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Market 04  //  Freight forwarding, 3PL and logistics 7 documented months

Freight forwarding, 3PL and logistics.

7
Documented months
each one a dated Instantly panel
19–106
Positive replies a month
lowest and highest of the 7
31
Median positive replies
across these months
50 qualified replies a quarter on the quarterly plan, or we keep working free. Read the guarantee

Every figure on this page is in US dollars, as the Instantly dashboard reports it, whichever country the client is in.

Every figure in a Result line is read straight off that panel.

The value per opportunity is the client's own number, not ours, and every client gives us their floor rather than an average. It is the least a new customer is worth to them, so the pipeline figure is the conservative version of what the month produced.

We forward a positive reply to the client and stop there. What closed after that is confidential, the same reason none of these companies are named. So there are no meeting counts and no close rates here. What each Result adds is what the replies themselves looked like.

Lists start with a data provider and are then enriched for a buying signal, which is what decides the week an email goes out and gives it something specific to say.

01

November 2019

low
Campaign results for November 2019, 31 positive replies and $124,000 in pipeline
Instantly panel, November 2019. 2,825 replies in total, 31 of them positive. Screenshot, not recreated.

A freight forwarder in Melbourne, 25 staff, mostly sea import.

Problem

They had spent two years on trade publication advertising and search ads that delivered rate shoppers at a cost per enquiry higher than the margin on a container. They were also quoting against six other forwarders on the same shipment and winning on price or not at all.

Solution

Provider lists of Melbourne businesses were useless here, so we enriched against customs records until every name was a confirmed importer with a known lane. The email went to the owner at anything under 50 staff and the supply chain manager above that, named the lane they already ran, and asked for one container. A first version offering a free rate review pulled in brokers, so it was replaced with a straight ask.

Result

31 positive replies, $124,000 of pipeline at $4,000, the lowest they count a new account at in its first month. Every reply was passed over to their team. Most wanted a rate on their existing lane before agreeing to anything.

02

September 2020

low
Campaign results for September 2020, 27 positive replies and $81,000 in pipeline
Instantly panel, September 2020. 2,443 replies in total, 27 of them positive. Screenshot, not recreated.

A forwarder in Long Beach, 18 staff.

Problem

Rates moved weekly and every quote they sent had expired before the client got back to them.

Solution

Quoting stopped being the opening move. The email offered space on one lane out of Shenzhen and asked for a single trial container. A first version listing every service they offered got no replies at all, so everything except the one lane came out. We also dropped every generic info address, since a request for space has to reach somebody who can act on it.

Result

27 positive replies, $81,000 at $3,000, their floor on a new account's first month. Replies were forwarded to their team. Space, not price, was the only thing anyone wanted to talk about.

03

September 2021

low
Campaign results for September 2021, 20 positive replies and $60,000 in pipeline
Instantly panel, September 2021. 1,473 replies in total, 20 of them positive. Screenshot, not recreated.

A 12 person forwarder in Felixstowe.

Problem

They had capacity nobody believed in, because every forwarder in the market was promising space they did not actually hold.

Solution

The vessel name and the cut off date went into the first email, which no competitor was doing, addressed to the owner rather than a logistics coordinator who cannot move a contract. An earlier version leading with years in business was ignored. We also dropped anyone whose last shipment was more than 90 days old, since the list was full of importers who had stopped importing.

Result

20 positive replies, $60,000 at $3,000, their floor on a new account's first month. We forward the reply and stop there. Naming a real sailing was the whole difference.

04

August 2022

average
Campaign results for August 2022, 19 positive replies and $76,000 in pipeline
Instantly panel, August 2022. 1,372 replies in total, 19 of them positive. Screenshot, not recreated.

A 30 staff forwarder in Sydney.

Problem

Their sales manager had been running a list and mail merge out of a personal inbox, which cost nothing until that inbox stopped delivering and took the shared one down with it. Rates had also collapsed from the peak, so existing clients were renegotiating down.

Solution

We enriched the importer list against which ones had containers sitting at the port during the congestion, since those are the businesses that ate demurrage. Owners and managing directors got an email about storage charges rather than the freight rate, because the charge lands on their number and not on ops. Sending moved to separate domains so the main inbox was never exposed again. A version about rate reductions was cut, because every forwarder was sending that.

Result

19 positive replies, $76,000 at $4,000, their floor on a new account's first month. Each one was passed across to them. Demurrage was still a sore point a year later.

05

November 2023

average
Campaign results for November 2023, 40 positive replies and $160,000 in pipeline
Instantly panel, November 2023. 2,350 replies in total, 40 of them positive. Screenshot, not recreated.

A 3PL in Atlanta with two warehouses.

Problem

The agency before us had run one campaign to one list for four months at a retainer, never changed the copy, and reported opens as the result. National providers were also beating them on rate card and buyers never got past the comparison.

Solution

Ecommerce operations managers got an email about the returns pile they had no room for, with returns handling sold on its own. Three angles ran side by side and two were switched off inside a fortnight. The list was cut to firms with a returns policy longer than 30 days.

Result

40 positive replies, $160,000 at $4,000 a month, the least they will run returns handling for. We hand the reply across and step out. Returns got answers when fulfilment never had.

06

December 2024

strong
Campaign results for December 2024, 67 positive replies and $268,000 in pipeline
Instantly panel, December 2024. 2,171 replies in total, 67 of them positive. Screenshot, not recreated.

A forwarder in Southampton, 22 staff.

Problem

December is dead for new business in freight, because nobody changes provider before peak is over.

Solution

Instead of selling into December, the email was about the January restart, asking owners to review one lane in the quiet week after Christmas, when they are the only person still at a desk. Sending stopped over Christmas and the New Year rather than running through the holidays. An early version offering a January discount was dropped for reading desperate.

Result

67 positive replies, $268,000 at $4,000, their floor on a new lane's first month. Replies go over to them, so we never see the close. This was the month that set up their first quarter.

07

April 2025

great
Campaign results for April 2025, 106 positive replies and $318,000 in pipeline
Instantly panel, April 2025. 1,549 replies in total, 106 of them positive. Screenshot, not recreated.

A 45 staff forwarder in Melbourne.

Problem

Their largest importer put the account out to tender, and they had about 90 days to replace that volume or be carrying a team too big for the work. Two attempts at running outbound internally had already gone nowhere, mostly on list quality.

Solution

The first list was importers by industry and pulled in other brokers wanting to resell capacity, so it got scrapped. The rebuild came off customs records, then got enriched again for which origin each importer actually bought from, so the email could name it. It went to owners and supply chain managers rather than anyone with coordinator in the title. From there two angles ran side by side, one on transit time and one on landed cost, and the landed cost version was switched off in week three.

Result

106 positive replies across April, $318,000 at $3,000, their floor on a new account's first month. From the reply onward it was their sales team, not us. Most asked for a rate on one lane before they would agree to a call, which is normal in freight and slow to work through.

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