Learn how to find and engage new wholesale leads with personalized, automated outreach using Overjoy.
Cold outreach can be intimidating, especially when you're juggling product launches, fulfillment, and everything else that comes with running a brand. That’s why Overjoy was built — to make it easier (and smarter) to grow your wholesale channel. Whether you're new to prospecting or looking to improve your process, here are some tried-and-true best practices for using Overjoy to find and connect with new buyers.
1. Start with “Create Campaign with Joy”
The fastest and most effective way to set up a cold outreach campaign is by using Create Campaign with Joy. Instead of starting from scratch, let Joy guide you through campaign creation based on:
- Best-performing email sequences across our network of brands
- AI-driven lead scoring and targeting
- Timing and pacing that align with wholesale buying cycles
You’ll save time and start off with a structure that’s been proven to work.
2. Use “Write Email with Joy” to Build Your Sequence
Once your campaign is created, it’s time to customize the messaging. Each campaign is made up of Email Steps — a sequence of emails sent over time to build rapport with your leads.
Use the Write Email with Joy feature to generate high-converting email copy tailored to your brand and your product category. Joy draws on top-performing campaigns, real buyer responses, and industry best practices to draft copy that gets replies.
You can edit, personalize, and even add product links or social proof before sending.
3. Use “Find Leads with Joy” to Fill Your Campaign
Next, you’ll need leads to send those emails to. Find Leads with Joy uses our proprietary store database and filtering tools to surface high-potential retailers for your product.
Joy selects leads based on factors like:
- Product relevance
- Store category and location
- Buyer engagement and purchase behavior
These leads are added to your campaign automatically — no spreadsheet uploads required.
4. Set Up 2–3 Campaigns for Different Audiences
It’s tempting to put all your leads in one campaign, but segmenting your outreach leads to better results. We recommend setting up 2–3 separate campaigns tailored to different buyer types, such as:
- Gift shops vs. specialty grocery stores
- Retailers in different regions or with different price points
Each group can have slightly different messaging, which helps your outreach feel more personal and relevant.
5. When a Campaign Runs Out of Leads, Review What Joy Found
If the number of "Not Contacted" leads in your campaign hits zero, take a moment to review the leads Joy added.
This step ensures you’re not wasting outreach on low-quality leads — and that you’re taking full advantage of the leads Overjoy surfaces.
6. Track Performance (Aim for 2%+ Reply Rate)
Once your campaign is running, go to the Overview tab to track how it’s performing. Key metrics to watch:
- Reply rate (your best indicator of campaign quality)
- Open rate (helps you gauge subject line effectiveness)
- Conversions (like meetings booked or orders placed)
A 2%+ reply rate is considered strong for cold email outreach. If you're hitting that, keep adding more leads! If not, try revising your email copy with Joy or experimenting with different lead segments.
Cold outreach doesn’t have to feel like shouting into the void. With the right tools — and the right strategy — Overjoy can help you start meaningful conversations with buyers who are ready to say yes.
