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If you're getting some replies but nothing's converting, the problem probably isn't your targeting or your email volume. It's that people don't know why they should trust you yet.
Here's how investing in credibility changes your cold email game:
1. You become someone worth responding to
When someone receives your email, they're making a split-second decision: "Is this person legit?" If your LinkedIn shows 47 connections and a vague title, or your website looks like it was built in 2010, you're getting deleted. But if they see case studies, a professional presence, client logos, or thoughtful content—you've passed the first test.
This isn't about looking big. It's about looking real. A three-person startup with a tight website and clear proof of work will outperform a bigger company with no evidence they can deliver.
What this looks like in practice: Before launching outreach, get three testimonials, publish two case studies (even short ones), and make sure your LinkedIn profile shows you actually do what you're claiming to do.
2. Your conversations start further down the funnel
Without credibility, every reply starts with skepticism. You're explaining who you are, why you're qualified, why they should care. It's exhausting and slow.
With credibility, people are already halfway convinced before they respond. They've checked you out. They've seen you know what you're talking about. So instead of "Who are you again?" the conversation opens with "Tell me how this would work for us."
What this looks like in practice: Reference something specific you've done in your cold emails. Not "we help companies grow revenue"—more like "we helped a logistics company in Austin add $240K in new contracts last quarter by tightening their follow-up process. When we connect I’m happy to walk you through exactly how we did it." Specificity = credibility.
3. Every email you send works harder for you
Once you've built credibility, your outreach compounds. Replies come faster. Referrals happen more often. People forward your email to their co-founder or their head of ops without you asking.
And here's the part people miss: your follow-ups perform better too. When someone recognizes your name on the second or third touch, they're more likely to engage instead of hitting delete.
What this looks like in practice: Track where your replies are coming from. If you're seeing referrals or forwards ("my co-founder and I discussed this"), that's a signal your credibility is working. If not, go back and strengthen your proof points.
Bottom line: If your cold emails feel like they're going nowhere, don't just send more. Build the credibility that makes each one count.
We’d love to learn more about your business, email deliverability and outreach goals, and see if we might be able to help.
Whether you have questions about what we do, how Protocol works, or you’d just like to pick our brains on some of our best practices, we’d be happy to chat.
Schedule a call with our Revenue Director, Chrisley Ceme.
If you're getting some replies but nothing's converting, the problem probably isn't your targeting or your email volume. It's that people don't know why they should trust you yet.
Here's how investing in credibility changes your cold email game:
1. You become someone worth responding to
When someone receives your email, they're making a split-second decision: "Is this person legit?" If your LinkedIn shows 47 connections and a vague title, or your website looks like it was built in 2010, you're getting deleted. But if they see case studies, a professional presence, client logos, or thoughtful content—you've passed the first test.
This isn't about looking big. It's about looking real. A three-person startup with a tight website and clear proof of work will outperform a bigger company with no evidence they can deliver.
What this looks like in practice: Before launching outreach, get three testimonials, publish two case studies (even short ones), and make sure your LinkedIn profile shows you actually do what you're claiming to do.
2. Your conversations start further down the funnel
Without credibility, every reply starts with skepticism. You're explaining who you are, why you're qualified, why they should care. It's exhausting and slow.
With credibility, people are already halfway convinced before they respond. They've checked you out. They've seen you know what you're talking about. So instead of "Who are you again?" the conversation opens with "Tell me how this would work for us."
What this looks like in practice: Reference something specific you've done in your cold emails. Not "we help companies grow revenue"—more like "we helped a logistics company in Austin add $240K in new contracts last quarter by tightening their follow-up process. When we connect I’m happy to walk you through exactly how we did it." Specificity = credibility.
3. Every email you send works harder for you
Once you've built credibility, your outreach compounds. Replies come faster. Referrals happen more often. People forward your email to their co-founder or their head of ops without you asking.
And here's the part people miss: your follow-ups perform better too. When someone recognizes your name on the second or third touch, they're more likely to engage instead of hitting delete.
What this looks like in practice: Track where your replies are coming from. If you're seeing referrals or forwards ("my co-founder and I discussed this"), that's a signal your credibility is working. If not, go back and strengthen your proof points.
Bottom line: If your cold emails feel like they're going nowhere, don't just send more. Build the credibility that makes each one count.
Our Revenue Director, Chrisley Ceme, is leading the Triggered Outbound program.Chrisley’s gone deep on this strategy and can walk you through:
- How Triggered Outbound fits with your outbound goals
- What triggers are available (and what’s possible within our platform)
- Pricing, onboarding, and getting started
