“The fact that you cost less than an SDR and you're significantly more impactful and you take up way less of my time…”
BACKGROUND.
Dynasty is a startup that helps people create trusts online for free. They offer a variety of trust types, allowing customers to set up free revocable trusts for assets like homes or irrevocable trusts for stocks and other investments.
Dynasty's goal is to make asset protection simple and accessible for everyone.
Before working with us, Dynasty struggled to reach startup founders and investors. Social media worked for general audiences, but not for this niche group.
Alessandro, the CEO, was unsure about using cold email because of past issues with deliverability and training SDRs. He wanted a solution that wouldn’t add to his workload or risk their email reputation.
THE SOLUTION.
Infrastructure
Since we’re sending about 1500 emails a day (30,000+ emails a month), we need to ensure the right infrastructure is in place.
Given the current state of deliverability, we diversified our setup with multiple services:
Mailboxes directly with Google and Outlook
Mailreef, an SMTP with a dedicated IP servers
With 150 mailboxes, each sending 10 emails a day, two months after launching the first campaign, all mailboxes are still at 100% health.
Strategy
When we stepped in to revamp Dynasty’s cold email campaign, we spent weeks running experiments, testing different lead sources like Apollo, Clutch, and Crunchbase, and exploring various messaging angles.
Initially, we used the TFKD Framework (Think/Feel/Know/Do), trying to resonate with prospects and highlight what the product can do.
This delivered some results, but nothing outstanding. Here’s what our first copy looked like:
Hey Natalie,
Since you’re managing quite a few clients, I’m curious if anyone has asked about setting up a trust?
This was quite difficult to do in the past with lawyers charging a few thousand bucks and taking weeks to finish.
Our startup, GetDynasty can help your clients setup a trust in minutes from their computer or phone.
We’ve partnered with folks like Bill Ackman to make trust creation inexpensive and simple.
Let me know and I can setup a discount code for your clients if you're curious.
Eventually, we found the winning angle by cutting all the fluff, focusing on the product's outcomes for the prospect, and using a much softer CTA.
Rana, we haven’t met before but my startup Dynasty is rolling out a trust product built specifically for startup investors.
I’d love to get your feedback on it, if you’re open to checking it out?
In under two months, GetDynasty’s cold email campaign achieved:
Over 120+ deals in their pipeline under 2 months
Closed deals with financial institutions like Morgan Stanley
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