ListKit

Here's a summary of yesterday's Cold Email Strategy call. (05/10/2026)

Recommend you join the next one everyday at 12 PM EST!

Variants and Spintax

Use 4 variants on email 1 and 2 variants on each follow-up, then spintax every variant. Spintax the whole email (greeting, body, CTA, sign-off), not just "Hi/Hey/Hello."
Variants are for testing. Test CTAs, lead magnets, openers, and structure. Don't bother testing subject lines, the difference is negligible.
Our AI spintax button does the whole sequence (all variants, all steps) for 100 credits. No more copy pasting into ChatGPT.
Why it matters: sending the same email over and over is a red flag for Google and Microsoft. Warmup, variants, spintax, short emails, no links, no images. All of it exists to land in the inbox.

Bounces

Don't re-email leads that bounced. Pull a fresh list instead.
Bounces come from many things: the lead's address, their inbox setup, or yours. Lack of variants is one cause, not the only one.
Leave the "exclude previously downloaded leads" toggle on when downloading, and the "exclude leads in other campaigns" toggle on when adding leads. No one gets hit twice.

When results start dropping

Check reply rate first. Under 1% means deliverability, fix that before touching copy.
If reply rate is fine, double down on what already worked. Go back to your winning niche and exhaust it before chasing new ones.
When you run out, move to a very adjacent ICP. Business brokers to M&A brokers. TikTok ads agencies to Facebook ads agencies.
Always run both: one campaign scaling a winner, one campaign testing something new.

Recycling leads

After 2 to 3 months, recycle: remove everyone who replied (positive or negative), re-verify, new angle, new sequence.
Recycled leads get hit from a different inbox, so providers don't see one sender emailing the same person 8 times.

CTAs

Keep it soft: "Would you be open to talk?" beats "Are you free for a call tomorrow?"
Only pitch a call straight away if your offer has real risk reversal (pay per lead, pay per performance). Otherwise use a lead magnet. You can test a direct call CTA in one variant.
Lower ticket offer? Same rule. Your email is about the pain point you solve. Even free won't sell if it doesn't solve their problem.

Inbox and campaign management

Think in emails per inbox, not per campaign. Put all inboxes in all campaigns (unless you're separating by client).
To prioritize one campaign, pause the other, or assign fewer sender accounts to the lower priority one (e.g. 10 inboxes vs all 40).
Old campaigns still sending follow-ups? Check Analytics > Campaigns. If one is eating more than 30% of daily volume, pause it. Otherwise leave it running.
Dead campaign? Delete the leads, keep the campaign. You want the script, filters and stats for reference so you don't rerun what failed.
Hit the lead limit? Duplicate the campaign (copies script and settings only), download the leads from Order History, trim them in a sheet, re-upload as CSV.

Signatures

Set them in bulk: Inboxes > select all > Update signature. Name, title, company name. No website, no links, no email address.
In the campaign, insert %signature% at the end and spintax your sign-off: {Best regards|Best|Cheers}.
Add a spintaxed P.S. under it: "If this isn't of interest, just reply no thanks." It replaces an unsubscribe link and gets you replies, which helps deliverability.

Building lists in ListKit

Four filters do most of the work: AI company search, employee size, company country, job title.
AI company search: 5 to 6 words max, describe only what they sell ("companies that sell security services"). No location or size in the prompt.
Job titles use contains logic. Avoid "director" alone, use "managing director" or "marketing director." Exclude "vice" to drop VPs that come in through "president."
Use "max leads per company" when downloading so you're not emailing 10 people at one company. 3 to 5 is plenty.
Niche too small or AI search not finding it? Ask AI for 20 to 30 keywords they'd use on their website, add them as company keywords, then add the matching industries to tighten it up.

Volume and testing math

1,000 emails a day = 20 to 22k a month. On a 3 step sequence that's 7 to 8k new leads a month.
Big TAM (50k+): segment further if you can, then test in batches of 3k. Small TAM (around 10k): test in batches of 1 to 2k.
Found a winner? Pour more leads into it. 10k, 20k, scale it.

Next call: List Building with MJ, today at 12PM EST. Copywriting Wednesday, and I'm back Thursday at 12PM EST.