Mastering the art of scaling cold email outreach can seem like a daunting task, especially for businesses striving to stand out in the crowded inboxes of their target audience. In a recent video, Matt Lucero, a seasoned lead generation expert, revealed how he leveraged multiple outreach channels to generate over 5,000 signups for an affiliate challenge connected to Alex Hormozi’s record-breaking book launch. This case study not only showcases the power of cold email but also emphasizes the importance of diversified marketing strategies.
This article breaks down Lucero’s approach into actionable insights, exploring his infrastructure setup, tactical execution, and the lessons businesses can draw to refine their own outreach efforts. Whether you’re managing a high-volume sales motion or looking to boost your lead generation, this guide will equip you with practical strategies to scale personalized outreach effectively.
The Challenge: Driving Signups at Scale
Lucero faced a formidable challenge: entering Alex Hormozi’s affiliate competition halfway through and securing one of the top 10 spots among thousands of participants. The stakes were high, with prizes including a private dinner and interview with Hormozi - a unique opportunity to connect with a prominent entrepreneur and grow his business.
Given the limited timeframe, Lucero devised a data-driven strategy to maximize outreach and engagement. This involved three key marketing channels: cold email, YouTube content, and paid ads. Each channel served a specific purpose, collectively driving the volume and quality of leads required to compete.
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Step 1: Building an Email Infrastructure for Scale
Cold email formed the backbone of Lucero’s strategy, but sending emails at the scale he envisioned required robust infrastructure. Here’s how he set up his system:
1. Domain Registration
- To avoid deliverability issues, Lucero registered over 1,400 unique domains via a domain registrar. Each domain was used to create email accounts capable of sending high volumes.
2. Email Account Setup
- He connected these domains to email providers, using both Google and Microsoft platforms. Instead of purchasing directly from providers, Lucero leveraged resellers to reduce costs.
3. Automation Tools
- The email accounts were connected to an automation platform to streamline sending. These tools allowed him to manage campaigns, track responses, and optimize delivery.
Lucero emphasized the importance of warming up email accounts to avoid spam filters. This process, while time-intensive, ensured his emails consistently reached inboxes.
Step 2: Sourcing Leads and Crafting Targeted Campaigns
Effective cold email campaigns depend on precise targeting. Lucero’s total addressable market (TAM) was broad, but he narrowed his focus to maximize relevance. His process included:
1. Identifying the Ideal Audience
- Lucero targeted business owners and professionals likely familiar with Hormozi’s content. He identified these individuals by scraping follower lists from related social media profiles.
2. Personalized Messaging
- A simple but effective email script conveyed the value of the free webinar while referencing the recipient’s familiarity with Hormozi. This personalized touch increased response rates.
3. High-Volume Outreach
- Lucero sent hundreds of thousands of emails, using automation to scale outreach while maintaining compliance with terms of service.
Despite the scale, one challenge remained: converting expressions of interest into actual signups. Since prospects needed to manually register for the webinar, a drop-off in conversion rates was inevitable. Lucero adjusted his strategy accordingly to boost results.
Step 3: Supplementing Cold Email with Content and Paid Ads
Recognizing the limitations of a single-channel strategy, Lucero diversified his efforts by incorporating YouTube content and paid ads.
1. YouTube: A Low-Cost Way to Build Awareness
- Lucero created a concise video explaining the value of the event and how viewers could register. While the video garnered over 1,700 views, it served primarily as a supplemental channel, driving incremental signups.
2. Paid Ads: Amplifying Reach
- To scale quickly, Lucero invested in Facebook ads targeting people likely to engage with the event. Ads directed users to a landing page where they could sign up, ensuring Lucero could track conversions effectively.
The combination of organic content and paid media ensured Lucero reached a diverse audience, balancing cost-efficiency with scale.
Lessons Learned: Strategic Takeaways for Businesses
From infrastructure setup to multichannel execution, Lucero’s strategy offers valuable lessons for businesses aiming to scale their own outreach efforts:
1. Invest in Scalable Infrastructure
- The foundation of any high-volume campaign is a reliable infrastructure. Purchasing domains, setting up accounts, and using automation tools can help businesses send emails at scale without compromising deliverability.
2. Focus on Targeted Outreach
- Identify your ideal client profile and tailor messaging to their specific needs. Personalized outreach consistently outperforms generic campaigns.
3. Diversify Channels
- Relying solely on one channel limits your potential reach. Content marketing and paid ads can complement cold email efforts, ensuring comprehensive coverage.
4. Anticipate Conversion Bottlenecks
- Be aware of drop-off points in your funnel. Whether it’s registration forms or follow-up actions, plan strategies to mitigate friction and improve outcomes.
5. Measure and Adapt
- Data-driven adjustments are critical. Lucero continually refined his approach based on campaign performance, ensuring he remained competitive.
Key Takeaways
- Cold email at scale requires robust infrastructure. Use multiple domains, email providers, and automation tools to optimize deliverability.
- Personalization drives engagement. Craft messages that resonate with your audience’s specific interests and familiarity with your offering.
- Diversify your outreach channels. Combine cold email with content and paid ads for maximum impact.
- Address conversion gaps proactively. Simplify steps for prospects to take action, reducing friction in the funnel.
- Experiment and refine. Continuously analyze performance metrics and iterate on your strategy to improve results.
Conclusion
Lucero’s achievement in generating over 5,000 signups underscores the power of a well-executed cold email strategy. By combining infrastructure, targeted outreach, and multichannel marketing, he demonstrated how businesses can drive significant results under tight timelines. Whether you’re scaling outbound sales or promoting an event, the principles outlined here can serve as a roadmap for success.
Scaling cold email outreach is no longer just a theoretical possibility - it’s a practical, actionable strategy for any organization prepared to invest in the right tools and tactics. Apply these lessons, and watch your campaigns reach new heights of engagement and effectiveness.
Source: "How I Got A Billionaire's Attention Using Cold Email (Alex Hormozi)" - Matt Lucero, YouTube, Dec 22, 2025 - https://www.youtube.com/watch?v=KEUmmTkdX2M
