Kishen is a serial Entrepreneur and Author. He wrote multiple books on Marketing and Growth and have helped startups grow their business.

Cold Email Automation: a Simple Step by Step guide.




Your inbound leads are drying, or even worse… you don’t have much of them coming in your direction.  We all know the best practices, create great content and the leads will find you, right?


But you are just starting your business, you are creating the best content you can, day after day after day. By now you had countless hours in front of your computer, researching, learning and creating.


The fact that you are new in the market brings two majors problems attached: your niche is so new that nobody ever thought looking for your solution, or there are big players in the market getting a tremendous share of the organic traffic and their pockets are like black holes, which means they are paying for traffic too.


“Oh my god, I quit!” –  I hear you scream. No, you won’t, I won’t let you do that. Yes, it can be difficult but you have a not so secret weapon that you should start taking advantage of – Cold Emailing.


This is not an article about copy, you can learn that elsewhere if that’s what you desire. Think of this article like some guide about the how-to process to find people’s emails, so you can contact them, and get a jumpstart with some customers. Then you can afford to implement your inbound strategy. Sounds cool, right?!


Brainstorm before actually get started.


This is your first step, here you will sit down and start brainstorming:


– Your ideal customers (what type of person or business will make sense for you to approach);


– Okay, now you will think about the positions will make more sense to approach (CEOs, HRs, Sales Managers, COOs, CTOs, etc);


– Your value proposition. You will approach people and tell them “hey, want to buy my service?”. They will want to beat and so will I.


So, with all these things ready, let’s say you are a SaaS selling a task management tool and you decided that you are going to target companies with more than 200 employees.


And you are going after the Founders/Co-Founders, with a value proposition that states that your company can help them organize everything within the company, meaning that all the employees will be on the same page, so they can collaborate better and make the company more money.


Start your research for leads.


This is where the fun starts, or if you prefer, this is where things start to get serious.


For your research, you will need some resources, and there are a plethora of them out there in the market, let’s talk about two of them for now: Linkedin and CrunchBase.


With CrunchBase, you can do a very good research on companies, using their category and even by the number of employees (now you see where this is going, right?). And as a bonus, you can include those companies Linkedin’s pages.


So instead of searching for people directly, you can start for the companies that interest you and then go search for people who you want to contact inside of the company.

In columns, you can go on Basic Info and add the Linkedin


Not bad, we got 8470 results searching for e-commerce companies in US that has more than 200 employees, now bare in mind that not all of them will be a good fit or have a Linkedin page, but a large amount of them will.


You can tweak the filters and narrow your searches even more. It’s your call. And you are the only person that really know what you are looking for here. This is just an example.


Now that we have our targets let’s get some Founders/Co-Founders emails, shall we?


Find that Email is your best friend – Say it loud.

Find that Email is a pretty straight forward tool, but let me show how it works, because you were here all this time reading, I really owe that to you.


First thing first, we will have to create a list to store all emails we find using Find That Email Chrome Extension, for that you will have to go into your account, click on Lists and then on New Lists. Give that List a name and we are good to go.

After that, enter in the Linkedin link given to you by CrunchBase, click to “See all # employees on LinkedIn “. There you can look for the person who is a founder or a co-founder of the company.


Good, we are almost there, on the page where you found the founder/co-founder use your Find That Email Chrome Extension to start getting you the data.


Select the list you created before, Founder/Co-founder E-commerce US, once it’s done, select the person you need the email (Founders/Co-Founders) and click to start finding that email. The email will be stored on your list.

Repeat the process for all the companies you would like to contact. Congrats, you just became a prospecting ninja, all thanks to Find That Email.


If you are one of those that prefer to learn by watching a video instead, lucky you, click here and enjoy these two short videos.


Export your CSV files to start your emails automations

Now that we have all the contacts we need to send our drip outbound email, let’s export them from Find That Email into a CSV file, so we can import them into SendX, the tool we will use to set every automation, and let the machine work for us. You didn’t think we would send those emails one by one, did you?


So in the Find That Email Dashboard we will click in lists, select our list “Founders/Co-Founders E-commerce US” and export it in a CSV.

I don’t recommend you to send emails with low percentage of confidence, but that will be at your criteria, how much percentage you are willing to take the risk, since email bounces can hurt your campaign and your domain authority really bad.


With that said, trim your list and before download the CSV, see the image above, and now let’s go to SendX and start preparing our contacts and the emails that we want to send.


Now let’s put SendX to work for us

This is what SendX looks like, the main Dashboard:

It will give you an overall statistics about how your emails are performances, but if you want more details about how your emails are doing you go inside the Campaign Tab or Drip Sequence Tab, click Report to see a specific Campaign or a specific email in your Drip Sequence report.


We will need to do three things inside SendX for our outbound campaign automation:


1 – Import the contacts from a CSV file;

2 – Create our drip sequence;

3 – Program the automation, what is the next step if someone, replies, clicks a link or execute other call-to-action we intend them to?


Import the emails from a CSV file

We already talked about how to find the emails, and how to export them into a CSV file. Now, it’s time to import these contacts into SendX so we can use them to send out our campaign.


The CSV file from Find That Email already has default fields like Name, First Name, Last Name, Emails and so on… that you can use to personalize your emails using SendX, but first we have to import them in the right to way, so we can use all these custom field when writing our emails.



Create our Drip Sequence and Automation

So this is the important step, by now you should have a few emails you want to send in your campaign. It will depend a lot of how many emails you have in your sequence and for how long you want this campaign to run.


I use, 8 emails in my sequence and I send one email per week, but usually I get a reply after the third email, so this is entirely up to you.


The one thing to have in mind here is that, when you set up a drip sequence on SendX, or every email marketing platform that I know of, your emails will go out from your first email until the last one that is in the sequence. That’s why we need to put some automation in place.


The automation on SendX platform runs base in a simple logic, if a desire thing happens

then take this action. This is how you will stop someone that has replied to you to continue receiving the rest of the emails in your campaign.




Few considerations about SendX and Cold Emails before I go.


Now let’s talk a little bit about SendX. There is something that must be pointed out first: SendX is an email marketing and automation tool, a powerful one, but it wasn’t created to send cold emails, although this is possible – there are some customers using it for this purpose.


If you intend to use it for cold emailing, there are a few things to consider before you start:


1 – SendX supports various Emails Service Providers (ESP) like Amazon, SendGrid, Mailgun, PostMark or even your own custom SMTP. Take advantage of this so you can lower your costs if you are planning to run an exhaustive cold email campaign.


2 – Try to send your emails in plain text, do not use the drag’n’drop editor to design your emails. Nowadays I think everyone knows that most of the emails are automated, but don’t push your luck. Try to show them that at least there is a human being writing those emails.


3 – If you get their attention in a positive way or you deliver true value to them, people won’t mind receiving your emails, but don’t go and send them 100 emails in one week.


Why use automation and follow-ups/drip sequences?

Most of the emails you send will get read for the first time they arrive into the inbox, but even if someone is interested in what you are saying or selling, they might be super busy and leave to reply later, that will result in two situations:


1 – A week later they may not reply to you because they will fill bad about “ignoring” you. With a follow-up email, you will give them the motive to reply back because you have removed the guilty they may have about forgetting to reply your email.


2 – the guilty of following up an email with no previous response can be the worse sensation in the world if you are doing it manually. I can assure you that. Automating your follow-ups will remove this sensation. It will remove the thoughts and guilty about intentionally interrupting someone that doesn’t want to talk to you.


Like I said before, this was not about copywriting, but about the process, and there are a lot of good material out there teaching you how to write good cold emails and follow-ups that will not make you look like a creepy stalker.


This is all I have for today, I hope that you found it useful. And if you have any comments, just leave them in the comment section, I would love to hear from you.