How We Helped An Email Marketing Agency Book 8 Calls & Close 4 New Deals In 40 Days Using Our Outbound Growth Matrix
Without relying on ads, referrals, or content marketing.
Client interview for proof 👇
In this doc, I'll go over the entire outbound funnel that we've built for an email marketing agency.
So that they could focus on service fulfillment without worrying about attracting new clients.
We didn't use any gimmicks or flashy industry trends.
We simply followed the basics you can easily replicate to get similar results for your business.
Before Working With Us
This agency had a decent following on Twitter (X) and LinkedIn.
So most of their clients came inbound - from socials, newsletter, and referrals.
They averaged about 4 sales calls every month.
However, they wanted to create an outbound system that would generate them more qualified meetings and make it easier to scale.
They had good offer, guarantee and case studies - so we know we'd take it up a notch.
So once we got started, we made sure to nail down every part of the cold email campaign:
Technical Setup
As email service providers started to crack down on cold email, deliverability became more important than ever.
So we made sure that most of our emails landed straight into the inbox instead of spam.
That's why instead of only creating mailboxes with Gmail or Outlook - we diversified our spread.
50% with Gmail and 50% with Outlook. In total, we created 10 domains and 20 mailboxes (2 emails per domain).
And after that, configured the domain records such as:
  1. MX
  1. SPF
  1. DMARC
  1. DKIM
This allowed us:
  • Avoid spam restrictions
  • Remain afloat even if one ESP shut down our accounts.
  • Match providers for better inbox placement. Gmails sent emails to Gmails and Outlook to Outlook.
Then we uploaded all mailboxes to Smartlead (sending tool) to start the 14-day warmup process.

All our domains had .COM extension and were bought on a reputable registrar like Godaddy and Porkbun.
Deliverability Principles
We used a few not-so popular tricks to remain under the radar and keep landing in the inbox.
  • Disabled every type of tracking and sent emails in plain text. No images or links either.
  • Used Spintax Baby to create slightly different variations of the scripts. This made sure Google & Outlook didn't pick up that we've sent the same copy to thousand people.
You give it your email script and it adds spintax so you can copy it directly into your Smartlead. Always manually double check to make sure it's grammatically correct and sounds natural.
  • Used Smartlead's spam checker feature to remove any wording that could've triggered spam alert.
Video Sales Letter
What is the first thing you do when you get an interesting cold email? You check their website.
So we made sure that when people visited his website, they could see his face, hear his voice and learn more about his offering - which drastically improved his call booking rates.
Here's the framework we gave our client to script and record their VSL:
Hook
Your ICP's Common Problem
Brief Intro About You
What Makes You Different
Past Results For Clients
Restate Your Offer
CTA To Book A Call
You don't need fancy editing or expensive recording equipment.
A simple Loom video and a presentation with slides will do just fine.
And try to make the video ~5 minutes long.
This worked extremely well.
Not only for cold email - but even his inbound leads told him that they decided to book a call because of the video on the website.
So if you don't want to keep missing out on potential leads - get a VSL on your website.
The Offer
We don't want to take all the credit for this successful campaign.
Because our client had something a lot of businesses nowadays don't.
A proven offer that can easily convert cold traffic.
Here's how it looks like so you can replicate it for your business:
1
Tangible Outcome
What results will your prospect achieve after engaging with you?

You must outline clear deliverables here and avoid anything that's not specific and might confuse the prospect.
2
Quantifiable Timeframe
How soon will the prospect see the results you're promising?

State a quantifiable timeframe so they know when to expect the transformation.
3
Guarantee / Risk Reversal
What happens if they don't get what you promised them?
Remove any friction that might hold the prospect back from booking the call or signing the contract.

The effectiveness of your outreach increases by 10x when you have all 3 components included in your offer.
Lead List Building
This is what we focused on the most.
Our client already had a great offer and a proven track record - all we needed to do was get it in front of the right people.
However, their target audience was people selling courses with at least 5,000 subscribers on their email list.
The problem? There's no database that'll allow you to filter based on these criteria.
So we had to get creative.
We used 2 platforms for building our list.
  • Tweetscraper.io
  • Builtwith.com
Tweetscraper helps you find emails of Twitter Account's followers.
So we decided to target big accounts whose main target audience was people selling courses.
And to make sure we only got emails of people with a solid list size (5,000+) we set the minimum followers requirement to 20,000.
We scraped followers of 10-15 accounts - resulting in 550 verified contacts to reach out to.
Builtwith is a platform that helps you see what technology the company is using.
So since we are targeting people selling courses, we targeted platforms they're most likely to use:
  1. Kajabi
  1. Convertkit
This resulted in a list of about 90,000 websites.
But unlike Tweetscraper, Builtwith doesn't provide contact details.
So we had to do the following:
  • Narrow down the list using filters in Apollo
  • Find decision makers in those companies
This resulted in about 1,000 qualified people to contact.
So in total, we had a list of well-targeted 1,500 contacts who potentially could benefit from our client's offer.
BONUS: We wanted to make our list even more precise.
Just because someone is a coach or consultant, doesn't mean they have a digital product to sell.
So to confirm we only emailed contacts who HAD - we used Clay scraper to visit the company website, and look for any keywords that would indicate the company sells courses/memberships/workshops/etc..
Making our list as specific as it gets.
Script Writing
There's a reason why we spend most of our time building a lead list instead of writing email script.
When you have a laser-focused list of prospects, the script writes itself.
We followed a very simple framework. It consisted of 5 lines:
1
Opener
Explaining why we're reaching out
2
Offer
The results we can deliver in a specific timeframe
3
Guarantee
What happens if we don't deliver
4
Case Study
Results for past, similar, client
5
CTA
Soft CTA to check their interest level
We didn't include any personalization here because there wasn't really a need to.
But with a segmented list like this, you can easily call out their problems, goals, or commonalities that would be relevant to 99% of prospects.
Once we launched the campaign, we got our first interested reply within a few hours.
Inbox Management
Positive reply is only the half of the battle.
The second half is about booking a meeting.
We made sure that every interested lead got:
1
Answer within ~20 Minutes
2
Customized answer based on their reply
3
2 suggested times to book a call + our client's Calendly link
4
Subsequence with followups
This made sure that we converted more than 50% of replies into qualified appointments.
Where They Are Now
Our system helped the client book 8 calls in just 10 days - which is double of what they used to get in 40 days - and close 4 new deals.
So this repeatable process will fill their pipeline with high-quality leads and consistently attract more clients for months to come.
Want Us To Do The Same For You?

If you want us to build you a similar outbound system,
You should book a call below:

Calendly

30-Minute Discovery Call - Gio Bezhanishvili

A discovery call with Gio.What to expect from the call: Q&A for us to understand your business better Identify the bottlenecks of your business Discuss potential solutions We'll see whether we're a match and if so, how we can help you with client acquisition.

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