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.