If you're selling an info product - a course, template library, membership, software training program, whatever - you've probably noticed that cold email feels different than selling a service.
With services, you're solving an immediate pain. With info products, you're solving a capability gap or knowledge problem. The buyer doesn't always know they need it yet. And if they do know, they're skeptical about whether your specific product will actually move the needle for them.
This changes how you cold email. A lot. Most people try to sell info products the same way they'd sell consulting or agency work, and it tanks.
Here's how to actually make cold email work for info products.
Info products live in a weird space. They're cheaper than services, but more expensive than a book. They promise transformation, but require work from the buyer. They're not urgent - no one's business is on fire because they don't have your course.
This means cold email needs to do something different than it does for traditional service businesses. You're not creating urgency around a problem. You're creating clarity around an opportunity.
The framework is: identify who's already working on this problem, show them a better path, and make the first step feel low-friction.
This is the key difference. Don't target people who have the pain. Target people who are already trying to solve it themselves or through another method.
If you sell a course on cold email for agencies, don't email agencies that don't do cold email. Email agencies that are hiring cold email freelancers, or using agencies to run their campaigns, or manually sending emails themselves.
Why? They've already decided the problem matters. They've already allocated budget or time. You're not convincing them the problem is real - you're showing them a better way to solve it.
When identifying these audiences, look for:
These people are warmer than cold. They're pre-qualified by behavior.
Here's a sample opener that works for info products:
"Hey [Name] - I noticed your team's been publishing a lot on content marketing lately. Most teams in your position either hire a full-time writer or use a tool like [competitor]. We've found there's a third path that costs less and gets better results - but it requires a different approach."
What's happening here:
The goal is not to explain your product. It's to make them curious about what you know that they don't.
Then, your follow-up emails need to prove credibility through results, not promises. A good second email might look like:
"Quick thought - we've helped 30+ teams in [industry] reduce their content production cost by 40% while actually publishing more frequently. The bottleneck isn't usually writing - it's process. Happy to share what we're seeing if it's relevant."
Notice: specific number (30+), specific metric (40%), specific diagnosis (process, not writing). This is credibility. This makes someone want to learn more.
If your info product costs $500, don't hide it. Don't bury it until the sales call. Mention it early, so people self-select.
A good approach is to mention price in the third email, casually:
"We have a structured program ($497, or $997 if you want done-with-you group implementation) - but honestly most people find value just from the framework itself. The real insight is understanding why your current approach is leaving money on the table."
This does three things:
People who ghost after seeing price weren't going to buy anyway. You've just saved yourself time.
For info products, you need more time to build case. A 3-email sequence isn't enough. Here's a structure that works:
Expect your reply rate to be lower than service businesses - maybe 5-8% instead of 12-15%. But your conversion rate from reply to customer will be higher, because replies mean genuine interest.
Don't just measure reply rate. Measure:
For info products, aiming for a $200-400 cost per customer is reasonable. If you're spending $1000+ to acquire a $500 product, adjust your targeting or messaging.
Here's where most info product founders get stuck: they understand the strategy, but running the actual campaign - finding the right list, writing emails that fit their specific product, managing replies, handling the follow-up - takes time they don't have.
If you're trying to run this alongside building the product, managing customers, and growing the business, the campaign just becomes another task that doesn't get the attention it needs. Emails sit in drafts. Lists get stale. Follow-ups don't go out.
BEC Growth handles the entire campaign - from identifying your target audience through tools like ZoomInfo, writing and testing email sequences, managing infrastructure, and handling replies - so you can focus on the product itself. It's the difference between understanding cold email and actually having it running well at scale.
Ready to Sign Clients On-Demand?
BEC Growth builds and manages your entire cold email system from infrastructure to reply handling.
Book a Call →