Configuring your sales automation tool

We prefer Apollo as a Sales Automation tool because you can link up to 10 email accounts per user, which is more cost effective if you want to send cold email in bulk. However, Outreach, SalesLoft, SendBloom, and MailShake are all good with similar functionality.

In setting up your tool, there are two key considerations:

  1. How will it map to your lead database so you can easily set up, send, and track campaigns?
  2. How do adjust settings so that you maintain high deliverability and get lots of open emails?

Mapping your leads:

Quick aside: If you don’t use Salesforce, you should. If only because it’s the CRM with the most integrations, which means that as you push data between different platforms (like ad networks, email, etc.) it is the best at being your system of record and letting you track all activities.

The first thing you should do when setting up your tool is link it to your CRM. If it doesn’t directly integrate to your CRM, then you need to develop a process to manually (or through Zapier or Automate.io) track outreach against leads. This means creating fields for:

  • Lead stage (e.g. cold, warm, interested, etc.)
  • Lead source (e.g. cold email, SEM, Facebook, conference, etc.)
  • Lead type (e.g. decision-maker, influencer, etc.)

If these fields already exist, simply map them from your CRM to your sales automation tool.

Adjust settings for deliverability:

Link your email accounts. Remember, if you’re going to send email volume above 1K a week, use a different domain than your core domain (e.g. core domain = outboundmatters.com vs. alternative domain = outboundmatters.io).

Include and update the signatures section within the sales automation platform. Don’t include images in the signature. They can hurt deliverability.

Make sure to append opt out message, allowing a recipient to unsubscribe. This will make them less likely to hit the “spam” button.

Make sure click tracking is turned off. Click tracking can trigger spam filters.

Apply rate limit restrictions. Do not go above 200 as the maximum # of emails per email account per day (not including Bcc to your CRM). Send a maximum of 20 emails per hour as you warm up a domain. Ramp that volume up to 75 per hour once your domain is warm and has an established reputation with the ISPs and email providers like Google, Outlook, etc.

Lastly, update schedules to reflect times when you want emails to go out.

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Deanna Dong

Director of Marketing, Wealthfront