Product and brand
The client had a wide stationery range. We picked lanyards because they carry a high margin and sell on a short cycle. Then we built the RapidLanyard brand from nothing: identity, a professional website and the positioning around it.
Infrastructure and targeting
We bought 39 domains and split Microsoft and Google inboxes between them to protect deliverability. The target list covered event, promotional and marketing companies in the United States, Europe, Canada and Australia. Each company was segmented and scored out of 100, and those at 75 or above went first.
The edge and the message
Against Chinese suppliers, the advantage was speed on urgent orders. Every message said so. Personal phone calls ran alongside the cold email campaigns, and each company got a message shaped to its sector and its needs.
Capacity ceiling
In month four the general manager told us they could not keep up. Revenue had more than doubled and the factory had hit its limit, so we paused the campaign. The result was big enough to push the client into expanding production.
“We can't keep up.”General Manager, RapidLanyard
Related service: Cold email systems.