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[Leadership Nuggets] How AiSDR Rebuilt a Client’s Sender Reputation for Cold Outreach

[Leadership Nuggets] How AiSDR Rebuilt a Client’s Sender Reputation for Cold Outreach
Jun 20, 2024
By:
Viktoria Sinchuhova

If your sender reputation tanks, it’s not the end of the world. Here’s how our customer success team rebuilt a client’s sender reputation

3m 7s reading time

One of our clients came to us after trying out a different AI SDR. 

They had created a new mailbox to use with the other AI SDR, connected it to their warm-up, and started cold outreach. The initial daily volume was small at 20 emails a day for three weeks before they increased it to 100.

In less than a day, the mailbox was blocked.

They messaged their AI SDR’s support, which replied ‘Check if you’re using spammy language.’

It was at this point that the client reached out to AiSDR for help.

TLDR

  • The goal: Help a client relaunch cold outreach.
  • The tactic: Warm up a new mailbox and rebuild the old mailbox’s sender reputation.
  • The result: The client resumed cold outreach and rehabbed the mailbox.

Step 1: Explain what went wrong

Long story short, the client’s mailbox wasn’t properly warmed up.

Here’s a side-by-side look at what happened versus what should have happened.

What happenedGood inbox warm-up
Started volume at 20 emails/dayStart volume at ~5 emails/day
Kept volume at 20 emails/day for 3 weeksMaintain current volume for 7 days
Increased volume to 100 emails/dayIncrease daily volume each week by 5-7 emails
Set max daily volume at 100 emails/daySet max daily volume at 49 emails/day

Ultimately, the client started inbox warm-up too high then increased it too quickly. Good warm-up needs to happen gradually.

Step 2: Set up a new domain and mailbox

If your mailbox gets blocked, you have three choices:

  • “Rehabilitate” the mailbox by rebuilding the sender reputation
  • Start over from scratch by creating a new domain and mailbox
  • Create a new domain and mailbox while starting the rehabilitation process for the old mailbox

The option you use is up to you.

In our case, the client chose the third option of creating a new mailbox while rehabbing the old one.

While setting up the new domain, we made sure to correctly configure the DKIM, DMARC, and SPF email protocols. Otherwise, emails sent from associated mailboxes are likely to land in spam and go unopened.

Step 3: Start ‘rehabbing’ the old mailbox

The client was able to relaunch their cold outreach using the domain and mailbox we set up for them.

However, they also wanted to rehab the old mailbox so that the money spent wouldn’t go to waste.

Here’s what we did:

  • Submitted an appeal to the email service provider to unblock the mailbox
  • Once the appeal was approved and we could access the mailbox again, we connected it to the AiSDR warm-up tool for three weeks
  • During this time, the old mailbox wasn’t used for any cold outreach
  • Every few days, we checked the mailbox’s sender reputation to confirm it was improving

Step 4: Restart cold outreach

After three weeks, if the sender reputation hasn’t improved enough to run outreach, you just need to keep warming up the mailbox and not use it for any cold emails. Given enough time, the reputation will recover.

Then once the reputation is back to normal, you can start running outreach.

Our recommendation is:

  • Send no more than 30 emails per day per mailbox
  • Send no more than 100 emails per day per domain
  • Warm up every mailbox at a 1:1 ratio of warm-up emails to cold emails

The Result

Everyone loves instant gratification and wants to see immediate results.

While there’s nothing wrong with this, cold outreach doesn’t work this way. New deliverability rules set up over the past few years to cut down on spam have made cold outreach more challenging than ever.

Just keep in mind that if you plan to launch cold outreach:

  • Start initial email volume low
  • Gradually increase the max daily volume once every week
  • Cap the max daily volume at no more than 49 emails per day
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TABLE OF CONTENTS
1. Step 1: Explain what went wrong 2. Step 2: Set up a new domain and mailbox 3. Step 3: Start ‘rehabbing’ the old mailbox 4. Step 4: Restart cold outreach 5. The Result
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