How we generate 1400+ leads per month for our customers at Lead Printer and how you can do it yourself for your business

Linkedin: Sander Aavik

What I’m about to share in this document we have learned by sending 4 million emails with Lead Printer and generated over 21,000 qualified leads and ~2.5m € in revenue for our customers. We’ve used this to scale our agency to €1.6M+VAT in 2025.

Our customer’s have generated qualified leads from companies such as Samsung, Coca-Cola, Nestle, Lidl, Adidas, Bolt, Surfshark, Dominos Pizza, Continental, Finnair, Visma Group, Merko, Maxima, Nortal, Tom Tailor, Jack&Jones, Levi’s, Denim Dream, Air Baltic, iDeal, Holm bank, Enefit etc.

What will be covered in this document:

1. Introduction to email marketing – The most cost effective B2B marketing channel
2. Email infrastructure – how we send 25,000 cold emails per day
3. Email list building – how to find the emails of your ideal customers
4. Email sending tools – systems to set up email sequences and manage your campaigns
5. Copywriting & offer creation – How to craft a no-brainer offering
6. How to not land in spam and maintain high open rates consistently
7. How to multiply your reply rates by using multichannel outreach
8. How to use Clay and AI to multiply your lead generation efforts
9. Retargeting ads – following up and nurturing prospects to maximise conversion rates, without big advertisement budgets 
10. AI Reply Agents: Booking meetings on autopilot
11. Results to expect

1. Introduction to email marketing – The most cost effective B2B marketing channel

If you compare one sales rep who is doing 8 hours of cold calling every day, versus a sales rep who is only selling to marketing qualified leads, it’s obvious which one will generate more revenue per month.

Instead of hiring 10 salespeople to work with cold leads, you can send out 1000s of emails and hire 1 salesperson, spending 10 times less on salaries, to work with marketing qualified leads and having way higher revenue per salesperson.

We see that for most of our customers, every email that we’re sending out is bringing back ~2€ of revenue.

If you do it right, then you will be generating a qualified lead for every 50-100 emails that you’re sending. While some campaigns do better and some campaigns do worse, it’s really a matter of testing different approaches and perfecting your craft over time.

Also, it’s so exciting how the rise of AI has impacted lead generation field. It’s now possible to automate tasks and improve campaign efficiency by a magnitude. For example, tasks like sales research and lead qualification can be automated, which allows for more targeted emails and way better results of campaigns. Instead of wasting your sending volume on people or companies who are not a good fit for your service, you can send highly relevant emails to high-fit prospects.

2. Email infrastructure – How to send 1000s of cold emails per day

One of the biggest mistakes I see businesses making is sending too small amount of emails per day. If you’re sending 100 emails per day, it takes 10 days to get some baseline numbers to start optimizing your numbers. But if you’re sending 1000+ emails per day you can get enough data to optimize every day.

1. Buy 10+ domains from godaddy.com. Use Google Workspace or Microsoft Outlook as an email provider. One inbox costs around 8€/month. But it’s worth the investment. (you can also buy domains and GW inboxes inside Instantly.ai for 5USD/month to simplify your workflow. Or even use resellers such as zapmail to get Google Workspace for 3USD per mailbox)
2. Create 3 inboxes per domain
3. Send no more than 30 emails per day per inbox.

When you’re sending 1000 emails per day, you should be getting 20-100 responses. Our long term average shows that you need to send 50-100 emails to find a qualified lead. So from 1000 emails a day, you could be getting 10-20 qualified leads a day. Our stats show that we need to get ~20 qualified leads to get a customer, but this really depends on the industry, offer, target audience, etc. So sending 1000 emails a day you could be closing 10-20 customers per month.

3. Email list building – How to find the emails of your ideal customers

If your target audience uses Linkedin, then it’s fairly easy to get their contact information using Apollo.io (or you can do it inside Instantly.ai if you want to simplify your workflow)

You can filter by Industry, Job Title, Geographics. Everything you need basically.

It’s always best to pick a niche industry that you want to target. Ideally it would be where you already have great customer case studies.

When you go with a broad approach trying to target “everybody”, then you’re really just wasting your sending volumes and your offer will fall flat.

Recently we’ve seen amazing results from scraping Google Maps search results using relevant keywords. We’re able to put together lists of businesses’ websites and then we use other scrapers to scrape all the emails from given websites. We were spending 1500USD per month on Apify scrapers and then we built our own scraper on the platform to save a lot.

4. Email sending tools – Systems to set up email sequences and manage your campaigns

A lot of beginners have been asking me “Can I use Mailchimp / Klaviyo / Brevo / Smaily for sending?”

And the answer is NO.

Those tools are for sending out email newsletters for contacts who have gave you consent to send them emails. We’re talking about cold email here.

People just don’t respond to newsletters. The goal with newsletters is to drive people to your website, but you won’t be getting an engagement from them. And hoping for them to fill out the form on your site is a lot to hope for.

The real difference is in the deliverability and open rates. You’re simply not going to get as high open rates and response rates with those tools. With newsletter tools you’ll be landing in the promotions folder. And also you might not have the functionalities to build sequences to send followups if people don’t respond to the emails.

There’s plenty of cold email tools out there, such as lemlist.com, Woodpecker.co, Instantly.ai or Smartlead.ai you can set up email sequences and automate follow-ups.

We used to use Woodpecker at Lead Printer a while ago, but while the software was great and features were great, the pricing was just really expensive. We prefer Instantly since it has great functionalities such as unlimited email warmup, unlimited sending accounts, AI powered response categorization, works great and has a friendly price point.

5. Copywriting & Offer creation – How to write copy that books meetings with your ideal customers

The biggest determinator of your campaign success is how well your offer resonates with the audience. In short – if your audience doesn’t need what you’re offering, then you’ll be having a hard time generating qualified leads.

It’s all about understanding who your buyer is, what are their goals at work and what are their biggest problems holding them back from achieving those goals.

Ideally your offer should be so good people would feel stupid saying no to. If you can offer something for free to demonstrate your credibility. It could be a free trial of your service, free consultation, free audit, free design mockup, or even an Amazon gift card. This doesn’t mean that you should be running a campaign that generates a loss for you, but rather having a well thought together approach to book meetings with your ICP (Ideal customer profile) that would eventually convert into revenue.

Your offer needs to be specific. For example: “We provide marketing services.” is way too vague. The customer has a million other options on the table for that. “We help B2B SaaS companies get 10 demo meetings with their ideal customers every month” is a lot more specific and measurable.

Cold email copywriting should be literally as short as possible (50-100 words maximum). Usually a long cold email feels like an advertisement and people will instantly feel that it’s an automated letter.

The structure of the email should be the following:

1. Opener
   1. It has to get the person to open the email. It has to generate interest. You’ve got no chance if you start with “I hope this email finds you well…” or “My name is XYZ and I’m writing from ABC company.”
2. Value proposition
   1. We noticed that instead of writing why your company is the best or bringing out all the features, you need to lead with strictly what problem you’re solving for them in 1 or 2 sentences. You can also use a case study here as “How we helped X company achieve Y.”
3. Call to action
   1. You should propose to have a video call or meet with them at their office or you can ask for permission to send them more information on your offering.

How to use followups to multiply your reply rates:

• You can use followups to give customers more information and follow up with them. You can send them your case studies how you helped other companies achieve what they might want. You can send them your Unique Selling Points. You can propose to send them a video explaining further how you could help them etc.
• Use a maximum of 2-3 emails in the sequence. If you send more than that, then you’ll just be wasting your daily sending capacity and annoying recipients.

6. How to not land in spam and maintain high open rates consistently

Landing in the inbox instead of spam is getting harder all the time. In 2024 especially the field has changed a lot.

And if your emails are mostly going to spam, then there’s no way you’ll be getting high response rates and generating opportunities.

So what do you need to do to land in inbox and get high open rates?

First of all, let’s start off with the foundation – email infrastructure. How many domains you have for sending, how many email accounts per domain, how many emails are you sending per email account and which Email Service Provider are you using.

Like mentioned above, use reputable Email Service Providers only such as Google Workspace or Microsoft Outlook.

Have 3 email accounts maximum per domain. 30 emails per day per inbox maximum.

Secondly, if you know even a little bit about what you’re doing, don’t track email open rates in 2024. You can’t send plain text no HTML emails if you try to track open rates. Which will cause you to have lower open rates and land in spam more. Most emails tracking an open rate are a sales or marketing related email and that’s why they’re having a harder time to land in inbox.

Third, always verify emails before sending them. No matter where you got the contact data, if you don’t verify before sending, it will result in emails bouncing back. And when your emails are bouncing back then servers understand that you don’t know who you’re trying to email.

Fourth, warm up your domain and email accounts before using them for a cold outreach campaign. A new domain and a new email account doesn’t have a sender reputation yet. Servers are instantly more cautious when they’re receiving emails from new IP’s, because that’s what a lot of spammers do – they create new domains and emails to send cold emails.

It takes ~2 weeks to warm up your domain and email accounts properly. How to do it? Most cold email software tools have built in warm-up feature. They have a pool of email accounts that want to warm up their account and they will be creating back and forth email communication between the accounts and whenever an email lands in spam it will be marked as “not spam”.

Also use warmup during your cold outreach campaigns.

Lastly, use Spintax (spinning syntax). Essentially it means that you shouldn’t be sending the exact same email to 1000s of people because the copywriting will be flagged as spam by spam filters. Spinning syntax will allow you to generate 100s of variations of the same email.

Example:

7. How to multiply your reply rates by using multichannel outreach

Using a multichannel approach with Email + Linkedin automation you can achieve 20-30% reply rates.

People who don’t respond to your email sequence will be pushed to a Linkedin campaign and receive a connection request with a few followups.

You’re having a lot more touch points per contact and they’ll take you more seriously.

Linkedin is quite different from email. When you’re reaching out on Linkedin, they see your picture, your company profile, they see mutual connections, your past posts. The response rates are a lot higher.

Even better yet, you can nurture your contacts using content! You’ve already added relevant people to your connections and now you can keep on posting your client success stories, give them assurance and stay on top of mind.

The downside is that Linkedin outreach is harder to scale. You can only send 100 connection requests per week. So you’re limited to how many profiles you have access to. While cold email is easier to scale by buying lots of domains and mailboxes.

Here’s an interesting part though. You can rent ID verified Linkedin profiles online. Reach out to me personally and I’ll share the source with you.

Recommended tools: 

We are using Instantly and Aimfox integration since neither Aimfox nor instantly don’t have a built-in multichannel sequencer. Aimfox costs just 40USD per month per seat. It has all the functionalities we need and we really appreciate this.

If you want a multichannel tool then opt for LaGrowthMachine or Lemlist, although those are usually ~100USD per month per seat.

There’s also Heyreach, Expandi, Waalaxy that are decent.

If you want to go cheap then LinkedHelper is the cheapest at 15USD per month per seat. But also the user experience is not as intuitive nor does it have integrations to automate multichannel sequencing. Also it’s not browser based, but it’s a local 

8. How to use Clay and AI to multiply your lead generation efforts

Everybody’s been talking about Clay for the last 12 months in cold outreach space. Why is there so much hype and is it actually worth the hype?

Short answer: Yes, it’s really a great tool, but often it’s a bit hard to use at first for people with no prior experience. Try it out and use it yourself and you’ll see.

Clay can be used to build hyper relevant lists. It’s like a spreadsheet tool, where you can use different data providers and APIs to collect and enrich data.

We’re currently spending 1000-2000 USD per month on OpenAI API credits enrich hundreds of thousands of cells per month. 

Here’s how we use it:

Example 1: Lead Qualification: You can find retail and wholesale companies in a given country and then prompt AI to visit their website and make a decision if they qualify as a potential client for your services based on their website content.

Example 2: Lead Qualification: You can first scrape your followers list on Linkedin and upload it to Clay to understand which ones actually meet your buyer persona. Are they in a relevant job title in a relevant industry. And even better, you can use AI to create custom qualification criteria. Such as: Do they have a B2B or B2C business model. Based on their website content. Do they offer XYZ services, Do they have a car fleet, etc.

Example 3: AI powered personalized copywriting: You can scrape case studies from the potential clients’ websites and reference them in your outreach

We have managed super high reply rates such as 10-20% by scraping custom data about the clients that make the outreach really personal.

9. Retargeting Ads – following up and nurturing prospects to maximise conversion rates, without big advertisement budgets 

Using cold email you can get your ICP to visit your website with minimal cost. If you have tracking pixels on your website and they’ve visited the website, you’re able to show ads to this group of people.

They go to Facebook and they see your ads. They’re scrolling Linkedin and they see your ads. They’re reading an online newspaper and they see your ads and they’re chilling on Instagram… they see your ads.

You can show them case studies of your best projects that can nurture those leads and give them assurance. You can educate them about guarantees you’re offering and stay on top of their mind.

And the best part is that retargeting ads is relatively cheap. If you want to show ads 10 times to 100 people who have visited your site, on Meta it will cost roughly 5 USD for 1000 impressions. So for 1000 people it’s just 50 USD per month.

Recommended to set up Meta Ads (Facebook & Instagram) at minimum. But better to also use Linkedin and Google ads display network.

Super effective.

10. AI reply agents: Booking meetings on autopilot

Instantly built an AI reply agent to answer questions and objections book meetings on autopilot.

Here’s how it works. You add context about your business and how you want it to reply. You can tell which services you offer and what you don’t, what kind of qualification questions to ask from the prospects, your pricing info, your Calendly link and it will literally answer all the replies for you. And it even follows up if the leads don’t respond.

Once you reach a level where you’re able to generate 100s of leads per month then it actually takes a lot of time to work through those leads. So this is huge. We’ve tested this in house with some campaigns and it’s actually surprisingly good if you give it some decent context!

11. Results to expect

We ran an experiment: We sent 251k emails for our web development services. We managed to generate 2335 qualified leads. We learned that it takes us ~108 emails to generate a qualified lead. From 2335 qualified leads we closed 120 customers so we learned it takes us about ~20 qualified leads to close one customer. And we managed to generate 560k in revenue so we learned that every email that we send out generates us ~2.23€.

These results are not what the typical user sees. Divide all the results by at least 2-5 to get predictions for your business if you don’t have any experience.

If you have any questions or you want us to show you how we would guarantee 20+ qualified leads per month for you business, then message me on Linkedin, or Whatsapp +37256805565

The post Cold Email Bible 2.0. appeared first on Lead printer.