How to Build Strong Email Operations

I've said this before and I'll say it again — we've been struggling.. with cold email deliverability. Cold email infrastructure is frustrating - even when following best practices, deliverability remains inconsistent. I researched everything to solve this problem once & for all. Let me break down what actually works: 1) Infrastructure & Setup: -> Domains & inboxes - Never send cold from your primary domain - Use 3-5 sibling domains, 3-5 inboxes each - Keep branding believable; avoid spammy TLDs (.tk, .ml) - Set up Google Workspace or M365 for legitimacy -> Authentication - SPF covers every sender, DKIM at 2048-bit minimum - DMARC from p=none → quarantine once stable (never jump to reject) - Alignment across From/Return-Path is non-negotiable - Test with mail-tester.com weekly -> Compliance - Clear opt-out, real physical address, legitimate interest docs (EU) - Honor opt-outs within 24 hrs max 2) Sending Strategy: -> Warm-up - New domains need 8-12 weeks minimum - Simulate real engagement (opens/replies/forwards) - Use warmup tools like mailwarm, lemwarm or Instantly.ai -> Volume & Pacing - Start 10-20/day per inbox, add +20-50 weekly if metrics stay green - Randomize send windows; 60-120s gaps b/w sends - Respect recipient time zones (9am-5pm local) -> Timing - B2B sweet spots: Tue-Thu late morning & early afternoon - Avoid Mondays (inbox overload) & Fridays (weekend mode) 3) Content & Copy: -> Subject lines - 6-10 words, human and specific - Personalized context beats cleverness every time - Avoid fake urgency, ALL CAPS, excessive punctuation!!! - Test: "Quick question about [specific company pain point]" -> Body - Short, skimmable, 1 idea + 1 ask maximum - Personalize in layers: hyper-custom for top 10%, segment-level for rest - Use natural language, avoid marketing speak - Images and links kill deliverability - use sparingly -> CTA - Make next step tiny (15-min scan, 1-question reply, "worth a chat?") - Single CTA only - multiple options confuse and reduce response 4) List & Data: -> Sourcing - Prioritize intent and fit over volume always - Dedupe domains (max 1-2 people per company per campaign) - Use Apollo, ZoomInfo or Clay for verified contacts -> Hygiene - Verify syntax + domain + mailbox before sending - Remove hard bounces instantly (never retry) - Prune unengaged cohorts quarterly - Never recycle unsubscribed contacts -> Segmentation - Hot/Warm/Cold bands by recency + engagement - Throttle "Cold" segments heavily 5) Monitoring & KPIs: - Delivery rate ≥98%; investigate anything <95% - Bounce rate <2% (≤1% is excellent) - Spam complaints <0.1% absolute ceiling - Track domain/IP reputation, blacklist status weekly - Use seed accounts & inbox tests ps. Have a response/POA for objections like “not the right person” / “not decision maker” / “No longer at company” / “have in-house team already” / “please contact john from abc” You can also use Valley on LinkedIn - book 2 demos/week for every seat.

After reviewing data from 1,000s of inboxes at RevGrowth, these 8 practices have made the biggest impact for consistent 99% email deliverability:   Most teams skip at least one of these, then wonder why their cold emails land in spam.   Here's what we do:   1. Use Secondary Domains - Never send from your main domain > We buy secondary domains through Porkbun for cheap, easy management   2. Track Replies Only - Open and click tracking hurt deliverability > I keep reply tracking on and turn everything else off. Clean signal, less risk   3. Send Fewer Emails Per Mailbox - I stick to 30 emails/day per mailbox, max > Spread your volume across several domains. Fewer red flags, more consistency   4. Warm Up Slowly - Ramp up sending volume over time. > Start low, increase gradually. This builds trust with inbox providers.   5. Double-Verify Your Lists - Bad data kills sender reputation > We use LeadMagic, Icypeas, and Prospeo.io for email search, then verify with LeadMagic. Clean lists = low bounce rates   6. Use Modern Sending Platforms - Old-school SEPs drag down deliverability > I recommend EmailBison or Smartlead   7. Automate CRM Syncing - Manual updates cause errors and missed follow-ups. > OutboundSync handles real-time syncing with HubSpot or Salesforce. Less manual work, more accuracy.   8. Stick to Plain Text - Links and images lower inbox rates. > I write text-only emails. They look more human and get better placement.   Our team applies these 8 steps in every workflow ourselves & all client accounts.   What’s been your biggest deliverability challenge lately?

Don't use a single company domain, instead use a multi-domain strategy. If you're only using one domain for all your B2B email communication, you'll inevitably get in trouble. Here's why: •Single point of failure: Your entire communication stack (invoices, investor updates, customer support) depends on one domain's reputation. •Lengthy recovery: If your domain gets flagged, you could face weeks or months of reduced deliverability while rebuilding your sender reputation. •Missed opportunities: During downtime, critical emails might land in spam folders, potentially costing you deals or important relationships. A more robust approach: -Domain diversification: Set up 2-3 email accounts per domain for different communication purposes (e.g., yourbrand.ai, your-brand.co).  -Admin panels: Set up multiple admin accounts per domain, don't put all your eggs in one basket here. -Warm-up protocol: Implement a 4-6 week warm-up for each new domain, gradually increasing send volume and monitoring key metrics like open rates and spam complaints. -Continuous monitoring: Set up alerts for sudden drops in open rates or increases in bounce rates. Tools like MxToolbox can help automate this process. Track this daily or weekly and watch it closely. -Fallback strategy: Always have at least one "fresh" email in reserve, warmed up and ready to deploy if issues arise with your primary domains. In B2B SaaS, your outbound email infrastructure (ie distribution channel) is as critical as your product. Treat it with the same level of strategic planning and redundancy.

Poor email deliverability creates an invisible wall between you and your customers. We see this scenario play out too often: → A marketing team creates amazing content → The brand sends it out → Emails go to spam or bounce → Sales opportunities vanish That’s why you *must* make email deliverability your top priority. Here’s how: ↓ 1. Track key metrics daily Leverage your ESP to monitor: → Unsubscribe rates → Bounces → Domain health When numbers spike, find out why— Was it a specific campaign? A particular segment? Pinpoint the issue and fix it. 2. Segment strategically Ditch the “one size fits all” approach— Break your list into targeted groups: → New subscribers → Frequent buyers → People who browse but don’t buy → Fans of certain products → Engagement tracks based on varying levels of engagement …then write emails that fit each one. A skincare brand we work with split their list by skin type— Oily skin folks got different product recs than dry skin types… …and opens jumped 25% in just one month. 3. Keep your list clean Get rid of… → People who never open emails → Emails that bounce → Inactive contacts A small, engaged list beats a big, quiet one— This helps you avoid the dreaded Gmail promotions tab (once you get in, it’s hard to get out!). 4. Make it personal Use what you know about each subscriber to… → Recommend products they’ll like → Send emails when they’re likely to read → Create content based on their likes and needs Make your emails feel like they’re just for them. These elements work together: → Segmentation boosts relevance → Monitoring catches issues early → A clean list helps emails get through → Personal touches keep people reading The goal isn't more emails— It’s *better* emails that actually get in the hands of consumers when they are most likely to buy Quality content + the right consumers + engaged readers… …that's the formula for turning emails into revenue.

Are your emails ending up in the spam folder? Is your #deliverability rate plummeting? Don't throw in the towel and switch domains just yet! The solution might be simpler than you think. Changing domains is a temporary fix that doesn't address the root cause of your email reputation issues. Instead, focus on improving your email practices: Reduce Complaints: * Get permission first: Ensure all recipients have opted-in to your list. * Segment your audience: Send targeted messages to engaged subscribers to increase relevance and reduce unsubscribes. * Make unsubscribing easy: Provide a clear and easily accessible unsubscribe link in every email. Implement functional List-Unsubscribe headers. List Hygiene: * Address permission issues: Individuals should not be surprised by your email, consider Confirmed Opt-in if you're having issues with new subscribers and complaints. * Remove inactive subscribers: Regularly clean your list of inactive or unengaged contacts. * Validate email addresses: Verify the validity of email addresses before sending campaigns. Authentication: * Implement SPF, DKIM, and DMARC: These authentication protocols help verify your identity and prevent email spoofing. * Monitor your authentication records: Regularly check for errors or inconsistencies. Configurations: * Ensure your DNS is right: rDNS, Helo domains, and other system configs are important to setup properly * Protect your forms: Implement anti-bot features on your forms like reCAPTCHA, and form submission limitations * Manage mail streams: Separate marketing and transactional emails into different domains and IPs whenever possible. Additional Tips: * Check your content: Ensure your email content is error-free and well coded. * Optimize email size and format: Avoid large attachments and excessive images. * Test your emails on different devices: Ensure your emails render correctly across various platforms. * Send regularly: Maintaining a consistent sending schedule helps build trust with email providers. * Monitor your results: Track key metrics like open rates, click-through rates, and bounce rates to identify areas for improvement. #EmailIsHard and it takes time to build a strong email reputation takes time and effort. But by implementing these practices, you can build good reputations to help your emails land in the inboxes of your subscribers. Share your thoughts in the comments below! What are your best tips for improving email deliverability? #EmailGeeks #EmailMarketing

If you aren't doing these things, you're eviscerating your email delivery rates... 1. Authenticate Your Emails: Implement SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance) to authenticate your emails. Get to know Google Postmaster Tools. 2. Clean Your Email List Regularly: Remove inactive subscribers and invalid email addresses. A clean list reduces bounce rates and improves your sender reputation. 3. Segment Your Audience: Send targeted emails to specific segments of your audience. Personalization increases engagement, which signals to ISPs that your emails are valuable. 4. Craft Engaging Subject Lines: Create compelling and relevant subject lines to improve open rates. Avoid using spam trigger words like “free,” “buy now,” or “guarantee.” 5. Use a Reputable Email Service Provider (ESP): Choose an ESP with a good reputation for delivering emails and strong anti-spam measures. They can help ensure your emails are properly configured and compliant with regulations. 6. Optimize Email Content: Keep your emails concise, relevant, and visually appealing. Use a mix of text and images, and ensure your emails are mobile-friendly. Personalized video goes a long way. 7. Include a Clear Unsubscribe Option: Make it easy for recipients to unsubscribe if they no longer wish to receive your emails. This helps maintain a positive sender reputation and reduces spam complaints. 8. Monitor Your Email Metrics: Track key metrics like open rates, click-through rates, and bounce rates. Use this data to refine your strategy and improve future email campaigns. 9. Warm Up Your IP Address: If you’re starting with a new IP address, gradually increase your email sending volume. This helps build a positive sender reputation with ISPs. 10. Avoid Using URL Shorteners: URL shorteners can be associated with spam. Use full URLs or branded links to maintain trust and avoid triggering spam filters. 11. Ask for Whitelisting: Encourage your subscribers to add your email address to their contact list or whitelist. This ensures your emails land in their inboxes. 12. Check Your Email’s Spam Score: Use tools to analyze your email content for spammy elements before sending. This helps you identify and rectify potential issues that could land your email in the spam folder. By following these simple tricks, you can significantly improve your email delivery rates, ensuring your messages reach your audience effectively and boost your overall email marketing success. Feel free to share any additional tips or experiences in the comments!

Stop sending terrible emails and try this: Every email can either be a burden or a delight. How do you get your emails read? “A great email should be like a key; it unlocks a response.” — Unknown Learn how to structure messages using the Pyramid Principle. So how does this transform your messages into positive responses? Master effective email with the Pyramid Principle: Start with Your Conclusion ➟ Begin your email by directly stating your main decision or conclusion. ➟ This answers the reader's biggest question from the beginning. Support with Solid Arguments ➟ Summarize key arguments to support your main message. ➟ Prioritize 2-3 points top points only. Craft emails that make a lasting impact: Subject Line ➟ Your first impression, ➟ Make it count by hitting the conclusion or ask. Opening Line ➟ Clearly restate your main conclusion or ask. ➟ This reinforces the subject line & sets the tone. Body ➟ Detail your supporting arguments in a clear, logical order. ➟ Each point strengthens the reader’s understanding & agreement. Call to Action ➟ Conclude with a clear ask. ➟ Specify what you expect from the reader next. ➟ Tie it back to the conclusion to reinforce the purpose of your email. Envision your emails as a story: Alignment Between Subject and Conclusion ➟ Maintain a sharp focus from start to finish. ➟ Ensure every part of your email aligns. ➟ Drives home the main message effectively. In this way, emails are more than just messages; they are carefully crafted storyboards. 👍 Last rule of thumb: If your email doesn't fit this, maybe it doesn't need to be an email. Share this to help your network ♻️. Follow Jay Mount for more. P.S. How will you implement the Pyramid Principle in your next email?

I’ve sent over 100,000 cold emails (and I learned the hard way). 45% failed because the copy isn’t good enough, or the email never reaches the inbox. That’s why you need both: 1. Copy that gets replies 2. A system that ensures delivery Here’s my 7-step framework to write cold emails that actually get responses: 1. Get crystal clear on your ICP “Founders” is not an ICP. “SaaS founders at $2–10M ARR, hiring SDRs” is. The narrower you go, the stronger your message. 2. Subject line = half the battle 47% of recipients open based on it alone. Examples that work: → “Scaling SDR hiring?” → “Quick note on your Series A round” Keep it under 60 characters. Curiosity-driven, not clickbait. 3. First line > small talk “Hope you’re doing well” kills momentum. Better: “Saw your team just crossed 50 employees—congrats. Curious how you’re managing outbound at that scale?” 4. Keep it under 120 words Data shows 50–125 words = highest replies. One email = one idea. If you need more space, the positioning isn’t sharp enough. 5. Write like a human Short sentences. Simple words. Conversational tone. If you wouldn’t say it in a coffee chat, don’t write it in an email. 6. Call-to-Value, not Call-to-Action “Can we hop on a quick call?” is about you. “Would it help if I showed you how [peer company] cut reply times in half?” is about them. People don’t buy calls. They buy outcomes. 7. Follow-ups make the difference 70% of replies to cold emails come from follow-ups. Most reps stop after 1–2 emails. Big mistake. Change the angle each time…new benefit, proof point, or case study. The framework gets you replies. But scaling it consistently? That’s where most teams fall short. → Staying out of spam filters. → Keeping sequences human. → Testing which subject line actually works. → Managing dozens of replies without losing track. That’s exactly where Saleshandy makes the difference: → Find what works faster with subject line + copy testing → Scale with reply-based sequences that feel personal → Stay out of spam with inbox placement tests → Manage replies in one AI-powered inbox Because at the end of the day: Good copy gets replies. Saleshandy gets it delivered. 👉 Try it out here: https://lnkd.in/dtGtKYUR What’s the most underrated cold email tip you’ve learned from experience?