“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 inboxes per client.
Now we do 60 (at a minimum) inboxes per client.
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: Staging up and warming up multiple email domains and accounts enhances the deliverability of emails and builds a good sender reputation.
đź’ˇ Risk Mitigation and Continuity: Even with the multiple domains one does a risk diffusion and then continues with the other in case that the domains get blacklisted or the email accounts suspended.
📧 Land in the Inbox: The spam tech filters are so sophisticated nowadays, and if we do it A to Z incorrectly we’ll get right to the spam-one more reason why a cold email will never see the light of day.
Unlocking the Secrets of Cold Emailing đź’Ś watch the full 37-min video here
Video published: March 12, 2024
Below, you will find a recent podcast I was featured on from The Brian Nichols Show. He and I dug long on the topics of cold email, A.I., and the topic of this edition of our newsletter: email sending infrastructure.
Some Key Takeaways:
🔧 Proper configuration of your domains and domain warm-up in the mailbox will shoot up your campaign success rate sky-high. (21:54)
🤖 Using AI in a contact with email outreach must augment, rather than replace, human connection. That’s what matters most-it’s actually this human relationship. (10:52)
đź’ˇ From now on, focus on relevance, not personalization. Only after you know the nitty-gritty of their problems and needs can you create real engagement with prospects. (15:45)
What about solutions? What can you do today to improve your cold email infrastructure?
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)
Set up your DKIM, SPF, DMARC properly (these are your registration stickers)
Connect to your email-sending tool (we use Instantly.ai)
Warm up your domains and emails for a minimum of 2 weeks prior to sending emails (warmy.io — ask me for a discount code — and instantly.ai are our two favorites)
Write good copy, subject lines, follow ups – remove spammy buzzwords — and focus on getting replies, as that improves email deliverability
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
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 — myself included.
The reality is that it does still work. My agency, Email Outreach Company, scheduled more meetings for our clients last month (March) than we had since last spring.
But, the reality is that it’s getting harder and harder — the last 6 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
