Cold email no. 212

Sent the two hundred and twelfth cold email today. I keep a count. Not for motivation, for evidence. If this doesn't work I want to be able to say I did the thing properly before I say the thing doesn't work. The product is scheduling software for physio clinics. That's it. Not sexy. My mate Dan, who did the frontend, says it's "boring in a good way," which is what he says about his car as well. Here's the funnel as of this arvo. Two hundred and twelve sent. Fifty-one opened, according to the tracking, which I trust about as far as I trust the weather app. Nine replies. Four of those were "unsubscribe." Two were polite no. Two were "not right now" which is a no wearing a hat. One was a woman called Renata in Geelong who wrote back a single line: "Can it do the Medicare claiming or not." It cannot do the Medicare claiming. I spent Monday and Tuesday trying to work out what it would take to do the Medicare claiming. Answer: a lot, and a registration process that involves a form I had to print. I haven't printed anything since 2019. Had to go to Officeworks. Wrote back to Renata: not yet, but would you be up for a fifteen minute call so I can understand what you'd need. Sent that Wednesday morning. Nothing Wednesday. Nothing Thursday. Dan reckons I should be doing paid ads instead. I reckon Dan has never tried to explain to a physio with a full waiting room why she should stop and read an ad. She won't. She'll read an email at 9pm on the couch though, if the subject line doesn't make her want to throw the phone. Current subject line: "Your Tuesday 3pm cancellations." Open rate went from 18 to 31 percent when I changed it from "Scheduling software for physios." Turns out people care about their problem and not about my product. Who knew. Everyone knew. I had to send a hundred and forty emails to know it. Friday, 4:52pm. Renata replied. "Tuesday 7:30am before my first patient. Don't be late, I won't wait." Then a phone number. Rang Dan. He said "boring in a good way" again, but he was grinning, I could hear it. Set three alarms. Printing out my questions tonight, which is going to make it two things I've printed this decade. Email two hundred and thirteen goes out Monday. Same subject line. Two hundred and twelve was the one that worked, but I'm not superstitious, I'm just counting.