Overview
~1,500 B2B contacts in Copper have never received an email from us. Badge scans, form fills, CRM imports — collected but never activated. We can’t blast them all at once. That tanks sender reputation and lands us in spam. This is the plan to warm them up properly.
STEP 1
Suppress & segment
Remove all 1,500 from any active sends. Split by source (conference, inbound, cold) and ICP fit.
STEP 2
Initial outreach (3 emails)
3 emails over 4–6 weeks via Lemlist. Plain text, named sender. Intro, value, then opt-in ask.
STEP 3
Cull non-responders
No opens or clicks after 3 emails = dormant. Stop sending. They hurt deliverability.
STEP 4
Nurture engaged contacts
Responders get 2 emails/month — insights, product updates, case studies.
STEP 5
Sales handoff
Replies, pricing clicks, or 3+ opens in 30 days = Zapier tags Copper, BD gets a task.
Part 1: Initial outreach strategy
Guiding principle
These people have never heard from us. First impression, not re-engagement. Personal format, relevant hook, no assumptions they know who Blockstream is.
Sender format
Send from a named person, not a brand alias. Plain text beats HTML for cold outreach — better deliverability, higher open rates.
FROM NAME
“Alex from Blockstream” — not “Blockstream Marketing”
FORMAT
Near-plain text — no branded headers, no HTML buttons, no logo footers
TONE
Direct, personal, short — reads like a 1:1 email, not a campaign
CTA
Soft and low-friction — a reply, a click to stay subscribed, or a single link
3-email outreach sequence
4–6 weeks. No other sends to this segment until it’s done.
Email #1
Pattern interrupt
Week 1
Goal: Introduce yourself. Why you’re emailing, what Blockstream does, why it matters to them. Reference the conference or content if you have it. 4–5 sentences max.
Email #2
Value hook
Week 2–3
Goal: Give them something useful. Best recent product update or industry take. One link (report, case study, product page). No pitch.
Email #3
Last call
Week 5–6
Goal: Close the loop. “Interested in staying in touch? Click to opt in.” After this email: opened or clicked → tag as engaged, move to nurture. No response → suppress or move to dormant segment. Do not continue sending.
We’ve drafted 5 possible directions for this sequence — direct, question-led, story-driven, data-led, and casual. Same 3-email structure, different tone. Worth reviewing to see which voice fits each segment.
Segmentation before sending
Segment before sending. Not everyone gets the same Email #1.
Segment by source
Conference badge scans — You have context. Reference the event in Email #1.
Inbound form fills — They showed intent once. Lead with whatever they downloaded or asked about.
Cold / unknown source — Highest spam risk. Keep it generic, keep it short.
ICP fit vs. non-ICP — Focus effort on enterprise buyer matches. Non-ICP gets culled faster.
Part 2: Nurture strategy
Guiding principle
Only for contacts who responded to the outreach sequence. Low frequency, high signal. Build trust, surface intent. Don’t blast.
Content mix
Industry insight / POV
2x/month
Stay top of mind. Repurpose top X threads into short emails.
Product / feature update
Launch-driven
Send on launch day. Don’t wait for the regular cadence.
Conference recap
Post-event
Key takeaways + link to slides or recordings.
Case study / social proof
Monthly
Anonymized is fine. Concrete outcomes are not optional.
Cadence and timing
Max 2 emails/month. More than that burns the list.
Spike on events. Launches, conferences, partnerships — send when it happens, don’t wait for the schedule.
Daily content stays on X. Email is for the highlights, not the firehose.
Nurture sequence structure
MONTH 1
Industry insight → Product/feature update
MONTH 2
Conference recap (if applicable) → Case study
MONTH 3
POV / thought leadership → Product update
ONGOING
Repeat with fresh content; flag engaged contacts for sales handoff
Sales handoff triggers
Tag in Copper for sales follow-up when:
They reply — Route to BD rep within 24 hours.
They click a product or pricing link — Create a task in Copper with the link they clicked.
They open 3+ emails in 30 days — Flag for outreach.
They register for a webinar or event — BD follows up before and after.
Part 3: Why Lemlist
Cold outreach needs two things: inbox placement and personal format. Mailchimp can’t do either — it’s built for branded newsletters that scream “bulk email” to spam filters.
How Lemlist delivers
Plain text format
Fully supported. No forced branding, footers, or HTML template requirements.
Email warm-up (Lemwarm)
Gradually ramps send volume and monitors spam placement. Apollo has nothing like this.
Deliverability controls
Inbox rotation, daily send limits, spam monitoring.
Personalization
Custom variables, dynamic images, personalized landing pages per contact.
Sequence builder
Visual drag-and-drop with branching logic for conditional follow-ups.
Multichannel
Email + LinkedIn + phone in one platform if needed later.
Pricing
~$55/user/month (annual). Per-seat, predictable.
Copper CRM integration
Lemlist → Copper via Zapier. No code. Sales team can see and edit the Zaps themselves. BCC logging works as a fallback without any setup.
Events synced to Copper
Email replied → Tag “Re-Engaged” + create sales follow-up task
Email clicked → Tag “Warm” + update contact status
Email bounced → Mark email as invalid
Unsubscribed → Flag as do-not-contact
No response after sequence → Tag “Dormant” + move to suppression segment
Tech stack
Lemlist
Outreach + nurture sequences. Sending, personalization, warm-up.
Copper
CRM — source of truth for all contact data, tags, and pipeline status.
Zapier
Sync layer. No-code Lemlist → Copper event sync. Sales team can view and edit Zaps directly.
BCC logging
Passive fallback. Logs all sent emails to matching Copper contacts without additional setup.
Mailchimp
Post-nurture newsletter. Branded content sends for the fully re-engaged list.
TL;DR