This is the cold email plan we'd run for a packaging design agency that serves one category of brand. The best moment to reach a brand is right before it lands on a new shelf. Those moments get announced.
Your market is every brand in your category selling in stores or growing into them. Store Leads finds brands with online stores. Their news pages and LinkedIn posts announce new retailers.
These are the signals worth looking for.
A brand announcing it just landed in a national grocery chain or a big pharmacy chain. Packaging that worked online now has to work from six feet away.
A new flavor or a new product line. New packaging is needed anyway and a system makes each launch easier.
Read their Amazon and site reviews for packaging mentions. Arrived broken or hard to open or a label nobody can read.
Cannabis labeling rules change state by state. LegiScan tracks the bills. A rule change means each product needs new labels by a deadline.
Products added over the years that no longer look like one brand on the shelf.
Crunchbase shows the round. Growth money often goes into retail expansion and new packaging comes with it.
Lead with the retailer and the shelf.
Lead with the new product.
Lead with the rule and the deadline.
Lead with the reviews.
Beverage cans and supplement bottles have different rules and different shelves. Keep them in separate campaigns.
A mockup of their product on a shelf next to the top sellers in their category. Notes on what stands out and what disappears from six feet away.
It works because they see their product the way a shopper does. The fixes are the redesign.
All the reviews that mention their packaging grouped by complaint.
It works because customers are telling them what to fix. You are the one who can fix it.
Redesign the front of their best selling product as a concept. Show it on the shelf mockup next to the original.
It works because it is concrete and it is the same work the project pays for. The rest of the line is the project.
Deliver the concept within ten days of the call.
Hi {{first_name}},
Saw {{company}} just landed in {{retailer}}. Congrats.
Put {{product}} on a mocked up shelf next to the top sellers in the aisle. A couple of things disappear from a distance.
Want to see it?
{{sender_first_name}}
Hi {{first_name}},
{{review_count}} reviews of {{product}} mention the packaging. The most common complaint is {{complaint}}.
We design packaging for {{category}} brands only. Grouped the reviews on one page.
Useful?
{{sender_first_name}}
Hi {{first_name}},
We design packaging for {{category}} brands and nothing else.
{{proof_line}}
Worth a look?
{{sender_first_name}}
Swap {{proof_line}} for one real result of your own. A line you designed and the retailer it landed in. If there is no result yet then leave the line out.
At smaller brands the founder decides. At bigger ones it is the head of brand or product development.
Results depend on the offer and the list. Three outbound agencies that publish their own numbers land between one booked meeting per 1,000 people contacted and one per 2,000. One of them also tested 650,000 cold emails with a plain offer and got about 3 to 6 interested replies per 10,000 people.
Those are other people's numbers and not a promise about your market. Your market's number only comes from testing it.
We build and run this campaign for one agency per industry.
Thirty minutes on your market and how we'd reach it.