The Workshop · 07

Email From Zero

Stood up cold email as a brand-new channel for a mineral-rights company that ran entirely on the phone and had sworn off email — and turned it into real positive replies and opportunities.

Cold-email infra Salesforce Deliverability

6.1%

reply rate on the first campaign — 37 of 610, with 11 marked interested

~3,000

owners reached who were unreachable by phone

0 → 1

a net-new channel, for a client who'd written email off

The problem

A mineral-rights company had been built entirely on cold calling. Their one earlier attempt at email had been, in their words, "a nightmare," and they'd never tried again — yet roughly 3,000 owners were simply unreachable by phone. There was no email strategy, no infrastructure, and a fair amount of skepticism that the channel could work for them at all.

What I built

I stood the channel up end to end: provisioned and warmed sending domains and mailboxes, built the enrichment to reach owners, wrote a "free mineral analysis" offer aimed at the priority list, and iterated it into follow-on campaigns. Positive replies were wired straight into Salesforce, so interested owners landed in front of the sales team with context instead of getting lost in an inbox.

The result

First campaign: 610 leads → 37 replies (6.1%), 11 marked interested.
By mid-summer, ~3,000 owners reached across ~6,700 emails sent.
Named interested leads flowing into Salesforce — opportunities created on a channel the client didn't believe in.

This one I'm proud of for the standing start, not a pipeline figure: no hard revenue number to cite, but real positive replies and real opportunities from a channel that didn't exist before.