Study: Omnichannel Outreach Requires 5+ Touches
An analysis of 16.5 million cold emails found that while reply rates drop after the first message, 80% of successful deals require five or more touches across multiple channels. The study suggests a winning formula is not simply more follow-ups, but a sequenced approach that combines social media interactions with personalized emails or DMs. One founder shared a tactical list for cold outreach, advising to follow up a maximum of one time.
- YC Partner Michael Seibel advises founders to initially seek their first ten customers from their personal network, targeting individuals who they know personally experience the problem their startup aims to solve. He emphasizes that these early customers should be willing to pay, as this validates the severity of their problem. - When conducting user interviews, YC Partner Eric Migicovsky recommends asking questions about the person's life and past experiences rather than pitching your idea. He suggests asking "What is the hardest part about [doing this thing]?" and "When is the last time you encountered this problem?" to gather specific, valuable feedback. - To find early adopters, startups should identify and engage with niche online communities on platforms like Reddit, Discord, and industry-specific forums where their target users are already discussing the problems they aim to solve. The key is to participate authentically in these communities before introducing your product. - For B2B startups, creating a curated list of ideal companies and specific roles within them is a targeted approach to finding early adopters. This can be supplemented by networking at industry events and connecting with relevant professionals on LinkedIn. - A common mistake in customer discovery is asking hypothetical questions instead of focusing on real incidents. Founders should structure conversations around past and present experiences to avoid biased feedback. - YC Partner Gustaf Alströmer stresses that founders should handle sales themselves in the beginning to understand the process and what a good salesperson looks like before hiring. This direct interaction is also crucial for gathering unfiltered product feedback. - Building a sense of community around a product can incentivize early adopters by giving them a feeling of ownership and inclusion. This can be achieved through exclusive forums or groups where they can share experiences and contribute ideas. - According to YC President and CEO Garry Tan, it's crucial for founders to focus on building a product and acquiring customers before getting caught up in formalities like creating business cards or setting up complex internal systems. He also advises founders to actively engage with criticism rather than being defensive.
