TL;DR
The best approach is not trying to go around gatekeepers but through them — be specific about why you need to speak with the decision-maker, acknowledge their role explicitly, and make it easy for them to route you correctly. Multi-threading (reaching multiple contacts at the same account) also reduces gatekeeper dependency.
The 'gatekeeper problem' is more common in phone outreach than email — executive assistants and receptionists screening calls. But it also applies to mid-level contacts who forward (or don't forward) messages to the decision-maker.
For cold calling:
Approach 1: Be direct and respectful. Don't try to trick gatekeepers. They've heard every scheme. "Hi, I'm [Name] from [Company]. I'm hoping to reach [Exec's name] — I'm calling about their SDR program. Could you let them know I called and ask the best way to reach them?" Direct, transparent, respectful of their role.
Approach 2: Build a relationship with the gatekeeper. If you're calling into an account multiple times, the EA can become an ally. Learn their name. Be warm. Ask how they prefer to handle introduction requests. Gatekeepers who like you will actually help you get the meeting.
Approach 3: Multi-thread the account. Go around the gatekeeper not by trickery, but by contacting multiple people at the account — including the decision-maker directly on email, which typically bypasses phone gatekeepers entirely. LinkedIn is great for this.
For email and LinkedIn:
Gatekeeping is less common in written outbound — most executives read their own email. But when you're trying to reach someone through a coordinator:
- Be explicit about why the message needs to reach the exec: "I wanted to reach [Name] specifically because this directly relates to the SDR hiring decision they're leading." - Ask for a warm intro or forward, not just contact info: "Would you be able to forward this, or let me know the best way to get on their calendar?" - Use LinkedIn to message the decision-maker directly — executive assistants typically don't filter LinkedIn DMs.
The real fix: Invest in warm introductions. A mutual connection intro bypasses every gatekeeper, gets opened first, and has a 40–60% meeting conversion rate vs. 2–5% for cold.
From Cactus: Cactus uses multi-threading as a standard account strategy — reaching 3–5 contacts per target account across email and LinkedIn reduces gatekeeper dependency and increases overall conversion.
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Book a free strategy call →How do I write a cold email that gets replies?
Write one sentence that's specifically about them, one sentence on their problem, one on your solution, and one CTA. The email should be under 80 words, reference something real about their company, and ask a yes-or-no question at the end.
How do I find leads for cold email?
Start with Apollo.io or LinkedIn Sales Navigator to build a list from your ICP criteria. Enrich it through Clay or a waterfall of data providers for verified emails. Target trigger events — recent funding, new hires, job postings — to catch companies in active buying moments.
What is a good cold email reply rate?
A good cold email reply rate is 3–8% for a broad ICP campaign and 8–15% for a highly personalized, trigger-event-based campaign. Anything above 15% with meaningful volume is excellent. Below 2% means something fundamental is wrong — ICP, targeting, or the email itself.
How many cold emails should I send per day?
New domains should warm up for 2–4 weeks before sending real campaigns, starting at 10–20 emails/day and capping out at 30–50/day per domain for sustained campaigns. With multiple warmed domains running in rotation, total volume can reach 500–2,000+/day without domain damage.