancy fonts

Images/graphics

Links

Attachments

Emojis
 MODULE 8: THE SCIENCE
OF SENDING
I cold email 7 days a week. Even on weekends

Business owners respond to emails 24 hours a day. Restaurant owners answer

emails at 12 AM

Inside of Woodpecker you can choose the days and exact hours you want your
emails to be sending

NOTE: Don’t avoid sending to info@ or contact@ email addresses. Most

businesses owners have all the emails sent to these email addresses forwarded
to their personal inbox and will personally reply to your email
 THE PERFECT WINDOW
The best windows are two hours before the business opens and two hours after the business
closes

If you are targeting waste management company’s, go to Google and search for waste
management company’s in your area. Look at what time they open and close.

If a waste management company opens at 6 AM and closes at 10 PM, then the perfect
windows would be 4 AM to 6 AM and 10 PM to 12 AM

If I cold email a restaurant at 12 AM I typically see a 20% open rate within the first few
minutes

Homework: Determine when your target business opens and closes and determine the window
to email them
EXAMPLE OF A PERFECT
WINDOW
 OPEN RATES AND
RESPONSE RATES
The open rates and response rates you see in your campaign are
largely dependent on the niche you are targeting. The more popular
niches - dentists, gyms, and chiropractors are going to see
significantly lower response rates than if you emailed a dog groomer.

I’ve seen open rates as high as 80% and response rates as high as
60%.

You should expect an open rate of at least 35% to 40% and a response
rate of at least 20%. Keep split testing until you are in this range.
 PERSONALIZATION
Most people think you need to personalize cold
emails to get results. You don’t. I have
scheduled/booked over 500 phone calls with small
business owners for clients in the last 6 weeks. I
NEVER included the first name in the email. The
only thing I personalized/customized was the niche
that the prospect was in.
STEAKHOUSE COLD EMAIL
CAMPAIGN
 A WARNING
As of now there is no way to automate replying
after the prospect responds to your initial question.
You will need to do it manually. If you send 500
emails per day expect to have somewhere around
150 emails that you will need to manually respond
to. This can get out of hand the longer you wait to
start replying
 THE DREADED SPAM
FOLDER
The most common message I get in my inbox is “Help! My emails
are going to spam!”. This is everyone’s biggest fear and nightmare
when cold emailing. Those fears are justified, but way overblown.

People don’t realize how often business owners check their spam
folder. While they may not check it as much as their inbox, I have
still gotten a large amount of responses when my emails have
gone to spam. If my emails do end up in spam, it doesn’t take
more than a week or two to receive a reply!
 IF YOUR EMAILS ARE
GETTING SENT TO SPAM
• Have no fear if you cold emails are getting sent to spam

• To check if your email address is on a blacklist, check here:

https://www.mail-tester.com

• Even new email addresses are automatically on some blacklists

• Some blacklists have blacklisted ALL gmail/Gsuite email addresses.

SORBS is one of these

• This is why I register multiple email addresses on multiple domains.

 MODULE 8 CHECKLIST
Have you warmed up your email account?

Are you sending from a non-business domain name?

Are you asking a question related to your prospects

niche?

Have you determined the best times to email business

owners in your niche?
 WHAT TO EXPECT

By now you’ve bought and set up your domain and

have created a Gsuite or Gmail account. Your
Woodpecker campaign should be up and running.
In most cases within a half an hour to an hour of
your campaign starting you should start getting
replies to your first email
WHAT’S WRONG WITH THIS
COLD EMAIL?
 HERE IS WHAT IS WRONG
The Subject line - It reveals too much. It is also too long.

Emojis - This is a sure way of having your cold emails sent straight to spam

Links - It is important not to include links in the first email. Your prospect does
not trust you enough to click on a link

The Signature - Including a signature lowers your response rate by as much as

30%
 DON’T FEAR THE SPAM
FOLDER
If your emails get sent to spam it is not the end of the
world

In todays world business owners are still checking

their spam folder. They may not check it daily but
most check it monthly or even weekly and will still
respond to you
MY SPAM FOLDER
 STATUS CHECK

By now you should be getting replies to your initial

email. It’s time to start replying and scheduling
calls!
MODULE 9: THE ART OF THE
REPLY
The answer to the first question you ask should guide and dictate your reply.

Always reference and acknowledge the question you asked in the first email and the answer
they replied with. Do this in the first few sentences of the email

When the person replies there name is usually on their email account. Insert their name when
replying after the first email

Four to five sentences is all you need

Give then enough information to get them curious, but don’t give them so much information
that they know everything about your business
STRATEGIES FOR REPLYING
When you reply mention things that show that you are credible - how long
you have been in business, the number of clients you’ve worked with, etc.
Use numbers and statistics. If you’ve made a client $100,000 then say
that.

Keep it personal. Don’t send them to a landing page or funnel. Don’t send
them to your website. Get them on a call first.

Don’t ask “do you have time for a phone call?” Instead ask “when do you
have time for a phone call?”
TEMPLATE FOR THE PERFECT
REPLY
Address them by name

Hey (Name)!

Thank them for the reply

Thanks for the quick reply.

Introduce your business

I have a business called ——-.

Show you are credible. Share some big numbers or statistics (I also call this the wow factor). I have been in business for 10 years and have worked with over 100 clients.

Explain how you can help them

I help massage therapists with Google AdWords, SEO, and Facebook ads.

Ask for the phone call

When do you have time for a phone call this week?

Ask for the phone call

When do you have time for a call this week?

 WHAT TO EXPECT

By now you have sent your first cold emails and you’ve been
replying to everyone who has responded to your first
question.

Depending on the niche, at least 10% of the replies you send

should be turning into calls. If you send out 150 replies
expect at least 15 calls. For most campaigns 20% to 30% of
the replies you send should turn into calls
 POSSIBLE REPLIES
Some of the responses you might receive and how to handle them

“Sure, call me on Tuesday at 3 PM”

This is one of the best replies you can receive. Call them at the number and time they give you. If that time does not work for you,
let them know.

We are not interested

Move onto the next person

Leave me the #$@&%*! alone!

You are going to get replies with profanity. Some may be threatening. It doesn’t happen often. Out of 10,000 emails sent you may
get one angry reply. Don’t be scared.

I’m going to sue you!

In all my years of cold emailing this threat has only happened to me once when I accidentally emailed a maple syrup company
twice. Most of the time the people who send these emails are more bark then bite. Take them off your list and move on.
EXAMPLE REPLY
 MODULE 9 CHECKLIST
Is your reply 4 sentences or less?

Have you explained how you can help them?

Have you demonstrated that you are credible?

Did you ask them when they have time for a phone
call?
 MODULE 10: PITCHING
LOCAL BUSINESSES

Cold emailing local businesses is a great

introduction to get comfortable with cold email
 HOW TO GET MEETINGS
WITH LOCAL BUSINESSES
My favorite question is “Hi, how can I schedule a meeting with you?”

When they reply asking why, explain how you can help them

Offer to Buy them lunch

This strategy works for any local business. From pizza places to pest control
to property managers

I used this technique to help a Boston roofing company get meetings with
large property managers and subsequently win several large contracts
 JUST 2 LINES
The 2 line cold email that booked 190 calls in 10 days 

Hi, I teach (niche) how to run Facebook ads to get

new customers. Do you have time for a call this week
or next?

Thanks
(Name)
HOW I PITCHED VAPE
SHOPS
 CASE STUDY #1: WARREN
YUTZY
Background: Warren works with a company called Conklin. He sells roofing coatings that are
manufactured and sold by Conklin

Target Audience: Roofing company’s in the United States

First email: Do you install roof coatings?

Second Email (The reply): Hey! Thanks for the quick reply! I work with a company called Conklin.
We specialize in commercial roof coatings, we have manufactured these products for the past 40 years
in Shokopee, MN. In 2018 we are looking for applicators to install our products. We provide on-site
training, quality products available factory-direct, and a team of support. Do you have time for a call
this week?

The results: 980 emails sent, 300 replies to first email, 55 people interested after second email, 50
phone calls scheduled
 CASE STUDY #2: MIKE
ELIAS
Background: Mike owns a marketing agency called Lowcountry marketing. He helps small businesses
with PPC advertising

Target Audience: Plumbers in the United States

First Email: Do you install tankless water heaters or just tanks?

Second Email: Hey! Thanks for getting back to me! Essentially, we help people that have expressed
interest in either a tank or tankless (preferred) water heater installation and connect them with companies
like yours to help fulfill their needs. We typically provide at least 10-20+ of these quote/installation
requests monthly guaranteed. When do you have time for call to discuss further?

The results: 60% open rate and a 38% response rate from the first email. 26 Phone cals scheduled
CASE STUDY #3: JIM KELLY
Background: Jim offers a white label Google Adwords service

Target Audience: Digital marketing agency’s

First Email: Hi, do you offer AdWords management?

Second Email: Hi (Name), Thanks for your quick reply. I have a business called ——-. We help
agencies manage their clients Adwords accounts (or allow them to offer Adwords to their existing
clients). We've worked with dozens of agencies since we started in 2014 and I've worked with
hundreds of clients since I started doing Adwords in 2003. Do you have time for a quick call this
week?

The results: 6,200 emails sent, 48% open rate (2,705) and a 11.7% response rate (662). 50
calls booked
 MODULE 11: MY SECRET
SOURCE TO FIND EMAILS
This is my top secret strategy no one else knows about

Most businesses have made their Instagram profiles/pages into business pages, which
mean their email address is on their profile

Instagram is a great place to find emails. All you need is the Instagram app and the
email app on your iPhone.

You can find company’s with their email addresses on their profile and click the
“Email” button to email them directly from the email address connected to your iPhone.
All it takes is copying and pasting the first question you ask. Doing this I can send up
to 10 emails a minute.
 FIND EMAILS ON
INSTAGRAM PROFILE
 FINDING BUSINESS
OWNERS ON INSTAGRAM
Use hashtags to find business owners in your niche. You can
niche down and get extremely specific this way.

If you are targeting Boston brewery’s use the hashtag

#bostonbrewery. Doing this you will also find Instagram
accounts for brewery’s throughout Boston

If you are targeting plumbers find local plumbers on Instagram

and look at who they are following. Plumbers follow other
plumbers. Restaurants follow other restaurants
 WHERE TO LOOK
If you are targeting chiropractors look for company’s that sell to and supply chiropractors.
Use hashtags such as #chiropractortools.

If you go to Instagram right now and type in that hashtag you’ll find posts from a company
called @DynamicDiscDesigns. They make anatomical models. They only follow 37 people
but have 400 followers. Most of them are spine clinics and chiropractors

You can also target people who attended trade shows and other conventions. On your
Instagram app you can search for locations under “Places” . If I want to target candy
company’s who attended the Sweet and Snacks expo in Chicago then by searching “sweets
and snacks expo” under Places on Instagram I can see the posts from everyone who attended
the event. You can also do this for the convention center where the show took place.
 TARGETING
Find trade show profiles in your niche and see who is following them and who they are following.

If you are not cold emailing info@ email addresses you are missing out! Many people avoid these
addresses like the plague, but did you know that 60% of business owners have all email addresses sent to
these addresses forwarded to their personal inbox? You may be sending to the general inbox but 9 times
out of 10 when emailing small businesses the owner himself will be replying to you!

If you are targeting candy company’s find the Sweets and Snacks expo Instagram profile and look at the
company’s that are following them and the company’s they follow

Targeting local businesses? Most Chamber of Commerce organizations have Instagram profiles. If you
are targeting Miami Beach small businesses find the Instagram for the Miami Beach Chamber of
Commerce (@miamibeachbiz). You can find businesses in the area by looking at who the Chamber
follows and who follows them
MY SECRET SOURCE FOR FINDING
THOUSANDS OF EMAILS FAST

D7 Lead Finder
 WHY I LOVE D7 LEAD
FINDER
I have been using D7 Lead Finder to find email addresses of business
owners all over the world

With D7 I can find anywhere from 500 to 1,500 emails within a matter of
minutes

All you need is the keyword/niche and the city/states you are targeting.
D7 handles the rest

D7 used to be free but now charges

5 MINUTES LATER…. 677
EMAIL ADDRESSES
 A WARNING ABOUT D7

It’s important to note that the emails you get from D7 Are
NOT verified.

Anywhere from 30% to 50% of the emails from D7 will

bounce if you do not verify them

I use neverbounce.com to verify all the emails I find. I pay a

half a cent to verify each email address
NEVERBOUNCE
 HUNTER.IO
How I find Fortune 500 CEO Email Addresses
 WHY I USE HUNTER.IO

Hunter is great when you are trying to find email addresses of

CEO’s and owners of larger company’s that have their own
website

All you need to do is insert the company’s domain/URL. Hunter

will find all email addresses associated with that domain.

Hunter is a subscription based software. The basic subscription is

$49 and lets you get email addresses for 1,000 businesses
 HUNTER.IO BASICS
Hunter has a bulk feature where you can upload a list of URLs/domains
and Hunter will find all emails associated with that domain

The monthly cost starts at $49 and you can get emails for 1,000
domains.

I pay $199 a month and can get emails for 20,000 domains a month

You MUST verify all the emails you find using Hunter. 60% of the
emails you find are invalid and will bounce
You can also search for emails by department:
Executives
 MODULE 10 HOMEWORK

Now that my secret is out it is time to use it!

Connect your email account to your iPhone. Go to
Instagram and explore. Use hashtags to find people
in your niche. Send out some initial questions to the
businesses you want to work with.
 MODULE 12: COLD
EMAILING EXECUTIVES
If you don’t know who the exact person you need to contact, email the executive
contacts that you do have and ask something such as “Hi, who would I talk to
about influencer marketing?” Or “Hi, who is in charge of influencer marketing?

Don’t waste their time. I have found the one sentence technique doesn’t work
when cold emailing big time CEOs. They are very strict with how they spend
their precious time. They will not blindly answer a question.

They will look at the email address you’re sending from and they will check
your website before replying to you to see if a reply is worth the time and effort.
They may check your website even if they don’t reply
 FORTUNE 500 STRATEGY
Email them outside of their working hours for a better response rate.

Most CEOs wake up at or around 5 AM. You are more likely to get a reply from a
Fortune 500 CEO at 5 AM than you are at 2 PM

Go straight for asking for a meeting or call

Don’t be afraid to email multiple executives at the same company.

Go for the top: If the CEO can’t help you or doesn’t respond, he will usually forward
your email to another person in the company who can help you. CEOs delegate. The
CEO of Chick fil offered to forward my question to his marketing department
THE DETERMINING FACTOR
OF YOUR SUCCESS
You have now completed the course!Congratulations! By
now you should be seeing the fruits of your labor.
Hopefully you have scheduled a few phone calls with
prospects

Your success and return on investment from cold email is

entirely dependent on your ability to sell and close sales.
 GOING FORWARD
Please feel free to contact me anytime. I love to share
what I know about cold email and help others.

You can reach me by email at [email protected].

My direct phone number is 301-651-5420

If you are ever in need of business owner email

addresses my website is pjtheemailguy.com