do you need to use clay in all your campaigns?

In the world of AI in sales messaging, Clay workflows that could be built by a rocket scientist, and LinkedIn gurus showing off extreme automations to overcomplicate a simple process, there are times when all of this flash you see is 100% unnecessary for your campaign.

With the right offers, there are times where all you need is a {first_name} variable, and 20 words breaking down what you do.

Here’s a campaign we ran for an offer of ours which did 1 lead for every 121 emails we sent out.

This email was 27 words total.

We’ve been booking 5-10 calls a day on it for the last week or two.

There are times to make optimizations to campaigns, and add in AI personalization, and other fancy gimmicks.

And there are times when all you need to make sure of is:

1. Making sure your list is full at all times (ideally don’t let it get past 60% without adding in new leads)

2. Making sure deliverability is as dialed in as possible

   • In this example, you’ll see we’re making sure we’re matching premiuminboxes.com google inboxes to google ESP’s of our leads for deliverability

3. Having a post-reply process dialed in after replies trickle in to maximize calls booked

This is an example of what you can call a “buyer” offer.

Meaning there are consistently buyers in the market for the service we were offering here.

Every single one of our campaigns we have run with this type of offer performs like this.

Knowing this, we are actually using our time less efficiently by doing a whole bunch of nonsense in clay than we are making sure more leads are added to the campaign in our ICP and deliverability is on point.

Main TLDR →

Buyer offer (something that you know has cooked in the past) = little to no need for clay

Untested / Not-As-Strong Offers = try things out with clay and AI

Hope this helps you guys when it comes to building workflows and campaigns.

If you want to check out the LinkedIn post where I talked more about this - feel free to give it a read here

Ryan