Hey, it's Christian from the RevGrowth newsletter.
I'm emailing you a 2-minute strategy shift that could change how you
think about cold email entirely — and probably 2x your results over
the next 12 months.
Today I'm making the case for scrapping your sequences and sending
one simple email to your entire market every 90 days instead.
THE STRATEGY EVERYONE GETS BACKWARDS
Most cold email advice tells you to:
Obsessively segment your list
Build 5, 6, 7-step sequences
Follow up until they respond or opt out
Nurture leads over months with "value-add" touches
On paper, that sounds right.
But here's what nobody talks about:
Only 3% of your market is ready to buy right now.
THREE percent.
That means 97% of the people you're emailing are either locked in a
contract, in a budget freeze, not prioritizing it this quarter, or
just not in the right moment yet.
Most campaigns treat that 97% like they're bad leads.
They're not bad leads. They're just not ready.
And here's what happens when you chase them with a 6-step sequence
anyway:
They get annoyed
They mark you as spam
They form a negative first impression of your brand
And when they ARE finally ready to buy — they've already written
you off
You burned the relationship before it ever started.
The worst part? You did it trying to squeeze results out of people
who weren't in market yet. And now you can never email them again.
WHAT WE DO INSTEAD
One email. Your best offer. Your entire TAM. Once every 90 days.
No follow-up sequences. No nurture cadence. No "just checking in"
three days later.
Hit the whole market — cleanly — with a message that doesn't
annoy anyone. Then wait. Then do it again.
Here's why this works:
Someone who wasn't ready two months ago might be ready today. Their
contract expired. Budget opened up. A new pain point hit. Their boss
gave them the green light.
When that moment arrives — they remember you. Not because you sent
them seven follow-ups. But because you showed up consistently without
being obnoxious about it.
We ran a re-engagement campaign for one of our clients months after
their original campaigns had wrapped. Same copy. Same domains.
Didn't touch a thing.
I expected results to drop. The market had aged. Different season.
They didn't drop.
Same reply rates. Because we hadn't burned the list. Because the
market had been given room to breathe. When we showed back up, we
weren't the annoying vendor — we were the one who actually respected
their inbox.
That's how you build a cold email channel that still prints in year
two, three, and four. Not just in month one.
The patience IS the strategy.
HOW TO ACTUALLY RUN THIS
Here's exactly how we implement this for clients:
Map your true TAM first
Don't guess. Pull every company that could realistically buy your
product. Use Apollo, Arc, or Google Maps depending on your ICP. Build
the complete list — not a filtered-down segment of it. You want the
whole thing. That's the point.
One email. No follow-ups on the first touch.
Your first email doesn't need a follow-up sequence attached to it.
Send your best offer. Soft CTA. If they don't reply, they're just
not ready. You'll be back in 60 days. Don't burn them with a "just
circling back" email three days later — that's how you turn a not-
yet into a never.
Write the email like you're not desperate
Short. Direct. A specific offer or tangible asset in hand. Soft CTA
— "Mind if I send it over?" or "Interested in a breakdown?" No
Calendly link in the first touch. No "would it be crazy if..."
If your offer is good enough, you don't need to beg.
Track reply rate and positive reply rate — not opens
Open rate tells you almost nothing. What matters: reply rate,
positive reply rate, and meetings booked. Heat map those results by
industry and seniority after month one. That data tells you exactly
where the offer is resonating and where to double down next cycle.
Fix the offer before you add more touches
If reply rates are low, the problem is the message — not the follow-
up cadence. Adding steps to a broken sequence just means more people
ignoring you more times. A great offer sent once will outperform a
weak offer sent seven times. Every single time.
If you want the full system — infrastructure setup, list building,
script frameworks, testing process, and everything else we run for
clients — it's all inside Outbound Secrets.
70+ training videos covering every piece of the outbound machine.
Use code REV20 for 20% off → https://outbound-secrets.com/
Hope you found this email useful.
Have a blessed day,
Christian