Cold Email Quickstart Guide - Setting up your Tech Stack

There's 4 things you need to get started with Cold Email. Except for the domain, all of these tools come with a free trial.
  1. Lead Engines to build Cold Email Lists ($199/month)
  2. Lemlist to manage cold email campaigns  ($50/month)
  3. An Alternate Domain for Outbound (~$5/year)
  4. G-Suite for email addresses ($6/month/email)
Which means your minimum all-in cost is $254/month but you can try it for the first 14 days for only $5 for the domain.

Here's a step by step guide on how to set them up so you can start getting leads.

Protect your deliverability with an alternate domain.

Alternate domains are like $5 and they will stop your main domain from getting spam listed. Imagine if your existing customers suddenly didn't see your emails because they went to spam! At $5, that's an easy decision.

Step 1: Buy an alternate domain through a site like Godaddy or Namecheap. Don't buy the email with plan with the domain. The best domains are ones that look a lot like your real domain; for example lead-engines.co or getlead-engines.com as alternate domains for lead-engines.com

Step 2: Redirect your new domain to your actual domain so people find you when they google you. I recommend using UTM codes in the redirect to track cold email traffic. If you don't know how to use QR codes, try this creator - Quick Tracking URL generator. If you use that tracking code creator make sure the domain you're linking is your real domain, not your alternate domain.

Add the following records to your DNS exactly as I have them here. They will help your emails not go to spam by telling your recipient's inbox that you're allowing Gmail to send mail from your domain.

TypeHostValue
TXT@v=spf1 include:_spf.google.com ~all
TXT_dmarcv=DMARC1; p=none

You may have heard of a DKIM record; you don't need one because Gsuite handles that on its own for us.

Step 3: Create a new Gsuite account with your alternate domain. Add whoever will be responding to the emails and taking sales meetings as the user.

Step 4: Follow Gsuite's instructions to add the Verification Record and MX records to your alternate domain - this will be done with the instructions from Gsuite but inside of Godaddy/Namecheap or wherever you bought your domain.

Set up your Lemlist Account

Step 1: Go to Lemlist and create a free account. When your free trial is over you'll want the Lemlist Gold plan. You need it for the Lead Engines integration and it also includes a feature that automatically warms up your domain.

Step 2: Connect your new email address to lemlist. Setup your signature. In order to comply with CAN-SPAM requirements (US email marketing laws) you need to include in your signature

  • A physical address where you can receive mail
  • A message that says they can opt by asking you to stop.
Here's an example of a compliant signature.


Ryan Matonis
Conversation Starter
(555) 123-4567
4321 Cold Email Boulevard, San Diego CA

If you don't want to talk just let me know and I'll stop reaching out.


Step 3: Add the lemlist tracking code to your DNS server by following the instructions on lemlist's site under Settings > Email Provider

Step 4: Go to Settings > Limits and set the global daily maximum to 20 emails for now. For the first few weeks you won't want to send more than that until you upgrade your account and get the lemwarm feature. (Optionally, just upgrade now and get lemwarm immediately).


Set up your Lead Engines Account

Step 1: Go to Lead Engines and create a free account.

Step 2: Go to the integrations page and integrate with Lemlist. Click "Find my API Key on Lemlist" and insert that key into Lead Engines.

Step 3: Go to the Billing page and activate your Lead Engines free trial.

Congrats! Your tech stack is all set up and now you can start sending cold email!

If you don't know who to email or what to say, check out this guide on how to generate leads with a case study.

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