Marketing Agencies cold outreach
got a 1.6% reply rate in 2024.
Of an estimated ~10M cold messages sent in the marketing agencies sector last year, ~9.8M went unanswered. Here is why, what the top accounts do differently, and where your own outreach sits in the distribution.
Source: Lavender 2024 email benchmark report. Conservative midpoint of cited range.
Agency founders + heads of growth ARE the people who write cold outbound for a living. They spot every template instantly. The bar for not getting deleted in 4 seconds is the highest in this dataset.
- Any AI-flat phrasing in touch 1 ('hope you're well', 'I help companies like yours') is a signed confession of templated outbound.
- Pitching the service in touch 1 instead of pitching a specific result for a specific client like the prospect.
Reference one specific campaign or post the agency published this month. No template phrasing anywhere in the sequence. Agencies that ship this clear 8-10% reply rate consistently.
Where does your own account sit?
60-second diagnostic, no signup to see your score. We tell you your reply rate vs the marketing agencies band above + the top gaps on your account.
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