Narrow on purpose.
I work one sector at a time, because the whole thing depends on knowing what the people on the list actually care about. Right now that sector is building services.
- UK registered limited company or LLP
- Mechanical, electrical, building services or commercial construction
- Roughly 10 to 250 staff, filing small or medium accounts
- Projects worth £25,000 and up, where one new client pays for a year of this
- You already know what your best customers look like. You are just not in front of enough of them
Not a fit
Sole traders, domestic-only work, and anyone who wants a high volume of low value leads. I would rather tell you now than three months in.
Four things. You only touch the last one.
1
I build the list
From Companies House filing data, not a bought database. Filtered to your sector, size and region, then every domain and contact verified before a single email is written. Typically 400 to 600 new companies a month.
2
I build the infrastructure
Separate domains and inboxes, authenticated and warmed for three weeks before the first real email goes out. Your own domain never sends and never carries the risk.
3
I write and run the sequence
Four touches, plain text, written to read like it came from a person, because it did. Twenty-five to thirty emails per inbox per day, no more. Every opener references something specific about the company.
4
Replies come to you
Interested replies arrive in your inbox with a short note on who they are and what they said. Everything else — the not-nows, the wrong people, the unsubscribes — I handle without asking you.
This is the format. Not a sample of a template.
Most agencies will not show you what they send. Here is the shape of it, with the merge fields marked.
Short, one question, nothing to click. No links in the first email, no images, no logo, no tracking pixel — those are among the strongest spam signals there are, and a message that looks like a newsletter gets read like one.
It also means I cannot report open rates, and I would not trust them if I could, since Apple and Gmail load images before anyone has seen the message. The number I report is replies.
company + main contractor
Hi first name,
Noticed company has done a fair bit of the M&E on main contractor's fit-outs over the past couple of years.
Asking because most firms your size end up with two or three main contractors feeding them repeat work and nothing coming in from anywhere else. Fine right up until one of them slows down.
Would it be daft to send over a short list of contractors in region putting M&E packages out at the moment?
Magnus
Written down, because you were going to ask.
Setup · one-off
£750
Domains, inboxes, authentication, list build, sequence written. Paid once, before anything sends.
Running it
£1,500 /month
Three month minimum, then monthly. No lock-in after that.
Per qualified meeting
£200
Capped at twelve a month. No-shows cost you nothing.
Eight qualified meetings in the first ninety days of sending, or month four is free.
Qualified means the decision maker, who turned up, stayed at least fifteen minutes, and was not ruled out on budget or region before the call. One reschedule still counts. If it does not meet that, it does not go on the invoice.
Eight is the number I will put in writing. Ten to twelve is what I actually expect, and you are welcome to hold the difference against me. The ninety days start when the first email goes out, not when you sign — before that there are two to three weeks of warming the new inboxes, which is not optional and not something I will skip to look faster.
Worth being plain about the maths. A month where I hit the cap costs you £3,900 for twelve conversations with people who need the work done. A month where I book you nothing costs £1,500. I would much rather be paid for the first kind of month, which is the point of pricing it this way.
The list that costs me something.
- No cold calling. Not by me, and nobody on your team gets handed a list of numbers either.
- No open tracking and no click tracking. It protects deliverability, and it costs me the vanity metrics most agencies lead their reports with.
- No invented senders. Emails come from a real person with a real name and a real profile. Made-up personas fall apart the first time somebody looks.
- No sole traders and no personal addresses. The PECR corporate subscriber exemption covers UK limited companies and LLPs. Everyone else needs consent, so they never reach the list.
- No Danish recipients, which is where I live. Danish law bans unsolicited business email outright, with no B2B exemption. It is the reason I work in the UK.
- Opt-outs enforced immediately, not within the ten working days the law allows.
- No lock-in past the three months. If it is not working you should be able to stop, and a contract that stops you is a contract protecting the wrong person.
Magnus Skovgaard
I am based in Denmark and work with UK firms only. You deal with me from the first email to the last invoice — which is not a promise about service quality, just a description of the company.
Before this I built and shipped two iOS apps on my own. That is where the habit comes from: the lists, the sequences and the reply handling all run on software I wrote, which is the only reason one person can do this at the volume it needs.