E-mail Outreach
Email deliverability
guide
Implement these tips to make your email channel reliable!
DKIM/DMARC/SPF
These digital signatures confirm you had permission to send the email. Without them, the receiving server assumes you are a fraud.
Unique content
Use Spintax to make every single email being sent unique. A/B testing is important for this reason too.
Domain tracking
Never use the platform's link tracking. Set up your own via your DNS. Not tracking links at all is still best.
Strict lists
Do not send to your Do Not Contact List. If you are reported as spam a few times, your deliverability will be decreased.
No images
Avoid images where possible (including in your signature). If you must, include images from your 2nd/3rd email.
Rotate inboxes
Use multiple inboxes to increase sending limits. 1-2 inboxes per domain. Unlimited domains.
Personalisation
Unique emails are more likely to be delivered. Personalisation can impact opens and replies too (which then impacts delivery).
Bounce rate
You must have a bounce rate of less than 2%. Data hygiene is critical here.
Get responses
Your message has to be hyper relevant to get responses. Why them, and why now.
SPAM words
Don't use any spam words if avoidable. Check each mail before adding it to your sequence.
Main Goal - Reply
Always aim for a reply, not a click. Respond to all unsubscribes confirming you won't bother them anymore.
Use plain text
Plain text delivers at a higher rate than HTML. Not that writing text in a normal email composer will still send as HTML.
Email verification
Always check your recipient lists with Email Validators to keep your database «clean».
Add P.S. Remove me
Remove any Unsubscribe links and drive people to reply to you to get a «response» instead of a «Report as a Spam». The response helps your campaign move on.
Targeted fire
Do not send more than 2 cold emails per domain on the same day.
Slow sending speed
You are only sending 50 emails from an inbox in a day. Spread sends out as much as possible.
Get your priorities
Deliverability, Clean list, Send Timing, Message Templates
Unsubscribe links
Unsubscribe links decrease deliverability, but also reduce the chances of an email being flagged as spam.
Warmup inboxes
Warm up your mailbox with a reply rate of 30% for at least one month. Raise the temperature slowly, with an increase of 2-4 emails per day.
Limit links
Try not to send links in email. Limit their number to a maximum of one. Links in a signature are also counted.
Consistency
Keep your sending patterns consistent (speed up and ramp down slowly)
BI-Weekly seed tests
Use tools like Zerobounce / Warmy Checker which allows you to test your delivery / content to B2B Email Providers. This will help you see where you might be landing.
Keep warmup ON
Boost response rate to 80% and drop warmup down to 10 emails a day during your campaign.
Share Email Provider
Never use Marketing-based Email Providers like Sendgrid, AWS SES, Mailgun for Cold Email. Those products are only designed for Opt-in Emails. The ideal providers are Google, Microsoft and Zoho Or Private Mailserver
Buy new domains
Constantly refresh domains that are low performing.
