If you're like most people in sales or marketing, you've probably been told that the more you reach out, the more chances you have to close. At Falconics, we used to think the same way, too, until we started testing the opposite. Instead of sending a hundred generic messages a day, we started with fewer, higher-quality outreach. And you know what? It changed everything. Curious what we’re talking about? Scroll to learn more.

What Exactly Is the 1-2% Rule?

The 1-2% Rule is the idea that only 1-2% of your ideal target list is actually ready to buy at the moment. That means if you’re reaching out to 100 leads, maybe 1 or 2 of them are in a buying window. The rest just aren’t there yet.

Most salespeople and marketers ignore this and go after everyone the same way. The result is that you get ignored or you’re marked as spam.

When using the 1-2% Rule, you focus all your effort on finding and speaking directly to this 1-2%.

This means:

• Sending fewer, but highly relevant and personalized messages
  
  
• Doing more research before you reach out
  
  
• Timing your outreach to match buying signals (like funding rounds, job changes, or new hires)

Why Sending Fewer, Better Messages Works

Let’s put it like this. People are simply tired of cold outreach. Most messages sound the same, feel copy-pasted, and aren’t even relevant. You don’t need a study to tell you that. But for what it’s worth, research by Gartner shows that only 23.9% of sales emails are ever opened. And of those, most are skimmed or ignored. You don’t want to end up in that pile.

The 1-2% Rule is opposite and focuses on crafting ONLY high-quality outreach that’s tailored to the person you’re messaging. That means:

1. Your email actually gets opened and read because it feels different.
   
   
2. It gets a real response because it speaks directly to the recipient’s needs or goals.
   
   

Of course, this takes way more effort than cold messaging, but in our opinion, it gives much better results and it’s totally worth it. In fact, using this method can boost reply rates by up to 142%. 

How to Apply the 1-2% Rule in Your Outreach

Go through your list of leads and filter out the top 1-2% who are the best fit for what you’re selling.  These should be people or companies that match your ICP and have a clear need for your product or service.

Once you’ve got your shortlist, research each one. Look into what they’re working on, recent updates about their company, and any pain points you can identify from LinkedIn, interviews, or company blogs. 

Now, craft your outreach. Write a short, direct message that shows:

• You know who they are
  
  
• You understand their current situation
  
  
• You have a clear reason for reaching out
  

Keep your message under 100 words if possible. Keep in mind that you’re not trying to sell in the first message, but you’re trying to start a conversation and understand them better. Eventually, you can introduce your product. The 1-2% Rule only works if you treat each message like it actually matters.

What About Automated Tools?

Yes, tools like Lemlist, Instantly, and Outreach make it easy to automate cold email. But automation is only helpful if your message is good and your targeting is right.

You can use automation to send messages faster. Make sure you set limits on how many messages go out per day. 

Common Mistakes to Avoid

• You’re sending generic messages that sound like it has been written by AI or like you’ve taken them from a template. Your messaging needs to be unique and personal to the person you’re sending it to.
  
  
• You’re focusing on the wrong people. You need to build a solid ICP. These are the people who are most likely to see value in what you’re selling, have the budget for it, and can actually say “yes.”
  
  
• Your pitch is too long and contains too much information. Keep it short, relevant, and easy to respond to.
  
  
• You’re speaking too much about your product in your messaging. The 1-2% Rule is all about focusing on a pain point that the prospect is facing, expressing that you understand it, and then introducing your product.
  
  
• Trying to automate too much. Too much automation kills the personal touch. It’s okay to use tools, but don’t let them take over the message.

How Do You Know If You’re Succeeding?

You’ll know it’s working when your reply rate goes up and the people actually respond and show real interest in what you’re talking about. You should also see a shorter sales cycle. 

FAQs

Can the 1-2% Rule work for outbound on LinkedIn?

Yes. LinkedIn is one of the best places to apply it. Personal profiles give you easy context for custom messages that don’t feel like a pitch.

How many messages should I send per day using this method?

Quality is better than quantity. Even 5-10 highly personalized messages a day are enough as long as they’re targeted and personal.

What tools can help me manage this without losing the human touch?

Apollo, Clay, or Instantly can help with research and light automation, but avoid auto-sending. Write each message yourself.

Does this still work at scale?

You can scale the process, like researching and building smart lead lists, but not the messaging. Keep that human and personal.

What if I don’t get replies right away?

That’s normal. Give it a few days, then follow up once or twice. Add a fresh angle in follow-up messages. 

Final Thoughts

The 1-2% rule helps you focus on quality over quantity. When you target the right people and send clear, personalized messages, your response rate improves and you avoid spam filters, protect your domain, and save your team from wasting time on bad leads.

Ready to Stop Spamming and Start Closing? Want to take your marketing to the next level? At Falconics, we’re leaders in ERM, specifically designed for B2B SaaS companies. As industry experts, we develop strategies that help you create deeper connections with your customers. Ready to see how? Contact us today.