This extremely simple and effective change has been the reason how I get more done in less time while still pushing out “good enough” cold email campaigns to print meetings on scale.

This simple shift in your workflow will save you hours.

I remember when and where I first implemented this and I still remember where I was when I first used it for myself, and I am sure that you will look back at this moment in the future as well.

Without further ado — let’s get started.

Spraying And Praying Has Rarely Been The Best Option

Doing things without putting any(!) thought into it has rarely worked for anyone, ever.

I remember the times when I was simply running cold email off the cuff. No real thoughts. No intentions. No plans.

Nothing good ever happened on accident. If you ask the jacked dude on how he got all that muscles, he will never tell you that he one day just woke up like this.

And the harsh reality for most people: They are expecting those results without any plans. And as soon as it doesn’t work out, they blame everything else but them.

Most people just start blaming cold email for their failed attempt to generate leads. They “tried their best”, didn’t split-test anything and after a few days they realised that it didn’t work out.

Duh.

Why You Need A System For Split-Testing

Cold email is simply another form of marketing. And everything that marketing has ever been is research.

Messaging driven by statistically significant results.

We get statistically significant results by a multitude of things.

• Having enough prospects contacted

• Contacting the same type of prospects

• Isolating variables in our messaging

The last point is the part where most people fail, and that’s exactly where I am going to pick you up.

Isolating variables sounds extremely complex but in reality, it is extremely simple.

Think of two emails. You want to split-test both against each other. Version A and Version B are currently the same email.

Now you take version B and change basically everything about it. Each and every single paragraph.

If version B now performs better, you have achieved your goal of getting better results, but you don’t know why. There is no way you can find out why it outperforms version A any day of the week.

And that’s the issue you are running into, if you are not isolating single parts of an email script while testing.

The Secret Sauce — How To Start With Split Testing

Now because you don’t know what kind of copy is going to perform best, you are going to use that fact and start off with four vastly different scripts.

You are going to use the fact that you don’t yet know which kind of copy is going to perform best and start off with four vastly different scripts.

I am going to suggest the following ones. Pick whichever suits you.

• One Sentence Email

• Problem — Agitation — Solution

• Direct Pitch

• Loom Video Pitch

• Case Study

Whatever four you choose does not matter for now. The only thing that matters is that you are limiting the spraying and praying in the first week of your campaigns.

After the first week of testing these vastly different angles, you are going to analyse which ones performed best and which ones did worst. Delete all the losing scripts and look into more detail with the winning ones.

Now the crucial part: Only try one thing at a time.

If you want to change the phrasing of the call-to-action on the Loom video pitch, then duplicate the current version and only change the phrasing of the call to action. Everything else stays the same.

The same goes for every other winning script.

Still Don’t Know Where To Start?

Due to the limited frame of this blog article, I cannot go into depth how each and every single angle I have listed above. If you want to know how the different angles I use to start every new campaign work — enter my free newsletter.

Get in touch with me if you want me to split-test the perfect for you by booking a call below and mentioning this blog article during the booking process.

Talk soon,

Can