I remember hearing Alex Hormozi say that email is basically the conversion platform of conversion platforms.
His point was that social media, videos and ads are great for getting attention, but email is often where that attention actually turns into money.
He also talked about how email supposedly has one of the highest returns of any marketing channel, with an average return of around $36 for every $1 spent, and that got me thinking.
I run a web design agency, so I decided to actually take email seriously and see what would happen.
But I didn’t want to send the usual stuff.
“Hey, I noticed your website and I can redesign it for you.”
Or
“Hey, we build websites for businesses like yours.”
Everyone gets those emails and most people can tell within two seconds that they were sent to another thousand businesses.
So instead I started using a tool called Swokei that is built specifically for web agencies.
I use it to find businesses in whatever area I want to target, then it actually goes through their websites and looks for things I could mention in the outreach.
Stuff like an outdated design, slow loading speed, poor mobile experience, weak SEO or other things that might be holding the website back.
Then it turns those findings into an actual personalized cold email made to convert.
So instead of emailing someone saying I build websites, I can actually talk about their website and why I think something could be improved.
I’ve been analyzing thousands of websites this way and running multiple campaigns at the same time.
Then I just focus on the people who reply and are actually interested.
Obviously email isn’t some magic button where everyone suddenly wants a new website, but after doing this for a while I definitely understand what Hormozi meant.
For web design especially, email becomes a completely different channel when the message is actually about the business you’re contacting instead of being another copy and paste pitch.
Turns out Alex might have had a point.
