How Lemlist Boosted German Ads by Dropping Cold Email

I’ve always been a fan of cold emailing. It’s direct, measurable, and—let’s be honest—kind of a B2B classic. But when Lemlist started running ads in Germany using the exact same messaging they nailed in the US, something didn’t add up. The results were off. It turns out, cold email isn’t one-size-fits-all, especially in markets with different tolerance levels. They had to rethink their approach, fast. That meant pivoting to channels like LinkedIn and phone outreach that felt more natural to German buyers. This kind of market-specific messaging tweak is a reminder that what works in one place can flop in another. Here’s how Lemlist cracked the code and flipped their ad performance in Germany.

1. Start with what’s proven, then test locally. Lemlist launched ads in Germany using the same cold email-focused messaging that worked well in the US. This wasn’t a shot in the dark. They trusted their core approach but knew every market isn’t identical. The key move was to measure performance closely and gather feedback on how their message landed. Takeaway: Test your tried-and-true messaging in new markets before doubling down. 2. Recognize local tolerance differences early. After reviewing results, Lemlist pinpointed a major insight: “And then we realized that cold emailing is just poorly tolerated in Germany.” This was a game changer. Cold emails that get opens and replies stateside were falling flat or worse in Germany. Knowing this saved them from throwing more budget at a losing tactic. Takeaway: Local market preferences can tank your outreach if ignored. 3. Pivot boldly to channels that fit the market. Lemlist didn’t just tweak cold emails; they shifted focus to outreach channels better received in Germany. They invested heavily in LinkedIn and phone outreach, two channels that felt more personal and less intrusive. This wasn’t guesswork. It was a strategic bet backed by testing and real-world feedback. Takeaway: Don’t be afraid to move beyond email if your audience pushes back. 4. Confirm results and optimize. After switching channels, Lemlist saw markedly better engagement. While they didn’t publish exact numbers, the improvement was clear enough to justify reallocating resources. They proved it pays to adapt messaging and channel mix by market, not just translate copy. Takeaway: Local adaptation can unlock performance gains that blanket global messaging misses.

This Lemlist story is a solid reminder that B2B marketing isn’t plug-and-play across borders. Your best bet isn’t blindly following what worked elsewhere; it’s testing, listening, and adapting until you find what clicks locally. That’s where the real growth lives. Dave

P.S. What’s one market where you’ve seen a messaging approach flop and had to pivot quickly?

"And then we realized that call demi emailing is just poorly tolerated in Germany. And so we we started, like, investing heavily in, like, other kind of messaging, saying, okay, we flat you can, you know, like, bring your outreach to Linkedin and and and be better on the phone. And and it work just so much better."

— Domitille de Saint-Exupéry, Lemlist

How to run it

1 Launch ads with basic, classic messaging used in the US market.
2 Measure performance and gather feedback on messaging effectiveness.
3 Identify that cold emailing is poorly tolerated in the German market.
4 Invest heavily in alternative messaging channels like LinkedIn and phone outreach.
5 Compare results and confirm improved performance with new messaging.

Why it worked

✓ They adapted messaging based on local market tolerance, recognizing cold emailing was poorly tolerated in Germany.
✓ They tested hypotheses by proof testing messaging across different markets.
✓ Investing in channels better suited to the market (LinkedIn and phone) led to better results.

Play details

Timeframe: Q4
Replicability: ● ● ● ● ● 5/5

Constraints

Requires ability to test and adapt messaging per market preferences.