a single source, nothing corroborates it

Fix who receives it before you polish what it says

The same offer in the same words produces wildly different results depending on who opens it, which is why the sending list deserves most of the attention and the wording almost none. When a campaign fails, rewriting the copy buys single-digit gains, so change the audience or the offer instead.

The method

1. 01

   Budget your cold outreach attention as roughly 60 percent on picking who receives the message, 30 percent on the offer inside it and 10 percent on the wording.

2. 02

   Choose the target list before anything else by asking who already recognises the problem, who is already paying for something like this, and who badly wants the fix.

3. 03

   Stop trying to rescue a failing cold campaign by rewriting the copy, and change the list or the offer instead.

What it returned

• 60

  He labels this the 60-30-10 split: audience 60 percent, offer 30 percent, messaging 10 percent, and calls it the single most useful cold email framework he has picked up.

• 10

  He puts messaging at only 10 percent of the outcome and says rewording will buy you improvements in the single digit percentages at best.

• Across every cold campaign he has run, who received the message mattered more than anything else: an unchanged offer with unchanged wording sent to different groups produced wildly different results.

Sources

• 60-30-10 - the most important cold email framework I ever learned – Jakob GreenfeldJakob Greenfeld · jakobgreenfeld.com · 60-30-10 - the most important cold email framework I ever learned · 2023-02-08