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A walk through of how Segment built an automated outbound system that has higher open, response and conversion rates than those sent by humans. This system now accounts for 22% of new sales opportunities and drives 10K in revenue per day.

  • SK

    Sebastian Krämer

    over 2 years ago #

    Great post! I’m curious if something like this is possible without a developer?

    • MT

      Michael Thomas

      over 2 years ago #

      Great question. The way @guialluame is doing it, you definitely need some technical expertise. However, I have been talking to the Hull.io guys, and they are working towards a packaged solution using most of the same tools. @edfry anything to add about what you guys are building?

  • GD

    Gilles De Clerck

    over 2 years ago #

    Sick. And insanely cool.

  • TC

    Thomas Carney

    over 2 years ago #

    I'm not so convinced.

    Usually, only very big companies will have their own IP address. Most small + medium-sized companies will have an IP address from their ISP (Comcast, etc.).

    It would be interesting if you compared cold emailing relevant people in large companies and cleaning your lists for current and past existing users, partners and employees.

    • MS

      matt sornson

      over 2 years ago #

      Great question @tommycarney. Historically, you're spot on that IP>domain matching only worked for large companies with their own IP blocks. However, our Reveal API combines the traditional approach, covering large corporate entities, with a new approach based on domain pattern matching. When our system see's 3 unique people from the same IP with the same domain, we can start to match small companies to IP's, and see past the ISP.

      It's worth noting that Segment only actually sends outbound to companies < 500 employees :)

    • EF

      Ed Fry

      over 2 years ago #

      Just to chime in here too -

      I know the Clearbit guys are particularly proud of solving for this - mid-market companies who may have their own offices and more "unique" signals.

      @mattsornson and their team can share a little more.

      I run this Reveal Loop at Hull and I'm pretty impressed with the quality of mid-market responses.

  • EC

    Emanuel Cervantes Espinosa

    over 2 years ago #

    I've heard lots of different arguments for the number of emails in a cadence. In this post, it sounds like Segment only sends 2 emails. Can others weigh in on what they do (and their results)?

    • MT

      Michael Thomas

      over 2 years ago #

      I've heard a lot of different answers on this too. I went with 3 (the last one was much less salesy and more humorous). But after talking with Segment they convinced me that two is the point that you reach diminishing returns. At that point you're not getting positive replies. You're just getting people asking you to stop emailing them, or marking your emails as spam.

  • GH

    Glen Harper

    almost 2 years ago #

    This is a great read.
    We certainly took some inspiration from this, especially customizing any outbound messaging extremely granularly.

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