The Three-Storey Building of Outbound

Cold email isn’t just “write a message, hit send.”

It’s more like building a house.

The Foundation → Infrastructure
Domains. Authentication. Warm-up. Deliverability.
If this cracks, the whole building collapses.

The First Floor → Buyers
What they want.
What they fear.
What makes them lean in.
The exact words they use.
This is where trust lives.

The Second Floor → Tech
Sequencers. Data tools. AI assistants.
The machinery that gets your message out at scale.

Here’s the problem: most teams rush straight to the second floor.
But without the foundation, emails bounce.
And without the first floor, nobody cares.

Want a building that lasts?
Lay the foundation.
Build the first floor.
Then add the tech on top.

Anything else? Just scaffolding waiting to fall.

Yours,
—R