If you’re in B2B sales or marketing, you know manual outreach gets old fast. You want to reach the right people, track replies, and stop wasting time with spreadsheets or clunky tools. That’s where ZoomInfo Engage steps in—part of the ZoomInfo platform, built to help you find prospects and automate outreach. But let’s be real: just turning it on won’t magically fill your pipeline. You need a plan, and you need to know what actually works.
This guide walks you, step by step, through automating outbound email campaigns with ZoomInfo Engage. We’ll cover the basics, share honest tips, and flag what’s worth skipping. If you want results without the hand-waving hype, read on.
1. Get ZoomInfo Engage Set Up
First things first: you need access. ZoomInfo Engage is an add-on, not part of every ZoomInfo package. If you don’t see “Engage” in your dashboard, talk to your admin or sales rep—there’s no workaround.
Once you’re in:
- Integrate your email: Connect your Outlook, Gmail, or other provider. This lets Engage send emails directly from your real address, so you avoid spam triggers and can track replies.
- Connect your CRM (if you use Salesforce, HubSpot, etc.): Syncing keeps your contact data clean and updates activity automatically. If you don’t use a CRM, that’s fine—you’ll just manage lists manually.
Pro tip: Double-check your email sending limits. You don’t want Engage to blast out so many emails that you get flagged or blacklisted.
2. Build a Quality Target List
Automation is useless if you’re emailing the wrong people. The biggest mistake folks make? Relying on huge, unfiltered lists and hoping something sticks.
Here’s what to do instead:
- Use ZoomInfo filters to pull a focused list: job title, industry, company size, geography—whatever matters for your offer.
- Spot-check your list: Don’t just trust the data. Open a few profiles at random and make sure they’re a fit.
- Export or sync prospects: Send your chosen contacts into Engage. Tag or segment them so you can personalize later.
What to skip: Don’t buy third-party lists or use every contact ZoomInfo gives you. Quality > quantity, always.
3. Write Real, Human Emails (and Build Your Sequence)
Here’s where a lot of automation goes sideways. If you load up templated, “Hi {{first_name}}, I hope this finds you well,” emails, you’ll get ignored. The trick is writing messages that feel like you actually wrote them.
Best practices:
- Keep it short and specific: No one reads essays from strangers.
- Use merge fields sparingly: Personalize with first name, company, or industry—but don’t overdo it, or it’ll look fake.
- Have a single ask: Be clear about what you want (a call, a reply, whatever).
- Don’t use flashy formatting or images: Plain text gets better deliverability and feels more genuine.
In Engage, set up a sequence: - Step 1: Initial outreach email - Step 2: Follow-up (2-4 days later) - Step 3: Second follow-up (5-7 days later) - Step 4: Optional breakup or “last try” email
You can add call steps, LinkedIn touches, or tasks—but don’t overcomplicate things if you’re just starting.
Pro tip: Send test emails to yourself. If you wouldn’t reply, why would your prospects?
4. Automate Sending (But Don’t Set and Forget)
Once your sequence is ready, it’s time to set up automation:
- Upload your list or assign leads to the sequence.
- Set sending windows: Choose business hours in your target’s time zone. Avoid weekends unless you’re targeting night owls.
- Throttle the volume: Don’t max out your daily limit immediately. Start small (maybe 20-50 emails/day) and ramp up.
- Activate tracking: Open, click, and reply tracking are built in. Make sure they’re on.
What to watch for: - Deliverability: If your bounce rate jumps or you get spam complaints, pause and diagnose. - Replies: ZoomInfo Engage can auto-pause sequences for prospects who reply, but check that it’s actually working.
Don’t ignore bounces or out-of-office replies. Clean these from your list—sending to bad addresses hurts your sender reputation.
5. Monitor Results and Tweak Ruthlessly
Automation isn’t “set it and forget it.” Smart folks review results every week (or even daily when starting out).
What to track: - Open rates (are people even seeing your stuff?) - Reply rates (are you getting real engagement, or just out-of-office?) - Positive replies (track “yes” or “maybe” responses, not just raw reply count) - Bounce rate (should be low; if not, your list stinks)
What to actually do: - Test new subject lines and openers: If your open rate is below 30%, your subject lines need work. - Edit your copy: If replies are low, your message probably sounds generic or irrelevant. - Drop underperforming steps: Sometimes a sequence step tanks—cut it or rewrite.
Ignore “vanity metrics” like clicks, unless you’re sending links for a reason. Focus on replies and meetings booked.
6. Stay Out of Spam Folders (Seriously)
All the automation in the world won’t help if your emails go to spam. Here’s what matters:
- Warm up new sender accounts: Start slow with sending, especially if it’s a fresh email address.
- Authenticate your domain: Set up DKIM and SPF (your IT team will know what this means).
- Avoid spammy language: No ALL CAPS, excessive exclamation marks, or desperate sales pitches.
- Don’t attach big files: Attachments can trigger spam filters.
Pro tip: Use a tool like GlockApps or Mail-Tester to check your deliverability before you start blasting a new campaign.
7. Don’t Overcomplicate—Start Simple
ZoomInfo Engage is loaded with features—A/B testing, task automation, call steps, analytics dashboards, and more. These can be useful, but don’t get lost in the weeds.
- Start with basic email sequences.
- Add complexity only when you’ve nailed the basics (good list, solid copy, replies coming in).
- Automate busywork, not thinking: No tool can write great emails or pick your ideal prospect for you.
What to ignore (at least early on): - Fancy templates and HTML emails (they look like mass marketing) - Overly complex lead scoring or triggers - Chasing every new feature update—features don’t close deals, conversations do
Final Thoughts: Keep It Simple, Iterate Fast
ZoomInfo Engage can save you hours and help you reach more of the right people—but only if you use it with some thought. Don’t let automation turn you into a robot. Focus on clear, honest messaging and a list of real prospects. Start with a simple sequence, watch your results, and adjust quickly. You’ll learn more from 50 real conversations than from 5,000 automated emails sent into the void.
Keep it straightforward, keep improving, and let the tool help you do more of what works.