B2B COMPANY: HOW TO BUILD COLD EMAIL CAMPAIGN?
In this article, I will go through on how you can build cold email campaign.
2/2/20254 min read


B2B COMPANY: HOW TO BUILD COLD EMAIL CAMPAIGN?
In this article, you will learn how to build a cold email campaign for your company.
I’ve achieved the following results for our clients with cold emails:
Novus Victoria Oy, 230+ appointments in 6 months
Votech Oy, 138,000€ in sales opportunities in 3 months
Leadsify Oy, 17 appointments in 30 days for a client of ours while working at Leadsify
If you prefer to watch, there is a link to a YouTube-Video on top. This article is divided into 3 steps:
Building an outreach system
Building the list
Writing the campaigns
My name is Jani Purovirta and I’m the CEO of OptimaLeads. We help b2b companies get more appointments using cold emails and a hybrid-outbound strategy.
If you need more appointments and don’t have time to build your own campaigns, book a call with me and let’s talk.
1. Building an outreach system
In cold email, it’s important that we end up in the primary inbox instead of a spam folder.
Most of the messages, especially from different countries, will end up in spam folders and we don’t want that.
This will obviously get us the best results. What can we do?
We can build a cold email outreach system.
This means that we will use multiple different domains and email addresses where we send emails from.
Let’s say that your domain is:
We don’t want to send emails under this domain because we don’t want to damage your main domain. If the main domain gets damaged it might affect Google Visibility, etc.
What we can do is create so-called dummy domains that will replicate your main domain.
For example:
It’s good to have 5-10 domains, depending on how much you want to send emails.
Under these domains, you will create the email addresses such as:
You can create 2-3 email addresses per domain. One email address can send around 20-30 emails a day.
5 domains means:
5 domains
10 email addresses
300 messages per day
This way you can count how many domains you should buy.
It’s also important to add the following records to your domains, these are used to prove that these are real emails & domains:
MX Record
SPF
DMARC
DKIM
Adding these will take a couple of hours, depending on how many emails and domains you have. This is a frustrating step but believe me when I say, do not skip this step.
When you have added the records, you should add your email addresses to “Warm Up” for about 14 days.
You can warm up email addresses in Instantly.ai for example.
During the next 14 days we can build the rest of the cold email campaign.
2. Building the list
Let’s start with building the list. Before you write messages, it’s important to know who you are writing to.
This will depend on your industry. If your target audience is all B2B companies then you should find as many B2B companies to this list as possible.
But, building the list is art and most people would send messages to this list already…
We want to stand out and get the best results, so it’s important to divide this list into subcategories -> This way, we will get the most accurate messages.
The more precise your list is, the more precise message you can write and the more you will get appointments.
Let’s say you have 10,000 B2B companies in your list, you should divide these into their own industries.
For example:
You have 10,000 B2B companies
Divide these into their own industries, you are left with 2,000 B2B marketing agencies.
Divide these into their own lists and you are left with 400 B2B marketing agencies that help only construction companies.
You could also divide these into smaller segments but it’s not always possible.
You can build lists with many software:
Crunchbase
Clay
With these, you should be able to get started in building your lists. Get to know all the possibilities of the software because you are able to find companies that use certain technologies, etc.
This way you can create another list!
If you need custom made lead lists then send me a message or book a call with me. We can help you with this.
3.Writing the message
Alright, now we have the lead list and we can start my favorite part - Writing the messages.
The list is divided to be as precise as possible because this way it’s easier to write a message.
If you have 10,000 B2B companies, how can you write a message for them that resonates with everyone?
If you have 400 B2B Marketing Agencies that are specialized in helping construction companies it’s much easier to write a message!
The message should be kept as short as possible and you should highlight the benefits that the customer would be getting.
Let’s say that this B2B marketing agency is looking for new website projects - The message could be the following:
“Hey John,
I tried to find your website from Google but I couldn’t find one.
We have created websites for many construction companies, enabling them to start receiving inquiries and gaining new customers even within the same month.
We would like to discuss a potential website project with you, for example, next Wednesday or Thursday at 10 am or 2 pm?
Kindest regards,
Jani Purovirta
OptimaLeads | CEO
P.S. The website costs under 1000€!"
We are going through why we are sending a message, the benefit that the customer is getting, and handling some objections.
Using cold email, it’s important to be competitive against your competitors.
Nowadays you can get websites for pretty cheap and many people will know this. So would it make sense to say “The website cost is 10,000€”? No.
Remember to write 1-2 follow up messages as well that are sent every 3 days, for example.
These can be references or short videos where you tell more about the topic.
CONCLUSION
Now you have built a cold email campaign, great job!
All there is left to do is launch the campaigns and get ready for some meetings. You can launch the campaigns in Instantly.ai software.
Here, all the replies are directed to one place and it’s easy to reply to everyone.
We are taking new clients currently. If your company needs 10-30 appointments every 30 days then book a call with us and let’s talk.
Thank you!
Business Id: 3398045-5
Jani@optimaleads.com
OptimaLeads
OptimaLeads is a Finnish B2B marketing company.