Uncovering the Power of Cold Email Prospecting with Dave Lichtenstein | Ep #18

By September 17, 2020 No Comments

In Episode 18 of the Marketing Fix Podcast podcast, I sat down with Dave Lichtenstein of Superhuman Sales to talk about unspoken digital marketing strategy called cold email prospecting.

What is the difference between traditional email marketing and called email prospecting?

The main difference is that with traditional email marketing, it’s your newsletter type, HTML style emails with an inbound approach.

Whereas with called email prospecting, you use an outbound approach- very similar to cold calling prospective clients.

You want your emails to be simple and to the point, while addressing your client personally- so they feel as though you have taken the time to think about their needs and not appear as spam.

With email prospecting, you want to mimic how people would send emails daily.

Superhuman sales send about 200 emails a day.

The approach is sending as little emails as possible, while also randomising them so as not to appear automated.

Research into the company allows you to be able to speak to the client in their context.

What’s The Process of Crafting a Cold Email Outreach Campaign?

The first thing that Superhuman Sales will do is conduct a workshop where they take your highest value offer and distil it into it’s simplest message.

Keep in mind; people don’t want to read long emails.

They want something that is clear and to the point.

All of these factors are run through the workshop, and as a result, you will decide on only one offer, that can reap the rewards you want to see.

Think of this as the toe end to your prospect, once you set up a meeting, that’s when you can include multiple offers or solutions.

Finding the offer that seems most successful does take time to test, but once you have seen it, the workshop shows you how to position it.

Secondly, we have the email campaign.

The email campaign consists of 3 to 5 emails in a sequence.

Once you receive a reply, whether it is positive or negative, the automated sequence pauses, and a salesperson takes over.

The emails will look as follows:


1st email:


A distinct and distilled value proposition.

You want it to be as short and as concise as possible, being clear about the problem you want to solve and how you can solve it.

You create an emotional connection by placing yourself in your customer’s shoes.


2nd email:


Twice as much information as the first, where you provide context and expand on the initial thought process.

Here you would build trust and credibility with your prospect.


3rd email:


With the third email, you may include testimonials of similar organisations that have gotten success.

You don’t want to seem generic and want to speak to the company specifically.

If you have not gotten a response after the third email, it may be best to move on.

Also, addressing the company personally in your emails lessens the chance of you getting a very negative response because they recognise that you took the time to learn about their possible pain points.

Workshops also unpack your prospect, in terms of what industry they are in and how the company identifies itself, etc.

Once they have integrated into your mail account, they hook in your email and the copy and put it in the database.

How important is the copy of your email outreach campaigns?

Your copy is everything.

For your copy be considered acceptable, does not mean hiring the best of the best, but simply speaking to people in a way that they can understand what you are offering them and allowing them to resonate with you on an emotional level.

Building trust does indeed take time, and people will only buy when they are ready; therefore, it is your job to write to persuade and not write to manipulate.

What happens next?

Once the copy is ready, research is done to look up the persona of the company or person you are targeting, and a list is compiled according to specified characteristics and put into the system.

The truth is, there are no shortcuts.

The best campaigns are the ones that have been running the longest.

Typically, this process takes about 6 weeks for you to identify if a campaign is working or not.

Testing allows small tweaks to improve campaigns because if you have a weak campaign, it does not matter how many emails you send, you will not see results.

How many emails do you send before you know if a campaign is working?

Superhuman sales send about 400 emails, which gives them a relatively good idea.

The number of emails or prospects will depend on the country.

What Kind of Results Can Someone Expect From Such a Campaign?

The whole idea is to have the right person, in the right organisation expressing interest in having a meeting.

This is what we would call a lead and traditionally one can expect 1 to 2  quality leads for every 100 or so emails that are sent.

However, the actual offer of your company will determine how successful this campaign is at the end of the day.



  • B2B sales cycles range from 6-9 months, which means your first year will be challenging, but the more you do it, the easier it will become. The 6 week mark is when you begin to understand whether something is working or not; the real magic starts from the second year. So, manage your expectations. Your data will guide the process and tell you what you need to know. Do not be in a hurry to shorten your sales cycle, because the clients you get from doing that aren’t the ones you want.
  • You should have a qualified pipeline after 2-3 months.
  • Email prospecting is an always-on, lead generation strategy to get you in front of the right people in the right organisation. We can think of it in terms of compound interest- do what you have to do, every day.
  • The more value you offer, the higher the chances of someone being interested in the meeting

How would you go about finding prospects?

Superhuman Sales’ database allows them to search for clients at a very granular level in terms of industry, seniority level, specific roles, etc.

Is there room for email prospecting in the consumer space, or is it better suited for service businesses?

Email prospecting does work for consumer businesses; however, it does not work as well as it does for service businesses, because the data extracted focuses on the company and the people working in the organisation.

What is the importance of using a company that specialises in called email prospecting?

At Superhuman Sales, they have a data team that specialises in analysing prospectives replies.

These are real people that take the time to consider what the replies imply and how to move forward.

Is This Strategy POPI compliant?

As POPI is still in its early days, so it will take some time for things to come in to play.

However, once that happens, there is a lot of confidence that these processes will be compliant with the POPI platform.

GDPR that states that as long as there is legitimate interest with a prospective client, you can email them.

We can say there is legitimate interest because you have taken the time to research the company and understand their situation.

An important note on email prospecting is letting people know that there are affordable ways to take control and grow your business, despite the economic climate we are experiencing.

People also need to remember that if you did hire an agency or an individual, not everyone gets it right, so don’ be dismayed if you don’t get the results you are after.

There is still room for you to grow affordably.

Advice for SMEs on doing it yourself:

There are various tools available that will allow you to conduct lead generation and collect data. It is as simple as using google to find these tools.

Google search terms such as “email prospecting tools” and then do your research and see what is best suited to you.

LinkedIn prospecting is also a great route to go!

It works in the same way that email prospecting does; the only difference is that a connection request precedes it.

Once a connection request is made, the sequence commences and is paused once someone responds.

The best LinkedIn campaigns are the shortest, so make sure you get to the point quickly!

Do not provide links or attachments; focus on getting your prospect on the phone and interested in a meeting.

Tools that could benefit you are ones such as Octopus, D7 lead finder and MeetAlfred.

Often, the emails you get will not be the ones you necessarily want; you want to make sure you are speaking to the decision-maker.

Therefore, you need to formulate a strategy that would allow you to do so, even if it means talking to people at the bottom to get to the people at the top.

What should someone be putting away for 6-12 months of service?

Superhuman sales run at a rate of R12 750 per month, which is a 6-12 month commitment that will provide you with about 500 prospects per month.

Contact Dave Lichtenstein and Superhuman Sales

Jandre de Beer

Author Jandre de Beer

In a nutshell... I'm an online marketing expert with an appetite for #entrepreneurship! I'm the Managing Director of Version Eight and a contributing author to Entrepreneurs Mag SA and SME.

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