101 of Cold-Email Outreach

Getting started with outbound sales can seem daunting, but with the right steps, it becomes a game of strategy and process.

Here's a quick guide to help you build your outbound engine.

1. Build Your Contact List - Don't pitch wrong people

Start by defining your Total Addressable Market (TAM) and narrowing it down to your Ideal Customer Profile (ICP). Your ICP represents the perfect customers who align with your offer. Tools like Sales Navigator and Apollo can help map your TAM, but I also use ocean.io to find lookalikes of existing customers or scrape competitors’ followers.

Segment your list using Clay.

Once you've built your contact list, ensure your data is accurate. Don’t just rely on databases; use tools like Findymail, Bettercontact, and Debounce to validate your emails. Keeping your bounce rate below 2% is essential for success.

2. Master Email Deliverability - Never land in spam!

Your outbound efforts are wasted if your emails land in spam. To ensure deliverability, set up strong email infrastructure—domains, IP addresses, and authentication protocols like DKIM and SPF. Warm up your email accounts for 2 weeks before launching campaigns, and limit your sends to no more than 30 emails per day per inbox to avoid being blacklisted. Tools like Findymail, Bettercontact, and Debounce are essential for validation, and I recommend Instantly and Heyreach to manage campaigns and track deliverability metrics.

3. Create an Irresistible Lead Magnet - Why is this free?

Your lead magnet should feel like something your prospects would happily pay for but is offered for free. Focus on solving a specific problem your prospect is facing. The more value your lead magnet provides, the more trust you build with your audience. Remember, the goal isn’t to ask for marriage on the first date; instead, focus on addressing their pain points without pitching your solution too aggressively. Show them how you've helped others like them—social proof is key.

4. Craft Engaging Cold Emails - Relevance is key

Cold emails need to be sharp and concise but most importantly relevant. Once you nailed your relevance:

Think of your cold email like a book cover—it needs to capture attention and spark curiosity. The subject line should be no more than 2-3 words, straight to the point. Avoid links, images, salesy language (Free, hurry, time limited) and keep it under 50 words. Focus on their problems, not just on your solution.

A low-resistance call to action works best. Offer something valuable like a lead magnet or a case study that addresses their pain points. Remember, follow-up is essential—many replies only come on the second or even third attempt, yet most people don’t follow up enough.

5. Follow Up and Experiment - Stay consistent

Outbound sales is all about iteration. After sending out emails, analyze your data—open rates, reply rates, and positive responses. Tweak your subject lines, calls to action, and follow-up timing. Tools like Instantly and Heyreach can help you automate and manage follow-ups effectively.

By following these steps, you’ll lay a solid foundation for outbound success. Keep refining your strategy, and remember: in outbound, consistency is key. Keep building your lists, testing your emails, and refining your lead magnets—and soon, you’ll see meetings filling up your calendar.