Why aged email accounts perform better

If your cold emails are starting to randomly land in spam you are not the only one. Here is what we found out so far: - Without spintax (randomizing your content), I am talking about 5+ variations with multiple words randomized, we have seen accounts burn in a matter of days. - Google in particular is starting to catch the structure of emails so in your different variations you should be using longer variations, and shorter variations, having lots of space, and some with no spacing. - Open rate, clickthrough rate tracking, and adding links has been long dead. Don’t do it. You shouldn’t be adding more than one image in the whole sequence and even that can cause your email to go into spam. - Daily manual and automatic checks of the inboxes are almost mandatory at this point. A good warmup tool to help with that is Warmy.io - Email channel. Reliable. - Your sending tool IP can also be banned. We started using dedicated IPs on SmartReach.io since we saw Google was banning shared IPs more (note this is different from your email IPs) - Spam words need to be at zero - check mailmeteor’s tool here, basically any spam keyword like finance, guaranteed, %, funds, etc. can flag your message and send you into spam, especially for newer accounts. - The older the accounts the higher authority it has - it’s clear that newer accounts (even those prewarmed up for 2-3 weeks) get more passes and can get away with some spam words, less spintax, and even having more images and links at times. - You should be rotating inboxes - we do it every time they burn which can happen in a week, a month, or more.  - Certain client accounts always burn faster which I think is a mix of the audience, content, and lower reply rates - eg. financial related content or anyone targ IT related titles since they - A mini cheat code to get your reply and lead rate up - we reengage the not-interested responses across different clients (of course only ones that match the ICP). These prospects tend to respond more to cold emails, so they can help with improving deliverability and often have a higher lead rate. Honestly, the way I see us moving forward is: - Automating email account creation - you can build this with make - Automatic inbox rotation based on checks if accounts are burnt or not - I know QuickMail has a version of this - Diversifying on more email servers - we use Google and Outlook right now, but are looking to add 1-2 more. AMA

The biggest myth in cold email today? That high volume = high results. After a dense (and brutally honest) webinar with some of the best minds in deliverability, one message stood out clearly: Your sending domain is your most valuable asset. And most people are burning it to the ground without even realising. The new rule of cold email success in 2025 isn't about tools or copy. It's about long-term infrastructure thinking, the stuff that doesn't show up in your outreach dashboard but determines whether you inbox or land in spam. Here are 4 big shifts you should make if you care about results that last: 1. Diversify Everything Use multiple domain registrars, email providers (Google, Outlook, SMTP), sequencers, and even IP geos. Don’t let your whole system rely on one platform. 2. Send Less Per Domain Volume is the #1 reason domains get burned. Instead of pushing 150 emails from one domain, spread 50 emails each across three. Smaller volume = longer domain lifespan. 3. Aged Domains Are a Cheat Code Especially for Outlook deliverability. Domains that are a few years old inbox far better than fresh ones. Yes, they cost more. But they save a lot more. 4. Measure at the Domain Level Your bounce and reply rates should be monitored domain by domain. Every month, cut the worst 20% (by reply rate) and replace them. This keeps your entire ecosystem healthy. Bonus: Subdomains, geo-TLDs, warmup strategy changes - there’s a lot more happening under the surface. But if you just internalise these 4, you’ll be ahead of 90% of senders. Big thanks to the panel for sharing real insights, not just theory: Christian Oland (RevGen Labs & RevReply) 🚀 Benjamin Reed ( RevyOps) Kidous Mahteme (Inframail) Dean Fiacco (ScaledMail) V. Frank Sondors 🥓 (Salesforge 🔥) ⚡Felipe Aranguiz (Instantly.ai) Ken Volk (Mailrun) Namit Jindal (Aerosend) Piotr Mikrut (Experiment5m) If you're building or scaling outbound in 2025, watch this space. The playbook is being rewritten.

Current insights on what works and doesn’t work for deliverability in 2024, going into 2025. Just a few weeks ago, Microsoft had a “cataclysm” of sorts which made deliverability from & to Outlook accounts absolutely awful. This has begun to clear up a bit as time passes, but we’ve gathered tons of valuable insights from this last deliverability crisis that’s given us clarity on the science behind deliverability. Here’s what we’re seeing is working, and what isn’t: 1. Develop infrastructure according to your target industry Each industry typically has their own go-to provider they use across the board. For example, when targeting enterprise, most of these companies use Microsoft, so sending from Outlook-based private infrastructure is more favorable in this case. Then for E-commerce, Gsuite is more favorable as most brands are using Google. Diversify your infrastructure accordingly. 2. Domain aging In the deliverability masterclass Dean Fiacco presented to The Outbound Code, one point he drove was the importance of aged domains and how there is a direct correlation between reputedly aged domains to consistent deliverability. This is because ESPs monitor new domains thoroughly since most spammers buy a new domain and start sending emails from them immediately. From what we’ve seen, 2 weeks of domain aging is the bare minimum we perform before sending to ensure accounts don’t just blow up day 1. 3. Warm-up Warm-up at the moment has a lot of gray area around it as there are senders that are generating great reply rates with little to no warm-up, while others say a month+ is necessary for good deliverability. Both cases are valid, but really it depends on the ESP you're using. For Gsuite, 2 weeks warm-up & domain aging is crucial, or else they’ll hurt your reputation fast. For Microsoft, really only need a few days warm-up, as they value IP reputation more than anything. My recommendation is to still just perform 2 weeks warm-up, then have some extra accounts on the backend warming for a few months in case you need to replace active ones. 4. Bad copy = spam If ESPs are detecting your cold email copy as a “spam cold email”, your emails are likely not even being sent in the first place. In cases where your campaign is getting 0 replies AND 0 bounces, odds are your provider is preventing you from sending emails. If this is the case for you, your email accounts could be completely fine, you just need to adjust the copy and try again. 5. Positive & Negative feedback loops When it comes to scaling outbound campaigns, the momentum of results you generate will determine your future deliverability. If you have a campaign that’s thriving, deliverability will remain strong and continue to be fruitful as your reputation continues to increase across senders. Vice Versa applies as well though, if you’re generating a lot of negative feedback, your accounts are eventually going to crash & burn.

90 minutes that will fix your deliverability... I recently joined an "Avengers-level" roundtable with 8 other leaders in the space—founders and leaders from Salesforge, Instantly, Inframail, Aeroleads, and top agencies—to cut through the noise. The 90-minute discussion was a masterclass in what's actually working right now, and some consensus-breaking truths emerged. Here are 4 of the hottest takes from the session: 1. Mailbox reputation is overhyped. It’s all about the DOMAIN. We spend hours worrying about individual inboxes. The reality? A damaged domain will sink every mailbox attached to it. The entire panel agreed: your primary focus should be on domain health and diversification, not mailbox-level tweaks. If reply rates drop, diagnose the domain first. 2. Aged domains are the closest thing to a "silver bullet" for Outlook. If you're struggling to land in Outlook inboxes, this is your lever. We’re not talking about domains aged 90 days. We’re talking about domains that are 10, 15, or even 20 years old. Ken from Mailrun shared that you can find these in GoDaddy auctions for the cost of a normal domain. This tactic alone is a game-changer. 3. Diversify EVERYTHING, not just your inboxes. This was my core message. Don't go all-in on Google or all-in on Microsoft. But the panel took it further: diversify your domain registrars (Porkbun, GoDaddy), your sending platforms (Instantly, Smartlead, etc.), and even your lead data providers. Fragility is the enemy; building a resilient, multi-layered infrastructure is the only way to protect yourself from the next algorithm change. This is just the tip of the iceberg. We also dove deep into: The ideal number of sends per domain (it's less than you think). Which TLDs (.com, .co, .xyz) are actually performing best. The real science behind warm-up pools and if they’re becoming less effective. If you are serious about cold email, you need to see this. The full, unfiltered 90-minute recording is in the comments below. 👇