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Cold email in 5 minutes

Cold email is a short, personal email to someone who doesn’t know you yet, sent because you can genuinely help their business. Done well, it’s one of the cheapest ways to book sales calls. Done badly, your emails land in spam and the domains you send from get burned.

Two things decide which of those happens:

  1. Reaching the right people. No amount of setup fixes a list of people who will never buy.
  2. Landing in the inbox. That depends on what you send from, how much you send, and how clean your list is.

The four parts

Section titled “The four parts”

Every cold email setup has the same four parts, whoever you buy them from. A stack is just the set of tools you use together.

Part 1 Infrastructure Maildeck Domains and inboxes you send from Part 2 Sequencer Instantly, PlusVibe… Sends emails and follow-ups Part 3That's us Leads LeadSonar The right people and their emails Part 4 Verification EmailShield Removes bad addresses first
PartWhat it doesWho provides it
1. InfrastructureThe domains and inboxes your emails are sent from, set up and warmed up so they can send safely.Maildeck, our sister product
2. SequencerSends your emails and follow-ups on a schedule, spread across your inboxes.A tool you sign up for yourself, such as Instantly or PlusVibe
3. LeadsFinds the right people and their work email addresses.LeadSonar — that’s us
4. VerificationChecks every address before you send and removes the ones that would bounce.EmailShield, our sister product

In one line: LeadSonar finds the people, EmailShield cleans the list, your sequencer sends the emails, and Maildeck gives it all somewhere safe to send from.

Why you can’t skip parts

Section titled “Why you can’t skip parts”
  • Without good leads (part 3), every other part works perfectly and nobody replies. Each inbox can only send a few dozen cold emails a day, so every slot spent on the wrong person is wasted.
  • Without verification (part 4), bad addresses bounce. Email providers watch your bounce rate; too many bounces and your emails start going to spam.
  • Without separate infrastructure (part 1), you’d be sending from your company’s main domain. If that domain’s reputation drops, your normal business email suffers too.
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