The third link in the outbound chain is delivery, or deliverability.

It’s one of the most overlooked parts of an outbound strategy.

There’s a lot to say about deliverability. We’ll cover the basics here, but keep an eye out for the Growthonics blog, where we’ll go into more detail.

Authenticity

There is nothing more off-putting than an automated email. They’re easy enough to spot. The tell-tale signs of automation are painfully visible from a mile away.

Deliverability is about making your email look authentic. The reader should think you’ve typed out a personal message and pressed `send’. But here’s the problem:

These emails must be scalable.

You could, of course, use one of the bulk email platforms. There are plenty to choose from. Unfortunately, your recipient will notice. They won’t feel special, so the likelihood of a positive reply is virtually zero.

Follow-up emails

If you were to send a follow-up email naturally in real life, you’d probably go to your original sent item, write the follow-up and then hit `reply all’.

Your bulk follow-up needs to look like real life. If the email chain looks unnatural, its recipients will see the automation. Again, zero replies.

Domain reputation

Forget subject lines, design guides and CTAs. Your domain reputation is more important than anything else.

That reputation will be severely damaged if you send mass emails on automation platforms. Your open rate will drop through the floor.

Think carefully about your choice of platform, and the scalability of that platform. Above all, make sure your emails look authentic.

For guidance on managing email outreach, book a call with a Growthonics expert.