Abraham's best cold email offers are things buyers already buy
A swipe file of five offers that worked, and the one thing they share.
Nick Abraham posted a swipe file of cold email offers he says outperform the usual pitches, drawn from a business he describes as sending 2M cold emails a month for 300+ businesses. The five he named are private jet charters, yoga sessions, pallets, painting kits and holiday pies.
The common thread he draws is not copy. It is picking a product the recipient already understands and almost never sees pitched in their inbox. In his words, the pattern is that the buyer already understands the product, there is a real use case, and the offer is something they rarely see in email.
The jet campaign
Abraham broke down the charter campaign separately, which he says is a live client campaign. The client books private charter flights mainly for executives and teams. Targeting started with companies where private travel is plausible, and he calls out consulting firms specifically because they move senior people between cities.
They are not seeing many emails about private charter options leaving from an airport near them.
The personalisation was one variable. Each prospect's location was matched to a nearby FBO, the private aviation terminal they could actually fly from, so a prospect around DFW saw a terminal near them. The email ran short. "Hey [First Name], curious if you have any travel coming up. We have a few charter options leaving from [FBO]. Happy to send over quotes for your next trip."
Abraham's read on why it works is that these prospects are buried in emails about SEO, ads, websites and lead gen, and are not seeing charter offers from an airport near them. He also argues curiosity does some work here, since a prospect who is not shopping may still reply to find out what a trip costs, which puts them into the client's funnel.
The other four
The pallet campaign targeted manufacturers already buying pallets and opened with a price question, which Abraham says did well precisely because the buyer was already purchasing the exact product. Yoga sessions went to local companies near a Chicago studio and pitched a team session for an offsite or retreat, which he calls one of the best campaigns they ever ran. Painting kits went to executive assistants as a team activity or employee gift. Pies went to companies at the holidays, giving a timely reason to buy something already understood.
For people sending, all of this is a targeting decision rather than a copy trick, and Abraham says himself it is not always possible. These are his accounts of his own campaigns, with no reply rates or send volumes attached to any of the five. He has previously argued against niching down as an agency strategy.
Hey [First Name], what are you currently paying per pallet?