Outbound Campaign Checklist: Build High-Performing Email Campaigns

Introduction

Email-only campaigns can be an effective way to generate leads, but success requires careful planning and execution. For Fractional Executives and Consultants, a poorly executed campaign can harm your reputation and deliver lacklustre results.

The Outbound Campaign Checklist ensures your cold email outreach is set up for success. This checklist covers every step, from domain setup to message copy and sequence design, helping you avoid common mistakes and create campaigns that resonate with your audience.

While a multi-channel approach is ideal, this checklist focuses on the essentials for email-only campaigns.

If you’re ready to master the basics and build from there, keep reading.

For a complete guide and supporting resources, visit the Checklists & Frameworks section inside The Vault.

Step 1: Domain and Mailbox Setup

A properly set up domain and mailbox ensures your emails avoid spam filters and maintain deliverability.

Checklist:

• Are you using alternative domains for campaigns instead of your primary domain?
• Have you authenticated mailboxes (e.g., DKIM, SPF, DMARC)?
• Are you warming up mailboxes for at least three weeks before sending campaigns?
• Is your alternative domain forwarded to your primary domain for professionalism?

Step 2: Targeting & Research

Precise targeting ensures your emails land in the inboxes of the right people with the right message.

Checklist:

• Are you targeting the right Ideal Customer Profiles (ICPs) with specific criteria?
• Have you segmented prospects into smaller lists based on ICP or persona challenges?
• Have you identified an individual or account trigger to increase relevance?
• Is your messaging connected to a persona problem or challenge?

Step 3: Message Copy

Your email copy is your first impression—keep it concise, relevant, and focused on the prospect.

Checklist:

• Is the email less than 100 words?
• Is the focus on the prospect’s challenges, not your achievements?
• Does it include relevant social proof from similar clients?
• Have you avoided jargon and removed unnecessary “I/we” references?

Step 4: Sequence Design

Your email sequence should guide prospects through a journey while respecting their time.

Checklist:

• Have you written more than three emails in your sequence?
• Are follow-ups adding social proof, evidence, and value, rather than repeating the first email?
• Are you spacing emails out over several days (not one per day)?
• Are you addressing multiple challenges throughout the sequence to maintain interest?

Step 5: Miscellaneous Essentials

Pay attention to the finer details to ensure a polished and effective campaign.

Checklist:

• Have you removed all links except for necessary unsubscribe links?
• Have you set limits for emails sent per day and paused sequences after replies?
• Are your emails plain text only for better deliverability?
• Do you have response templates ready for positive, neutral, or objection responses?

What I’ve Shared Here is Just the Beginning

The Outbound Campaign Checklist, within the Checklists & Frameworks section inside The Vault, includes:

• 30+ checklist items.
• Additional tips to improve your email deliverability and engagement.
• Supporting resources for targeting, messaging, and sequence optimisation.

Related Content Resources

• The Ideal Email Sequence
• The 15% Reply Rate Cold Email Framework
• The Cold Email Swipe File