Case study
How Vetsweb Digital Marketing Booked 101 Meetings in 5 Weeks With Letters, Email and LinkedIn
Vetsweb Digital Marketing
United Kingdom · Aug 3 to Sep 7, 2026 · Veterinary Marketing
Vetsweb Digital Marketing ran its Outbound Machine in Leadodo across direct mail, cold email and LinkedIn. In 5 weeks, 16,850 analyzed businesses became 3,456 qualified prospects, 734 replies and 101 booked meetings. At a 65% show rate and a 25% close rate, that comes to $82,063 in expected revenue.
Result
$82,063expected revenue
at a 65% show rate and a 25% close rate
- 101 meetings booked
Ran on
- Direct mail
- Cold email
16,850 businesses analyzed by Twip. 3,456 scored below 40 and made the shortlist.
- 1
Direct mail
2,988 letters
23 meetings booked
- 2
Cold email
2,919 leads
65 meetings booked
- 3
LinkedIn
1,760 requests
13 meetings booked
101meetings booked
In this report6 chapters
The Client
Vetsweb Digital Marketing does marketing and design for veterinary practices across the UK. It connects a practice's brand, website, signage and planned campaigns into one plan.
A new client is worth about $5,000 to the agency, so every booked meeting counts.
The Challenge
A business with a weak website rarely goes looking for an agency. It has to be found, and then reached where it pays attention.
Vetsweb Digital Marketing turned on all three channels of its Outbound Machine to do that. A letter by post, a cold email sequence and LinkedIn, all working from the same shortlist.
The Campaign
The campaign ran for 5 weeks, from August 3 to September 7, 2026.
Twip analyzed 16,850 businesses. 3,456 of them scored below 40, the mark for a weak website and a strong lead. Vetsweb had a contact person for 3,130 of them.
Then the three channels went to work on that shortlist.
- Letter. 2,988 letters went out by post.
- Cold email. 2,919 leads got a sequence of 4 emails, 10,222 emails in all. Each follow-up went only to people who had not replied or bounced.
- LinkedIn. 1,760 leads who never answered an email got a LinkedIn request. The 370 who accepted got one message.
Twip analyzed 16,850 businesses and 3,456 scored below 40. A contact was found for 3,130 of them. Vetsweb Digital Marketing ran three channels from its own Outbound Machine, one after the other. A letter went first, then four emails, then a LinkedIn request and a message. Each step went to the businesses that had not replied yet.
Direct mail
- Letter. 2,988 sent. 23 meetings booked.
Cold email
- Email 1. 2,919 sent. 33 meetings booked.
- Email 2. 2,538 sent. 13 meetings booked.
- Email 3. 2,428 sent. 11 meetings booked.
- Email 4. 2,337 sent. 8 meetings booked.
LinkedIn
- Request. 1,760 sent.
- Message. 370 sent. 13 meetings booked.
The bar is what each step sent. One square is one meeting that step booked.
Direct mail2,988 letters
| Step | Sent | Meetings |
|---|---|---|
| Letter | 2,988 | 23 |
Cold emailfour emails, 10,222 sent
| Step | Sent | Replies | Positive | Meetings | Bounced |
|---|---|---|---|---|---|
| Email 1 | 2,919 | 359 | 44 | 33 | 22 |
| Email 2 | 2,538 | 104 | 19 | 13 | 6 |
| Email 3 | 2,428 | 83 | 15 | 11 | 8 |
| Email 4 | 2,337 | 75 | 11 | 8 | 5 |
LinkedIn1,760 requests, 21% accepted
| Step | Sent | Accepted | Replies | Positive | Meetings |
|---|---|---|---|---|---|
| LinkedIn request | 1,760 | 370 | Not reported | Not reported | Not reported |
| LinkedIn message | 370 | Does not apply | 59 | 18 | 13 |
The Results
Every channel booked meetings.
| Channel | Reached | Replies | Positive | Meetings |
|---|---|---|---|---|
| Letter | 2,988 | 54 | 35 | 23 |
| Cold email | 2,919 | 621 | 89 | 65 |
| 1,760 | 59 | 18 | 13 | |
| Total | 734 | 142 | 101 |
On cold email, 21.3% of leads replied. 14.3% of those replies were positive, and 65 of the 89 positive replies booked a meeting.
Together the channels put 2.9% of the shortlist in a meeting within 5 weeks.
Not every booked meeting takes place, and not every meeting closes. At the agency's 65% show rate, 101 bookings means about 66 meetings held. At a 25% close rate and $5,000 a client, that is about 16 expected new clients and $82,063 in expected revenue.
- Direct mail
- 23 meetings23% of the meetings
- Cold email
- 65 meetings64% of the meetings
- 13 meetings12.9% of the meetings
- 101meetings booked
- times 65%show rate
- about 66meetings held
- times 25%close rate
- about 16new customers
- times $5,000average deal
- gives $82,063expected revenue
Worked out from the booked meetings. It is kept apart from pipeline and from revenue won, which show only when the agency reports them.
What Made the Difference
The first email booked 33 meetings. Emails 2 to 4 booked 32 more, each one reaching people who had stayed quiet.
LinkedIn picked up where email stopped. Its 1,760 requests went only to leads who had not replied to any of the 4 emails, and 13 of them still booked a meeting.
The letter reached people outside the inbox. 23 meetings came from it.
The Outcome
In 5 weeks, Vetsweb Digital Marketing went from 16,850 analyzed businesses to 101 booked meetings. Letters added 23, cold email 65 and LinkedIn 13.
Written by
Robbert Veer
Founder
Robbert Veer is the founder of Leadodo. He has over seven years of experience running a web design agency. Today he focuses on AI and automation for lead generation. Leadodo is a complete AI-powered application built for web design agencies. It helps agencies find the right prospects and turn them into new business.
