Deliverability
The best-written email in the world is worthless in a spam folder. This is the part of the service nobody advertises, and the part that decides whether any of it works.
Why this page exists
Most outbound programmes do not fail because the copy was bad. They fail because someone bought a list, blasted it from the company domain, and torched the reputation of the address the business runs on. By the time anyone notices, invoices are landing in spam.
Deliverability is infrastructure work, it is unglamorous, and it is the single largest difference between a managed programme and a $99 tool. So here is exactly what we do.
Your primary domain never sends cold email
The first and most important decision.
What most people do
- Send cold outreach from you@yourcompany.com
- One bad list damages the domain your invoices go out on
- Reputation recovery takes months, if it happens at all
What we do
- Outbound runs on dedicated domains registered for the purpose
- Your primary domain carries client email and nothing else
- A damaged sending domain is replaceable. Your real one is not.
Before a single cold email sends
Launch does this work whether or not anyone asks about it.
- 01
Sending domains registered and configured
Separate from your primary, chosen so they read as legitimately yours rather than as a throwaway.
- 02
Mailboxes provisioned and authenticated
SPF, DKIM and DMARC configured, then health-checked. Authentication that is set but broken is worse than none, so it gets verified rather than assumed.
- 03
Every mailbox warmed
Sending volume ramps gradually against a warmed reputation. This takes days and we will not skip it.
- 04
The list validated twice
Two-stage verification, plus removal of disposable domains, role addresses and known bad records. Bounce rate is a reputation signal, so the cheapest deliverability win is not sending to dead addresses.
- 05
Placement tested, not assumed
Inbox placement testing shows where mail actually lands across providers before volume goes up.
Sending like a person, not a machine
The pattern is as detectable as the content.
- Multi-sender rotation
Volume spreads across mailboxes instead of concentrating on one.
- Per-sender daily caps
A ceiling per mailbox per day, set against warmup state rather than ambition.
- Business-hour windows
Mail goes out when a person would send it.
- Timezone awareness
The prospect’s morning, not yours.
- Holiday skipping
Nobody legitimate sends a first-touch on Christmas Day.
- Natural pacing
Sends are distributed, not fired as a batch the moment a job starts.
Monitored continuously, not set and forgotten
Deliverability signals set the sending schedule, and your operator acts on them weekly.
- Inbox placement testing
Where mail actually lands, per provider. Open rates cannot tell you this.
- Per-campaign spam analysis
Content and configuration checked against what trips filters.
- Bounce and complaint tracking
Hard bounces, soft bounces and spam complaints watched per sender.
- Failed-send visibility
Mail that never left is surfaced rather than silently dropped.
- Suppression that persists
Unsubscribes, customers and open opportunities held out across every sequence.
- Volume tied to health
If signals degrade, volume comes down and the list is re-validated before it goes back up.
What we will not do
The constraints matter more than the feature list.
- Buy or scrape a list and send to it
- Send cold outreach from your primary domain
- Skip warmup because a launch date is tight
- Spoof a sender, a domain, or a reply-to address
- Ignore an unsubscribe, or honour it in one sequence and not another
- Push volume when the deliverability signals say not to
Some of these will occasionally make us slower than a tool that has no opinion. That is the trade, and it is deliberate.
Common questions
Will this put my main domain at risk?
No, because outbound does not run on it. Cold sending happens on dedicated domains registered for the purpose. If a sending domain ever gets damaged, it is replaceable; your primary domain, which carries your invoices and your client email, is never the one exposed.
How long does warmup take?
Days, not minutes, and it is the one part of Launch we will not compress. A mailbox that sends to strangers on day one is a mailbox with a short life. Warmup runs while the rest of Launch happens, so it is rarely the thing holding you up.
How do you know mail is landing in the inbox?
We test it rather than infer it. Inbox placement testing shows where mail actually arrives across providers, which open rates cannot tell you. Per-campaign spam analysis checks the content and configuration that trip filters before a send goes out.
What happens if bounce rates climb?
Volume comes down and the list gets re-validated before it goes back up. Deliverability signals set the sending schedule rather than the other way round, and that decision sits with your operator every week.
Do you buy lists?
No. Purchased lists are the fastest way to burn a domain and the most common reason outbound programmes fail before they start. Everything gets validated before it is sent to, whether we sourced it or you did.
Is this CAN-SPAM and GDPR compliant?
Sending identifies the real sender and real business, unsubscribe is honoured immediately and permanently, and suppression persists across every sequence. For UK and EU contacts, targeting and lawful basis are part of the Launch conversation rather than an afterthought.
