You've got an admin panel

That has multiple domains under it

And each of those domains owns multiple inboxes

Those inboxes connect to your sending platform with your lead list and copy.

Emails go out.

Sales calls come in.

And those calls turn into customers.

You should never send cold emails from your company's inboxes.

If they burn, EVERYTHING you send will land in spam.

This includes the emails you send to your employees and to customers.

Buy secondary domains and inboxes dedicated to cold email so the main domain stays protected.

One inbox can't send thousands of emails per day.

We send about five emails per day per inbox.

So if you want to send 1,000 emails per day, you actually need around 200 inboxes.

And that's how many inboxes we had before we scaled to 25,000 sends per day.

Every single one of those inboxes has to be warmed up for 2–4 weeks before you can actually use them.

If you skip this step, your inboxes will burn much faster.

If you're going to send this many emails, you need dedicated infrastructure and IPs.

If you're using standard email sending platforms that don't give you dedicated infrastructure and IPs, your sender reputation will mix with other senders.

This greatly reduces the chance of your emails ending up in spam.

This is because their emails are marked as spam, which lowers their domain reputation.

Because your IPs are the same, the problems they create affect your inboxes as well.

So even if you don't do anything wrong, your inboxes will burn without dedicated IPs.

Even with your own IPs, cold email changes constantly.

There are new filters, new rules, and new updates every month.

Things can break overnight.

That's why you always need at least double the inboxes you're actively using.

If one inbox burns, you can swap in another one.

That way, you can keep sending emails without stopping when your inboxes burn.

If you don't change anything in your campaign, the backup inboxes will burn too.

Start by checking the list you're sending to.

Make sure every email is verified.

Pay attention to this because most email finders/verifiers work against you.

They get paid whenever they "find" an email.

There are often 2 cases where you need to be careful:

• Someone who left the company years ago still showing up as valid.
• Catch-all inboxes showing up as verified.

Even if you're using a platform like Apollo, they say it's verified but about 50% of the time it's not.

And places like Apollo sometimes give you companies that don't fit the ICP.

To prevent these, we do 3 things:

• We double verify each email.
• We check LinkedIn to confirm the person still works at the company.
• We check the company's website to make sure they fit the ICP.

The next thing you need to inspect is the copy.

If emails don't generate positive replies, recipients mark you as spam and inboxes burn.

So the copy has to generate positive replies.

The most important thing is the offer, then keep the email short, clear, relevant, and write it like you're sending it to one person.

Once all of the above is done, you can start sending.

As you start getting replies, you'll quickly notice positive prospects can still go quiet.

They don't know or trust you yet, so any friction is a reason for them to not reply.

The best thing you can do to keep the conversation alive is to reply fast.

Ideally below 5 minutes.

If you don't follow up with people, they forget you.

You need to be careful because if you send too much, the chance of hitting spam increases.

If you send too few, they forget about you and won't reply.

Other than that, every follow-up has to look and feel different or they mark you as spam.

DO NOT cold email unless you create the infrastructure like this.

Not following this guideline can result in your domains being blacklisted - meaning all of your emails will go to spam.

Many companies have burned by working with an agency that doesn't understand cold email.

Their inboxes end up getting burned - losing them hundreds of thousands or millions of dollars of revenue because their messages simply do not go to the inbox.

Yes, it's possible to do all of the above yourself.

But it it takes too much time, the chance of it working is low, and one mistake sends you back to zero.

That's why most people fail with cold email.

We've built a system that eliminates all of these risks.

So you don't have to worry about the technical side, the risks, or the time it takes.

You can just focus on closing deals.