This is the cold email plan we'd run for a social media agency that serves one industry. Social accounts are public. The last post date and the unanswered comments tell you most of what you need before you write a word.
Your market is every organization in your industry whose customers check them out on social before deciding. Families look at a senior living community's Facebook page before a tour. Parents look at a school's Instagram before applying.
These are the signals worth looking for.
The date of their last post on Instagram and Facebook and LinkedIn. An account that stopped posting months ago looks closed to a visitor.
Questions from families or customers sitting under posts with no reply. Screenshot them.
A brand with an Instagram and no TikTok or a school with no Instagram at all. Their audience is somewhere they aren't.
Identical posts copied across all their platforms. Each platform has its own style and copied posts stand out.
A job post for a social media role on LinkedIn or Indeed means they know it matters and nobody is doing it yet.
A new location opening or enrollment season or a product launch. Social is where people will look first.
At senior living operators and treatment centers it is the marketing director. At schools it is the communications or admissions office. At brands it is the founder or the head of marketing.
A month of posts planned for them. The topics and the captions and the photo or video idea for each.
It works because planning is the part they never get to.
Walk through it on a 15 minute call. They'll know which events and stories are coming up and a few posts will change once they share them. Once the calendar is agreed the next step is someone making it happen.
All the unanswered questions on their posts from the last month with a suggested reply for each.
It works because each one is a customer or a family waiting on an answer.
Go through it on a screen share because some replies need facts only they have. Answering them every week is part of the service.
Make and publish two weeks of content on their accounts and answer the comments that come in. They approve the calendar first.
It works because they watch their own accounts come back to life. The retainer keeps it going.
It starts with a 20 minute call to agree the calendar and get access to the accounts. Start posting within a week of that 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 date of their last post and offer the calendar.
Hi {{first_name}},
The last post on {{company}}'s Instagram went up on {{last_post_date}}.
We run social for {{industry}} only. Put together a 30 day calendar for {{company}} to show what it could look like.
A client we took on with a quiet account got 40 message inquiries in its first two months.
Want me to walk you through it?
{{sender_first_name}}
Lead with a screenshot of one question nobody answered. Offer the comment report.
Hi {{first_name}},
Found {{unanswered_count}} questions on {{company}}'s posts from the last month with no reply. One asks about {{question_topic}}.
Wrote suggested replies for each one.
Answering comments within a day turned one client's comment section into its second biggest source of inquiries.
Want me to walk you through them?
{{sender_first_name}}
Lead with the job post and ask for a call directly.
Hi {{first_name}},
Saw {{company}} is hiring a {{job_title}}.
We run social media for {{industry}} and nothing else. A client that paused the same hire with us was posting five times a week by the second week and saved about $35,000 in the first year.
Worth 15 minutes to compare the two?
{{sender_first_name}}
Lead with the date and the plan for the weeks before it. Offer two weeks run free.
Hi {{first_name}},
Saw {{company}} has {{event_name}} coming up on {{event_date}}.
Happy to plan and run two weeks of posts leading up to it free. You'd approve the calendar first.
The last opening we ran social for had a waiting list before the doors opened.
Interested?
{{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 calendar. The call fills it with what's coming up.
Hi {{first_name}},
Happy to. A few posts will change once I know what's coming up at {{company}} this month. Fifteen minutes is enough to go through the calendar and swap those in.
Does Tuesday at 10am or Wednesday at 2pm work?
{{sender_first_name}}
They want the two weeks run free. The call agrees the calendar and sorts out access.
Hi {{first_name}},
Great. I need 20 minutes with you to agree the calendar and get access to the accounts. Posting starts within a week 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 a month of posts I'd run for {{company}} and what that costs next to the salary. You'll leave able to compare the two properly.
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.