Outbound, set up once and properly.
Most outbound stacks are four tools stitched together and a sending domain nobody architected. We fix the second one first, because it is the reason your email is not being read, then run the whole thing from one platform. And every reply lands whole in the record, not in an inbox somebody forgot to open.
Four tools, four bills, four places for a prospect to fall through
This is the row that came off our own stack page when BrandJet replaced it. Flip it and count the hand-offs.
A contact database.
Bought and exported. The list is a file before it is a campaign.
Sourced inside the sequence.
Buyer intent from social listening decides who is worth a first touch this week.
A tool that fills in the details on top of it.
Another export, another import, another place a row can be wrong.
Filled in as the sequence runs.
No import between finding a person and writing to them.
A sequencer that sends.
Email, and a separate tool for anything else.
Six channels from one sequence.
Email, LinkedIn and the rest, used where the buyer is and only there.
A warmup service for the domain.
Switched on once and forgotten, so the day it stops is the day the results do.
Warmup and deliverability handled.
Inside the platform and watched. The sending domain is still yours to architect, and we do that first.
A shared inbox nobody agrees on.
A reply can sit for a week in a tool nobody opened, and the prospect draws their own conclusion.
Every reply in one inbox, and whole in the record.
The reply is where the record starts, never the import.
Four bills, four hand-offs, and every hand-off is a place a prospect can go quiet. The saving is not really the bill.
Cold email lands in spam because of the sending domain, almost never the copy
Who is allowed to send as you
One record naming every service permitted to send under your domain. Miss a sender and its mail is unauthenticated. Include too many and the record silently stops working.
Proof it was not tampered with
A signature on every message that receivers check. Unsigned mail from a cold domain is the fastest route to a spam folder.
What to do when it fails
The policy tying the first two together. Most firms have it set to none, which asks for nothing and enforces nothing.
And a separate sending domain for cold. Not a subdomain of the one your invoices go out on. A lookalike domain, warmed properly, so a bad list costs you a domain you bought for forty dollars, not the one your business runs on. It is the first thing we set up.
There is a formula, and it sets what the setup costs before anyone writes a word
About forty a day per inbox is the safe ceiling. Two or three inboxes per domain, and three to five domains, so one flagged domain does not take every mailbox with it. Most teams arrive at this having bought one mailbox and wondering why results stopped in week three.
What outbound infrastructure setup involves
- 01The sending architecture, before anything sends.
Domains bought and separated from your primary, the three records written and verified, mailboxes provisioned and warming. Nothing goes out until this is clean.
- 02Who you are going after.
The list is the campaign. Sourcing runs inside the sequence, with buyer intent deciding who is worth a first touch this week.
- 03The sequence, across the channels that fit.
For some markets that is email and LinkedIn and nothing else. Six available does not mean six used.
- 04Somewhere for a reply to land.
A booked call with nowhere to go is a lost call. We connect the record you already run, at the reply and never at the import, or you use the one built in.
In the US mostly yes, in Europe mostly no, and it follows the reader
United States
Cold B2B email is legal. A real postal address, honest headers, a working unsubscribe honoured within ten business days. No prior consent needed.
EU and UK
Consent or a documented legitimate interest, before you send. A test you have to have performed, not a box anyone ticks.
Canada
The strictest of the three. Express or implied consent, with implied consent expiring on a clock, and it is enforced.
Which matters for the list, not the copy. Splitting the list by jurisdiction before the first send costs an hour. Retrofitting it after a complaint does not. When outbound is the wrong move: no capacity to run the conversations it creates, no answer to who it is for, or a list so short somebody should be writing to each of them by hand.
Cold outbound questions
The eleven questions on the live page, answered the same way.
What is BrandJet?
BrandJet is a multichannel outbound platform covering sourcing, buyer intent, sending, deliverability and replies in one system. One sequence reaches across email, LinkedIn, X, WhatsApp, Instagram and Telegram, and it carries its own CRM so replies have somewhere to land.
What tools does BrandJet replace?
In practice, four: a contact database, a tool that fills in the details, a sequencer and a domain warmup service, plus whatever shared inbox was holding the replies. The reason that matters is not the combined bill, it is that every handoff between those tools is somewhere a prospect goes quiet and nobody notices.
Why is my cold email going to spam?
Almost always authentication, not copy. Check three things in order: whether SPF names every service that sends as you and stays under the lookup limit, whether DKIM is signing your mail, and whether DMARC is set to something other than none. Then check whether you are sending cold mail from the same domain as your invoices. If you are, fix that before you fix anything else.
Do I need a separate domain for cold email?
Yes, and it is not optional. Cold outbound generates spam complaints even when it is done well. Sent from your primary domain those complaints attach to the domain your entire business runs on, and recovering sender reputation takes months. A separate lookalike domain costs almost nothing and contains the damage.
How long does it take before outbound works?
Domain warming alone takes two to four weeks before volume is safe, the floor no tool removes. Expect the first month to be setup and warming, and to be reading real reply data in the second. Anyone promising booked meetings in week one is sending from something they should not be.
Is multichannel outbound better than email alone?
It is better where your buyer uses the other channels, and worse where they do not, because a message on a channel someone treats as personal reads as an intrusion. The decision is per market, not per platform. Six channels available is a capability, not an instruction.
How many domains and inboxes do I need for cold email?
Divide your monthly target by 40 emails per inbox per day, then by working days. Run 2 to 3 mailboxes per domain and start with 3 to 5 domains. Two thousand emails a month is roughly three inboxes across two domains, sending comfortably, not at the ceiling. The calculator above does the arithmetic.
Google Workspace or Microsoft 365 for cold email?
Neither wins outright, and anyone telling you otherwise usually resells one of them. Workspace is simpler to provision and generally lands better with Gmail recipients; Microsoft 365 is cheaper at volume and lands better with Outlook recipients. Most serious setups run a mix, weighted toward wherever your list's mailboxes are.
Is cold email legal?
In the United States, yes. CAN-SPAM permits cold B2B email without prior consent, provided you use honest headers, a real postal address and a working unsubscribe honoured within ten business days. In the EU and UK you need consent or a documented legitimate interest assessment under GDPR and PECR. Canada's CASL is stricter still. The governing law follows the recipient, not the sender, so the decision belongs in how the list is built, not in how the copy is written.
What does outbound infrastructure setup cost?
Agencies publishing a price for this land between $10,000 and $25,000 as a one time build, plus the platform underneath it and the mailboxes. What moves the number is how many domains you need, whether the list has to be split by jurisdiction, and whether anything has to connect to a CRM you already run.
Do you resell BrandJet?
We work with them and we set it up. What we sell is the setup and the program around it: the sending architecture, the targeting, the sequences and somewhere for replies to land. The platform is worth having and it will not run itself.
Tell us what you are sending now
Who you are going after and what you have tried. We will tell you whether the problem is the list, the copy or the domain. It is usually the domain.
Tell us what you are sending now.
Thirty minutes. You describe who you are going after and what you have tried, and we will tell you whether the problem is the list, the copy or the domain. It is usually the domain.
Already on BrandJet? The live site carries four guides: what it costs, where the leads come from, which channels to use, and joining reach to the record. If the record is Day.ai, what a reply can open there.
On HeyReach or another LinkedIn tool and wondering what it would take to move? Price it against BrandJet and see what carries over. Your LinkedIn accounts come with you, so no warmup is lost.