The playbook every campaign runs on.

Which agencies we target, and which we drop before spending a credit.

• In profileTestingTestingProvenProvenProvenProven

  Agencies of 10 to 50 people that bill by the hour or on retainer, in the US and UK.

  Why we think so: From your 12 best customers.Why we think so: From your 12 best customers.Held across 3,410 accounts scored; 9 in 10 positive replies came from inside it.Held across 3,410 accounts scored; 9 in 10 positive replies came from inside it.Held across 3,410 accounts scored; 9 in 10 positive replies came from inside it.Held across 3,410 accounts scored; 9 in 10 positive replies came from inside it.

• Qualifying conditionTestingTestingTestingProvenProvenProven

  Five or more client projects running at once.

  Why we think so: Seen in 9 of your 12 best customers.Why we think so: Seen in 9 of your 12 best customers.Why we think so: Seen in 9 of your 12 best customers.True of 8 in 10 agencies that replied positively.True of 8 in 10 agencies that replied positively.True of 8 in 10 agencies that replied positively.

• Out of profileTestingProvenProvenProvenProven

  Agencies under 10 people. The pain is not big enough yet.

  Why we think so: Tested in month 2 against the profile.1,500 sends at 0.3% positive, so they are no longer emailed.1,500 sends at 0.3% positive, so they are no longer emailed.1,500 sends at 0.3% positive, so they are no longer emailed.1,500 sends at 0.3% positive, so they are no longer emailed.

• Hard dropProvenProvenProvenProvenProvenProven

  Freelancers, in-house teams, your customers and open deals.

  650 accounts removed before anyone was contacted.650 accounts removed before anyone was contacted.650 accounts removed before anyone was contacted.650 accounts removed before anyone was contacted.650 accounts removed before anyone was contacted.650 accounts removed before anyone was contacted.

Who we write to inside the agency, and what they worry about.

• WhoTestingTestingProvenProvenProvenProven

  The founder at agencies under 25 people; the operations lead above that.

  Why we think so: The titles that signed at your best customers.Why we think so: The titles that signed at your best customers.Founders replied at twice the rate of finance titles.Founders replied at twice the rate of finance titles.Founders replied at twice the rate of finance titles.Founders replied at twice the rate of finance titles.

• What keeps them upTestingTestingTestingProvenProvenProven

  Hours worked and never billed, and invoices paid late.

  Why we think so: From your sales call notes.Why we think so: From your sales call notes.Why we think so: From your sales call notes.Named in 7 of 10 positive replies.Named in 7 of 10 positive replies.Named in 7 of 10 positive replies.

• Who not to write toTestingDroppedDroppedDropped

  Finance managers. They forward it and it stalls.

  Why we think so: A test from month 3 replies.2,000 sends brought referrals, not calls, so the title was dropped.2,000 sends brought referrals, not calls, so the title was dropped.2,000 sends brought referrals, not calls, so the title was dropped.

What makes an agency worth an email this month rather than next year.

• Hiring a project managerTestingProvenProvenProvenProvenProven

  More client work than the team can track.

  Why we think so: 3 of your last 5 customers were hiring one when they signed.2.1% positive on 4,500 sends, the strongest signal.2.1% positive on 4,500 sends, the strongest signal.2.1% positive on 4,500 sends, the strongest signal.2.1% positive on 4,500 sends, the strongest signal.2.1% positive on 4,500 sends, the strongest signal.

• Follows a competing toolTestingProvenProvenProvenProvenProven

  Already shopping the category.

  Why we think so: A warm audience in past campaigns.1.7% positive on 4,500 sends.1.7% positive on 4,500 sends.1.7% positive on 4,500 sends.1.7% positive on 4,500 sends.1.7% positive on 4,500 sends.

• Uses a competing toolTestingDroppedDroppedDroppedDropped

  Switching is easier than starting.

  Why we think so: A guess worth 3,000 sends.0.7% positive on 3,000 sends, below the main offer, so it was retired.0.7% positive on 3,000 sends, below the main offer, so it was retired.0.7% positive on 3,000 sends, below the main offer, so it was retired.0.7% positive on 3,000 sends, below the main offer, so it was retired.

• No signalTestingProvenProvenProvenProvenProven

  Everyone else in profile gets the main offer.

  Why we think so: The fallback, so nobody in the market is wasted.0.8% positive: more reach, a lower rate.0.8% positive: more reach, a lower rate.0.8% positive: more reach, a lower rate.0.8% positive: more reach, a lower rate.0.8% positive: more reach, a lower rate.

The arguments that earn replies, ranked on what the campaigns did.

• Unbilled hoursTestingProvenProvenProvenProvenProven

  Agencies lose a day a week to hours nobody bills.

  Why we think so: The pain your best customers named first.Lead angle on the hiring signal at 2.1% positive.Lead angle on the hiring signal at 2.1% positive.Lead angle on the hiring signal at 2.1% positive.Lead angle on the hiring signal at 2.1% positive.Lead angle on the hiring signal at 2.1% positive.

• Late invoicesTestingTestingProvenProvenProvenProven

  Clients pay faster when the invoice goes out the day the work ships.

  Why we think so: From your sales call notes.Why we think so: From your sales call notes.Lead angle for competitor followers at 1.7% positive.Lead angle for competitor followers at 1.7% positive.Lead angle for competitor followers at 1.7% positive.Lead angle for competitor followers at 1.7% positive.

• Month-end in a dayTestingTestingDroppedDroppedDroppedDropped

  Close the month without a spreadsheet weekend.

  Why we think so: Your marketing site's main promise.Why we think so: Your marketing site's main promise.2,000 sends at 0.4% positive, so it was retired.2,000 sends at 0.4% positive, so it was retired.2,000 sends at 0.4% positive, so it was retired.2,000 sends at 0.4% positive, so it was retired.

• A new first lineProvenProvenProven

  Open on the role they posted, then what that role costs them.

  2.9% positive on 2,000 sends, now the standard.2.9% positive on 2,000 sends, now the standard.2.9% positive on 2,000 sends, now the standard.

How every email is written, whatever the angle.

• ShapeProvenProvenProvenProvenProvenProven

  Three emails per lead, one angle each, every follow-up adding something new.

  The same shape on every campaign.The same shape on every campaign.The same shape on every campaign.The same shape on every campaign.The same shape on every campaign.The same shape on every campaign.

• The askTestingTestingProvenProvenProvenProven

  Email 1 asks for a reply, not a call: a yes or no question or a free sample.

  Why we think so: What worked on past campaigns.Why we think so: What worked on past campaigns.Beat a meeting ask, 2.1% to 1.2% positive.Beat a meeting ask, 2.1% to 1.2% positive.Beat a meeting ask, 2.1% to 1.2% positive.Beat a meeting ask, 2.1% to 1.2% positive.

• First lineTestingTestingTestingProvenProvenProven

  Written from the lead's own signal, never a template opener.

  Why we think so: What worked on past campaigns.Why we think so: What worked on past campaigns.Why we think so: What worked on past campaigns.Beat a generic opener on 2,000 sends each.Beat a generic opener on 2,000 sends each.Beat a generic opener on 2,000 sends each.

• ApprovalProvenProvenProvenProvenProvenProven

  Read by a person for AI tells, then approved by you, word for word.

  Nothing sends without your sign-off.Nothing sends without your sign-off.Nothing sends without your sign-off.Nothing sends without your sign-off.Nothing sends without your sign-off.Nothing sends without your sign-off.

What comes back, and how we answer it. Built from tagged replies.

Opens in month 3, once there are replies to learn from.

Opens in month 3, once there are replies to learn from.

• "We use a spreadsheet."TestingTestingProvenProven

  Ask how many hours went unbilled last month.

  Why we think so: The most common pushback in month 3.Why we think so: The most common pushback in month 3.1 in 4 replies; the answer turns 1 in 5 into a call.1 in 4 replies; the answer turns 1 in 5 into a call.

• "Not now, we're busy."TestingTestingProvenProven

  Follow up when they said to. Most say a month.

  Why we think so: The second most common reply.Why we think so: The second most common reply.The follow-up booked a call in 1 of 5 cases.The follow-up booked a call in 1 of 5 cases.

• "We already use a competitor."TestingTestingProven

  Ask what made them look anyway.

  Why we think so: Came up on the competitor-follower campaign.Why we think so: Came up on the competitor-follower campaign.Turned into calls on that campaign by month 6.