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Last updated: 10 November 2026
In short: a Canadian fractional CMO consultancy started cold email with us in October 2026. The first week reached 1,916 people and booked one meeting, but the replies showed the emails read as a PR pitch. We rewrote the copy, rebuilt the sending setup and moved the list up-market. By 4 November about 3,800 prospects had been reached and 4 meetings booked. By 10 November its three campaigns had 12 positive replies. The consultancy is not named.
A fractional CMO consultancy based in Canada. Its first campaigns went to three segments: consumer brands, booked experiences such as tours and attractions, and health businesses.
The first week, 5 to 12 October 2026, looked like this:
| Segment | People emailed | Human replies | Positive replies |
|---|---|---|---|
| Booked experiences | 785 | 12 | 4 |
| Consumer brands | 874 | 14 | 1 |
| Health | 257 | 3 | 0 |
| All three | 1,916 | 29 (1.5%) | 5 |
One positive reply became a meeting. The reply rate was healthy, but the negative replies all said the same thing: "we aren't looking for PR services." The emails were selling PR, and the client sells a fractional CMO. Many of the companies on the list also had 4 to 10 staff, too small to pay for a fractional CMO.
Copy angle. On 12 October we wrote new first emails for each segment that sell the consultant as a fractional CMO, with proof from that segment. The health campaign, with no positive replies, was paused.
Deliverability. The sending setup was rebuilt between 16 October and 2 November, with 30 new mailboxes whose daily volume was ramped up gradually. Sending was paused for that time. Bounces were 0.8% over the period.
Targeting. After a review call on 4 November, two new segments replaced the old focus from 9 November: food and drink brands sold through retail, and health and wellness companies that sell products rather than clinic services. Nonprofits were dropped because earlier leads had no budget. The target is 10 to 15 meetings a month.
Reply handling. Our team drafts every reply and proposes a call to anyone who shows interest. Details on our appointment setting for marketing agencies.
| Measure | Figure | Period |
|---|---|---|
| Prospects reached | About 3,800 | 6 October to 4 November 2026 |
| Meetings booked | 4 | 6 October to 4 November 2026 |
| Positive replies, three campaigns | 12 | To 10 November 2026 |
| Bounce rate | 0.8% | 6 October to 4 November 2026 |
These are booked meetings, not held ones. We bill only for qualified meetings that took place. The new segments started on 9 November, so their results are not in these figures yet.
They described the service as PR. Prospects who did not want PR said so, and the ones who might have wanted a fractional CMO were never told that was on offer.
4 meetings booked from about 3,800 prospects reached between 6 October and 4 November 2026. By 10 November the three campaigns had 12 positive replies.
Companies with 4 to 10 staff rarely have the budget for a fractional CMO. The new segments are product companies with larger, steadier marketing budgets.
No. We describe clients by their market unless they have agreed to be named, as set out in our methodology.
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