Avoid Spam: Why Ignoring Your Email Setup Is Ruining Your Outreach

The starting point of cold email

June 4th, 2024


Reading Time: 2 minutes

“Why do my emails keep going into spam?!”

Because of the changes in the cold email world, this is becoming the most popular question I get.

Warning: this is NOT the most exciting part of cold emailing, but it’s becoming the most important part. It’s no secret that the cold email world has changed A LOT — without the proper sending infrastructure in place, we don’t stand a chance of getting into our prospect’s inbox — let alone scheduling a meeting with them.

Don’t feel like you have your sending infrastructure set up properly? You’re not alone. At least 90% of the people I speak with are in the same boat.

For context…

We started with 3 email inboxes per client.

Now we have some clients with 200 email inboxes 🤯 .

The change is real.

More infrastructure, more complexity — more critical than ever.

I wish it were simpler, but it’s not.

Here is why a Sending Infrastructure is so important:

🎯 Deliverability and Sender Reputation: Proper setup and warming up of multiple email domains and accounts enhance email deliverability and build a positive sender reputation.

💡 Risk Mitigation and Continuity: Using multiple domains and email accounts distributes risk and ensures continuity in case of domain blacklisting or account suspensions.

📧 Land in the Inbox: Spam tech filters have become so effective, and if we don’t do A-Z correctly, we’ll go right into spam — eliminating any chance of getting results through cold email.

Unlocking the Secrets of Cold Emailing 💌 watch the full 37-min video here

Video published: March 12, 2024

Below is a recent podcast I was a guest on from The Brian Nichols Show. We talked a lot about cold email, A.I., and the topic of this newsletter: email sending infrastructure.

Some Key Takeaways:

  • 🔧 Setting up your domains properly and warming up your inboxes can significantly boost your campaign's success rate. (21:54)

  • 🤖 Leveraging AI in email outreach should enhance, not replace, the human touch, emphasizing the importance of genuine connections. (10:52)

  • 💡 Focus on relevancy over personalization to truly engage prospects by addressing their specific pain points and needs. (15:45)

Product Spotlight:

Instantly is the solution

We run all of our 3,000+ inboxes for our clients through Instantly.ai.

And we generate our 500,000-contact lists primarily through Instantly for 10x cheaper than we used to.

If you haven’t signed up, I highly recommend you give it a try.

What about solutions? What can you do today to improve your cold email infrastructure?

  1. Purchase new emailing domains and email accounts (3 emails per domain — e.g. if you buy 10 domains, you should have 3 email accounts per domain — 30 email accounts total)

  2. Set up your DKIM, SPF, DMARC properly (these are your registration stickers)

  3. Connect to your email-sending tool (we use Instantly.ai)

  4. Warm up your domains and emails for a minimum of 2 weeks prior to sending emails (warmy.ioask me for a discount code — and instantly.ai are our two favorites)

  5. Write good copy, subject lines, follow ups - remove spammy buzzwords — and focus on getting replies, as that improves email deliverability

  6. This should be #1 — do NOT mass email off your primary domain — it is far too risky and can lead to all email addresses in that domain becoming spammy

  7. Monitor, monitor, monitor — how is your domain health? Open rate? More importantly, reply rate? Results will be the breadcrumbs that will lead us to a potential problem — always monitor

More questions? Schedule a call with me and I’d be happy to help.

My Last $.02

Is cold email dead? I had a call recently with a business owner who scheduled the call to ask me this question. Cold email stopped working for him — like for so many others — and it’s a real fear for people.

The reality is that it does still work. My agency, Email Outreach Company, scheduled more meetings for our clients last month than we had since last spring.

But, it is getting harder and harder — the last 8 months have been a challenge. We’ve had to rebuild our entire system — and continually monitor the (almost) daily changes in the email world. It’s not easy, but I promise you, it still works, if you do it right.

Until next time, happy emailing!


Adam Rosen
Email Outreach Company
New York, New York

PS — ready to leverage cold email for more sales? Schedule a call and let's get you started.

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