The marginal cost of sending an additional email used to be zero. It was infinitely scalable. Add more prospects, send more emails, and hire more reps.

Now with sending limits, there is a cost to send an additional email. It’s hard to estimate what that cost is, but it’s significant. The spray and pray method doesn’t work.

The new best practice requires thoughtful targeting, personalized messaging, and careful timing. Not only is this the more financially responsible thing to do, but it forces us to act like top performers - not average sellers.

Average sellers say “This is normal. Let me add more prospects in and hit send.” Top performers see a 1% response rate and think “This is awful. How can I fix it?”

Acting like an average seller can diminish trust with prospects and tarnish the perception of the company.