When running cold outbound campaigns, one of the biggest challenges isn’t about crafting a high-converting email, but about ensuring that your cold emails land exactly where they’re supposed to, i.e., the prospect’s primary inbox.
Email deliverability is a real challenge, and it’s only fair that you opt for strategies that help you achieve 100% deliverability at all times. One such strategy is inbox rotation, which ensures that you’re distributing your sending volume across multiple inboxes, rather than placing everything in a single email inbox.
But not many people know how to make the best of cold email inbox rotation, and often end up in a soup when doing outreach at scale.
This article will give you a detailed overview of how you can use inbox rotation, while also highlighting the benefits of doing so.
So let’s dive right in.
Inbox Rotation Meaning & Its Role in Cold Outreach
Inbox rotation is like having a team of relay runners instead of a solo sprinter, which gives cold emailers greater flexibility when targeting a large list of B2B customers.
In cold email terms, an “inbox” is often used to refer to a single account from which an email is sent. For example, [email protected]’s inbox would be different from that of [email protected]’s – thereby distributing the workload equally across each of them.
By doing this, you’re reducing the likelihood of your primary inbox being negatively affected by deliverability issues, being blacklisted by the ESPs and so on.
Many cold email software tools offer mailbox rotation as a core feature these days, enabling users to scale their campaigns without worrying about the problems mentioned above.
Here’s why using email account rotation for your campaigns can be an effective strategy:
- Prevents deliverability issues: One of the most common barriers to scaling your cold outreach campaigns is the deliverability. Even a small percentage of your cold emails landing in the spam can affect its success rate – affecting both the reply rates and the number of meetings booked per month.
It’s like you’re trying to funnel a river through a straw – as you face blockages every single time. This is where inbox rotation comes into the picture, significantly reducing the risk of your emails being marked as spam.
Using inbox rotation ensures that your outbound operation stays intact, allowing you to immediately switch off sending from the problematic inbox without halting the campaign altogether.
- Helps you scale sending volumes despite limitations: If you’ve done outbound before, it’s quite common to feel that there’s limited growth with cold emails after a point.
This usually happens because a large number of cold email platforms still don’t have a multiple inbox feature.
If you’re looking to expand the reach of your campaigns, you need to perform a lot of extra steps – be it copy-pasting email sequences, moving around your lead lists or inputting email copy individually for each campaign.
This manual process takes away a lot of precious time and resources.
This is where email account rotation helps you by adding a fresh inbox to an existing campaign and bypassing restrictions to scale your sending volume to the next level.
- Saves time and helps avoid errors: Managing a large-scale email campaign from one account is not only tedious but prone to errors. Sending emails from different inboxes allows you to not just save time, but also avoid errors that arise during campaign creation.
You only need to add your inbox to a single campaign, and modify just the original – sparing you the effort of manually updating every single detail.
5 Signs You Need Cold Email Inbox Rotation
So now that you’ve figured out the role of inbox rotation in cold email campaigns, it’s important to figure out when exactly you need to use it.
Having run 1000s of cold email campaigns, we’ve figured out 5 likely scenarios where mailbox rotation could be useful:
- High email bounce rates: A high bounce rate can be an indicator that your emails are being rejected by recipients’ servers. This often occurs when an email address gains a poor reputation due to frequent sends or spam reports.
With inbox rotation, you can reduce the risk associated with any single email account, helping to maintain a healthier sender reputation and lower bounce rates.
- Low open rates: If you notice a consistent decline in the open rates of your emails, it might be a sign that your emails are being marked as spam or worse, not reaching the inbox. This usually happens when one email address is overused for sending a large volume of emails.
Mailbox rotation ensures your messages have a higher chance of landing in the primary inbox, maintaining the effectiveness of your campaign.
- Increased spam complaints: If you’re receiving an increased number of spam complaints, it’s crucial to consider inbox rotation. When the same email address is used repeatedly, recipients may start marking your emails as spam.
This not only affects your current campaign but can also harm your long-term sender reputation. Inbox rotation helps you avoid this by dispersing your emails across multiple accounts.
- Getting blacklisted by your ESP: Being blacklisted by your ESP is like being barred from the party. Inbox rotation keeps you off the blacklist and ensures your invites (emails) keep going out.
- Drop in reply rates: When response rates to your emails plateau or decline, it might be time to implement inbox rotation. If your emails are consistently coming from the same address, recipients might become less engaged or overlook your messages.
Using multiple inboxes for sending emails can rejuvenate recipient interest, as emails coming from different addresses may pique curiosity and lead to increased engagement. The only catch here is to ensure that your message is clear, concise and interesting enough for the recipient to click on it.
How to Leverage Cold Email Inbox Rotation for Your B2B Business?
It’s quite easy to set up cold email inbox rotation for your campaigns. The likes of Snov.io, Instantly and QuickMail are some of the popular tools offering email inbox rotation features in their ESPs.
Here’s how you can leverage this method to double up your reply rates & scale your outreach like a pro:
1. Setup the inboxes inside your email software
First things first, you need to set up multiple email accounts within your email sending software. You can use the same email domain that you’re using for your outreach, and simply add new ones as and when the need arises.
You can easily manage this by adopting a uniform naming convention for your inboxes. For instance if your main email is [email protected], the other variations after inbox rotation could be named as: [email protected], [email protected] and so on.
Once this is done, you can simply connect your inbox to get started.
2. Warm up the inboxes
Ensuring a high deliverability score is challenging, especially when you’re managing multiple inboxes. Email sending tools like Instantly offer automated email warmup, which prevents your emails from going to spam & upholds the sender reputation. You can also use a dedicated email warmup tool like Mailwarm, which integrates with more than 10 email service providers and helps you warm up the inboxes with ease.
You can easily enable this feature inside the Instantly software, and use it to check your warmup score. Doing this helps you understand exactly how many of your warm up emails end up in the primary inbox – and how many of them are landing in spam.
This way you can know if your emails are ready for sending or if they need to be warmed up a little further.
3. Define the inboxes for each campaign
Once your inboxes have been warmed up, it’s time to choose the inboxes you want to use. That being said, there’s no ‘good’ or ‘bad’ number when it comes to the number of inboxes. You can choose as many or as few of them as you want.
In addition, you can also choose to make the campaign accessible to other team members or keep them private to the inbox owner.
In case you have team members managing different campaigns, you can segment them into groups or send emails from inboxes that aren’t close to your daily sending limit.
You can also upgrade or downgrade the number of inboxes as necessary.
4. Setup your SPF & DKIM records
Now that you’ve picked the inboxes for your campaign, it’s important to ensure the technical setup is primed for inbox rotation. As you already know, SPF (Sender Policy Framework) and DKIM (DomainKeys Identified Mail) are crucial email authentication protocols to increase deliverability and prevent spam.
When implementing mailbox rotation, ensure that both of them are set up correctly.
SPF records will help you verify whether the sending server has permission to send emails on behalf of your domain, while DKIM adds a digital signature to your emails, further proving their legitimacy.
Both of them are crucial for inbox rotation as they help maintain a good sender reputation and increase the likelihood of your emails reaching the prospects.
5. Verify your emails
Before launching any campaign, it’s vital to verify the email addresses in your mailing list. This involves ensuring that the emails are valid, active, and free from typos or errors. For the given purpose, its tools like MillionVerifier (which we’ve personally used here at Cleverviral) which come into the picture – helping automate the email verification process.
Sending emails to a high number of invalid addresses can harm your sender reputation and decrease the effectiveness of your inbox rotation strategy.
With an email verification tool you can remove the inactive or invalid emails to keep your email list clean. Doing this reduces bounce rates, while improving both engagement and deliverability – a key factor in the B2B sector where high-quality leads are more valuable than high quantities of unvetted contacts.
In addition to the above steps, there are a few other tips you can use to ensure high deliverability of your emails. Some of them include:
– Spread your sending volume across multiple inboxes
– Spend at least 1-2 weeks warming up the inboxes before sending the email. Use email warmup functionality inside your ESP or a tool like InboxIgniter to warm up your emails.
By following these steps, your business can improve email deliverability, engagement, and ensure a higher rate of campaign success.
Wrapping it up
So this is all that you need to know about inbox rotation. As is clear, if you’re a B2B business looking to ramp up your outbound game, it’s crucial to distribute your sending volume across multiple inboxes.
Doing this will not only improve the deliverability, but also allow you to effectively scale campaigns and generate more sales opportunities per month.
That being said, it can be quite a task figuring out inbox rotation for yourself. Given that a lot of email sending platforms don’t offer this feature yet, you need expert insights on choosing the best options for you.
This is exactly where Cleverviral comes in – with our repeatable cold emailing process that’ll help you scale your outreach efforts sans any confusion.
Reach out to us on [email protected] or fill out the contact form & we’ll get in touch shortly.
Frequently Asked Questions
What is inbox rotation in cold email?
Inbox rotation, also referred to as email account rotation, is a technique used in scenarios where businesses send a large volume of cold emails as part of their outreach campaigns.
It involves using multiple email accounts or inboxes to send these emails, rather than sending them from a single email address.
What is the need for inbox rotation in cold emails?
The need for inbox rotation in cold emails arises primarily due to the challenges faced in email marketing, especially when sending a high volume of emails. This methodology is crucial so as to avoid the following challenges while doing outreach:
– Landing the spam folder
– Low sender reputation
– Decreased level of deliverability