Cold Email for Agencies: Stop Relying on Referrals

"We grow by word of mouth." That's code for "We have no control over our revenue."

The "Cobbler's Children" Syndrome

Creative agencies often feel that outbound is "salesy" or "beneath them." They want clients to come to them. But waiting is not a strategy.

Use Your Portfolio as a Weapon

You have something SaaS companies don't: Visual proof.

Don't say "We do branding." Say "We built the brand that helped [Competitor] raise their Series B."

The goal of cold email for agencies isn't to close the deal. It's to get them to look at the portfolio. Once they see the work, the work sells itself.

Eat Your Own Dog Food

If you are a marketing agency that relies on referrals, you are a hypocrite. You tell clients you can grow their business, but you can't grow your own?

Outbound is the ultimate proof of competence. When you pitch a client saying, "I got this meeting with you via cold email," you have already proven that your service works.

The "Trojan Horse" Offer

Don't sell a $50k retainer to a stranger. Sell a $1,500 audit. Or a $2,000 roadmap.

Lower the barrier to entry. Once they trust you with a small swing and you deliver excellence, they will hand you the big budget. Cold email is for starting the relationship, not closing the marriage.