How to automate outbound email campaigns using Rb2b workflows

If you’re doing cold outbound—whether you’re a founder, marketer, or just the unlucky team member who drew the short straw—you know there’s no magic bullet. But there are ways to make things less painful, more reliable, and (frankly) less soul-crushing. Automating outbound email campaigns with tools like Rb2b can help. This guide cuts through the hype and walks you through how to actually set it up, what to watch out for, and why “done” is always better than “perfect.”

Why Automate Outbound Emails Anyway?

Manual outreach is fine when you have five prospects. But if you’re sending cold emails to dozens or hundreds of leads, you’ll quickly run into:

  • Hours wasted copy-pasting templates
  • Forgotten follow-ups (and missed opportunities)
  • Sloppy mistakes—wrong names, broken links, reply-all horror stories

Automating your outbound frees you up to focus on what matters: refining your pitch, researching good leads, and handling replies. But don’t expect miracles. Automation won’t fix a bad list or a terrible email. It just helps you scale what already works.

Step 1: Get Your List and Messaging Right

Before you even touch Rb2b, make sure you have two things nailed:

1. A Clean, Targeted List - Scraped lists of “decision makers” from random sources? Usually garbage. Spend the time to verify emails and actually segment your audience. - Keep it small at first—50 to 100 real prospects is plenty to start.

2. Messaging That Doesn’t Suck - Personalize beyond the first name. Mention something relevant (industry, pain point, recent news). - Avoid generic templates. If you wouldn’t reply to your own email, don’t send it.

Pro Tip: If your reply rate is below 5%, don’t blame the tool. Fix your list and your copy.

Step 2: Sign Up and Get Oriented in Rb2b

Assuming you’ve decided on Rb2b, here’s what you need to know:

  • The UI is straightforward, but don’t expect bells and whistles. The focus is on workflows, not shiny dashboards.
  • You’ll need to connect your email account (Google, Outlook, etc.). This is where most people get tripped up—make sure you have the right permissions.
  • Rb2b doesn’t “warm up” inboxes or provide lists. It’s not a magic deliverability machine. It’s a workflow builder.

Take a few minutes to poke around. Get familiar with where lists, templates, and workflows live.

Step 3: Import Your Leads

  • Upload your CSV or connect a CRM. Double-check your columns: at minimum, you’ll want email, first_name, maybe company.
  • Rb2b lets you map columns to variables in your email templates.
  • Clean up duplicates and obvious junk before importing. Rb2b won’t do this for you.

What to ignore: Don’t overcomplicate with lots of “custom fields” at first. Focus on getting basic personalization right.

Step 4: Build Your Email Sequence

This is where you set up the actual workflow. Here’s how:

  1. Create a New Workflow
    • Give it a clear name (e.g., “June SaaS Founders Outreach”).
  2. Add Steps
    • Each “step” is an email or a wait period.
    • Start with 2-3 emails max. More than that, and you’re just spamming.
  3. Write Your Emails
    • Use variables (like {{first_name}} or {{company}}) for personalization.
    • Keep it short. The first email should make it clear why you’re reaching out. Follow-ups should be polite nudges, not guilt trips.
  4. Set Timing
    • Wait 2-4 days between steps. Don’t follow up daily—it’s annoying.

Honest take: The best follow-up is the one you actually send. Don’t overthink it. Most replies come from your first or second touch anyway.

Step 5: Set Sending Limits and Safeguards

  • Rb2b lets you set daily sending caps. Start low—maybe 20-30 per day—especially if your domain is new.
  • Randomize send times slightly. Blasting 100 emails at 9:01am is a great way to get flagged as spam.
  • Turn on reply detection. Rb2b can stop the sequence once someone replies, so you don’t accidentally send “Just checking in!” after they’ve responded.

Pitfall to avoid: Don’t skip this step. Burning your sender reputation is easy, and it takes months to recover.

Step 6: Test Everything Before Going Live

  • Send test emails to yourself and a colleague. Check for:
    • Broken links
    • Weird formatting
    • Variables not populating (nothing screams “automation” like “Hi {{first_name}},”)
  • Review the workflow logic: are replies detected? Are “unsubscribe” links included (if needed for compliance)?
  • It’s worth doing a “soft launch” to a tiny segment first.

Step 7: Launch and Monitor

  • Start the workflow and watch the first sends like a hawk.
  • Respond to replies quickly. The whole point is to start conversations, not to automate yourself into a black hole.
  • Track open, click, and reply rates—but don’t obsess. If you’re getting 10-15% reply rates, you’re doing fine.

What doesn’t work: Tweaking send times and subject lines endlessly. Focus on better lists and more relevant messaging instead.

Step 8: Optimize, but Don’t Overcomplicate

  • After a few campaigns, review what actually worked. Which emails got replies? Which lists performed best?
  • Make small tweaks—don’t rewrite everything based on a handful of sends.
  • Archive old workflows you’re not using. Clutter leads to mistakes.

A/B testing is overrated in outbound unless you’re sending hundreds per week. For most, one good version beats dozens of micro-variants.

Common Mistakes (and How to Dodge Them)

  • Sending too many, too soon: Start small. Ramp up once you know things work.
  • Ignoring replies: Automation is just the start. Real results come from actual conversations.
  • Overpersonalizing: A touch of customization is great. Don’t waste hours digging for weird facts about every lead.
  • Neglecting compliance: If you’re emailing outside the US, check local laws. GDPR and CAN-SPAM still matter.

Keep It Simple, Iterate, Repeat

Automating outbound with Rb2b isn’t rocket science, but it does take discipline. Focus on good lists, clear workflows, and genuine messaging. Don’t chase shiny features or overthink every metric. Get your first campaign out the door, see what happens, and fix what’s broken. Simple beats fancy—especially when you’re busy.

Now, go send some emails. And remember: no one ever closed a deal by endlessly fiddling with their outreach tool.