---
name: outreach-sending-deliverability
description: Use when an outreach campaign is about to send, or when reply rates are near zero and the team has started rewriting the pitch.
---

# Outreach Sending Deliverability

A reply rate of zero is almost always read as a pitch problem, so the team rewrites the email repeatedly while nothing is reaching an inbox. Sending cold outreach at volume from the primary company domain is worse than ineffective: once its reputation is damaged, invoices, password resets and sales replies start landing in spam and take months to recover. This is infrastructure work and it has to be done before the first campaign, not diagnosed after the third.

## O que precisa primeiro

- a separate sending domain, close to the main brand but not the main domain, registered several weeks before first use
- DNS access on that domain for SPF, DKIM and DMARC records
- a verified prospect list with the bounce rate measured before sending
- a lawful basis for contacting the list in the jurisdictions it covers

## Método

1. Register a separate sending domain and never send cold outreach from the primary. The primary carries transactional and sales mail, and its reputation is the expensive thing to lose.
2. Configure SPF, DKIM and DMARC on the sending domain and confirm alignment with a test send before any campaign. Unaligned mail is dropped or foldered at the gateway and often never appears as a bounce.
3. Warm the mailboxes over several weeks at low daily volume with genuine two way replies. A domain registered on Monday sending 200 cold emails on Tuesday is the clearest spam signal available.
4. Verify the list and delete anything unverifiable. A hard bounce rate of a few percent damages sender reputation faster than anything you could write in the message.
5. Cap volume well below the provider limit per mailbox and add mailboxes rather than raising the cap, because per-mailbox behaviour is what the filters score.
6. Strip open tracking pixels and shared link redirect domains. A shared tracking domain inherits the reputation of every other sender using it, and the open rate it buys you was not going to change any decision.
7. Seed two or three of your own addresses on different providers into every send and check placement. Without that, a filtering failure and a weak pitch produce identical reporting and you will fix the wrong one.

## O que isto produz

A warmed, authenticated sending domain with per-mailbox caps documented and a per-campaign inbox placement figure recorded alongside reply rate.

## Onde isto corre mal

- sending cold outreach from the primary domain and putting invoices and receipts at risk
- rewriting the pitch for months when the actual problem is that nothing was delivered
- sending to a bought or unverified list, where the bounce rate alone ends the domain
- treating outreach as exempt from marketing email law, when unsolicited business contact still needs a lawful basis and a working opt out in most jurisdictions

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Da biblioteca de competências da QuQi - https://www.quqi.io/pt/skills/outreach-sending-deliverability