When you’re building a sustainable funnel for your business growth, sometimes, all you need to succeed is choosing one specific marketing tactic to stick to. 

Our client, a direct mail marketing directory for businesses, had an established reputation in the market, a distinct competitive advantage, and years of experience communicating value to their buyers. 

And all they needed to succeed even further was building a steady lead flow through one marketing channel: email. 

After teaming up with Respect.Studio for three months, our client has closed 6 deals and nearly tripled their ROI.

If you’re curious how they did it, we’re ready to shed some light on the campaign details. 

The Client 

WMW! is the world’s most complete online collection of direct mail samples, sales letters, postcards, and flyers. 

With 36,000+ companies in the mail directory, it is one of the few competitive intelligence tools focused explicitly on direct mail. And making sure their potential clients knew about this solid benefit for their business was a priority. 

The Challenge

Having built a solution that serves marketing and mail specialists across various industries, WMW! was set to create more awareness around its versatility and benefits for the end user. 

And since the team had already established expertise in the market, their rationale for finding marketing support was simple: introducing new qualified leads to the funnel and laying the groundwork for long-term relationships with their ideal clients. 

The Solution 

After getting to know the business, we considered two primary methods of launching a cold email campaign: 

• Building a campaign from scratch by learning all there is about the company and using internal resources to define target segments, writing messaging copy, and picking up positive replies from prospects. 
• Teaming up with the client by using their ICP and messaging script and boosting its performance with a professional campaign set-up and research. 

While the first option might be a great way to collaborate with smaller teams who don’t have much experience in working with marketing agencies and outreach, this was the case where the experience and unique value of the client played a pivotal role in the strategy. 

That’s why we settled on a done-with-you cold email campaign. 

Done-With-You Outreach 

The main goal of a “done-with-you” campaign is to help the client with all things data and automation while they take over the messaging strategy and pick up conversations with the prospects.

Essentially, we combined the client’s expertise in a target field with our expertise in marketing to launch a successful email marketing campaign. 

Although our team handled campaign handling and automation entirely, we held weekly and monthly check-ins and reporting calls to ensure everyone was on the same page regarding strategy, execution, and interim results. 

Speaking of which… 

The Results 

During the first month of our campaign, we focused on reaching out to people working in Marketing & Printing.We figured a straightforward, salesy approach to messaging wouldn’t suit the campaign goals. So, we went for a single value-driven messaging script set to start a dialogue. 

In one month, we’ve seen 4 positive replies ready to keep the conversation going. 

After analyzing what went right, we added a few touches to improve the performance: 

• Script variations and A/B tests to see what subject lines performed better.
• New lists with the client’s website visitors to analyze the difference in interaction with a “warmer” audience.
• Re-engagement sequences to reach out to the prospects who opened our emails previously.

In 3 months, all the efforts paid off with the following results:

Today, the team continues generating revenue from the closed deals on a monthly basis while exploring the opportunity to reconnect with decision-makers they were introduced to during an active campaign.

Why Did It Work?

At first glance, cold outreach almost never brings immediate ROI in the first months, as your buyers need more time to build a trusting relationship with a new vendor. 

But this time was different, and it can be different for your team as well if you: 

• Spend enough time studying your audience and their expectations.
• Work with a solution that has a unique value and clear differentiation from your competitors.
• Focus on building relationships instead of chasing quick wins.

The true power of a good campaign is focusing on the metrics that matter for your business growth. In this case, the reply rates didn’t fly through the roof because they didn’t have to in the first place: the quality of leads and laser focus on the ICP resulted in 6 closed deals after 21 replies. 

If you have a great solution waiting to be seen by your audience, and the one thing standing in your way is lead prospecting and proper automation, our team is here to help you out.