Outbound.
Cold email built backwards from the deal math behind your revenue goal.
Cold email still works, but only when it is treated as a system rather than a numbers game played with a spray gun. Done badly it burns your domain and annoys the market. Done well it is one of the most predictable ways to fill a pipeline, because you can model it. That modelling is exactly where we start, and it is what separates a program with a forecast from a campaign that is really just hope with a send button.
We reverse-engineer the deal math. Instead of guessing how many emails to send, we work backwards from the revenue you want. Define the average deal size, then the reply rate and conversion rate you can realistically expect, and the volume and messaging you need fall straight out of the arithmetic. It turns outreach from a hopeful activity into a plan with a number at the end of it.
We anchor everything to what one closed deal is worth, because that sets how hard the whole program has to work.
Reply rate and conversion rate become targets, not afterthoughts, so we know what good looks like before we send.
Once the goal and the rates are set, the required sending volume and message quality are simple to calculate.
None of the math matters if your emails land in spam, so deliverability comes first. We warm domains properly, keep sending volumes sane, and write like a human rather than a template. That work depends on a clean, well-built list: the right people, verified addresses, and segments that let the message actually fit the reader instead of forcing one generic pitch onto everyone. We would rather send fewer emails to the right inboxes than blast a bought list and torch the domain in a week. Our thinking here is set out in more depth in our guides to cold email marketing and email marketing.
A reply is the start, not the finish. Most people are not ready to buy the moment they respond, so we build nurture sequences that keep the conversation alive and move it forward without nagging. Every step is measured: open rates, reply rates, meetings booked and, ultimately, deals closed, all tracked back against the model we started with so we can see where reality matches the plan and where it needs tuning. For a practical starting point, our email marketing checklist covers the fundamentals worth getting right before you scale.
Proof. We keep the specific numbers from client outreach engagements confidential, so you will not find them on this page. The wider results and the way we work show up across our case studies.
Tell us your average deal size and your revenue goal. We will work the math backwards and show you what an outreach program would need to look like.
Build an outreach plan