This is the cold email plan we'd run for a social media agency that serves one industry. Social accounts are public. The last post date and the unanswered comments tell you most of what you need before you write a word.
Your market is every organization in your industry whose customers check them out on social before deciding. Families look at a senior living community's Facebook page before a tour. Parents look at a school's Instagram before applying.
These are the signals worth looking for.
The date of their last post on Instagram and Facebook and LinkedIn. An account that stopped posting months ago looks closed to a visitor.
Questions from families or customers sitting under posts with no reply. Screenshot them.
A brand with an Instagram and no TikTok or a school with no Instagram at all. Their audience is somewhere they aren't.
Identical posts copied across all their platforms. Each platform has its own style and copied posts stand out.
A job post for a social media role on LinkedIn or Indeed means they know it matters and nobody is doing it yet.
A new location opening or enrollment season or a product launch. Social is where people will look first.
Lead with the date of their last post.
Lead with a screenshot of one question nobody answered.
Lead with the job post and a faster way to get the work done.
Lead with the date and the plan for the weeks before it.
Senior living posts speak to adult children. School posts speak to parents. Keep them in separate campaigns.
A month of posts planned for them. The topics and the captions and the photo or video idea for each.
It works because planning is the part they never get to. Once they hold the calendar the next step is someone making it happen.
All the unanswered questions on their posts from the last month with a suggested reply for each.
It works because each one is a customer or a family waiting on an answer. Answering them is part of the service.
Make and publish two weeks of content on their accounts and answer the comments that come in. They approve the calendar first.
It works because they watch their own accounts come back to life. The retainer keeps it going.
Start within a week of the call.
Hi {{first_name}},
The last post on {{company}}'s Instagram went up on {{last_post_date}}.
We run social for {{industry}} only. Put together a 30 day calendar for {{company}} to show what it could look like.
Want it?
{{sender_first_name}}
Hi {{first_name}},
Found {{unanswered_count}} questions on {{company}}'s posts from the last month with no reply. One is from a family asking about {{question_topic}}.
Wrote suggested replies for each one.
Should I send them over?
{{sender_first_name}}
Hi {{first_name}},
We run social media for {{industry}} and nothing else.
{{proof_line}}
Worth a conversation?
{{sender_first_name}}
Swap {{proof_line}} for one real result of your own. Tours or inquiries a client traced back to social. If there is no result yet then leave the line out.
At senior living operators and treatment centers it is the marketing director. At schools it is the communications or admissions office. At brands it is the founder or the head of marketing.
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.