“The world’s best email to the prospect that needs your product always works” – Jason M. Lemkin

Why Cold Email?

This process consists of 7 parts:

  1. Research
  2. Offer
  3. Awareness Bridge
  4. List Building & Cleaning
  5. Setting up the email system for scalability
  6. Crafting & validating email campaigns
  7. Scaling

Section 1: Conducting In-Depth Customer and Competitor Research

If you’ve already achieved a product-market fit and have had success in cold traffic channels, you can skip this section. However, for those who haven’t, understanding your market, positioning your product, and crafting a compelling offer are essential first steps.

Why Research is Essential

Before you can uniquely position yourself with a winning offer, you need to understand the pain points and desired outcomes of your Ideal Customers. You also need to grasp your competitive landscape thoroughly to position yourself as the best solution.

How to Research Your Competitors

How to Research Your Customers

Section 2. Optimizing Your Offer & Positioning

Assessing Market Awareness

Hormozi’s Value Equation

Use Hormozi’s value equation to make your offer irresistibly compelling. This involves increasing the perceived value and likelihood of achieving the desired outcome while reducing the effort and time needed from the customer’s end. Utilize case studies to increase the perceived likelihood of success and offer guarantees or free trials to decrease risk. Use specific

Niche Focus to Beat the Competition

If you’re starting out in an established market, and your competitors cater to broader markets, consider niching down. For example, Basecamp initially served only small teams, which allowed them to stand out.


From your customer research, you should know what your market is dissatisfied with in the existing solutions so you can position your product/service as a solution to that dissatisfaction. Here’s an email example of that:

Hi {{firstName}}, I noticed you’re using a Shopify upsell app XYZ. Most of our clients that used XYZ noticed that it decreased their website speed by 15% and conversion rate by 10%. 

Last year we created a lightweight app that fixed this. On average our clients found a 20% increase in conversion rate without any decrease in website loading speed. 

Section 3: The Awareness Bridge Assets: Irreplaceable part of High-Converting B2B SaaS Customer Acquisition 

1. About Awareness bridge asset

This part is a must-have for customer acquisition. The awareness bridge can be a video, a pdf, or a Google doc designed to seamlessly guide your prospects from initial contact to a sales call or demo. (I personally prefer video because you can connect better with prospects and show a piece of your software). 

2. The main goal of awareness bridge assets: Sell them by scheduling a call with you.

3. Positive effects:

All this trickles down to faster sales cycles and increased closing rates because educated prospects are more likely to buy. 

4. Examples of demo videos for SaaS:

5. A proven script template you can use in your video:

​​1. Introduction:

[Target Audience]. Are you looking to [Primary Benefit, e.g., increase efficiency, boost sales, etc.]? My name is [Your Name], and over the last [X] Years, we’ve been building [Your Product], a tool that has helped [Number of Customers] companies achieve [benefit] without [what they think the major point of friction is] within [average time to value].

 Just like it helped [ Company 1] to get from [Previous situation] to [Desired situation] or  [ Company 2] to get from [Previous situation] to [Desired situation]. 

2. Hype it up a bit.

 This could be the most impactful few minutes you spend all year. In today’s extremely competitive market, [Briefly describe the challenge your product solves]. And that’s where [Your Product] comes in.

3. Short story why this product was created.

With [X years] in the industry and [X amount] in generated revenue, we’ve developed [Your Product] to be an effective and reliable solution.

4. What Your Product Does:

Our system uses [Key Features/Strategies] to [Key Benefits, e.g., generate leads, streamline operations, etc.], all while ensuring [Any other selling points, e.g., cost-efficiency, reputation management, etc.].

5. Leverage your competitor’s dissatisfaction points to your advantage if obviously your product has those.
And it does all of that without [dissatisfaction point with your competitors 1], without [dissatisfaction point with your competitors 2 ] and [dissatisfaction point with your competitors 3].

6. How your product works in a nutshell.

[Your Product] resonates with your ideal customers by [Brief explanation of how it addresses a customer pain point]. We also use [Types of Proof, e.g., testimonials, case studies] to build trust 

and validate our solution.

7. What happens when you don’t use our solution and solve the problem the other way.

You could spend time and money trying to solve this issue yourself, but with [Your Product], you’ll see results in as little as [Time Frame].

9. Your pricing/ Free trial/ guarantee

While others might charge you [their way to charge ] we operate on a [Pricing Model] and offer a free trial

10. Call to Action:

If you’re serious about [Benefit], click below to schedule a [Type of meeting, e.g., discovery session] with us.

11. Sign-Off:

Thank you for watching. We look forward to helping you [Primary Benefit] with [Your Product].

Section 4: Step-By-Step Guide to List Building and Cleaning

Why List Building and Cleaning Are Non-Negotiable

A well-curated list ensures you’re reaching out to potential clients who are most likely to find value in your offer.  List cleaning helps you maintain a good reputation and avoid getting your emails into the spam folder.

Step 1: Identifying the Ideal Customer Profile (ICP)

Before you even start gathering names and emails, you must know who you’re targeting. This is where your ICP comes in. Define parameters like:

Step 2: Building a list:

Step 3: The List Cleaning Process:

Once you have a list, you need to verify it and clean from emails that no longer exist using an email verifying tool.

Section 5: Setting Up Your Email System for Scalability

The number of emails you can send per day largely depends on your market size. For instance, if your target market in the U.S. consists of 50,000 companies, you could realistically aim to send around 1,000 emails per day.

Step 1: Buying domains for 1k emails/day

Where to Buy Domains:

Note: Opt for .com domains and consider variations of your primary domain (e.g., if your domain is saas.com, try getsaas.com, trysaas.com, saasly.com).

Pro Tip: Google Domains allows you to create a business email for $7.20/month. You can create different email addresses using variations of your name for each domain.

Step 2: Signing up for Instantly.io 

We going to be using Instantly.io to warm up and send emails at scale. 

Create an Instantly.io  account with the $97/mo plan so you can split-test your emails. 

Step 3: Setting up MX, SPF, DKIM, DMARC & Forwarding 

For this system to function without issues we need to set these things up.

If you bought a Google domain follow these guides:

If you bought a Godaddy domain you can follow this guide.

Step 4: Connecting your email accounts to Instantly.io

Once you set up your email accounts, you can connect them to Instantly. 

Just go to the Email Accounts section/ Add new and follow the instructions.

Once you connect your email accounts you can verify if  MX, SPF, DKIM, DMARC are set-up properly by clicking on the “test domain setup” button:

Step 5: Enabling warm-up. – 14 days

The warmup process takes 14 days and it’s basically sending emails between different accounts back & forth and mimicking human behavior. It will ensure Google will not flag your email accounts as SPAM.

 To enable your email warmup, click on the Enable Warmup button and wait until it turns green

After 14 days you should be able to start sending emails. 

Section 6: Crafting and validating your email sequences

Data You Would Need

From your research, you should have a detailed understanding of:

Structuring Your Initial Testing

The main focus of your initial tests should be the core benefits or problems your product solves. Pick 2-5 main pain points. create an email sequence tailored to each pain point. If you target different industries, consider creating industry-specific campaigns.

Pro Tip: Keep initial campaigns consistent; the only variable should be the pain point you’re testing but you can still test headlines/email copy structure across all campaigns.

Your 30-day objective should be:

Example of an Email Sequence Structure

  1. Email 1: A short, concise conversation opener with 3 to 4 sentences. Soft CTA like, “Mind if I send over a short video?”
  2. Email 2: Bump up the email thread with a one-liner. “Wanted to follow up because I feel like this can be valuable to {{companyName}}.
  3. Email 3: Send an email with a link to the video with an incentive. Hey{{firstname}}, you can watch a video here. [Your time-based incentive + call to action]

Incentive examples: 

  1. You can lock in the current price forever and save $[X amount] if you book a demo within 3 days from now.
  2. I can offer you a 60-day free trial and 10,000 free credits if you sign up in the next 7 days.
  3. Email 4: The “parting email” to gauge final interest.

Some resources to get email copy ideas: 

Best Email #1 conversation opener

Cold Email Template Hub (600+ Templates)

Section 7: Scaling

Scaling is the next step once you’ve found which email sequence is the most effective in converting leads. 

Here you can either ramp up your email volume, expand to different channels like LinkedIn or Twitter, or even incorporate paid advertising, tailored to the channel where your audience primarily engages. 

Scaling is about amplifying what already works, maximizing your reach, and by extension, your revenue.

Bonus growth hack: Engage your ideal customer with Facebook ads