The Problem With Bad Offers Over Outbound

One of the biggest nuances that you have to get right with your outbound is gaining positive momentum with your first few campaigns.

With new inboxes that you setup, your provider (Google or Microsoft) is going to be monitoring what your conversations are like with who you’re sending emails to.

If all the responses your inboxes are receiving are “stop” “remove “NO”, etc. this is not going to do good for your inbox deliverability.

This also works on the opposite side of things.

If you’re engaging in conversations, setting meetings, and having back and forths over email with your first few campaigns, ESPs will think that the emails you’re sending are desirable.

If they think that people want to be seeing what you’re sending, they will tend to to inbox better in the future.

We have seen this countless times where inboxes on “good” offers will continue to get better and better, while “poor” offers struggle to resonate as we come up and try out new campaigns.

We’ve had inboxes from clients that we bought in January 2024 (12 months ago) that still perform extremely well because the offers / messaging we send them on continues to garner engagement.

Here is what you should take from this if you’re running your first few campaigns and want good deliverability for as long as possible:

1. Come up with your first campaign idea

   • Run it on 2-3k leads with a 2 email sequence

   • Did you generate 2-10 positive responses?

   • If yes, continue with similar campaign ideas on larger audience

   • If no —>

2. Come up with new campaign idea on new audience + new offering

   • Test same number of volume on this new audience

   • How many positive replies did you book in?

   • Rinse and repeat

Ideally, you should continue testing this out as quick as you can until you’ve cracked a winning angle.

And if you’re asking “how do I know if I’ve cracked a winning angle?”

There has never been a time where I have questioned if something is a winner or not. It is blatantly obvious every single time. You will be booking multiple calls per day off of it just from email.

Hope this helps give a sense of how to approach new campaigns you’re running with newer inboxes in your infra.

Have a great weekend guys,

Ryan