How to Build a Lead Gen MACHINE With Cold Email

About a week ago I was reached out to by email by a company that I've grown to love and admire and they came to me asking to hear my expertise on cold email and normally I wouldn't do this interview for just anybody but the ones asking was actually the team from go high level so I did a full interview on the go high Lev podcast about everything that I know about cold email and that podcast is available to you for free Right now over the next 55 minutes you'll see the interview with me and go

high level about everything I know about C email edited so you don't have to sit through any of the fluff enjoy hey there highle enthusiasts marketers and Sass preneurs JB Back and You're tuned in to the podcast that's all about taking your highlevel agency to the next level to new heights each week I bring in top industry experts who delve into strategies successes specifically for High level users to get their game up to the next level but most importantly to attract more customers level up their knowledge and supercharge their high level with new strategies so

we've got you cover today with a special episode that people tend to ask often about which is about cold email John how do I leverage cold email so today's episode is supercharging your highlevel agency with cold email Mastery and we're brought in Dr J Felman AKA Lee genen J To delve into a piece of what he went over in his 4-Hour master class that he had launched some time back back so with cold email being the top of mine here I just want to make sure that you all understand here that we're about to go

into a topic that there's a lot of rules regulations best practices so what we go over here is for you to do some additional research and to understand how it fits into your market and as highle users we always know that you're Looking to generate more leads so we put this together to get you at least thought process started so without further Ado I'd love to introduce to you Dr Jay Felman leej out of Florida man welcome bro we've been talking back and forth great to connect fist what's up brother fistbump uh thank you for

having me guys I'm I'm excited to be here and I'm I love talking to agency owners man everybody listening to this is going to get so much value out of this because if You can learn how to generate leads basically for free and that's what I call it it's free unlimited qualified leads once you figure this out uh so I hope to touch on a lot of that I'm excited to be here and give some value long time a highlevel customer myself I run a a cold email agency and we give all of our clients

high level accounts so hopefully we're talking directly to a lot of people just like me so I'm excited and that was a fun fact that I Just found out here right before we started recording right this was just you know when I started following your content early on in my journey um I was just looking for people that you know Spitfire action items and and there was no fluff and you consistently done that so when this opportunity came up I said let me see if we can make something happen so um we put together three

talking points here for the audience if you're tuning in live Comment below cold email and let's just get this engagement going here so that way we can get Jay you know pumped up to be excited about sharing some of these things that I'm going to try to get us into get a little bit more of those details that weren't available on his master class so topic one um if you're okay with this Jay is crafting the perfect hold email sequence right um for your clients using high level and other tools to support it the second

one um Which is something we spoke about briefly was leveraging AI like you know AI is powerful the personalization but without compromising that authenticity like that that authentic realness which today is being duplicated in so many different directions you don't know what you don't know and then third is scaling your cold email efforts while maintaining quality and compliance powerful stuff man I I know you've got your own stories that are out And about through people that you know in you know the industry it's it's it can get scary so again you know it's important that

we if you're listening to this you're taking some notes and you're doing some due diligence some research and some preparation before you start pressing the mass send button this is just to get the word out but in in a strategic way right so enough of the disclaimers I think we've covered that um look Jay if you're okay with it man If you can share with the audience who may not be familiar with you you mentioned you were you're a high level user for some years already where are you at in the country where are you

at in the world and how did you get into this digital marketing you know citizenship that we call out here yeah happy to answer and just for a little contact uh currently running a a marketing agency it's how I learned cold email we're doing about 600,000 a month We've got two Office Buildings that we own one in St Petersburg Florida one in Orlando Florida got about 60 staff and growing that marketing agency is why I had to learn how to do cold email uh but kind of before that I went through a little bit of

a roller coaster of a journey for any of the the white collar professionals that are listening to this hating their desk jobs uh this this might be a good one for you uh went all the way through medical school so did Medical School up in New York City about halfway in is when I started that marketing agency we were working with hospitals clinics doctors med tech companies uh and working on their their social media growth hacking cold email was a part of it PR was a part of it paid ads was a part of it

so I actually learned a lot of that stuff while I was in school and then I do my residency as a family doctor uh we're one year in I'm trying to balance both things making More than every doctor that's that that's in the hospital I'm like what the hell am I doing here uh So eventually left after year one and and went all into business and started with zero funding we like how how the hell are we supposed to compete with these marketing agencies that have been around for a hundred years that are already investing

all of this money in paid ads in PR and SEO uh it's tough to compete and I'm sure a lot of the listeners can Understand that they they feel that uh so one of the ways that I found to compete was getting really really good at Cold Outreach cold Outreach is essentially free uh and there's a lot of forms of it door kn knocking is cold Outreach shooting someone an Instagram DM is cold Outreach texting somebody uh but we have to figure figure out how to automate as much of it as possible uh to have

as much data coming in as possible and to figure out the highest converting Message that you're going to send and I'm not going to lie and say it's easy because it's not there's a lot of stuff that you need to get right in order for it to work and there's a lot of people doing it so you're competing against a lot of other cold email marketers out there including myself uh but if you can understand kind of the fundamentals and the strategies that I teach it's impossible not to make money because it's such a low

barrier to entry and so Cheap to do obviously you know being a marketer you have U you know otter PR um which you know the other agency you have you know you go with the le genj as your personal brand um are you are you niching down are you a generalist right now helping agencies with with cold email marketing are you helping you know businesses like what's that avatar look like for you it's it's been an ongoing battle for me as well Monday through Friday I'm in the office 9 to 5: uh Working on building

my agency my agency specializes in social media PR and SEO now because I've I've I've Gotten Good at this stuff over the years I actually started teaching like a year and a half ago that's the foundation of lead genj my YouTube channel uh which is just me uh I've been operating that on my own and I didn't really have a goal to like launch an offer and build a business around that I was just trying to give some value on YouTube and obviously Amazing people like you have found it so it's been one of the

most fulfilling things that I've done since then I have launched uh a paid program I've got some some offers that go along with that for people that want more attention with me uh but my main focus is still in building my agencies and I I've you know I've met a handful of of of professionals that you know teach sell teaching as a service right and over the years you've heard you know if you don't Put a price tag on it people don't take it serious right if you don't put a price tag on it people

don't commit to it right then there's a handful of people say well why is he charging so much money or why do they charge for that if it's on the internet right so it's that combination of both um if you can for those that might be listening in that have that calling for teaching and helping and sharing like what you do online and what others are doing um how Do you really balance because you know you have your other business you have you know two buildings you have people that rely on you to to make

payroll and then you have customers you have to serve like how do you find a way to have fun doing this so I think of the biggest problems with the e-learning and entrepreneur Community right now is people are starting and launching these courses to make money as their primary business and they're teaching something That they've never actually implemented in real life and I think that's why like you said you know spinning fire no fluff I've actually done this stuff uh so if I'm going to recommend that people start making content launch a YouTube channel uh

I will say the same thing that kind of Heros says which is you do it once you've got the expertise and you're coming from a place of experience that way you're actually going to provide value uh and for those of you that have Been tricked into buying courses from people that kind of do what I just said they just launched a course to launch a course and their primary revenue stream is that course that's what you better believe they're going to dedicate all of their time to is not the thing they're teaching in the course

but how to sell more courses uh so it's a very different it's a very different world um but once you're an expert in something I think one of the most rewarding things that You can do is give back and help people who are learning what I've done with YouTube and my school Community has been the most rewarding thing that I've done in my business career to date you know it's important I like to dig a Little Deeper with our guests because you know we come up with these great topics and and they're topics that are

relevant to what people need help with now but until people really understand the guest and understand the why and you know their Their Drive behind sharing this amount of uh value right packaged nicely it just goes one ear out the other and and that's why you know I appreciate you sharing with us a little bit about your story and who you are and and how you've pivoted your time and and mindset to balance this so um you know our audience I mean you're a high level user so you already know when you tune into some

of the stuff maybe someone's listening while they're working out on their off Time or they're working on their project and have this in the background um before I get clicked off here I'm going to get right into the meets and potato what what what people are wanting so let's deliver on the title let's deliver on the title right amen so crafting the P perfect cold email sequence um tell me like a little bit of how you unpack that as a marketer teaching a a mentee marketer what does that mean it's complicated writing cold emails is

Complicated and back in the day you could just put in a subject line you know question John and everyone would answer it uh it would get a you know 80% open rate but as people like me and I I probably take partial responsibility for this start teaching this thing that works on YouTube before you know it tens of thousands of people are doing the same thing and then it stops working people get used to that messaging the isps where the emails come in and out Will start recognizing common phrases and they'll start sending those common

phrases to spam so the best thing that I could advise anyone listening to this to do is to and I hate saying this because it's boring but like kind of learn the fundamentals and psychology of marketing your goal with a cold email is to Peak somebody interest just enough to open that email and you only have one shot to Peak their interest that's the subject line and the first line of the email it Should be somewhat personalized even if it's the name like that's the bare minimum but using AI we can do a lot of

cool stuff and we'll get to that in a second so goal number one get them to open the email peque their interest goal number two they've opened the email now you've got the body of that email to actually get them to take some action uh and people have a short attention span and they don't want you emailing them uh so you have to think really carefully About what you want to include in that body how long you want it to be so what I like to think about is social proof really quickly one to two

sentences what what you're there for what you do really quickly one to two sentences and then as simple as simple as your call to action can possibly be the better if you're asking them for a 30 minute meeting that's a high barrier to entry that's a big ask for someone that doesn't know who you are so start with something Small respond yes if you're interested uh can I send this information over to you respond yes if you want me to send it so keeping the call to action as simple as possible so the person on

the other side doesn't have to commit to anything and doesn't have to give you a lengthy reply you do all that right in addition to the technical stuff and you're reaching the the right person and you've got an offer that people care about those are obviously very important Things and then you follow those Simple Rules you're going to have success with cold email but it's easier said than done absolutely and and that's why you know we're going to try to unpack as much as we can here within reason we'll have some additional resources to connect

with with with Jay uh and just really be able to organically consume this at your own pace um because again and just for your experience I mean Jay how long does it really kind of take for This to like even start to resonate as a new person getting into the cold email fundamentals like based on your experience is this like a onewe thing or are we talking like a you know 24 week thing or is it really depend on on the mind and and everything around that person's interest so yes it depends on the mind

but it also mostly depends on how Allin somebody goes into something just like any other form of marketing if you want to be an SEO expert if you want To be a Facebook ads expert you're not going to be able to run through my 4-Hour master class and be an expert overnight even if all the information's there there's a lot of nuance and a lot of stuff that you're going to miss and unanswered questions that can only be figured out through like going through my one-on consults with some of my cold email students going through

my copywriting sessions where I like take offers and write copy for all of them There's a lot of nuance there but having worked with about a thousand students I'd say if somebody goes Allin you can have a cold email machine up and running in about a week it's not going to be perfect you fine-tune this thing week after week and after about a month if if you're if you're committed to it you'll have a working cold email machine that is printing you money when we talk about cold email machine and we talk about this you

know this system running could You could you just articulate a little bit more in depth what is a machine is this like a server at a cocation space is this a separate computer is this leveraging you know Cloud software when when you start to hear this episode like man this is like a big operation here we're about to jump into I just want to make sure that I'm sure that you could go in depth right depending on the type of business and the regulations in your industry but how do somebody start to Just get the

word out in Mass without going to the spam box every 10 could you break down a few minutes without interruption kind of like that crash course sure and we'll try and break it down as simple as possible you need emails to send to send emails to uh which means you need contact information you need names you need the email address it's good to have the name of the company the location so you need to find those somewhere so typically we go To a B2B contact database like apollo.io or Zoom info there's a lot of them

out there you can pick one and if you're interested in getting like lowcost data join my program so you need the emails you need a way to send the emails uh that is going to be a software you can use go high level for cold email but to be honest with you it's not optimized for it so I've got my own recommendation there just pause it real quick um you know also we had talked about this Briefly offline there are with the domain the your domain name right being typically what people log into and where

your transactional emails come from and everything associated with your actual like business business transaction like through stripe or whatever you're using you don't want to quote unquote burn that domain or or penalize that domain that's that's the important part of it because sometimes people may think oh well he's probably got his own program That he wants to tell us no this is more of a systems and technicality that we're trying to be proactive with is that is that fair to say yes and the third piece of that puzzle you need the software to deliver the

emails you need the database the third thing is you need an ISP to actually send the emails like Google like Microsoft Outlook uh we don't use Zoho anymore but that's one that we used to uh and to create those mailing addresses and they're disposable treat Them as disposable for cold email you do not want to use your primary domain for this so if my domain is leadjen j.com I don't want to send Cod emails from that domain because if people are marking that as spam now I could get blacklisted on my primary domain and that

is very bad for business so you want to buy other domains like my jen.com get lead.com and then create different sender addresses attached to that domain uh typically I recommend people start With 10 domains and 30 mailing addresses so three ma uh three email senders per domain and then each one is going to send between 30 and 50 emails per day with that with those numbers you get about a thousand emails per day uh and that's the machine and there's a lot of ways to protect it from going to spam like email warming which you

can do right there in instantly which is also going to be the sending softare W um there's uh DNS records that need to be Set up correctly within the domain if those aren't set up correctly you'll get black listed and go to spam so there is a lot of technical infrastructure that needs to be right needs to be dialed in for this to work but to be honest that's the easy part that's just follow step one step two step three the hard part is the offer who we going to send emails to and what are

we going to say early on when I watched your videos prior uh maybe about 12 months or or or 18 months Ago I ended up registering a handful of Google domains and then it said well you should also get a bunch of Outlook domains because you know these isps are going head-to-head one's letting their people in and others are not so you need a nice diversity of I guess what you call the top two right the Outlook and and Google Gmail domains and then as I was learning about it I came across you you made

some recommendations of a few different softwares and I ended up using The one that you had mentioned before instantly um but the mistake I made was I never saved all the passwords like I got so excited on doing this so something so minor is making sure you have your Excel sheet you save all your passwords and your login up I was like oh man because it takes time to do this Jay I mean you obviously know it's like eight eight to 10 minutes easily if you know you don't know the steps one by one but

I say that to say this that you're Teaching a way that's not like a black hat Hacker Way this is a way that you're just leveraging the main top two providers that are out there and you're sending emails in a compliant way but you're sending them in small amounts versus pressing a button and Blasting them all at once as if it was like a DNS attack no you're absolutely right and you know when people are thinking about what what provider to choose Google or Outlook there there is a a justification For what you said uh

and a lot of platforms like instantly will actually do provider matching so you upload a list of emails and it will actually use your Google sender accounts to only email the Google recipients it'll use only the Microsoft to deliver only to Microsoft recipients and that will increase deliverability rates uh but but yeah uh it is there's a whole industry built around this it's not black hat there's you know billions of dollars in This Salesforce uses cold email HubSpot uses cold email a lot of the biggest I don't know if you guys do does does go

high level use cold email do you know to be honest with you I'm I'm not I'm I'm not privy toate that it's way too deep but when I was at some other companies um and publicly traded company and one that just got vcd at that time they used a process to grab from you know the databases and make introductions whether it was sdrs Bdrs and they also went through the issues of having to do dkim SPF and all these different nuances to get these emails going and those accounts would get suspended too yeah if if

you don't follow like best practices it's going to be a matter matter of time before the domains get trashed the the senders get trashed that's why you need to be very careful from the beginning not to use your primary domain and it's all learning experience uh and I've done Videos as to like find out why what happened what did I do wrong did I not include uh an unsubscribe link and the email did I include like words that were triggering spam filters from the in incoming isps like you can't just say 100% guaranteed in a

cold email you can't say make money in a cold email because they're going to find those words flag them and send that email to spam and if you send it enough times the whole domain gets blacklisted there's a Lot of technicalities there uh but and actually we don't have all the time I believe you're alluding to this like John you I don't want to let the audience down here but we can't go through a whole chapter one because that alone is just the intro here so I get it um you know when it comes to

the actual um implementation of these of these systems and then people will do research right so you said there's a whole business industry around this yes and People are offering different ways different Services different pricing for someone that's looking into this right they just do some due diligence what are some things based on your experience that you should say look if this sounds too good to be true it is right just be aware of this be aware of that is there anything you could share as the best practice or advice because as you know at

high level users man we do our own research and our own looking around We're very self-sufficient here no it's great now I can give you some best practices tools to use things to avoid well yeah things to void and maybe maybe like not falling for the Trap of oh this company could do everything for me um for this or that like the the bait switches and cold email agencies you just mentioned do everything for me the done for you thing some are great some are not we run one the technical stuff is the easy part

if the cold email Agency is not really good at the non-technical stuff there's no way that you're going to succeed uh so what we I mean we when we were starting it uh we hired all kinds of cold email agencies if they had a good offer we'd try it for a month two months uh if they worked we'd keep them on board if not uh we we we let them go but we learn something every time uh so that's something that you can try just expect it to not work uh and a lot of it

comes down to your Offer and your targeting now if you're setting up the M the machine on your own here's some some tools that I suggest that you use instantly AI is is my favorite not that it's the best cold email sending service it's it's a top tier but it's the easiest to use to get on board they have a full Suite of services to help you they can even do mailbox setup for you they now do website visitor de anonymization for you really cool site really easy to use uh In terms of getting data

instantly has built-in data it's relatively affordable but I like to use apollo.io little bit more advanced it has more data it's a firsthand data source versus Apollo or versus instantly data which I think is taking it from places like Apollo and zoom info so apollo.io and if you use a site called Trust leads. you can actually get that Apollo data kind of scraped for for a very low cost so those are two tools that I like To pair together just on on data what is your opinion of or is this an old best practice of

scraping Google business listings I I've seen and heard that very often um people scraping the Google listings or going through um the listing sites like through you know yellowpages.com and these type of directories any uh any any opinion on on that or great practice for anyone who sells locally scrape Google Maps um there's a tool called lead Das sniper That we use to do that uh and then if you're trying to sell to local businesses and you have an offer that's like will help you with your online reputation or your website or your social media

it helps you a lot to have information about those things so a tool called agency Swift you can use to not only SC scrape your local businesses but it will tell you they've got three stars or below they don't have a website they've got a br social media links so You can actually reach out to people that have pain and have problems and then call out those problems in the cold email which makes it a lot more effective so yes if you sell to local businesses absolutely use those use those tools but you can access

most most of that from Apollo as well yeah and you had said before and I'm just trying to grab these nuggets because I you know please I know that this stuff is is is is some people don't know how to ask it Or they don't know what to ask but like you know you had mentioned before that the settings and the techn stuff could be very easy right if you know what you're doing and you're an expert at it the hard part is the messaging the offer piecing everything together right so you mention with the

local with the local businesses right that's a good source because they're speaking the language and it's that audience that you want to help anyway in your local market where You might use some of those other programs you had mentioned would be maybe from maybe a midmarket or Enterprise and your your audience there might be VPS directors senior lead leaders so that messaging and offer has to be different I appreciate you touching on it because it it helps just frame it because sometimes we'll just kind of grab everything and just say hopefully it works right and

just to take the technical worry off of people's Plates because you say things like DNS records and dkim and D mark and people start like this isn't for me I'm not a coder I'm not a developer this sounds hard for my students who join my program we do all the the buildout for them so we'll buy the domains configure them set up the mailbox and then warm them in instantly the technical stuff isn't even an afterthought all the focus is on who are we emailing what are we going to say to them that's going to

get their Attention and how are we going to use AI to personalize these emails enough to stand out and get that reply now um You know pivoting here into into you know you understand the the the the the the function of how this works you understand you need a good offer good messaging you need to perfect it over time how do you now incorporate the the AI it's whether it's cloud or chat GPT or another variation of it how do you incorporate that because now you're Thinking prompts and now you're thinking am I incorporating with

images am I incorporating with wording like where do you start with that whole process it's actually I did a demo with this company yesterday and they blew my mind with where AI is going so I'll give you a little preview of what that looked like yeah and and then I'll tell you what we're currently doing uh so they call it Jason it's an AI Outreach bot now normally with cold Outreach there's a Lot of steps involved right it's like who am I going to email all right we're going to find that person good we've got

the person now we've got to do research on that person to find something to say in that cold email that's going to feel personalized uh so the bot will you upload a customer list it's like okay here are your customers let's go find people like them in Apollo we're going to find them clean them automatically using million verifier and then we're Going to research all of those people using perplexity using Google search and find specific information about the company and that person and what they've done and then it writes totally original cold emails uh and

this has been trained you know by you based on emails that you have written uh and then sends them oneto one within the Gmail account so now there's no more instantly now you give uh each of these robots their own Gmail account and not only does it send That cold email to them hyper personalized but it'll go back and forth interacting with them and trying to close the deal so Like A to Z and this thing looks unbelievable they give me a demo and it freaking works like the AI chat bot man like this yeah

and the AI chatbot is like one of the agents so think of that as like one piece of the puzzle the AI researchers another piece the email copywriters another piece um all of these are different AI Bots Essentially stitched together for a common purpose of generating leads and closing deals uh and until now I haven't seen anything like that that actually works so that's super exciting yeah what we're doing right now is a little a little bit different let's yeah because and and I'm you know I'm sure it's all by Design right it's this is

uh you know I don't want you to give out give out all the all the goods here but I do want to touch on something um that maybe Comes up often or or maybe doesn't come up at all with within your colleagues in the industry is you know what is true authentic Behavior today like you know what used to be like hey man uh you know go so and so team or hey how's the weather over there has now become this uh you don't know anything about me you've done no research about me you're just

saying something to say something kind of mindset right like and then you know in email you say hey hope you're Having a great day I hope all is well it's like you should have just took that out because I didn't even read that and and and believe you meant it right like what is the new way like you know you're you you're you've been you're like right in the middle of the of the generations like I am right we're right in the mix where you know we have respect for you know the the previous and

we have excitement for the future and we've seen Generations prior of us and we're Looking forward to the future on that what what is like man that guy's cool dude right like or cool gal what what catches your eye and attention today and that's a great way to think of it what catches your eye and attention so when I'm creating cold emails I think about it as a recipient what would work on me and I get some really good cold emails nowadays so gen one personalization was like level your building great great business uh I

love what company is doing They ler like the company variable um that stuff's totally dead if you're just going to say you know great work with company you may as well just just cut it out of there Gen 2 was actually kind of cool this was like three four years ago there were tools like line AI or quick line and these would actually you'd upload a data sheet and it would go through and open up like the LinkedIn profiles for all these people and it would find where that person's from it Would find where they

went to college and it would generate first lines like if it looked at mine be like go Gators or it would say Sor you're from Parkland Florida like love the the swans there just something relevant to like your college or your city uh based on very publicly accessible data gen three which is like where we're at now is actually doing research into those companies and and those people using AI so opening up the websites opening up the LinkedIn Searching Google searching perplexity using AI for those those people and those companies and then finding something that

makes it feel like that person must have done research on me there is no way that that was generated by Ai and now I'm talking about I saw your recent partnership with X Y and Z it was just posted about in in this article or this video and then ask a question related to it like the only way they would know that is if they actually Googled me and searched it now that's all being done with AI and then Gen 4 is what I just talked about it's just going to be full on you're going

to have no idea it's created by AI um they're pulling from active sources they're scraping like multiple sites on the internet and then they're doing all of the back and forth as well I feel like AI is making up for the for the rushing we did early on like early on we should have took the time look at the Information you know back in the day it's like you know actually writing your homework down with a pencil right and and doing the sharpening and we flew by that in sales and marketing we just said skip

that that that's not I don't have time for it and now ai is picking up that I guess almost resetting it that yeah detailed research like it's almost like going back to the library where maybe some libraries are obsolete or empty in your area right so interesting On that and what's what's really interesting just want to add one more thing here absolutely a lot of us cold emailers are really nervous about all right Google and Microsoft like they're Advanced they own their own AI models at what point are they going to start screening these incoming

emails and saying okay that's a cold email that was written by AI uh and I think that's kind of coming I feel like we're starting to see some of that but they're going to Have no chance against these next gen AI tools that are actually doing the research and crafting unique messages for each recipient I don't know what the hell they're going to do because they can't detect most AI content if it's if it's humanized and if it's truly personalized like how how are they they're going to have no chance so if you're up to

date on the newest AI technology that's that's not even a fear I have I think it's like fishing with Dynamite right now with cold email if you know what to do the benefit is that we're in a you know parasocial relationship with each other where we're telling our lives publicly where it used to be super private our profiles are open we're sharing stories so if done right right you're looking for a certain Avatar or or a high-profile client potential client the AI should be able to go to their profile and go to their podcast and

go to their YouTube and you know really pull a story together that you can say hey look here we go and you know before you know before we connected right like as much as I I I I enjoy your content like I don't I I personally didn't commit four hours to it yet right but I grabbed the transcript I put the transcript in in in two versions of AI I grabbed some of the important points and then I put some of my own expertise and experience and start cailing those questions to really Be helpful to

our community and is that inauthentic well there might be opinions around it right well you're just kind of asking random questions but if you know enough right you can build upon it and I think that's what you're sharing briefly is like know enough about a business that it shares that you care rather than just sending a blanket email with a copypaste general statement because that's that's not how business is done anyway so I appreciate man just us Having this conversation I forgot we're actually recording and we're just out of here man and this is Blast

for me I love this and I appreciate it because you know these are things that we would have in a small master Mastermind right like you know we have a couple masterminds here at high level you're familiar with them when people come in they pay a premium and they want to absorb information from those that are doing it already so I appreciate that part and as We start getting into this next level right we got enough about the foundation some of the best practices things to be aware the future of gen one through Gen 4

a bunch of tools that are out there that could be equal to a car payment before you know it if you buy everything you see right but it doesn't change that you need a good offer is a takeaway good offer and the messaging around the offer what catches people's eyes and attention so let's fast forward here we got a Great offer we have some Foundation we're taking some courses we're understanding it the term scale is thrown around very often and it has different meanings depending on the recipient or the teller what does scaling mean to

you in cold email marketing Outreach process everyone wants to scale everyone wants to go from zero to th000 mailboxes overnight at one point we were doing a million emails a month just just with our company uh it Was a ton and it becomes a really hard thing to manage especially if you're trying to feed it targeted lead information there's not that many business owners that are ideal clients for you uh so what's more important than volume and scaling is really finding the right person and sending them the right message the right personalized message so what

what I tell everyone a good starting point is is 30 mailboxes 30 mailboxes is sending about 30 emails a Day it's about 900 emails per day I wouldn't scale anywhere past that until you're getting good results on your current campaigns and everyone ask what what is good results what should I what should I aim for I would say at least a 50% open rate so you want at least half of the people you're sending those emails to to open it if you have a crappy open rate then you need to go back and look at

your subject line and your first line and your targeting are You targeting the right people and are you getting their attention that's what's going to determine that open rate and then two is the reply rate uh so are you getting at least a 1% reply rate and are they positive so if one out of a 100 people are replying to the email and it's a positive reply you're at a point where you can probably scale your system and with scale you're going to need a lot more data and you're going to need a lot more

sending accounts luckily with The the modern tools it's super easy to do with trusted leads IO you can get a 100,000 emails in like two days for a fraction of what you would normally pay using a setup service like I offer or instantly AI you can have all those mailboxes set up in in hours and you can have all of them integrated and warming just as quickly and they don't charge you per mailbox so it's really affordable to scale now uh but the question is are you just going to be Wasting the data because every

person that you email you're taking you're you're firing a shot you've got limited rounds not everyone's a potential client so before you you go off with a machine gun that's not very accurate uh and and you're wasting those shots on on trying to sell your offer I would really work on fine-tuning your messaging fine-tuning your offer and working on that personalization uh so yeah if you want To talk about how to scale I'm happy to but I would focus much more on getting those numbers where you need them to be before you scale yeah I

was hoping you were going to go that direction right and and you know that's where I know we're in sync here right being in just really understanding it without guiding it that way um because an audience knows where it's framed right and and people want like the real deal so you know when you talked about just now and correct me If I'm wrong if I misinterpreted with this you know one to many versus one to a few that has everything to do with segmenting your list understanding maybe if it's an industry or a niche or

an area I mean there's so many different ways to segment list is that accurate for someone going from machine gun to maybe sniper or you know shotgun approach absolutely and it helps to have a good idea of who your target Avatar is going into to it uh and if you don't Know I can give you a strategy for how to find out what that is and your target avatar for Facebook ads might not be your target avatar for cold email uh but go ahead yeah and and we're gonna add a link below in the in

the description where you can go a little bit more in depth I know we have a hard stop because you got you got to jump here in a few so I do want to sneak in a few more here because I think the most important part here is list segmentation is key you've Given us some several sources of where to find the data whether it's at a discount free or you know pay the premium for it's up to that person um but now you know we we talk like you're a highle user right and you

shared earlier that like you personally don't use high level to send out cold emails because that's where a majority of your business is and you want to limit these useless conversation replies that come in you want to limit that your domain From being affected you want to limit your reputation from being tarnished right so use these other domains just to filter out the noise of Elsewhere so you know we use let's say we use a bunch of tools that are outside of high level what when do we start to import and how like how do

we like what's the best practice to say all right this is my import list and now this is what we do next like we capture nurture close that nurture close I'm assuming happens in High level for you or is that elsewhere they're after so I separate these into categories of cold lead and warm lead the cold lead has no idea who you are you haven't had conversations with them yet that's where we're going to be uploading that list of people who don't know who R into instantly and letting our cold email sequence run its course

uh within instantly they have their CRM they have their uni box we treat that as our cold CRM and our cold unibox uh We'll do all all of the conversations and replies in there because when they reply to us we can then reply to them from the same email that they sent that email to very key for cold email very key and you you can do that within instantly now when that cold lead becomes a warm lead is the question uh the rule that I like to follow isn't when they express interest for us it's

when they take some some sort of action whatever action that we want them to Take in a lot of cases it's booking a call on our cly in a lot of cases it's grabbing a lead Magnet or an optin form so we'll have a team in instantly trying to get them to closer to take that action send them the link to the optin for send them a link to the calendar and then all of those things the opt-in forms built in go high level so if they opt in boom they get put into our nurture

sequence in go high level if they book a call on cenly zapier Automation runs send that lead into go high level to be nurtured and reminded and everything that you would do with uh someone who books a call um but that's where really I really make that distinction I like to keep it in instantly as a cold lead until they take some sort of action that we want them to take at that point all further communication happens from our primary domain with our real team and real Gmail and all of the the follow-ups that They're

going to get is from go high level I've seen that in some of the videos you've shared buts so in other areas so you know when we when we go that route of transfer like you have a team that just focuses on on that inbox at the cold it's like your cold setup team right that's a whole other job in art what is your uh experience opinion uh best practice or just feedback on incorporating links initially as part of the cold Outreach gify and images is That something that is trickled in after the initial response

or do we personalize and that make it fun and interesting as like looking at somebody in the street and smiling at them the first time you see them there's a lot of back and forth on this and actually asked um all these questions to the one of the top email guys I know Daniel from war iio a lot of people get caught up on what to and not to include in their cold emails the Only Rule that I'll say is Like steadfast don't do this is don't include links that would have a low trust score

or that most people aren't familiar with so if you want to send a cly link if you want to send a YouTube link in that initial cold email I've never seen it done done any harm at all if you want to send a link to your brand new website to to opt in on a on a domain that no one's ever heard of I would be a little bit more careful not only can that domain end up on a Blacklist which causes all kinds of problems and you don't want that to happen with your primary

domain but the chance of that email going to spam with a domain that doesn't have a high trust score is high it there's a good likelihood it ends up in spam regarding images videos gifts test them the image in the GIF itself isn't going to destroy your deliverability it's the content of it uh so I a lot of the cold emails that I like receiving are like AI Generated gifts and and pictures with like my face over this thing some of them are fun and they're engaging uh and they they go they go to my

inbox I have some campaigns that work really well sending Loom videos or sending sending images uh but a lot of them don't uh so those those aren't rules those are things that you should test and see if they work or not you know monitoring that trust score these days where do you like what's the source of Truth like you Know Google has the postmaster Outlook has their form of the postmaster where do you like where can you go like because there's the rules and and the processes are like little gray labeled out there it's like

SE others like you know you can go into Google and look at their their updates and their developer guides and Facebook Etc but it does not give you a black and white answer no where do you typically go to at least understand my account shot done I got to Evolve or I change my strategy all together because I'm doing something wrong based on all of these no longer being available right and this is going to be good knowledge for everyone to have because everyone's got a primary domain that they do business from so there's there's

a few easy things to check just to make sure that this this domain's good to go like MX toolbox domain Blacklist Checker you can just type that into Google put in your domain And see if you're on any registered blacklists if you are you've got a problem you need to spend some time warming that domain stop all call email from it and really look at your company for us when we do a more in-depth analysis to try and see what's going on maybe it's not a domain Blacklist maybe it's an IP Blacklist maybe it's something

that we're saying in our cold emails or our warm emails that could be triggering spam response War me. has a Really good live deliverability tool so it will actually send emails like a hundred emails to outlooks zoh hos Gils and actually see how it delivers in real life and then give you those reports show you you a blacklist that you're showing up on and then give you some actionable advice if you don't want to sign up for wary Glock apps has a free version that you can do it's it's almost as good um so that's

what you you do to check and then if you want to do like a Quick test instantly you can just check deliverability and it'll just say all right your DNS is set up correctly the content didn't trigger spam like you're okay yeah and I mean all these programs offer some sort of freemium right like there we're the internet's a business at the end of the day right so you know like you know when I've gone to MX tool box a great tool a lot of information but it always says hey you should upgrade to get

better results so you the Tools you're sharing are you're sharing them because you used them personally you're familiar with them if somebody were to check you and say hey you know what do you know about it you can speak about it and I think sometimes you know the episode's not designed to say oh you got to go sign up to get that but be familiar there's tools out there and I my early on in my journey I didn't realize that these tools were available and I think that's the Gap and that's The learning curve in

any program even if for SEO tools and Chrome extensions like just everything wants you to upsell but be familiar so yes um and it's and I I apologize in advance because I'm probably confusing people with all these different tools and when to use and what uh because it is nuanced uh and that that just comes with practice you're probably going to use the wrong tool for the wrong thing when you're getting started a lot of Problems can't be identified with certain tools it it is nuanced so it's important to know you know about all of

these things and and what problems that each one solves individually and there's other options you know there's tons of tools for every use case there's not not many original ideas anymore there isn't man and and even like I think you know when when high level really started to expand and attract professionals like yourself and others that running Businesses on the internet you know that's where the aha moment came for those marketers when really an all-in-one because typically like every other industry is piecing things together Frankenstein Style yes like we used to as marketers early on

right and you've you've been around some some big softwares and you you know you you've had your share of Investments right so it's it's that man I just wish they had an allinone for email marketing And when that happens it's going to be great but I think you know for our audience um if you could if if you could if if you could just maybe touch on one of the things that I think could be a big big deal which is we got the CT email what's the over all goal of the cult email like

we go to the process we put it in the the the different nurture campaigns we throw it in high level what do you get to then do from a paid ad perspective a retargeting perspective Like great question without without giving the goodies out right but enough to just paint the picture of this is what you start to think about thereafter you're mining everything first to bring it to finalize it to to ascend well the goal is pretty simple is acquire clients for the lowest price possible if you can acquire clients cheaper than your competitor then

you can invest that money back into your company and on things that's going to make your offer The best uh so think about cold email just like any other form of top of funnel advertising so you need to generate awareness for your business and a lot of ways to generate awareness like Google ads search ads Facebook ads uh SEO those things can take a lot of money if you don't know what you're doing you're going to be dumping thousands of dollars into Facebook ads and Google ads and it won't work uh but you need to

generate that awareness cold email is a Way to generate that awareness and the beautiful thing about it is like you said once you do get somebody to to click on your your link to your website to that landing page now you can pixel them you know that they're interested because they clicked now I can follow them around with my Facebook retargeting ads with my Google display ads my LinkedIn my Tik Tok and because that person is pre-qualified because I filtered them in Apollo and I know they Have 50 plus employees and they clicked on the

website now I have a qualified lead that's interested in my service it's going to be a lot more valuable for me to follow them around with retargeting ads and get them as a client than it would be to run cold Facebook ads dumping out five grand a month typically for an agency it's going to cost a100 to $200 on average to turn one of those into a lead that's really expensive with cold Emil we go from 100 To 200 to 1 to two it is a night and day difference if you can figure this out

especially as marketers if you're serving small to mediumsized businesses with a limited budget and they're paying for your expertise in your time in order to get where they want to get to so not everybody's got an un limited budget you got to put the money somewhere so you rather have it with the expert than with the tool so Jay I know we're at time and I appreciate it and you know just to Wrap this up here you've emphasized clearly that the listeners should start small right focus on the fundamentals and gradually Scale based on the

offer maturing and the audience engaging and being able to you know see the different keys of successes by understanding that called email strategies is a foundation that builds upon over time and experience not just by sending out thousands of thousands every day recklessly and then I guess you had Mentioned here like you know pivoting into uh nurturing and and and and and maintaining it with the with the high level workflows but more importantly adding personality and then like you just finished up now retargeting look man it's been honor to hang out with you here right

we're just rocking and rolling when people start you know looking up online they'll be able to form their own opinion around marketing but I think what they'll appreciate is You being a high level user with them and sharing some of the things that maybe you wouldn't share as direct as you did you might have a longer form process to share it so thanks for like packaging everything in a compact way no I love answering questions for people who have done their research I feel like uh a lot of my students would even get value from

this so it's been a blast um I love sharing with other high level users as well so a lot of people just Like me out there trying to figure it out and grow their agency uh so hopefully this helps them do it yeah man and um you know if for somebody that that that just needs a little bit of a of a of a push man just something like from from agency to agency someone says man I'm about to give up on all this like this isn't I'm exhausted of of this new age of chasing

customers and leads but you share a little bit of of uh of inspiration or just that nudge I mean The big one is that I was there you know was I I just finished my left my residency and most of my leads were coming from like growth hacking and social media and that just died overnight so I was like [ __ ] I've got no money I've got this agency offer and I have no way to generate leads uh and then I went deep into a couple cold email courses and YouTube and this was before

all the technology was there so I I pieced all this together learned how To do the DNS records and it didn't work for like a month and a half two months but when it finally worked and I started to hit the box and get leads coming in I mean that literally within a year I went from like zero to 100K all on the back of cold email without knowing how to run paid ads without having any SEO just cold email uh and I have students in my a thousand students in my course have gone through

the same thing um they're they're coming in with agencies most of Them are agency owners uh and they're trying to figure this low cost lead gen machine out that's what everybody needs when they're starting because you can't afford to waste money on ads and I see it day in and day out they they fail they fail they fail we tweak we tweak and eventually the money printer turns on so there's a light at the end of the tunnel and you guys can do it you guys heard it from Jay comment below your takeaway share what

nugg you're going to Be using as as as quick as possible J man it was great man a little fist pound there we'll catch up sooner than later man looking forward to see you at some of our events and to our audience thanks for hanging out with us till next I'll be there brother