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OUTBOUND INFRASTRUCTURE

outbound that earns the next reply.

we turn lists, signals, messaging, and rep workflows into one operating system, then stay close enough to make it work in the real world.

WHAT YOU'RE FEELING

the activity is there. the system underneath isn't.

  • an agency ran it on a broad list. no real meetings, and you decided outbound does not work.
  • clay is finding emails and merging a first name. nothing in it says why to reach out today.
  • every sequence reads like it could have gone to anyone.
  • someone replied. nobody owned what happened next.

THE SHIFT

a motion built around why a buyer should care rather than how many contacts fit in a sequence.

A LEARNING MARKETPLACE

same reps.
rebuilt chain.

2xMEETING BOOKING RATE, FIVE MONTHS

outbound that wasn't landing, rebuilt with the team already in the seats.

READ THE CASE STUDY
Patrick Santiago mid-session with the OpenSesame team, headset on, arms raised at a laptop

THE SANTIXS CHAIN

six links. one motion.

if one is weak, adding volume only makes the break more expensive.

  1. 01

    icp

    enough context that the message could only have been written to them.

    BREAKS ASa good message to the wrong list.

  2. 02

    signal

    why now. a new role posted, a tool just bought, a new name in the seat.

    BREAKS ASa good message with no reason to send it today.

  3. 03

    deliverability

    domains, warmup, authentication. the part founders never see.

    BREAKS ASa perfect email, sitting in spam.

  4. 04

    message

    thursday's touch should make sense given monday's.

    BREAKS ASrandom touches on a timer.

  5. 05

    conversation

    someone owns the reply, not just the send.

    BREAKS ASa reply that sits two days and goes cold.

  6. 06

    reporting

    the motion stops living in someone's head.

    BREAKS ASa number nobody can explain.

DELIVERABILITY, MEASURED

the audience was right. the sending system was not.

an enterprise staffing brand wanted to send it themselves. we asked to A/B one batch.

HELD CONSTANT LIST AUDIENCE OFFER

BEFOREROLE ADDRESS

the message disappeared.

1%

OPEN RATE

SENDER
marketing@ the company domain
FORMAT
html, images, a banner, a stack of links
CADENCE
the whole list, one send
REPLY OWNER
an inbox nobody is watching

AFTERNAMED SENDER

the message landed.

35–43%

OPEN RATE, TWO BATCHES

SENDER
a named person, with a signature and a sending history
FORMAT
plain text. one link, often none
CADENCE
small batches
REPLY OWNER
the person whose name is on it

WHAT CHANGED the list, the audience and the offer stayed put. the sender, the format and the cadence did not. deliverability was the constraint. not the icp, not the signal, not the copy.

SEE THE COMPLETE TEST SETUP

SCROLL SIDEWAYS TO COMPARE

measureFROM A ROLE ADDRESSFROM A REAL PERSON
who it came from marketing@ the company domain a named person, with a signature and a sending history
what was in it HTML, images, a banner, a stack of links plain text. one link, often none
how it went out the whole list, one send small batches
open rate 1% 35% and 43% on the two batches
who owns the reply an inbox nobody is watching the person whose name is on it
when it is the right call a newsletter, a receipt, anything the reader already opted into a first cold touch, every time

A WORKING CONVERSATION

ready to make outbound infrastructure repeatable?

30 minutes. no slides. no pitch.