How to have your emails stop landing in your prospect's spam folder
reach out to me @ matt@closedwonleads.com with any questions
MH
by Matt Herzog
Table of contents
this will be a living document and I will editing it as i find new information, make sure to bookmark it!
Who am I
The problem
Closed Won Leads Outbound Infrastructure
Multi domain & multi inbox strategy
DNS records
Email Sending tools
Inbox warmup
Email Validation
Outbound by the numbers
Suggested tools
How can I Help
Who am I
I have over 3 years of experience running outbound email campaigns for over 20+ tech companies including venture-backed startups, to working at Salesforce.
I also have spent time as a software engineer.
I combine the two disciplines to create highly automated and scalable email campaigns that land in your prospect's inboxes, every time.
The Problem
Gmail and Outlook are intensifying their fight against spam.
This means we can't be doing things that spammers would likely do, including:
Including links in emails
Sending more than 100 emails per day from a single inbox
Getting flagged as spam can damage your domain's reputation.
Using the same email accounts for outbound campaigns and customer communications can lead to your messages to customers being marked as spam
This strategy offers the best ROI, scalability, and reliability.
Closed Won Leads Email Infrastructure
Multi domain multi inbox approach with google and outlook email inboxes
DNS authentication
DMARC
SPF
DKIM
MX Records
Page Forwarding
Email Sending Tool
Email Warmup & Safeguards
Email Validation
Multi-domain and multi-inbox strategy
Purchase several domains similar to your main one:
getclosedwonleads.com
tryclosedwonleads.com
Forward these domains to your primary site, like this:
getclosedwonleads.com → closedwonleads.com
Focus on acquiring .com domains and use email services from Google and Outlook for reliability.
DNS
SPF
when you set up your inbox google/outlook will tell you how to set up
when you set up your inbox google/outlook will tell you how to set up
MX
Check your domain at www.mxtoolbox.com to make sure MX records are set up
Forwarding
Check your registrar (cloudflare, porkbun, godaddy, etc) on how to do 301 redirect
redirect your newly purchased doamin to your main domain
getclosedwonleads.com → closedwonleads.com
Custom tracking
The tool that you're sending emails will have a custom tracking domain and use their docs
Email Sending tools
We use smartlead.ai
Amazing API for automations and custom fucntionality
Unlimited Inboxes
In platform email warmup
Dont use platforms that charge per seat - it will be impossible to scale your outreach without running into problems
Outreach
Salesloft
Don't use tools that are primarily for marketing emails that people opted in to your email marketing list - total different than reaching out to people via cold email
Hubspot
Mailchimp
Email Warmup
It's a process of building the reputation of your domain and inbox.
You join a network of other inboxes that will automatically send emails to you, and you send emails to them, helping you build your email reputation together.
Warm up for 2-3 weeks.
Smartlead.ai does this on their platform.
Safeguarding
Always have inboxes in the background for purely warmup purposes, so if one inbox's reputation goes down, you can swap in a newly warmed inbox.
Email Validation
This is an important last step before launching your campaigns.
Make sure you're sending emails to prospects with valid emails.
If you don't, this will lead to a high bounce rate, which will destroy your domain's reputation very quickly.
We use a variety of different email validation tools to ensure we get the best coverage possible.
Outbound by the Numbers
We send 30 emails per day.
We set up 2 inboxes per domain.
For example, if you want to send 600 emails a day,
you need to get 10 domains, with 2 inboxes each, sending 30 emails a day.
Suggested Workflow
Domain Setup: At least 10 .com domains, each with 2 inboxes, sending a maximum of 30 emails daily. Adjust the numbers based on your needs.
Domain Validation: Validate your domain's records (SPF, DMARC, DKIM) are correctly set.