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B2B COMPANY: HOW TO BUILD COLD EMAIL CAMPAIGN?

Cold email marketing is one of the most powerful tools for generating B2B leads and booking qualified appointments. When executed correctly, it can yield impressive results, such as:

• 230+ appointments in 6 months for Novus Victoria Oy

• €138,000 in sales opportunities in just 3 months for Votech Oy

• 17 appointments in 30 days for a client while working at Leadsify

But to achieve these kinds of results, you need a well-structured cold email strategy. In this guide, I’ll walk you through the three key steps to building a successful cold email campaign:

1. Building an outreach system

2. Building the email list

3. Writing and optimizing your email campaigns

Let’s dive in!

Step 1 - Building an Outreach System

Why Your Emails End Up in Spam (And How to Fix It)

One of the biggest challenges in cold email marketing is ensuring your emails land in the primary inbox instead of the spam folder. Many emails—especially those sent from unknown domains—are flagged as spam, reducing your chances of getting a response.

To avoid this, you need to build a cold email outreach system. This involves setting up multiple domains and email addresses dedicated to outreach campaigns.

Setting Up Dummy Domains

Using your main domain (e.g., yourcompany.com) for cold emails can damage your sender reputation and impact your overall email deliverability. Instead, create dummy domains that mimic your primary domain. Here are some examples:

• testdomain.com

• heydomain.com

• trydomain.com

For best results, use 5-10 dummy domains, depending on the volume of emails you plan to send.

Email Accounts & Sending Volume

For each domain, create 2-3 email addresses, such as:

• jani@testdomain.com

• janip@testdomain.com

Each email address should send 20-30 emails per day to maintain a healthy sender reputation. Here’s how that scales:

• 5 domains → 10 email addresses → 300 emails/day

• 10 domains → 20 email addresses → 600 emails/day

Configuring Email Authentication Records

To ensure your emails are verified and less likely to be marked as spam, add the following DNS records to your domains:

• MX Record (Mail Exchange)

• SPF (Sender Policy Framework)

• DKIM (DomainKeys Identified Mail)

• DMARC (Domain-based Message Authentication, Reporting, and Conformance)

This process takes a couple of hours but is crucial for deliverability.

Warming Up Your Email Addresses

Before sending outreach emails, you need to warm up your email addresses for about 14 days using tools like Instantly.ai. Warming up helps establish a positive sender reputation and prevents your emails from being flagged as spam.

Step 2 - Building the Lead List

Why Your Lead List Matters

Before crafting your emails, you need to know who you’re targeting. Your lead list should be highly segmented to improve response rates and relevance.

How to Segment Your Lead List

Instead of sending generic emails to a broad list of 10,000 B2B companies, break it down into targeted subcategories. Here’s an example:

• 10,000 B2B companies →

• 2,000 B2B marketing agencies →

• 400 B2B marketing agencies that specialize in construction companies

The more precise your segmentation, the more tailored your messaging can be—leading to higher conversions.

Tools for Lead List Building

You can build high-quality lead lists using tools such as:

• Apollo.io (Great for filtering by industry, company size, and revenue)

• Crunchbase (Find high-growth companies with funding data)

• Clay (Automate lead enrichment and segmentation)

If you need custom-built lead lists, book a call with us, and we’ll handle it for you!

Step 3 - Writing High-Converting Cold Emails

The Power of Personalization

Generic, mass-blasted emails don’t work. The more targeted your message is, the better your response rate will be.

For example, let’s say you’re targeting B2B marketing agencies that specialize in construction companies. A generic email would get ignored, but a tailored email like this works:

Example Cold Email:

Subject: Quick question about your website

Hey John,

I tried to find your website on Google, but I couldn’t locate one.

We’ve built websites for multiple construction companies, helping them generate leads and land new projects within the first month.

Would you be open to a quick call next Wednesday or Thursday at 10 AM or 2 PM to discuss a potential project?

Kindest regards,

Jani Purovirta
CEO | OptimaLeads

P.S. The website would cost under €1,000!

Writing Follow-Up Emails

Most prospects won’t reply to your first email. That’s why you need 1-2 follow-up emails sent every 3 days. These can include:

• Case studies showing past results

• A short video explaining your offer

• A simple “Just following up” message

Conclusion - Launch & Scale Your Cold Email Campaign

By following these steps, you now have a fully optimized cold email campaign ready to launch! 🚀

Final Steps:

1. Set up your outreach system (dummy domains, email authentication, warm-up)

2. Build a hyper-targeted lead list using segmentation and the right tools

3. Write compelling, benefit-driven emails with follow-ups

4. Launch your campaign using software like Instantly.ai

Ready to Scale?

We are currently accepting new clients! If your company needs 10-30 high-quality appointments per month, book a call with us, and let’s make it happen.

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