Skip to main content

​
Overview

Use this section to create high-performing campaigns for commercial property owners, facility managers, and decision‑makers. You will plan an offer, write short plain‑text emails, configure A/B tests in Instantly, and scale safely without hurting deliverability.
Your offer is the most important driver of results. Make it feel like a free deliverable people would normally pay for. Keep it short, plain‑text, and personal.
1

Define your offer and ideal contacts

  • Pick one clear outcome (inspection, maintenance plan, leak prevention, energy savings)
  • Target decision‑makers (owner, asset manager, facilities, property manager)
    You can describe your offer in one sentence for one persona.
2

Draft a 3-email sequence

  • Aim for about 50 words per email
  • Use a single yes-or-no CTA per email
  • No links or images in Email 1
  • Apply spintax to vary phrasing across recipients
    Sequence is plain‑text, 3 emails max, with one yes-or-no CTA per email.
3

Set up variants in Instantly

  • A/B test subject lines and first sentences first - Limit to one variable per test - Send only during business hours in recipient time zones
    Do not enable open tracking; it harms deliverability.
4

QA and launch

  • Proofread for spam words and hidden formatting
  • Verify sending caps and warmup health for all inboxes
  • Send a live test to yourself and one colleague
    All tests pass; sequence status is scheduled.

​
What to build next

  • Read the anatomy of an effective cold email
  • Pick subject lines and first sentences to test
  • Use the example sequence templates as a starting point
  • Follow the checklist for volumes and safe launch
  • Review deliverability guardrails and troubleshooting
  • Reply rate ≥ 5–10%
  • Positive replies ≥ 2–4%
  • Bounce rate < 2%
  • Meetings booked grows week over week
  • Bounce rate ≥ 3%
  • Multiple inboxes land in spam simultaneously
  • Warmup health falls below 98%