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Cold Email Best Practices for SaaS Companies

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In this short guide here are some cold email best practices and how to’s on getting started with cold email for driving SaaS demos. To be clear, this is specifically B2B outbound sales focused email from one company to another that has a likely “legitimate interest” (a GDPR compliant term) to hear from them.

For starters, it’s best practice to set up a separate domain for cold email outreach to protect the main domain.

Steps to Buy and Setup a Domain for Cold Email Outreach

  • Buy a separate domain (i.e. "yourdomainmail.com", or "yourdomain.email")
  • Adjust DNS settings to redirect to your main site
  • Head over to Add Google Workspace - Business Starter ($6/user/mo) Consider paying 6 months in advance - this is another signal of legitimacy that has seemed to boost Sender Reputation.
  • Warm up the email using an email warmup service to start improving Sender Reputation

There are also some steps we can take to improve “Sender Reputation”. The higher your Sender Reputation, the better the deliverability of your emails. Ready to start sending emails? Here are some tips for improving deliverability and response rates from cold email to drive SaaS demos and interest.

Best Practices for Cold Email Outreach - Improve Sender Reputation and Response Rates

  • Personalized, relevant emails to recipients should improve engagement and response rates.  This part is sales and marketing 101 - define your ICP (Ideal Customer Profile), hone your messaging, and use things like intent data signals to send the right message to the right people at the right time. More engagement = Better Sender Reputation.
  • Sends should be from an actual person (sales focused email = high inbox placement) vs. a company account (marketing focused email, = tends to get stuck in spam filters)
  • Make sure your bounce rate is low (clean data = higher Sender Reputation)
  • Limit to business hours and business emails
  • Include your company's physical address
  • Drip/space out sends every 5-10 mins vs. large batches
  • Limit volume from each mailbox, particularly in the first few weeks, months
  • Set up campaigns based on engagement behavior. If recipient has never opened an email, move them to an 'every other month' list. Servers look at the relationship between senders not just 'is the email address passable'.
  • Maintain an opt-out or unsubscribe list and can synch that with a CRM. If you are doing something that causes your unsubscribe rate to increase, stop.
  • If your organization is sending a large amount of email, consider Email Deliverability Software like Sendgrid
  • Consider setting up DKIM (Domain Keys Authenticated Mail). From Apollo , DKIM is “an authentication method that uses cryptography to add an encrypted digital signature to your organization's outgoing emails. In this method, your mail server uses a private key to encrypt the email data and receiving email servers retrieve the corresponding public key to decrypt it. This ensures that your email is genuinely sent from your domain and hasn’t been altered on its way to the recipient. It also raises your spam score, which increases the chances of your emails being delivered.

Want cold email outreach "done for you as a service" with an agency partner? Consider working with SaaSBoost.io or another B2B Sales Outsourcing firm.

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