Features

Email deliverability that keeps your own domain safe

Email deliverability for store outreach comes down to a few unglamorous habits: send from a separate domain, start slowly, keep every mailbox under a daily ceiling, and stop the moment someone replies or opts out. We do all of it for you. It is one of the five parts of what LaunchPal does.

Updated

Why sending is a job of its own

A store owner gives an unfamiliar email about a second. If that email lands in junk, it gets no second at all. Most brands we speak to start by sending from hello@theirbrand, a few dozen at a time, and only find out something is wrong when a stockist mentions that their invoices have started going to spam.

The emails themselves earn the reply. That is the work of outreach emails written for each store, sent to stores that fit your product. Sending is the part that makes sure those emails get read in the first place, and it is the part brands most often get wrong on their own.

What we set up for you

You do not buy anything, touch DNS or learn a new tool. This is what is in place before your first email goes:

  • A separate sending domain that looks like yours and redirects to your website, so your own domain is never at risk.
  • Several sending mailboxes, up to 10, each under a real name, so every email comes from a person.
  • Warmup: every new mailbox starts at 5 emails a day and builds up to a ceiling of 30.
  • SPF, DKIM, DMARC: the records Gmail and Outlook check, set up for you.
  • An unsubscribe link on every cold email, and a do-not-contact list that every send checks.

  • A daily ceiling for each mailbox

    Each mailbox has its own name and its own limit for the day.

  • The records, set up for you

    SPF, DKIM and DMARC are in place before anything sends.

  • A way out on every email

    An unsubscribe link at the bottom, and a do-not-contact list every send checks.

From claim to first email

Most brands are ready to send within a few days of picking a name.

  1. You pick a name

    Search for a domain close to your brand name and claim it. We register it for you.

  2. We configure it

    Mailboxes, records and the redirect go in. DNS and verification usually take one to three days.

  3. A 24-hour hold

    Once the records are live, the domain sends nothing for 24 hours.

  4. You press Start

    Nothing goes to a store until you have reviewed the campaign and pressed Start. You see every store on the list first.

  5. A slow ramp

    Sending is spread over days and weeks on the schedule set at launch, so nothing leaves in a burst.

Limits that live in the code

The daily ceiling is 30 emails per mailbox, and it is checked as each email goes out, not just when the campaign is planned. It follows the mailbox rather than the campaign, so launching a second campaign does not double what a mailbox sends, and a new launch does not send a seasoned mailbox back to the start.

When a mailbox reaches its limit for the day, its remaining emails are held over to a later day. Nothing is dropped. Replies you write yourself from the inbox never count against the limit, because a conversation should never wait behind outreach.

You choose the sending days (weekends included), the hours, the time zone and the gap between emails.

Where every new mailbox starts.
5a day
The ceiling per mailbox, checked as each email goes out.
30a day
The most on one sending domain, each under a real name.
10mailboxes
The hold after the records go live, before the first email.
24hours

  • Held over, never dropped

    Past the day’s limit, the rest wait for a later day. Replies you write never count.

  • Your days, your hours

    Sending days (weekends too), hours, time zone and the gap between emails.

What sending cannot fix

When a campaign goes quiet, the cause is usually the offer, the wording or the store fit, not the inbox. A sauce pitched to bottle shops, or a non-vegan snack sent to a vegan grocer, will not get replies however clean the sending is. Start with one city and one store type, and with independents before chains.

If you want to see which stores would be a fit before any of this, see who would stock you. It takes your website and shows real stores, with nothing sent. Once replies come in, they land in one inbox.

In this section

Questions brands ask

Can we send from our existing domain?

We advise against it, and we set up a separate domain by default. Cold outreach carries spam risk, and a separate domain keeps that risk away from the address your customers, suppliers and stockists use. You keep using your own domain for everything else. More on your sending domain.

How long until it is ready to send?

Usually a few days. DNS and verification take one to three days after you claim the name, then the domain waits 24 hours before its first email.

Does pressing Start email every store at once?

No. Each mailbox starts at 5 emails a day and builds up over its first weeks, and emails are spaced through the hours you choose. Before you press Start, nothing goes out at all.

Can I attach my price list or deck?

Not in the first emails. Attachments and images push cold email towards spam. Send them once a store replies and asks.

Nobody replied. Is it a deliverability problem?

Usually not. No replies most often means the offer, the wording or the store fit. Look at which stores you targeted and what you asked them to do before blaming the inbox.

Do I need to do anything technical?

No. We register the domain, create the mailboxes and set up every record. You never touch DNS.

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