This is the cold email plan we'd run for a CRO agency that serves one industry. CRO stands for conversion rate optimization. The best prospects already pay for traffic. You can see their ads and click through to the page they send people to.
Your market is every company in your industry that pays for traffic or gets a lot of it. When clicks cost money each lost visitor is money gone.
These are the signals worth looking for.
Google Ads Transparency Center and Meta Ad Library show their ads. Click through. An ad that promises one thing and lands on a general page loses people.
Run the page their ads use through PageSpeed Insights. A slow page on phones is where paid clicks leak away.
Count the fields on their demo or contact form. A long form asks a lot before the buyer has decided anything.
SimilarWeb estimates their traffic. More traffic means tests finish faster.
The button to book or buy sits a long scroll down the page or hides behind vague copy.
A job post for a growth marketer means someone will soon be asked to get more from the same traffic.
At smaller companies the founder or the head of marketing decides. At bigger ones it is the head of growth or the ecommerce manager.
A marked up screenshot of the page their ads send people to with the changes worth testing first and why.
It works because it is specific and visual.
Walk through it on a 15 minute screen share. The right first test depends on their traffic and what a lead is worth and only they have those numbers. Running the tests is your job.
A recording of filling in their form on a phone with the time it took.
It works because the buyer's frustration is right there on screen.
Watch it together on a call. Some fields feed their sales team and some are habit and they'll know which can go. Fixing the form is often the first test.
Design and set up their first test on the page their ads point to. They see the result in their own numbers.
It works because a test result is evidence and not an opinion. The testing program is the retainer.
It starts with a 20 minute call to agree the goal and get access to the page and the analytics. Launch within two weeks of that call and let it run until it has enough traffic to call.
Each segment gets its own email because a specific email gets more replies than a general one. Split each segment by sub-industry too so the examples in the email fit the reader.
Keep each email under 100 words with one reason for writing and one line of proof and one offer and one question. The proof lines are examples of the kind of result to use. Swap in real results of your own before anything goes out.
Lead with the ad and the page it lands on. Offer the teardown.
Hi {{first_name}},
Clicked {{company}}'s ad for "{{keyword}}". It landed on {{landing_page}} and the booking button sits a long scroll down.
Marked up the page with the first test I'd run.
The same first test lifted demo bookings for a software client from 31 to 52 a month on the same ad spend.
Want me to walk you through it?
{{sender_first_name}}
Lead with the field count. Offer the free test.
Hi {{first_name}},
The demo form on {{company}}'s site has {{field_count}} fields. It took me {{form_time}} on my phone.
We run conversion tests for {{industry}} companies only. Happy to set up your first test on that form free.
Cutting a client's form from 11 fields to 4 brought in 40 more leads a month.
Interested?
{{sender_first_name}}
Lead with the phone score of their main landing page. Offer the recording.
Hi {{first_name}},
Ran {{landing_page}} through Google PageSpeed Insights. It scored {{mobile_score}} on phones and took {{load_time}} to show the form.
Recorded it loading on my phone with the spots where a visitor would leave.
Speeding up the main landing page for a client cut its cost per lead by a quarter in a month.
Want me to walk you through it?
{{sender_first_name}}
Lead with their traffic and the first test you'd run. Ask for a call directly.
Hi {{first_name}},
SimilarWeb estimates {{company}}'s site gets about {{monthly_visits}} visits a month. Small changes on a site that busy add up fast.
We help {{industry}} companies turn more of their existing traffic into leads. Our first three tests for a client with similar traffic added 120 leads a month.
Worth 15 minutes to see what we'd test first?
{{sender_first_name}}
Send two follow ups in the same thread three to five days apart.
Each reply should end in a booked meeting that actually happens. The lead magnet and the offer get delivered on that call and never go out as a file to read later.
The replies below cover the three ways people say yes.
They asked for the teardown. The call picks the first test.
Hi {{first_name}},
Happy to. The right first test depends on your traffic and what a lead is worth to you. Fifteen minutes on a screen share is enough to go through the page and pick it.
Does Tuesday at 10am or Wednesday at 2pm work?
{{sender_first_name}}
They want the free test. The call agrees the goal and sorts out access.
Hi {{first_name}},
Great. I need 20 minutes with you to agree what the test should improve and get access to the page and your analytics. The test goes live within two weeks of that call.
Does Thursday at 11am or Friday at 3pm work?
{{sender_first_name}}
They said yes to a call. Tell them what they'll leave with so they show up.
Hi {{first_name}},
Perfect. I'll bring the three tests I'd run first and what each one could be worth on your traffic. You'll leave with a testing plan even if your team runs it.
Does Monday at 1pm or Tuesday at 9am work?
{{sender_first_name}}
Results aren't guaranteed and nobody honest can promise a number before the first emails go out. A few things decide how a campaign does.
The first few weeks show how the market responds. The list and the copy and the offer get sharper from there.
We build and run this campaign for one agency per industry.
This page is a starting point and a strategy we'd happily test ourselves. Working together gives us more context on your agency. That context lets us add better strategies and build better lists and offers and automations for you.
Thirty minutes on your market and how we'd reach it.