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Market 10  //  Specialist marketing services 6 documented months

Specialist marketing services.

6
Documented months
each one a dated Instantly panel
21–104
Positive replies a month
lowest and highest of the 6
26
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

February 2019

low
Campaign results for February 2019, 29 positive replies and $116,000 in pipeline
Instantly panel, February 2019. 2,249 replies in total, 29 of them positive. Screenshot, not recreated.

A seven person SEO agency in Melbourne.

Problem

They were one of hundreds saying the same thing in the same words, and prospects could not tell them apart.

Solution

Every site on the provider list got crawled before a word was written, which is enrichment by hand, and the first line named one specific broken thing found on it. It went to the founder rather than a marketing coordinator who would have to go and ask. The crawl ran automatically, but somebody still had to read each result and pick the line worth using, which is why the build took a fortnight before anything sent. A generic version was run alongside as a control and got a fraction of the replies.

Result

29 positive replies, $116,000 of pipeline at the $4,000 audit. Every reply was passed over to their team. Naming the actual problem on their site was the whole campaign.

02

August 2020

low
Campaign results for August 2020, 23 positive replies and $92,000 in pipeline
Instantly panel, August 2020. 1,850 replies in total, 23 of them positive. Screenshot, not recreated.

A 12 person performance agency in Portland.

Problem

Marketing budgets were the first thing cut and nobody was signing a twelve month retainer that year.

Solution

A one off conversion audit replaced the retainer pitch, with nothing after it unless they wanted it, and the list moved to owners, since they were the ones who had cut the budget in the first place. The first version still mentioned ongoing work and got read as a retainer in disguise. Taking every reference to it out was what changed the response.

Result

23 positive replies, $92,000 at the $4,000 audit. Replies were forwarded to their team. Removing the commitment was worth more than any discount would have been.

03

June 2021

low
Campaign results for June 2021, 22 positive replies and $110,000 in pipeline
Instantly panel, June 2021. 1,782 replies in total, 22 of them positive. Screenshot, not recreated.

A paid media agency in London, nine people, mostly ecommerce clients.

Problem

The iOS tracking change had broken attribution and clients could no longer see what the ads were doing.

Solution

Ecommerce owners got an email about the reporting gap rather than the ads, with measurement rebuilt as a fixed piece of work. An earlier version aimed at marketing managers stalled, since the people feeling the pain were the owners looking at the numbers. A version naming the iOS release directly was cut, because half the list never connected it to their own reporting.

Result

22 positive replies, $110,000 at the $5,000 rebuild. We forward the reply and stop there. Owners answered the loss of visibility. They ignored anything that sounded like a performance claim.

04

March 2022

average
Campaign results for March 2022, 21 positive replies and $42,000 in pipeline
Instantly panel, March 2022. 1,528 replies in total, 21 of them positive. Screenshot, not recreated.

A conversion agency in Sydney, five people.

Problem

Most prospects had already paid an agency for a strategy document that went nowhere, and the word audit made them flinch.

Solution

The audit framing came out. In its place, a single page teardown with a fixed deliverable and a delivery date, sent to founders who had paid for the last strategy document themselves. The first version offered a free teardown and drew people who wanted free work forever, so a price went on it.

Result

21 positive replies, $42,000 at the $2,000 teardown. Each one was passed across to them. A small price filtered out almost everyone who was never going to buy.

05

May 2024

strong
Campaign results for May 2024, 61 positive replies and $305,000 in pipeline
Instantly panel, May 2024. 1,713 replies in total, 61 of them positive. Screenshot, not recreated.

An 18 person search agency in Chicago.

Problem

They had spent nine months building their own outbound with a junior marketer, a tool subscription and no idea what a warm up was, and ended it with two burnt domains. Clients had also started asking why their brand never showed up in AI answers.

Solution

Every domain on the list was checked for whether the brand showed up in AI answers at all, which is the enrichment that made the email specific. A fixed price visibility report became the offer, aimed at heads of marketing who had already watched traffic slide. Domains were rebuilt from scratch. A version explaining how AI search works was cut for being a lecture.

Result

61 positive replies, $305,000 at the $5,000 report. We hand the reply across and step out. Nobody wanted the explanation, they wanted to know where they ranked.

06

January 2025

great
Campaign results for January 2025, 104 positive replies and $416,000 in pipeline
Instantly panel, January 2025. 1,512 replies in total, 104 of them positive. Screenshot, not recreated.

A 24 person agency in Leeds.

Problem

The founder had been sending outreach from a personal inbox, which felt free until it was taking a day a week and stalled every time client work got busy. January is also when every agency pitches, so their emails landed in the most crowded inbox of the year.

Solution

Sending moved to the first week of January rather than the third, and to separate domains off the founder's inbox. The subject became the budget that had just been set rather than the results everyone promises. A late January send was tested and did noticeably worse.

Result

104 positive replies, $416,000 at the $4,000 entry audit. From the reply onward it was their sales team, not us. Sending two weeks earlier than everyone else was most of it.

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