Email outreach campaigns

Cold outreach starts with a selection of companies in B2B leads, which sits at the top of Flows > Outbound > Cold email. Gene sends through the mailboxes you bought and warmed under Sending infrastructure. Your email campaigns are listed under Campaigns on the same page, below B2B leads, with their controls and results.

Once started, the sender works on its own. It emails each person the first step, waits the number of days you chose, sends the follow-up, and so on.

The moment a person replies, their sequence stops. The reply lands in your inbox as a normal conversation and the AI (or your team) takes it from there. Nobody who answered ever gets a scheduled follow-up.

Create a campaign#

Open Flows > Outbound > Cold email. B2B leads is at the top: filter the market, select the companies you want to contact, and start email outreach. Campaigns already created are listed under it, under Campaigns (the list is left out until there is one).

The campaign wizard is also available through a Listing Newsletter's explicit Send with a campaign action. It asks three questions, one screen at a time:

1. Check your sending addresses. If you have none, you can buy them right there:
   • a lookalike domain and mailboxes, or
   • pre-warmed mailboxes that can send the day you buy them (managers only, and only while the seller has some in stock).
2. Write the emails. A subject and body for the first one, plus optional follow-ups with "days later" between them. Any of them can be a newsletter instead (see Send a newsletter as one of the emails).
3. Name the campaign and start it.

If your mailboxes are still warming, the final step saves the campaign instead. A Start button appears on the campaign once an address is ready.

Write the sequence#

• Names: use {{firstName}}, {{lastName}} or {{name}} and they fill in from the contact. A contact with no name gets "there", never a blank.
• Vary the wording: {Hey|Hi|Hello} sends one of the options, chosen per person and stable for that person, so a thousand emails do not read identically.
• Add spintax: the button under each email body writes the choices for you. Gene swaps common greetings, openers and sign-offs for a few options, and has the AI add choices to the rest of the wording, keeping every merge tag and link exactly as you wrote it. The first option of each choice is always your original wording. It then says how many variations it added, with Preview (a popup of what three different leads would get) and Undo (puts back exactly what was there, shown until you edit the body). When there is nothing common to vary, it says so and you can type your own choices like {Hi|Hello}.
• Greeting and sign-off: an email with no greeting gets one on top ("Hi" and the first name), and one with no sign-off ends on "Best regards," and your company name, both in the language the email is written in. Only your company name signs it, never the assistant's: each email goes out from one of your mailbox personas. A newsletter email is sent as the newsletter is laid out.

Send a newsletter as one of the emails#

When the Listing Newsletter is on for your workspace, each email in the sequence starts with a dropdown:

• Write an email: a subject and a body, as above.
• Use a newsletter: one row with a dropdown of your newsletters (drafts first, then sent ones marked "(sent)"), New newsletter, which starts one and opens it in a new tab, and Open, which opens the one you picked in a new tab. Back in the wizard, the list picks up your changes.

You can also start from the newsletter itself: Send with a campaign, in its Send window or its ... menu, opens this wizard with that newsletter as the first email.

How a newsletter email behaves:

• It goes out exactly as the newsletter editor shows it, with the newsletter's own look, footer and visible unsubscribe link. Its "Hi {{first_name}}," fills in from the contact, and a contact with no first name gets "there".
• What it says is fixed the first time that email sends. Everyone who reaches it later gets the same version, even if you edit the newsletter in between.
• It needs a subject before the campaign can start.
• A newsletter that a campaign has not sent yet cannot be deleted. Delete the campaign first, or keep the newsletter.
• If the newsletter cannot go out when its turn comes (it lost its subject, or has nothing in it), the campaign pauses rather than send something empty. Fix the newsletter, then press Resume.
• Follow-ups, stop-on-reply, business hours, daily limits and unsubscribes work the same as for a written email.

Who gets the emails#

For new cold outreach, only the B2B companies selected in B2B leads are included. A newsletter sent through a campaign, or an existing contact campaign, uses contacts with usable addresses. These are skipped and counted before anything is sent:

• contacts on Do not contact (and a contact switched to it after the campaign started gets nothing more)
• deleted contacts
• invalid addresses
• disposable addresses
• role addresses (info@, admin@)
• domains with no mail server

That way bad addresses never cost your mailboxes their reputation.

Run and track a campaign#

• Start / Pause: pausing freezes all sending. Resuming picks up where it left off.
• Edit emails: opens the campaign's emails in a popup (on any campaign that has not finished), each with its subject, body and Add spintax. Changes save as you type, once every email has a subject and a body. On a running campaign they apply to the emails that have not gone out yet. A newsletter step is edited in the newsletter itself, under Flows, Newsletter.
• Watch progress: each campaign row shows how many people are queued, have replied, finished the sequence, or were skipped.
• Read the results: each campaign shows a per-email table of sent, replies, reply rate, and bounces. Bounces are the addresses refused while the email was being sent. A bounce that a mail server sends back later goes to the inbox of the mailbox that sent it, so it is not counted here.
• Compare with your other flows: Analytics, Emails by flow, puts each cold email campaign next to your Outbound, newsletters and other flows that send email, with sent, delivered, opened and bounced. Analytics, Outreach, lists each cold email campaign with its replies, reply rate, bounces and unsubscribes, step by step.

How sending behaves#

• Emails go out only between 8:00 and 18:00 in the campaign's timezone, so nobody is cold-emailed at 3 in the morning.
• Sending rotates across your warmed mailboxes and respects each mailbox's daily limit, which ramps up slowly after warm-up.
  • A young pool sends a trickle by design. Pushing harder would burn the mailboxes' reputation.
• Every email ends with an Unsubscribe link and carries one-click unsubscribe, so Gmail and Yahoo also show their own Unsubscribe button next to your name.
• An unsubscribe or a hard bounce permanently stops campaigns, newsletters and follow-ups by email to that address, across your whole workspace. Replies to their own messages and booking emails still go out.
• The contact's profile says when they unsubscribed, and it shows in their Recent Activity.
• A reply goes to the mailbox the person got the email from, the address they see. Gene App checks those mailboxes every 5 minutes, so it reaches the inbox within a few minutes, like any other conversation, and a reply from someone new creates a contact. Gene's answer goes out from that same mailbox, so the thread keeps one sender.

Requirements#

Important

You need Sending infrastructure set up with at least one ready mailbox: one that finished warming, or a pre-warmed one.

A campaign can be written and given an audience while mailboxes are still warming. Start unlocks once the first mailbox is ready.