Use a new email address to launch outbound

What to Do Before Launching an Outbound Email Campaign

Timothy Solomon Marketing, Sales

10 steps to follow when launching outbound with a new email address

When starting outbound marketing for the first time, it’s sensible to use a new email address. But don’t get caught out. Here’s how to get it right first time. 

At Cognism, we do everything to make sure your outbound campaign is a success. We provide you with accurate lead data, tightly focused lists and top-level automation and analytics. However, one thing we can’t help is your outbound emails being blocked by your recipients’ spam filters.

We recommend that you set up a new, separate email for your outbound marketing. It helps you separate your marketing emails and replies from your day-to-day business. Plus, you can set a separate ‘from’ line and signature from your daily emails. However, it’s essential that when you set up your new email address, you follow a 10-step process to ensure success. 

Why Outbound Emails Get Blocked

Before we explain the 10-step journey, let’s examine why you need to take measures to combat spam filters.

Your email providers, at work and home, take measures to protect you from spam. No one likes receiving spam emails. They waste your time, and they are often phishing emails from cybercriminals. When someone sends you an email, your email provider will scan it before it gets to you, deciding whether it’s legitimate. If it’s not, it will be blocked.  

One of the factors a spam filter will evaluate is the legitimacy of the email address and the domain used to send the email. You’re launching an outbound marketing campaign, sending multiple emails per day across a wide range of leads. You need to make sure your address and domain don’t raise flags.

Here are 10 steps you can follow, so you can send outbound marketing emails without worrying.

1 – Make sure your domain is strong 

While it’s recommended that you send outbound emails from a separate address, you don’t need to set up a separate domain.

If you do decide to use a new domain for your outbound campaign, leave your domain to mature for at least 4 weeks while you follow the rest of the steps. 

2 – Know your limits

Email providers set limits on the number of emails you can send across time periods. For example, G Suite limits you to 2000 messages per day. Office365 limits you to 10,000 recipients per day and 30 messages per minute.

Make sure you know the limits for the address you’re planning to use for outbound. Don’t constrict your campaign before it even starts. 

3 – Make sure your SPF and DKIM records are up to date 

SPF and DKIM are sets of numbers that sit in the DNS records of your mail server. They help your recipient’s server know who is sending email.

SPF identifies the IP addresses which can send emails from your domain. DKIM is a unique combination of private and public keys that your email provider generates to further identify your email as safe.

Contact your email provider and they will help you set this up. 

4 – Set your ‘from’ line and signature

Now the back end of your email is up to date, you need to look at what you are going to be sending out.

The ‘from’ line of an email is essential. Along with the subject line, it’s the first thing your recipient will see when you email them. Make sure you use your real name in the ‘from’ line. Don’t use the company name, and don’t make up a fake name.  

If you’re using an HTML signature at the bottom of your email, make sure it is optimised. Make sure it doesn’t take up more space than the main body of your email, as that tends to flag with spam filters. If in doubt, used a text signature instead. 

5 – Warm up your email

You can’t start sending 50+ emails per day on day one. You need to ‘warm up’ your email address.

Start by sending a few emails per day to people you know exist. Use your friends and business associates. Write them individually and send them manually. Don’t use automation.

Write real messages, ask questions to solicit a reply. Receiving a reply will help build the reputation of your email address.

6 – Reply to your incoming email

As you receive incoming email to your new address, reply to it as usual. Get a conversation going. This will help build your address’ reputation as a regular, functional email address.

7 – Rinse and repeat 

Keep repeating steps 5 and 6 for around 28 days. After this period, you should have a new email address with an excellent reputation. Don’t rush things.

Use this time to build a list of targeted, up-to-date leads matching your ideal customer persona. Cognism Prospector is perfect for this task. You can also work on crafting the ideal messages for your outbound campaign.

The other thing you should do before you start your outbound campaign is make sure all your social media profiles are consistent, and putting forward a good impression of your business. You can find out more in our ‘how to’ article. Link

8 – Start your outbound campaign with Cognism

You’re ready to go. Set up your outbound campaign with Cognism Prospector and start marketing. Our email marketing automation system is designed to connect with clients at the exact time they’re ready to buy.

9 – Don’t go over the top

As you start your outbound marketing campaign, it’s important not to go over the top and send to many emails. Email providers get anxious when they see a large number of emails coming from one address over very short periods of time.

If you’re sending 50 opening emails per day, which is a sensible limit, don’t send them all at once. Separate them into batches, so they flow out at a steady rate across the day.

10 – Win!

As your opening emails go out, replies should flow in naturally. As your leads respond, you can move them on to email lead sequences and help them become customers. You will be safe in the knowledge that you did all you can to make sure your emails arrive where they should.

To find out more about Cognism and how our automation system can revolutionise your outbound operation, visit us here.