Outbound: Quantity or Quality?

"What's better than sending 1 million cold emails? Sending 3 million!!"

LOL

❌❌❌ WRONG!

I've been helping my agency clients with outbound and am reminded of how important the list is.

Let's be honest...

Building a lead list isn't very sexy 🥱

But people don't obsess enough over creating a high-quality lead list.

Instead, people prefer to gloss over the list.

They want to jump right into messaging, email sequencing, and other more flashy steps in the outbound process.

They think "the larger the lead list, the better."

See…using a massive lead list is like a house built on sand.

It's likely to fail.

Fact: 50% of the success from direct marketing comes from the list, and only 20% comes from the creative.

Everything downstream (outreach, sending gifts, etc.) depends on getting to the right person with the right message and offer.

So, if you want a better return on your outbound...

When it comes to list building, the rule is quality over quantity.