The ONLY Cold Email Outreach Guide You’ll Ever Need - 2019 EDITION

Gabriel Matthias Sim

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In this massive value packed post, I’ll be running through my experience of the 5 Client Challenge with Dino Gomez, exactly what I did, the tools I used, and the results I’ve gotten.

If you are curious about what is the 5 Client Challenge, check it out here

Prologue

One fine night, with one too many beers, I decided to take up the 5 Client Challenge with Dino Gomez, as a wager against the man himself – Dino Gomez. My night out kinda looked like this

Talk about drunk texting, lol. It caused me a ton of additional work but I am honestly glad I did it as it gave me an opportunity to write a case study post (as I have always wanted to). Liquid courage FTW (for the win).

The idea of the 5CC was conceived by Dino Gomez as a result of many people asking the “ONE” question.

Well, the results that we got from our case study proves that not only are you able to do so, but most clients could not care less about the other campaigns that you have, or have not done before. As shown in my Facebook post about the 5CC above, we did the entire client prospecting campaign not only using ZERO case studies, but also a persona that is a complete beginner at this. We also picked a niche where we have never run any ads before, and have no existing clients at the time we started this outreach campaign.

Most of you would be happy to hear that my team and I have gotten decent results within our first 30 days, and even better ones over the next 30 days. We prospected in the Microblading & Medispa niches.

The Results

Most guides like these leave the results till the end of the post. To spice things up, I am going to share our results from the campaign, right from the beginning.

From sending out approximately 6,000 cold emails over the course of 30 days, we managed to get 39 trial clients in total and have so far, converted 4 of them into full time paying clients (from 16 completed trials).

The remaining 23 trials are ongoing at the point of me writing this post so there will be another update on those but things look good the way they are going, and I would estimate at least another 2-3 clients converting to a full paying client.

There are also prospects who have not gone through the full email sequence yet, so we expect a good number of trials coming in from those as well when they do.

Now that we have gotten the main question everyone has had in their heads out of the way, it is time for the massive value post that you guys have been waiting for – How did I do it?

DISCLAIMERS

For this case study, I went to a buddy of mine who has been working as a one-man agency for the last couple of years. I helped to set up the entire system for him and coached him through the entire process, and he manages all the clients himself including running the ads.

I have been following up with him on a weekly basis to make sure the entire system is going exactly the way I would have set it up, and to help coach him on how to scale the agency beyond just him as an owner-operator.

I own equity in this new agency as an advisor and shareholder.

This post is going to cover Stage 1 of the entire process, which is setting up your Cold Emailing System.

I do not own any part of the 5 Client Challenge by Dino Gomez, or receive any commissions for promoting it (or any other software in this post).

1. The Plan

A. Reverse engineering your Numbers

I am a huge believer in planning your numbers out beforehand, so you know exactly what to expect, adjust, and adapt to. It also gives you something to work towards, instead of mindlessly doing things with no quantifiable objective.

For this case study, we decide to start a brand new niche agency “from scratch” with the aim of acquiring 30 paying clients (each paying at least $1000usd/month) by 31 December 2019. This would take us to a solid $30k/month revenue stream which would be a nice side income stream for us.

Given that we officially started this in March, that would give us a total of 9 months to hit our goal. (on average, we would have to acquire 4 new clients per month in order to hit our goal)

The numbers below are extremely conservative estimates. This gives you a ton of room to make mistakes and also, the worst-case scenario would be you get more leads than you were expecting. You can absolutely close 5 clients by sending out 5 Sniper-like emails but I personally like to take cold email prospecting as a numbers game where you “spray and pray”.

Sales Funnel Diagram 1. This is the sales funnel I had planned out with conservative numbers & conversion rates

I’ve been through the entire process of scraping emails manually before, and although we’re going to be using tools to massively increase the pace, we are once again, going to use a conservative estimate of 200 emails/day to map out our plan.

At a pace of 200 Emails / Day per person, you’d be looking at 50 days, or a little under 2 months, to get 10,000 emails. You can expedite this process with the tools that I’m going to mention below, or use VAs (virtual assistants) to speed it up many times over. We typically bring on board 2 VAs purely to scrape these emails, to increase the numbers to 400 Emails / Day and that takes us 25 Days to get a total of 10’000 emails.

B. Stages of the Sales Funnel

In order to start this prospecting campaign, there are a ton of different components involved for the entire funnel to work, and to follow through with the prospect and close them as a client. However, you don’t need everything to get started, and as my brother always told me, “done is better than perfect”.

What we are going to do here is to list everything out in steps, as well as plan out the systems we will need to complete, and eventually automate the entire prospecting and sales funnel.

Stage 1 – Emailing Cold Prospects

Stage 2 – Following up with Interested Prospects with a Video Audit

Stage 3 – Closing leads into Trial Clients

Stage 4 – Closing Trials into Retainer Clients

Overall, there are 4 main stages for a prospect to transition into a client. If you are just starting out, your main objective is to start off with getting as many prospects as possible, into Stage 1

You want to then progress through Stages 2 – 4, as and when necessary, while setting up systems along the way to automate it as much as possible.

Having a system in place where you can send out thousands of emails automatically, and also having a system as well as standard operating procedures (SOPs) in place to handle them are massive assets that will help you ensure that your pipeline will always be filled with leads.

PRO TIP

It’s important to note that at each point in time, you NEED to keep filling up the top of your pipeline with more prospects (Stage 1).

Even if you have 10 ongoing trials or 10 existing paying clients, you need to continue getting more prospects. There is never a guarantee that a campaign is going to go your way forever, or even if it does work well, some clients are just too much trouble to deal with, and you might end up dropping them.

If you end up dropping all of your clients a couple of months later, without any existing leads in the pipeline, there will be a long waiting period for your prospecting to get you more clients again.

I can say from experience that this is a very unpleasant thing to go through especially if you have no other source of income.

That being said, it is difficult to juggle multiple things at the same time, especially if you are a one-man agency. This is why having the right systems in place is crucial to having a business that can continue scaling at maximum efficiency.

2. The Process

A. Stage 1 - Cold Emailing

Stage 1 is going to be focusing on getting prospects into the top of your funnel. Before getting your first interested prospect, this is absolutely the priority to get set up, which can be done within 1-2 days if you follow this guide.

1. Email Sequence

By now, you should realise that the fastest way to get started is to start sending out your cold emails to prospects. However, before we can get into that, we need to have an email sequence crafted out.

From my experience, sending out 1 email rarely does the trick. The “publicly known” secret to having a successful cold outreach campaign is having a follow-up sequence in place.

We typically have 3 Parts to the Cold Email Sequences that we use, to get the prospect to progress through the funnel –

One sequence to get them to agree to receive the video introduction/audit (Sequence 1)

After they have agreed to the above, one sequence to get them to watch the video (Sequence 2)

And lastly, after they have watched the video we sent, one sequence to get them to hop on a call with us. (Sequence 3)

In each “mini” sequence, we have a maximum of three follow-ups so its sufficient opportunity for them to be informed (as they might have missed the first or even second email), but not too many to be pushy.

The entire email sequence is depicted in the diagram below:

Email Funnel Diagram 1. This is the layout of the email funnel I had planned out with 3 follow up sequences, for each objective - getting them to agree to me sending the video, getting them to watch the video, getting them to book a call.

Dino and the rest of the Pixel Scout crew have been incredibly helpful with their templates, and I highly recommend using one of them to get started. Here is my rendition of their main template, below:

Subject: {{NICHE}} Question

Hi {{FIRST_NAME}},

I just visited your website {{CLIENT_WEBSITE}} a few minutes ago and had a couple of questions for you.

Are you taking on new {{NICHE}} clients at this time?

We have a proven system that can get you 40-70 leads per month for your {{BUSINESS_TYPE}}.

Would you like us to send you a short 5 minute video on how we do it? If yes, reply “1” to this email.

If you are not interested in getting more clients for your {{BUSINESS_TYPE}}, reply “2” to this email and we will stop contacting you.

Looking forward to hearing back from you!

Best Regards

Matt Simpson

Sample Email 1 Template – An example of a Niche and Business Type combination would be (SEO), and (Marketing Agency) respectively.

The recommended template is just the first couple of sentences, whereas I personally inserted the text in bold. The reason why I did so, is due to my system being 90% automated. Manual labour is only required 10% of the time when someone replies.

You would get an INSANELY high reply rate by using just the first two sentences, as it is a very click-baity email (the prospect thinks YOU are a potential customer). However, you will need to reply to all of these “positive” replies, most of whom will stop replying to you after the first email once they realise you are trying to sell something to them.

I would rather cut that out completely, be straightforward with what I am offering, and only follow up with those who are genuinely interested in my service (a.k.a. a qualified lead).

For the full email sequence I used, I paid a copywriter $1000 USD for a 10 email sequence, with a commission of $10 USD/per call booked.

If you are just starting out, I would recommend using the above first email as a guideline, and craft your follow-ups using some references from blogs such as Mailshake. Aside from being an incredible cold email tool (up next), they also have a ton of free resources for cold email tutorials.

OR YOU CAN

JUMPSTART YOUR ENTIRE PROCESS BY GETTING MY EMAIL FUNNEL by signing up to my mailing list below

I highly recommend tweaking ANY template you use, as it quickly gets saturated from people spamming it to the nether realms. If you are using a template, you have already massively expedited the entire process so I would definitely spend some time (not too much) adjusting it so that it is going to be something unique.

The baseline of anything should be “would I respond positively to this if I was the one who received it.”

Don’t be a lazy arse even if that is your first instinct. That is not how a good business foundation is built.

Once you have sorted out your email sequence, you now need the following to start prospecting for clients:

  1. An Email Account (or multiple email accounts, depending on the volume of emails you are sending per day)
  2. Setting up the Automated Email Sequence (So that it automates 70% of the Process)
  3. Building a List of Prospects to Email (Email Addresses of Prospective Clients)
  4. Setting up Zapier to automate another 20% of your emailing system

I will be covering each of these steps with insight into my personal set up, as well as my recommended tools of choice. And before you ask, yes if you have an alternative tool of choice, feel free to replace the ones I recommended with them, as long as they get the job done.

Just note that I have spent the last 4 years testing out a bunch of different tools, and these are the ones that I personally think work the best.

2. Email Account - GSuite (Recommended)

I am definitely not an expert in email marketing and dealing with deliverability issues on a high level, but I have been sending hundreds of thousands of emails over the last few years using paid GSuite accounts.

These cost $6 usd / month per email and tend to allow you to send more emails per day (recommended that you warm it up over the course of 2-4 weeks if its a new account) as compared to a free Gmail account. Once an account is warmed up (progressively increasing the number of emails you send per day), you should have no problem sending 100-200 emails a day and getting them all into your prospects’ inboxes.

It also allows you to set up a custom domain email, e.g. [email protected] which definitely looks more professional especially since you are trying to present yourself as a business owner.

If you want to send more than 200 emails a day, I would recommend setting up a second email account to avoid getting flagged for spamming.

PRO TIP

Always set up a second (third, fourth, fifth, etc) domain and use those to send your cold emails. I NEVER use my main domain email for cold email outreach, as you risk getting all your emails being sent to spam (which will be a pain if that is your main means of communication with your clients).

So if my main domain is abcmarketing.com, I would buy abcmarketing.net and abcmarketing.io, and set up the email addresses [email protected] and [email protected] and use those to send out my cold emails.

I personally buy all my domains from namecheap.com & onlydomains.com

Also remember to set up a 301 Redirect from your “spare” domains to your main agency domain so that if someone tries to visit the former, it redirects them to the main agency website instead of showing a 404 or domain parking page.

3. Setting up Email Campaign - MailShake (Recommended)

I set up the entire email sequence on Mailshake. I have been using MailShake for a variety of cold email campaigns over the last 3 years, and I have been repeatedly impressed on multiple occasions, on how they have improved their tool.

If you are just getting started, the Basic $29/month account has more than enough features to run this outreach campaign. They also have a 30 Day Guarantee so you can test this out risk-free.

TIP

Just to clarify here, MailShake, in their own words, is “ a simple solution for cold emails “. You will have no issue importing huge lists and sending cold emails using MailShake, whereas autoresponders like ActiveCampaign (while they have their own uses) are not big fans of sending unsolicited emails. Importing a large list into your Autoresponder account and using that to send cold emails will most likely result in your account getting banned, not to mention it would be WAY more expensive.

AutoResponders are mostly used for email marketing campaigns where people choose to opt-in to your list. We will be using this as part of our funnel later on, but not for the purpose of cold emailing.

Let us recap the 3 email sequences that we need to get set up, as mentioned earlier on in this guide. We will need to set up the following as “individual campaigns” on MailShake-

One sequence to get them to agree to receive the video introduction/audit (Sequence 1)

After they have agreed to the above, one sequence to get them to watch the video (Sequence 2)

And lastly, after they have watched the video we sent, one sequence to get them to hop on a call with us. (Sequence 3)

Step 1 – Create a new Campaign

Once you have logged in to your MailShake account, click on the +New Campaign button on the Dashboard.

You want to name the Campaign properly so you can identify which campaign this is immediately from the Overview page. I typically name my Campaigns as such:

First Campaign

[NICHE] Seq. 1 – 1, 2B, 3B, 4B

(One sequence to get them to agree to receive the video introduction / audit (Sequence 1))

Second Campaign

[NICHE] Seq. 2 – 2A, 3A, 4A, 5A

(After they have agreed to the above, one sequence to get them to watch the video (Sequence 2))

Third Campaign

[NICHE] Seq. 3 – 3C, 4C, 5C

(And lastly, after they have watched the video we sent, one sequence to get them to hop on a call with us. (Sequence 3))

Step 2 – Add in List of Prospects

I personally just add in my own email here, so that I can immediately test out the sequence once it is completed.

The “real” list of prospects will be added in later on via Zapier and Google Sheets, but if you are keen to get started or the person managing this prefers to just add in recipients in bulk, you would just import the full CSV of contact information here.

Step 3 – Adding in the Email Sequence

Add in your email subject as well as the contents of your email at this part of the setup.

By using {{FIELDS}}, it allows you to customise your email to a certain extent without coming off as too spammy an email.

You need to have a column on your Excel sheet (if you imported your contacts) or Google Sheet (if you are planning to use Zapier integration) for each of the fields filled in for this to work.

This is what the email will look like once it is sent out:

Next, you want to click on the “Add Follow Up” button, and add in the follow-ups of your sequence.

I personally prefer putting 5 days between each follow-up so that the recipient does not get pissed off (too easily).

Once you have all of your follow-ups set up, the campaign should look like this:

The follow ups are sent to get the prospect to move along the sales funnel, so the way that MailShake is set up is, once a prospect “becomes a lead” on MailShake via their Lead Catcher, the sequence stops sending follow ups.

You can select the actions that need to be taken in order for them to become a lead, on a campaign level. This is why you have to split up the full email sequence into 3 separate campaigns, as there are 3 different triggers required for each “milestone” for them to progress to the next part of the funnel.

To set the triggers, go to the “Campaigns” tab on the left of the MailShake dashboard, and click on the campaign you want to edit.

Click on the Settings tab, and you should see the Lead Catcher settings for that campaign (as depicted in the screenshot below).

By default, all campaigns will have recipients turned into leads when they reply.

For Campaign 1, if they reply to your first sequence saying yes, they want the video audit. You would set up the Lead Catcher for that campaign to change the recipient to a lead when they reply to the email. (You will still need to sift out the ones who replied asking you to f**k off, unfortunately).

Once the recipient asks for the video, you need to put them into the second sequence, which sends out the first email with the video link, and it is accompanied by that particular follow up sequence to get them to watch the video.

For Campaign 2,

You want to make it so that they become a lead when they click on the link to the video or reply that they are interested so the setting for this would be for the recipient to “Click any Link”, or “Replies” as shown below.

Likewise for Campaign 3, as they would either reply to you saying they are interested or not, or clicked on the link to your booking calendar and booked a call with you.

Up to this stage, you now have your 3 Email Campaigns set up, so the only manual work needed is to add recipients into the correct respective campaigns depending on their responses.

We will further automate a larger portion of this as we go along this guide but for now, this already saves you a TON of time as you do not need to manually send follow-ups to people.

Multiply 8 follow up emails by 1000 people and that is a lot of emails to send out manually otherwise.

4. List Population - Pixel Scout (Highly Recommended)

Now that you have the entire email sequence set up, this is going to be the fun part. Populating your list with thousands of prospects.

Pixelscout.io

PixelScout was launched very recently by the combined efforts of Dino Gomez, as well as Herc & Magnus of Project Supremacy.

If you have heard of the guys from Project Supremacy, then you know that whatever tool these dudes come up with is a 100% legit, and is definitely going to help give you a massive edge over your competitors.

PixelScout is essentially a web scraper that scrapes websites based on your search terms and brings you the contact information of the websites that DO NOT have a Facebook Pixel. Chances are, someone who does not have a Facebook Pixel installed is either not running ads, or has (someone running it) no idea what they are doing, making them a great prospect to pitch your services to.

A Sneak Peak to the dashboard of PixelScout.io

TIP

For those of you that are not familiar with this, the Facebook Pixel is a line of code you install on your website for Facebook to track the people who visit your site and take action. The Facebook Pixel is how after you visit a certain website, you start seeing ads by them on Facebook. It allows you to run what we call “Retargeting Campaigns” on Facebook which easily have the highest positive ROI 99% of the time, compared to cold campaigns.

First off, we start off with the main keyword for the niche. In this case, we started off with the keyword “Microblading”. We also come up with a few other variations such as “Microblading Eyebrows”, “Eyebrow Salon”, etc.

Next, we break down the country that we are targeting into its different cities/states based off the population. Chances are, you are prospecting in the US and this is the list which we refer to from Wikipedia.

We then make variations of the search terms by adding in the cities/states to the back of the keyword. You should have a list of keywords that look like this :

A Sneak Peak to the dashboard of PixelScout.io

NOTE

If your secondary objective is to eventually upsell the client from Facebook Ads management into SEO, we recommend doing an additional step of checking for keyword volume for that particular keyword using Keyword Research tools such as AHRefs (Paid) or Google Keyword Planner (Free Option).

This step to search for keyword volume is completely optional if you are just looking to close clients on Facebook Ads management. You can skip the above step entirely, or do it in the future on different prospecting campaigns.

Once you have a list of keywords (preferably at least 20-30), start putting them into PixelScout. Make sure you select the correct Locale (United States in this example). I recommend putting it to 50 Search Results (which is up to Page 5 of Google), as results past Page 5 of Google for local businesses tend to be filled with lower quality sites such as directories, etc.

Let the tool run for a couple of minutes then refresh the page. Once all your searches have been completed, click on the Export button and select all of the searches that you want to export as a CSV file.

Now you have a list of potential customers to send your emails to. Rinse and repeat this process as much as possible so the top end of your funnel will always have incoming prospects to follow up with.

Coming this far in the guide, your brain must be halfway fried by now and you must be wondering… What am I supposed to do with these emails now? Wait… can’t you just send the emails out directly from PixelScout?? Why are we exporting these emails??

Well…PixelScout is a great tool for getting potential prospects and their contact details. The reason why I say this is because tools such as hunter.io mostly work on a guessing algorithm, as well as from a database of already existing emails that they buy from data miners. Whereas PixelScout is a LIVE CRAWLER that pulls up the information from the website directly, increasing the accuracy by a ton.

NOTE

If you have used tools like hunter.io before, you will know what I am talking about. Put in the first and last name of a person with their website URL (e.g. Gabriel Sim, marketingabc.com) and you will get a ton of variations such as [email protected], [email protected], [email protected] etc.)

They are currently focusing on improving the accuracy of the tool as much as possible, as well as the speed and other factors. I personally feel that outreach emails (especially cold ones) require you to send follow-ups in order to be successful. As this is currently not a feature of PixelScout (although I am pretty excited to say that they are planning on launching it as a feature in the future), I choose to use it primarily to get emails, and then move on to sending those emails out using MailShake which is a tool I am already familiar with.

At this point, if you have followed and implemented everything so far, I would like to say to you…

You have successfully set up your first email prospecting system, that is about 70% automated. At this point, it should have taken you no longer than a week AT MOST to get everything up to this point sorted out. Keep populating the list with the above step, make tweaks along the way, and you are well on your way to closing your first 10 clients.

5. Tracking Prospects - Google Sheets

Good ol’ Google Sheets - A Screenshot of my Client Prospecting Tracking Sheet

Remember all those Customised Fields we set up on the MailShake campaigns? Well, from fiddling with this system for over 3 months, this is the fastest way I have found to populate the list quickly, and efficiently, while also keeping track of the progress of your prospects. Set up a Master Tracking Sheet on Google Sheets to keep track of all your prospects and leads. This works as a great makeshift CRM

You will have 5 Main Tabs in total – Basically, the 5 stages which your prospect will move through.

Every tab essentially has the same headers,

Client

First Name

Last Name

URL

Niche

Business

Email

Video

Date Sent

Comments

Except for the First tab for Sequence 1 which has the Keyword field instead of the Video column. The Keyword field is for you to fill in which keyword you used to do the search on Pixel Scout when you got this prospect’s contact information. You can use it to further customise your email saying something the lines of “I found your website by searching for {{Keyword}}”, or just use it to keep track of which keywords you have already done searches for via your scraping.

…Is what I would like to say, seeing that it has been 5000 words thus far, but unfortunately I still have some additional FREE value for you guys.

BONUS

The next step is a BONUS MODULE for you to further automate another 20% of your system, but again is not 100% necessary depending on your set-up. This is going to be a tad bit technical as it has to deal with Zapier, so if you are not familiar with this and you NEED to get started ASAP, I would advise you to put this on hold at the moment, and re-visit it when you can afford to spend a few days figuring this out. I would NOT recommend this for people who are not familiar with Zapier whatsoever or have issues struggling with tech.

6. Automating Systems - Zapier (Highly Recommended)

Zapier is an amazing tool that has saved me a ton of time in many different situations. It helps you to integrate 2 different applications or softwares together (in many cases where APIs are not available), which saves you a lot of time from doing certain processes manually.

To set up a “Zap”, you need 1 Trigger App (and action), as well as an Action App (and action action lol).

The trigger app is the app you choose, where changes are made, causes the action app to make the corresponding change. (Hope this is clear and makes sense, basically if A happens, B happens).

NOTE

In most cases, the free version works well enough. However, I use it for Facebook Lead Ads as well, to automatically populate a spreadsheet and inform my client via email when a new lead comes in. As Facebook Lead Forms are a premium feature, I have a paid subscription for this. But for the purpose of cold emailing, the free account works just fine.

The trick here is to use Zapier to shift the prospect to the right tab, based on the action taken. There will be a total of 5 Zaps, which will help you to further automate a portion of the systems.

IMPORTANT NOTE

MAKE SURE you have already created the full sheet BEFORE working on setting up this automation. DO NOT change anything on the sheet headers or title of the sheet once you link it to Zapier. Otherwise, it might cause the automations to break.

Overview of Automations

This overview will give you an idea of what these automations are used for. If you feel that not all of them are necessary, you can choose not to implement any of these Zaps as they are purely optional for this set-up.

They do take a bit of time to figure out if you are new, but in the long run, if you plan to use this system repeatedly it will save you a lot of time in the long run.

As mentioned, there are 5 Zaps (or 5 automations) in total. Each of these automations are tied to a single action that you would have to otherwise, manually implement. These 5 Automations are:

Automation 1 – Importing New Recipients into MailShake (Campaign 1)

Without this automation, every time you scrape a list, you need to consolidate everything and manually import the CSV file into MailShake. With this automation in place, all you need to do is to continue populating a Google Sheet, and it will continuously import new recipients into MailShake.

Automation 2 – Consolidating all Replies (Sequence 1) into a Spreadsheet

This allows you to keep track of all the replies to the initial Sequence 1, and have a birds-eye view of all the replies as well as check if they are legitimate leads.

Without this automation, you would have to check the Lead Catcher manually on MailShake each time a new reply comes in, or your email inbox.

Automation 3 – Importing Interested Prospects who want access to the Video, into Sequence 2

Without this automation, similarly to Automation 1, you need to consolidate all your interested prospects and manually import the CSV file into MailShake.

This is going to be more tedious in my opinion, however, as you need to send different URLs (if you are doing a custom video audit) and you do NOT want to wait on a warm lead, so you will have to import a new list every time someone replies positively, wanting the video.

Likewise with this automation in place, all you need to do is to continue populating a Google Sheet (with different video links in the respective column and rows), and it will continuously import new recipients with the customisation into MailShake.

Automation 4 – Consolidating all Replies + Viewers (Clicks to View) of the Video Sequence (Sequence 2) on a Spreadsheet

Similar to Automation 2, This allows you to keep track of all the replies and people who click to view the video, from Sequence 2. This also gives you an overview of all the leads as well as check if they are legitimate leads.

Without this automation, you would have to check the Lead Catcher manually on MailShake each time a new lead comes in. You will not be able to use your email inbox as Gmail (without add-ons) will not inform you if the prospect had clicked on the link.

This is possibly a negligible automation, however, as you would probably not have many of these and at this point, you might want to check each lead manually.

Automation 5 – Importing all Video Viewers who did not book a call, into the follow-up sequence (Sequence 3)

For this particular automation, you will have to check your list of video viewers against your booking app of choice, to see if they had made a booking.

Again, this is possibly a negligible automation, as you would probably not have many of these and at this point, you might want to check each lead manually.

Phew… now that we have gotten all of that out of the way, it is time to start the tutorial on how to actually set up these automations.

Automation 1 - Sending out New Emails Automatically (Zap 1)

You want to start off by populating the first tab, Seq1, with all of the new prospects contact information.

Zapier will then detect the new rows, and upon updating the email column (trigger), add the information of that particular row to MailShake as a new recipient. (action)

If you are struggling to understand this so far, I would recommend just sticking to completing this one Zap and leave the rest of the steps out (work on those manually). As the bulk of the emails being sent out will be on the top end of the funnel, it will be a lot more manageable to handle any responses that come in after the first sequence.

Step 1 – Make a Zap

Click on the huge orange button that says “Make a Zap”. This will bring you to the next screen that asks you for the trigger app as seen below:

Step 2 – Select the Trigger App (Google Sheets)

IMPORTANT

You want to select Google Sheets as the trigger app. Remember, the entire automation is triggered when the email column of a new row is updated.

Step 3 – Connect to your Google Sheets Account.

Step 4 – Select “New or Updated Spreadsheet Row”

Step 5 – Select the Spreadsheet that you will be populating.

For the First Zap, you want to select the first Tab on the sheet for the Worksheet Option. This should be the tab where you keep filling up with new prospects and their contact information. Do NOT delete anything in this tab, always add it further down the list.

Select the Email column for the Trigger Column so that the Zap will not fire off until all of the information is added to that row. For this reason, the Email Column should be the last thing you fill in on the sheet.

Step 6 – Test out the Step

Make sure you have dummy info filled in on the first 3 rows of each tab so you can test if the Zap works. If Zapier pulls in the information accurately, then you are good to go.

Click on continue once everything is working. If you missed out putting in dummy information, fill it up now then click on the “See More Samples” button to refresh.

Here comes the next part of the setup. You need to set up an Action Step

If all went well, you should be at this page now, where it is prompting you to set up an action step.

Step 7 – Add MailShake as the Action App

If this is your first time setting it up, login to your MailShake account. Simple enough.

Step 8 – Select MailShake Action

Next, you want to select “Add Recipient by Email Address”.

Step 9 – Selecting Columns and Text Replacements

This is the part where you need to be EXTRA CAREFUL. Make sure you select the correct columns for the correct fields. It will show you the sample fields you put in on your sheet previously.

For text replacements, MailShake works via replacing any text in {{TEXT}} fields, so on Zapier when you set this up, remember to use the exact same word on the left field, without the “ {{ “ and “}}”.

On the email template itself on MailShake, you will have to include those squiggly brackets (if that is what they are called).

Step 10 – Send Test to MailShake

Once you are done with the previous Step, click on “Continue” and check that all the fields are correct. Then click on “Send Test to MailShake”

If everything works out, it should show you the following screenshot below:

Step 11 – Check MailShake Campaign

Just as a precaution, you want to go to your MailShake account, and select the campaign that you have set up this Zap for.

Click on the “Recipients” tab and check that all the information is correct and present. By clicking on the recipient, and selecting the “Pending Sequence” tab, you will be able to check if all the custom fields were synced properly.

Congratulations, now you officially have your first automation Peon working for you to send out emails.

Automation 2 - Consolidating all Replies (Sequence 1) into a Spreadsheet

This allows you to keep track of all the replies to the initial Sequence 1, and have a birds-eye view of all the replies as well as check if they are legitimate leads.

Without this automation, you would have to check the Lead Catcher manually on MailShake each time a new reply comes in, or your email inbox.

Unfortunately, regardless of whether you use this automation or not, you will still have to check the leads that come in at this stage if it was a legitimate one or not, as MailShake cannot differentiate between someone who agrees to receive the video, and someone who replies telling you to f**k off.

If you think the latter is a joke, I assure you it is not.

This was from one of the first outreach campaigns that we had sent out a few years back. I still remember feeling demoralised for a couple of minutes that people were rude enough to spend time just to shit on you.

I responded by putting the same person back into my next funnel as he did not unsubscribe or ask to be unsubscribed, so he replied me a week later again. Go figure.

So back to the topic at hand, setting up this automation.

Step 1 – Make a Zap

Similar to the first automation (and all future automations), this is the first step. Click on the huge orange button that says “Make a Zap”. This will bring you to the next screen that asks you for the trigger app as seen below:

Step 2 – Selecting the Trigger App ( MailShake)

IMPORTANT

Here, you want to select MailShake as the trigger app. Remember, for this automation we are looking to shift respondees into the next tab of the spreadsheet. When they reply to your sequence, it will trigger this zap.

Click on the less common options, then select “New Reply”

NOTE

Make sure on MailShake all leads are assigned to your email address. If it is unassigned then the zap will not trigger on the next step.

Step 3 – Selecting Campaign and Type of Reply

Here you want to select the Campaign, and also the type of reply. Make sure you select ONLY Campaign 1, which is the campaign (sequence) that is trying to get the prospect to agree to receive the video. For the Reply Type, we will leave it as “Any” so that we do not have to deal with MailShake accidentally classifying replies wrongly.

Step 4 – Testing Zap

To test this zap, you would have needed to reply to the sequence at least once to have the sample picked up. I would recommend replying to the email from the test you ran in the first automation so you can test this step as well. Once the sample data pulls out properly, you want to move on to the next step which is setting up the Action App / Step.

Step 5 – Setting up the Search Step (Google Sheets)

Set up an Action step, and select Google Sheets as the action app. Here, you want to select “Lookup Spreadsheet Row” as the action.

NOTE

The reason why we have an additional step here is, in order to dynamically update the next row on the spreadsheet, you need to add a search step which allows Zapier to check if there is anything in that particular row/field.

It will keep searching until it finds an empty field, then populate that row with the information provided from MailShake. Without a search step, it will just populate the same row and overwrite the previous information that is in it.

Step 6 – Select Spreadsheet Account

Select your Google Sheets account that contains the Prospecting sheet you are using.

Step 7 – Set up fields for “Search for Row” (Google Sheets) Step

Here, select the same prospecting spreadsheet that you are going to be using throughout the campaign.

For the Worksheet, select your 2nd Tab, and for the lookup column select the Email column.

For the lookup value, select the recipients’ email from the MailShake automation.

What this does is, Zapier will search the email column for that particular email address. If it does not find it, it will populate a new row with all of the information you provide it (from MailShake). This prevents any duplicates from being added to the sheet.

All the other values below the Lookup Value will be left blank for this step.

Once you are done with the above, it is time to finish up the automation by creating another action step.

Step 8 – Setting up the Action Step (Google Sheets)

Add a new action step and select Google Sheets as the Action App.

Step 9 – Select “Create Spreadsheet Row” as the action.

Step 10 – Select your Google Sheet Account

Step 11 – Fill in Information for Creating Spreadsheet Row

For the first 3 Fields, these are all pulled up from Google Sheets.

Select the prospecting sheet, as well as your second tab (the tab that you wish to populate with the information of people who replied).

For the remaining fields, use the information provided from the MailShake integration. I leave the URL and comments sections blank as I will have to fill these up as I go through these responders manually anyway. (And it takes up too much time to set up the automation for this).

Step 11 – Run a Test

Run a test for this zap and make sure everything shows up fine.

If all is well, congratulations!

You have officially completed your second automation. Now that wasn’t so hard now was it? (Lol jk, probably pissed myself the first couple of times I tried setting this up).

Automation 3 - Importing all Interested Prospects (for video) into Campaign 2 (sequence 2, video URL with follow up).

For this particular automation, you will follow the exact same steps in Automation 1, except that you will select tab 3 (Sequence 2) on the Prospecting Sheet in Step 5, as well as the video URL column instead of the email column as the trigger column.

For Step 9, you will need to add an additional text replacement field that is VIDEO_URL and select the respective column on the Google Sheet so that it populates each email and recipient with their respective custom video.

If you are doing a generic video URL for all recipients, you can remove the text replacement field completely and just put the URL (which will be the same for all recipients) into your MailShake email template (for Campaign 2).

Automation 4 - Consolidating all Replies + Viewers (Clicks to View) of the Video Sequence (Sequence 2) on a Spreadsheet

For this automation, you will follow the exact same steps in Automation 2, except that you will select “less common options” in Step 2, and select “New Lead” instead of “New Replies”.

Make sure that on your Campaign settings for this particular campaign/sequence on MailShake is set up so that Leads are captured regardless of reply or clicks.

You will also need to select tab 4 (S2 lead pending) instead of tab 2 on the prospecting sheet in Step 7 and Step 11.

Automation 5 - Importing all Video Viewers who did not book a call, into the follow-up sequence (Sequence 3)

For this particular automation, you will follow the exact same steps in Automation 1, except that you will select tab 5 (Sequence 3) on the Prospecting Sheet in Step 5.

Conclusion

Unfortunately, all good things must come to an end. It has been a massive challenge to complete this post guys, even more so than running the actual campaign in my opinion.

If you have any questions, or opinions on how I could have improved my writing or process, feel free to add me on Facebook here and I will do my best to help out and/or take in your positive input! Please do NOT spam me on technical questions and how-tos. I have already provided the entire blueprint and foundationfor building the system. Please put in the effort to at least figure out how to get the materials sorted, yourself.

If you enjoyed this blog post, do sign up for my Mailing list below for updates on future posts, be it SEO, Facebook Ads, Running an Agency or a Business. I promise not to spam you and only provide a ton of value to you folks.

Lastly, I hope that this information will be useful for those of you who have read through it. Please, PLEASE take action on this. I would love nothing more than to know that I made a difference for at least one person with this post.

To your Success

Gabriel

18 thoughts on “The ONLY Cold Email Outreach Guide You’ll Ever Need”

  1. I’m going to admit, i only scratched the surface reading this post – BUT such amazing value in such a short period of time – I’m going to go grab a Latte and sit down with this one. Truthfully, an adult man should not get so excited about a blog post – but anyway….Bring it. Thank you in advance for such a thought out Ultimate Guide.

    1. Thanks Frank! Glad you got insight from the post and I appreciate the kind words. Hope that when you finish your Latte and the post you get a ton of value and have a great day ahead! 🙂

      p.s./ we’ve all been there… adult men getting excited about nerdy blog posts 😛

  2. Hey Gabriel,

    Thanks for undertaking and sharing this MAMMOTH challenge and post!

    It’s just on 1am here and my head is now spinning with the info you shared…in a good way.

    Will read again over lunch tomorrow and start to put your guide into action.

    Have a great day 🙂

  3. Philip Harris

    Absolute quality Gabriel. Thank you so much for the effort you have put into this excellently informative and actionable detailed formula. top marketer an
    d human being my friend. Kudos to you Gabriel.

  4. Awesome write-up man! 🙂 Loving the pro tips re: using throw-away domains and reply automation sequences with zapier. Did you encountered any email delivery issues with sending out 200 emails (and F/U emails) per day?

    1. Hey David! Thanks for that I appreciate it.

      As long as you warm up the accounts progressively over 2-3weeks you shouldn’t have much issues with delivery. If you want to play it safe, I’d get more email accounts and distribute new emails across them.

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