Sam McKenna has cracked the code on cold emailing, and the numbers are absolutely mind-blowing. While most people struggle with industry-average open rates of just 6% and reply rates of 0.9%, Sam’s “Show Me You Know Me” method consistently delivers 43% open rates and 20% reply rates. That’s not just better – that’s a complete game-changer that can transform your entire outreach strategy.
Let’s be honest – most cold emails suck. When you peek into any executive’s inbox, you’ll see the same generic garbage: “Available to talk,” “Can I make an intro,” “Quick question.” These subject lines scream “I want to sell you something” from a mile away, and executives have gotten really good at ignoring them.
But here’s the thing: this creates a massive opportunity for anyone willing to put in actual effort. When everyone else is sending lazy, templated emails, a thoughtful, personalized message stands out like a unicorn in a field of donkeys.
Before we dive into Sam’s method, let’s look at what “good” actually means in cold emailing:
| Metric | Industry average | Good performance | Top performers |
|---|---|---|---|
| Open rate | 6-27.7% (1, 2) | 40-60% (1) | 70-88% (1) |
| Reply rate | 0.9-5.1% (1, 2) | 8-15% (1, 3) | 20-40% (1) |
| Conversion rate | 0.7% (1) | 2.4% (1) | 4.2% (1) |
These numbers tell a story: there’s a huge gap between average performers and top performers. The difference isn’t luck – it’s strategy.
Sam’s approach focuses on five core elements that work together to create emails executives actually want to read. Let’s break down each component.
The subject line is your only shot at getting someone to open your email. Sam’s approach is counterintuitive – she creates subject lines that make zero sense to anyone except the specific person receiving the email (see example).
The golden rule: If your subject line makes sense to you or anyone else, you’re doing it wrong.
Here’s a real example from Sam’s work targeting the chief logistics officer of Tory Burch:
Why this works:
Here’s how to structure killer subject lines:
[Personal Reference] + [Professional Relevance] + [Your Company]Examples:
Pro tips for subject lines:
Your first sentence combines with the subject line to create the preview text – the snippet people see before opening your email. This is make-or-break territory.
Sam recommends two approaches:
Hi [Name], we have yet to be properly introduced, but I'm [Your Name], and...This works because it implies you should have been introduced already, suggesting you’re worth knowing.
Hi [Name], I saw your recent post about your adorable furry companion Sprinkles, and...Then tie it back to something authentic about yourself.
Why executives respond to dog references:
Most people screw this up by talking about what they do instead of what problem they solve. Your value proposition isn’t “We provide LinkedIn training” – it’s “We help companies increase their LinkedIn Sales Navigator usage from 5% to 80%”.
Sam’s approach addresses the obvious objection upfront:
Step 1: Identify the specific problem: If you’re anything like our clients, you see your usage rates of LinkedIn Sales Navigator hover around 5% of your licenses.
Step 2: Present your solution: We can train your teams and bring that number up.
Step 3: Address the obvious objection: I know your first thought is ‘we have a customer success manager at LinkedIn,’ but rather than having them teach you what buttons to push, our team will teach you how to use this platform to sell in the same way that [specific person] did when she was an executive at LinkedIn for her teams.
This framework works because it:
The key to Sam’s method is finding the sweet spot between thorough research and stalker behavior. Here’s how to research prospects effectively: Use 360 degree feedback to find the right prospects.
| Tool | Best for | Price range |
|---|---|---|
| FidForward Talent | Prospect research | Starting from $99/month |
| LinkedIn Sales Navigator | Professional background, job changes | $80-130/month |
| Apollo.io | Contact data, company insights | Free-$149/month |
| DonorSearch | Wealth screening, philanthropic history | Custom pricing |
| WealthEngine | Financial capability analysis | Custom pricing |
Most people end their emails with presumptuous calendar links or specific time requests. Sam’s approach is different:
Don’t do this:
Do this instead: Do you have time over the next week or two to learn more? Let me know what works for you and I’ll send a calendar invite along accordingly.
Why this works:
Step 1: Define your ideal customer profile
Step 2: Build your prospect list Using tools like FidForward Talent, Apollo or Sales Navigator: Build a talent pipeline
Step 3: Deep research each prospect Spend 10-15 minutes per prospect: Check out Fidforward.com
Step 4: Craft personalized subject lines For each prospect:
Step 5: Write custom email bodies Using Sam’s framework:
Step 6: Create follow-up sequences Plan 3-4 follow-up emails:
Step 7: Send and track
Step 8: Analyze and iterate Weekly review: Read our blog
Email 1: The opener
Subject: [Personal Detail] + [Professional Relevance] + [Your Company]
Hi [First Name],
We have yet to be properly introduced, but I'm [Your Name], and I noticed [specific personal observation].
[Specific problem statement relevant to their role]. Same case for [Company Name]?
[Your solution + addressing obvious objection]
Do you have time over the next week or two to learn more? Let me know what works for you and I'll send a calendar invite along accordingly.
Best,
[Your Name]
PS - [Additional personal touch or mutual connection]Email 2: The value add (Send after 5-7 days)
Subject: Still thinking it over? This might help...
Hi [First Name],
I know my last email probably landed during a busy time.
Since we last connected, I came across [relevant industry insight/news] and thought you might find it interesting given [specific relevance to their situation].
[Brief valuable insight or case study]
Still interested in exploring how [specific outcome] could work for [Company Name]?
Best,
[Your Name]Email 3: The social proof (Send after another 5-7 days)
Subject: How [Similar Company] achieved [specific result]
Hi [First Name],
Quick update - just helped [similar company] achieve [specific metric improvement] in [timeframe].
The situation was remarkably similar to what I mentioned regarding [their specific challenge].
[2-3 sentence case study with specific numbers]
Would a brief conversation about your situation be valuable?
Best,
[Your Name]| Metric | Calculation | Good benchmark | Optimization focus |
|---|---|---|---|
| Deliverability rate | (Delivered / Sent) × 100 | >95% | Email setup, sender reputation |
| Open rate | (Opens / Delivered) × 100 | >40% | Subject lines, sender name |
| Reply rate | (Replies / Delivered) × 100 | >8% | Email body, value proposition |
| Meeting booking rate | (Meetings / Replies) × 100 | >35% | CTA, follow-up process |
| Conversion rate | (Customers / Sent) × 100 | >1% | Overall sequence, targeting |
Monday: List review
Wednesday: Performance analysis
Friday: Content optimization
Sending hundreds of generic emails will destroy your sender reputation and waste your time. Sam’s method requires quality over quantity – focus on 20-50 highly researched prospects per week rather than 500 random contacts.
Don’t list your product features. Instead, focus on specific outcomes and results. Replace “We offer LinkedIn training” with “We help sales teams increase their LinkedIn response rates from 2% to 15%.”
Aggressive CTAs and calendar links come across as presumptuous. Give prospects control over the next step while making it easy for them to say yes.
Using merge tags to insert someone’s company name isn’t personalization – it’s automation. Real personalization requires actual research and genuine human insights.
As inbox filters get smarter and prospects become more selective, the gap between good and bad cold email will only widen. The approaches that work today – genuine research, thoughtful personalization, and value-first messaging – will become even more important.
Sam’s “Show Me You Know Me” method isn’t just a tactic; it’s a philosophy that respects your prospect’s time and intelligence. In a world of AI-generated spam and mass marketing, human thoughtfulness becomes the ultimate differentiator.
The numbers don’t lie: 43% open rates and 20% reply rates are achievable when you’re willing to do the work. The question isn’t whether this approach works – it’s whether you’re willing to put in the effort to make it work for you.
Remember: every executive who replies to a thoughtful, well-researched email is someone who was tired of receiving garbage. When you send something genuinely valuable and personally relevant, you’re not just getting a response – you’re starting a relationship built on respect and mutual value.
Start small, track everything, and optimize relentlessly. Your prospects (and your revenue) will thank you.