Cold Outbound Launch

Before sending a single email, nail down exactly who you're targeting:

• Company attributes: Industry, company size, revenue, growth stage, tech stack
• Persona attributes: Job titles, seniority, department, responsibilities
• Pain points: What problems do they face that you solve?
• Triggers: What events signal they might be ready to buy? (hiring, funding, product launch)

Output: Written ICP document with 3-5 ideal customer profiles

Create clear, compelling messaging:

• One-liner: "We help [ICP] achieve [outcome] by [method]"
• Problem statement: What challenge do you address?
• Solution: How do you solve it differently?
• Proof points: Results you've achieved for similar companies

Output: Messaging framework with value props for each persona

• Purchase 2-3 secondary domains (e.g., trycompany.com, getcompany.com)
• Set up SPF, DKIM, and DMARC records for each domain
• Create email accounts (1-2 per domain)
• Warm domains for 2-3 weeks before sending at scale
• Use an email warmup tool to build sender reputation

Why secondary domains? Protects your main domain reputation if deliverability issues arise

Essential tools:

• CRM: HubSpot, Salesforce, or Pipedrive
• Sequencing: Outreach, Salesloft, Apollo, or Instantly
• Data: Apollo, ZoomInfo, or LinkedIn Sales Navigator
• Email warmup: Warmbox, Lemwarm, or Mailreach
• Enrichment: Clearbit, Clay, or BuiltWith

• Start with 500-1,000 contacts matching your ICP
• Verify all email addresses (aim for <3% bounce rate)
• Enrich with relevant data points for personalisation
• Segment by persona, industry, or use case

Quality over quantity: 500 well-targeted contacts will outperform 5,000 random ones

For each account, gather:

• Recent company news (funding, product launches, exec hires)
• Tech stack and tools they use
• Content they've published or shared
• Mutual connections

5-7 touch sequence:

• Email 1: Value prop with trigger/personalisation
• Email 2 (Day 3): Follow-up with case study
• Email 3 (Day 6): Different angle or insight
• Call 1 (Day 7): Phone touch + voicemail
• Email 4 (Day 10): Social proof or resource
• LinkedIn (Day 12): Connection request or message
• Email 5 (Day 14): Breakup email

Test one variable at a time:

• Subject lines: Question vs. statement vs. personalised
• Opening lines: Compliment vs. trigger vs. problem
• CTAs: Meeting ask vs. question vs. resource offer
• Send times: Morning vs. afternoon, weekday vs. weekend

• Week 1: 20-30 emails/day per inbox
• Week 2: 40-50 emails/day per inbox
• Week 3+: 50-75 emails/day per inbox (max)

Monitor deliverability closely. If bounce rates exceed 3% or spam complaints increase, slow down.

Key metrics to monitor:

• Open rate: Target 50%+ (if lower, fix subject lines or deliverability)
• Reply rate: Target 5-15% (if lower, improve messaging)
• Positive reply rate: Target 2-5%
• Meeting book rate: Track emails to meetings conversion
• Bounce rate: Keep under 3%