Rippling CMO Matt Epstein’s guide shows brokers how to 5× a typical 0.2% email-to-call rate with concise, highly personalized cold emails. Start with deliverability (plain text, few links, custom details, monitor bounces). Use 1–5 word subject lines that feel personal, spark curiosity, or promise value; make the first line conversational (the “iPhone test”). Structure: hook (question/pain/value), tight body with concrete benefits, and a clear question CTA; keep lines short, avoid bullets, and send at least two follow-ups. Tailor by role/company/industry. Test at scale (≥500 contacts), track results, and build a template library. Rippling’s Producer Program adds templates and pays brokers up to $3K per referral.

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