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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.
Strong offer > strong copy. 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 4-email sequence

  • Keep each email 3–6 short sentences - Use a single low‑friction CTA (e.g., “Worth a quick look?”) - No links or images in Email 1
    Sequence kept to plain‑text with one 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.

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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%