We were delighted to dive into a rich and impactful conversation with Benny Robin.

Benny Robin is the founder and CEO of Senders, a company specializing in outbound email deliverability services aimed at assisting businesses in growth and reputation protection. Over the past 20 months, the Senders team has successfully sent and delivered 30 million cold emails across various target markets for hundreds of companies worldwide.

In the Episode, We Talked About:

Defining the Need for Outbound Email Services

B2B outbound email refers to businesses sending emails to other businesses. Benny discusses various approaches like cold calling, LinkedIn outbound, and the scalability and cost-effectiveness of email. He highlights how Senders ensures that email elements are organized, maintained, and effectively managed to achieve business goals without falling into spam filters.

Ensuring Email Deliverability

Email filtration is inevitable, but having a zero percent spam rate is unrealistic. Benny's team at Senders employs best practices to keep email deliverability high. This includes understanding mechanics, correcting for various situations, and maintaining transparency with clients, especially those that are venture-backed or have technical oversight.

Top Don'ts for Setting Up Cold Emails

Email Service Providers: Avoid using providers that limit your email sending capacity. Use compliant tools suitable for your needs.
Domain Management: Never use your main domain for cold emails. Instead, use aged alternate domains or subdomains to protect your primary domain's reputation.
Email Content: Craft empathetic emails that avoid being pushy or deceptive. Ensure clarity, bring your own context, and avoid making assumptions.

Cold Email Strategies

Benny advocates for using subdomains and multiple email addresses to keep domains healthy. Having backup plans and segregating different types of emails like transactional, marketing, corporate, and cold emails into separate domains helps in maintaining a good reputation and deliverability.

Behavioral Types of Email Recipients

Benny categorizes recipients into three types:

Pickers: Scan and pick interesting emails.
Passers: Forward emails to relevant team members.
Purists: Aim for an inbox zero, dealing with every email received.
Understanding these categories helps tailor emails to match recipient behavior, increasing engagement.

Handling Client Expectations

Good client partnerships are built on asking hard questions and frequently seeking feedback. Benny stresses the importance of staying on the "same side of the table" as clients, aligning mutual goals, and ensuring transparent communication.

Cold Emails: Does Cold Outreach Still Work in Marketing?