Introduction

In this case study we'll walk through how we OpenRead.io test the market and obtain it's first customer base.

Client Overview

OpenRead.io was built to solve our client's own internal challenges (They owned a lead gen agency) around using lead magnets and lead generation. They wanted a way to segment leads who actually spent time and consumed their lead magnets beyond just email opens and link clicks.

They believed that those leads who spent time engaging with lead magnets would be a lead more likely to turn into an appointment and a client - and they were right!

Campaign Objective

OpenRead solved a very specific problem that our client had and they wanted to see who else had this problem and could see the value in the tool.

Therefore the objectives of the campaign were to find the winning hook/message to enable us then to scale as well as find their first set of customers.

Quality was more importantly than quality initially for this client as they wanted to focus on getting feedback and nailing down the positioning of OpenRead. Personalisation was therefore key.

Ideal Customer Profile (ICP)

Lead generation even using paid ads such as Facebook Ads is a very broad topic, therefore they wanted to focus on people who are using Facebook Ads to promote a lead magnet / ebook.

They could be using Facebook Lead Form Ads or a landing page.

Technical Setup

Cold Email:

• 5 domains similar to OpenRead.io

• 10 Email Accounts (2 per domain)

• The list used for this campaign was manually created. We searched Facebook Ads library and identified any ads that gave away a free guide / ebook. We then requested the email to obtain an email address to build the list. Where an email wasn't available we used the main contact email address on the website. The dataset therefore included company name, lead magnet name, contact name (where possible) and email address.

• We used Instantly to warm up and send the emails. Warm up took around 2-3 weeks.

Messaging:

This client wanted to use a lot of personalisation to grab their the lead's attention. The messaging included the company name and lead magnet name to really make it stand out.

Subject: {Lead Magnet Name}

Hey [Name],

I saw your {lead magnet name} lead magnet. It seems like you are using this to generate leads for your business.

What if I told you I had an awesome system that tells you exactly who has read your lead magnet, increasing appointments and sales for your business..

So that you can focus on those engaged leads.

Interested in knowing how?

We also tested more generic message which we could also scale faster.

Hey [Name],

I was just scanning your profile and checking out [Company] name and it looks like you guys use lead magnets to generate leads? Please correct me if wrong!

If that’s the case I want to ask you a question:

If you knew exactly when someone has read your lead magnet and you were notified in real time would this make a difference to your follow up, appointments and sales?

Thanks!

Results

The personalised approach, although on a much smaller scale had open rates of around 65% and reply rates of 30%. This enabled our client to really engage with their target market to really understand it's positioning.