Client Profile

Company Name: AirPay Dental

Industry: Dental

Size: 11-50

Location: New York, United States

Abstract

AirPay Dental, a Software-as-a-Service business that automates insurance verification for dental practices across the US started getting 15+ meeting-ready-leads every month after having Ceres run their cold email campaigns for 60 days. The majority of the success was gained by cleaning up existing prospect lists, split-testing different pain points, improving deliverability by building a new email infrastructure and sending emails at 7x the original volume.

Challenge Overview

• Lacking an outbound channel that works alongside their current ones

• Expensive infrastructure that requires a lot of time and doesn't work

• Self management that resulted in only 0.02% response rates

Strategic Approach

• Check for accuracy of existing prospect lists

• Build up new email infrastructure that actually runs efficiently

• Analyze existing scripts for copywriting best practices and spam sensitivity

Implementation

• We found that only 25k out of 75k existing prospects had professional email addresses

• Existing inboxes were all blacklisted and landing in spam

• Existing scripts were way too long and were plastered with spam keywords

So we cleaned up the lists, built our functional email infrastructure and re-wrote every script. On top of that we also figured out that we can improve speed-to-lead massively by automating follow ups, building templates and notifying sales reps directly on their phones.

Results

• Improved response rates from 0.02% to 1.52%

• We started consistently generating over 15+ meeting-ready-leads per month

• All that after 14 days of setup and 60 days of split-testing scripts.

Key Takeaways

Once again goes to show how important it is to do the basics right. Solid prospect lists combined with solid email scripts and continuous split-testing really makes a night and day difference in cold emailing.

Not only is this a cold emailing thing for B2B SaaS businesses, but for any acquisition channel in any industry.

Great working together.