If it lands in spam, nothing else you did matters.

Your main domain never sends cold email

This is the first rule and we do not bend it. Cold email carries risk, and the risk should never touch the domain your invoices, proposals and customer email go out on. We register separate domains that look and read like yours, and point them at your real website so anyone who checks finds you. If one of them ever gets a bad reputation, we retire it and your business email never notices.

Authentication

Mailbox providers check whether you are who you say you are. Three DNS records answer that question: SPF, DKIM and DMARC. Google and Yahoo have required authentication from bulk senders since 2024, and Microsoft followed for Outlook consumer addresses in 2025. Get them wrong and even a perfect email gets filtered. We set all three on every domain and test them before a single message goes out. Our full setup guide walks through the details if you want to see the work.

Warmup and the ramp

A brand new inbox that sends a hundred emails on day one looks exactly like what it is. So new inboxes spend time warming up first, exchanging normal looking email that builds a sending history. Then we raise real volume in steps. We leave warmup running underneath live campaigns too, because switching it off is a common way to see good inboxes decline for no obvious reason.

What we watch

• Bounce rate. Any campaign that crosses 3 percent pauses automatically until we know why.
• Spam complaints. Google asks senders to stay under 0.3 percent, and we aim well below that.
• Inbox placement. We test where mail actually lands, across providers.
• Tracking. Open and link tracking stay off. Tracking pixels and rewritten links are a common reason cold email gets filtered.

The rules we send by

Every email identifies who it is from, has an honest subject line, includes a way to reach us and makes it easy to opt out. Opt outs are honored right away and carried across every campaign. That is what the law requires in the United States, and it is also just how you avoid complaints. See our plain English overview of the rules.