Thirteen steps from a bare domain to booked calls. The outbound procedure I run for clients, written out so you can run it yourself. A working procedure, not an ebook — each step has a decision to make and a thing to do.
What is inside
Thirteen steps, in order. The order matters more than any single step.
- Pick sending domains that are separate from your main business domain, so a reputation problem never touches your real mail.
- Set up SPF, DKIM and DMARC correctly, and verify alignment rather than assuming it.
- Decide how many inboxes you need from your target volume, working backwards from a safe per-inbox daily limit.
- Warm each inbox on a schedule instead of opening at full volume.
- Define the one segment you are selling to, narrowly enough that a single message fits everyone in it.
- Source the list from somewhere you can defend, and verify every address before it enters a sequence.
- Write the first message to earn a reply, not a click. No images, no tracking pixels, no attachments.
- Build a short follow-up sequence that adds a reason to reply rather than repeating the ask.
- Set sending windows and daily caps per inbox, and rotate so no single inbox carries the load.
- Test inbox placement before the real campaign, and fix what lands in spam or promotions.
- Watch bounce rate and spam complaints daily, and stop sending when either crosses the line.
- Route replies to one place and answer within the hour during your prospects working day.
- Move the conversation to a booked call with a single link and no negotiation about timing.
Who it is for
It assumes you sell to businesses and that your constraint is reach, not product. Starting from nothing, start at step one. If campaigns used to work and have quietly stopped, start at step ten — placement is almost always the answer.
It is not for consumer email marketing, and it is not a way around the rules. Everything in it is built to comply with CAN-SPAM and GDPR.
Outbound is one of seven areas I work across. If you would rather have it built for you than build it yourself, say hello.