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Email Deliverability: Deep Dive

Managing email outreach effectively is crucial for sales reps, particularly when working for a company with a non-unique brand name like “Boundless”.

In today’s environment, where email providers constantly refine their systems to combat spam and improve user experiences, adopting a thoughtful, strategic approach to outbound efforts is essential. A key to success lies in leveraging email aliases tied to your primary domain rather than resorting to creating additional domains. This approach ensures clarity, trust, and professionalism while avoiding the technical and reputational risks associated with multiple additional domains.

For sales reps at Boundless, using email aliases linked to the primary company domain allows personalised outreach while maintaining consistency under a single, recognisable brand. When recipients see an email from a familiar source, they’re far more likely to trust and engage with it. Managing outreach under one domain also simplifies operations, allowing sales reps to focus on crafting meaningful messages rather than juggling the complexities of multiple domains.

Operating under a non-unique brand name like “Boundless” introduces unique challenges if we were to create additional domains for outreach. Firstly, a non-unique brand name increases the likelihood of recipient confusion. If recipients know of multiple companies called “Boundless”, they may struggle to identify which organisation the email represents, making outreach feel impersonal or even suspicious. Secondly, domain availability becomes an issue. Variations of the brand name are often already owned by other businesses, forcing sales reps to use awkward alternatives that can appear unprofessional and erode trust. Thirdly, email providers are more likely to scrutinise domains associated with generic brand names, as they are often linked to higher volumes of spam or phishing activity. This scrutiny makes it harder to establish credibility with email providers, which can negatively impact deliverability. Some sales teams attempt to bypass these challenges by creating additional domains for outreach, but this approach is fraught with risks. One major issue is that prospects are often confused by outreach from unfamiliar domains, which reduces trust and engagement. Additionally, new domains require a lengthy warm-up period before email providers trust them, and attempting to scale too quickly increases the likelihood of being flagged as spam.

Crucially, using additional domains does not provide anonymity. Email providers and prospects alike can trace domains back to the original company through links, website traffic, or other technical signals, such as shared IP addresses or metadata. This means that any perceived unprofessionalism or lack of cohesion in the outreach can still reflect poorly on the primary company domain. Furthermore, managing multiple domains creates operational headaches, increasing complexity without delivering tangible benefits.

Email providers now use advanced machine learning to evaluate email quality based on recipient interactions, such as opens, replies, clicks, or whether emails are deleted or marked as spam. These interactions influence whether future emails are delivered to primary inboxes or filtered into spam. This underscores the importance of sending relevant, high-quality emails.

Simply put, a high volume of emails without meaningful engagement is no longer a viable strategy.

The landscape of email outreach is shifting rapidly. Email providers are introducing stricter limits to combat spam and prioritising user experience, meaning that sales reps must focus on quality over quantity. Mass email blasts are ineffective, and the emphasis must now be on personalisation and relevance. Generic messages no longer suffice; recipients expect outreach tailored to their needs and challenges. For Boundless sales reps, this means investing in highly targeted, thoughtful campaigns that resonate with prospects. Diversifying outreach methods, such as incorporating LinkedIn and phone calls alongside email, is also critical to staying competitive in an increasingly crowded marketplace.

As email platforms continue to refine their systems, sales reps at Boundless must adapt their strategies. The future of outbound sales lies in building authentic connections and delivering value with every interaction. By focusing on personalisation, quality messaging, and multi-channel engagement, Boundless sales reps can overcome the challenges of working with a non-unique name while thriving in a digital environment that increasingly rewards meaningful, thoughtful communication.

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