Outbound infrastructure
Outbound infrastructure, 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, and then run the whole thing from one platform instead of six.
Already on BrandJet? Four guides to pricing, leads, channels and joining it to your CRM.
What is BrandJet?
The short answer, before the argument.
BrandJet is a multichannel outbound platform that runs sourcing, buyer intent, sending, deliverability and replies from one place. One sequence reaches across six channels, buyer intent is pulled out of social listening, and every reply lands in a single inbox. It carries its own CRM, so a team with nowhere to put a booked call has somewhere to put it.
What a cold outreach stack costs you
Four tools, four bills, four places for a prospect to fall through. This is not a hypothetical list, it is the row that came off our own stack page when this replaced it.
What most teams run
- A contact database
- An enrichment tool on top of it
- A sequencer that sends
- A warmup service for the domain
- A shared inbox nobody agrees on
What it becomes
- Sourcing and enrichment, in the sequence
- Buyer intent from social listening
- Six channels from one sequence
- Warmup and deliverability handled
- Every reply in one inbox
The saving is not really the bill. It is that a prospect cannot sit in a tool nobody opened this week.
Cold email domain setup: SPF, DKIM and DMARC
Cold email lands in spam because of the sending domain, almost never the copy. This is the half no platform does for you.
Who is allowed to send as you
One DNS record naming every service permitted to send under your domain. Miss a sender and its mail is unauthenticated. Include too many and you blow the lookup limit and the record silently stops working.
Proof it was not tampered with
A signature on every message that receivers check against a key in your DNS. Unsigned mail from a cold domain is the single fastest route to a spam folder.
What to do when it fails
The policy tying the first two together and telling receivers what to do with mail that fails. 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 rather than the one your business runs on. This is the piece almost nobody has in place, and it is the first thing we set up.
How many domains and inboxes do you need?
There is a formula, and it is the first thing to run because it sets what the setup costs before anyone writes a word.
The safe ceiling. Above it you are gambling the domain to save a little money on mailboxes.
More than three concentrates risk. If that domain gets flagged you lose every mailbox on it at once.
Enough to spread the risk and to keep sending if one needs pulling out of rotation.
So the sum is your monthly target divided by 40, then by working days. Two thousand emails a month is about 100 a day, which is three inboxes running comfortably rather than one running hot. Most teams arrive at this having bought one mailbox and wondering why results stopped in week three.
What outbound infrastructure setup involves
Thirty days, in this order, because the order is what stops you burning a domain in week one.
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The sending architecture, before anything sends
Sending domains bought and separated from your primary, SPF, DKIM and DMARC written and verified, mailboxes provisioned and warming. Nothing goes out until this is clean, and this is the step that almost every failed outbound program skipped.
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Who you are actually going after
The list is the campaign. Sourcing and enrichment run inside the sequence, with buyer intent from social listening deciding who is worth a first touch this week rather than in general.
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The sequence, across the channels that fit
One sequence covering the channels where your buyer actually is. For some markets that is email and LinkedIn and nothing else. Six available does not mean six used.
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Somewhere for a reply to land
A booked call with nowhere to go is a lost call. Either we connect the CRM you already run, or you use the one built in and skip the integration entirely.
Is cold email legal?
In the US mostly yes, in Europe mostly no, and the answer changes by where the person reading it sits rather than where you do.
CAN-SPAM, and it is permissive
Cold B2B email is legal. What is required is a real postal address, honest headers and subject lines, a working unsubscribe, and honouring it within ten business days. No prior consent needed.
GDPR and PECR, and they are not
Consent or legitimate interest, documented before you send, plus the disclosures. Legitimate interest can cover B2B, but it is a test you have to have actually performed, not a box anyone ticks.
CASL, the strictest of the three
Express or implied consent required, with implied consent expiring on a clock. Penalties run to seven figures and it is enforced.
Which matters most for the list, not the copy. A sequence that is fine sent to Ohio is a problem sent to Munich, so the compliance decision happens when the list is built. 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
Three of them, said now rather than in month two.
Outbound that works creates conversations somebody has to have. Without capacity to run them, this books meetings you then cancel, which is worse than silence.
If the honest answer to who this is for is anyone with a budget, no sequence saves it. That is positioning work and it comes first.
At that size this is not a sequencing problem. Somebody should be researching and writing to each of them by hand, and a platform would only get in the way.
Everything else about running it
Four questions that come up once the platform is chosen, each answered in a line here and in full on its own page. Every figure is sourced to BrandJet's own pages and dated.
Before you buy
- What it costs, and what sits outside it $79 on Starter and $200 on Pro, with unlimited inboxes and no sending throttle on either. Mailboxes and domains are still your own provider's bill.
- Where the leads come from A searchable B2B database, automated LinkedIn and Instagram collection, an email finder, and keyword signals. 1,000 leads a month on Starter, 10,000 on Pro.
Setting it up
- Which of the six channels to actually use Email, LinkedIn, X, WhatsApp, Instagram and Telegram from one sequence. Being able to send on a channel is not a reason to, and the call is per market.
- Joining reach to the record Native HubSpot, Attio and Slack, plus webhooks, API and MCP. Sync at the reply, never at the import, or the record turns into a list nobody trusts.
Cold outbound questions
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, an enrichment tool, 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 rather than 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, which is 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 actually 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 rather than 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 rather than at the ceiling.
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 actually 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 rather than 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.
Deciding where the record lives too? Read the CRM comparison, which covers why reach and record are two separate choices with two separate winners, or the full stack for every role this sits beside. On Day.ai already? Getting replies back in has one wrinkle worth knowing before you build the connection.
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.
One reply from a person. No sequence, which would be a strange way to open this particular conversation.