So you want to stop wasting time on manual outreach and actually get some traction with automated outbound campaigns. Good move. This guide is for anyone who’s tired of copying and pasting emails, juggling spreadsheets, or fiddling with tools that promise the world but mostly just give you headaches.
We’ll walk step-by-step through building an automated outbound workflow using Leadpipe. I’ll show you what works, what to skip, and how to keep things sane—no matter if you’re a founder, marketer, or just the person who drew the short straw.
1. Decide If You Actually Need Automation
Before you dive in, ask yourself: Do I have a repeatable outbound process that’s already getting some replies? Automation only makes sense if your manual process works. If you’re not getting any bites yet, fix your messaging or targeting first.
Signs you’re ready: - You’re sending the same type of message over and over. - You have a clear definition of your ideal lead. - You’re drowning in follow-ups and manual reminders.
If not—pause here. Automation just makes bad outreach happen faster.
2. Map Out Your Outbound Process (On Paper First)
Don’t start clicking around in Leadpipe yet. First, map your process with sticky notes or a Google Doc.
Nail these basics: - Who exactly are you reaching out to? (Be specific.) - What’s your main goal? (Demo, reply, booked call?) - What’s your sequence? (How many emails? Any LinkedIn touches? Calls?) - What happens if someone replies? Or unsubscribes?
Pro tip: Keep your sequence short and direct. Long, meandering campaigns mostly get ignored.
3. Get Your Lead List Ready
Automation is only as good as your data. Garbage in, garbage out.
Checklist: - Make sure your lead list is clean—no duplicates, valid emails, and as much relevant info as possible (name, company, etc.). - Use a CSV file or connect your CRM. Leadpipe plays nice with both. - Double-check for obvious mistakes. Sending “Hi {FirstName}” is a rookie error.
What to skip: Don’t buy random lead lists. They’re usually stale, and you’ll just burn your sender reputation.
4. Create Your Leadpipe Workflow
Now, finally, let’s get into Leadpipe.
a. Start a New Workflow
- Log in and go to the Workflows section.
- Click “Create Workflow.”
- Give it a clear name (“Q2 Demo Outreach” beats “Test 123”).
b. Import Your Leads
- Choose your import method: upload your CSV, or connect your CRM.
- Map fields carefully. Make sure Leadpipe knows what’s what (name, company, email).
- Review a couple of records for weird formatting.
c. Build Your Sequence
- Add your first email step: keep it short, clear, and personal.
- Add follow-ups: 2–3 is usually plenty. Any more and you risk sounding desperate.
- You can add tasks for LinkedIn touchpoints or calls if you want, but don’t overcomplicate things out of the gate.
What works: - Simple, conversational emails (no HTML, no fancy fonts). - Short subject lines. (Think “Quick question, {FirstName}” — not “Revolutionize Your Workflow With Our Synergistic Platform!”) - Genuine follow-ups that reference your last note.
What to ignore: - Complicated branching logic unless you really need it. - Over-automated “personalization.” If it sounds robotic, people can tell.
5. Set Up Sending Settings (Don’t Skip This!)
Deliverability is the name of the game. If your emails don’t land in inboxes, none of this matters.
Key things to check: - Connect your sending domain (Gmail, Outlook, etc.) and use a “real” email address, not something like info@ or sales@. - Warm up your domain if it’s new. There are tools for this, or just start slow. - Set your daily sending limits low at first (20–50/day). Ramp up only if you’re seeing good deliverability. - Use custom sending windows to avoid emails going out at 2am.
Pro tip: Always test-send to yourself and a friend. If it lands in spam, fix it before going live.
6. Add Reply Handling and Lead Routing
What happens when someone replies? Don’t let hot leads rot in your inbox.
- Set up notifications in Leadpipe so you (or the right person) gets pinged.
- If you have a team, use Leadpipe’s lead routing to assign replies based on territory or product line.
- For unsubscribes, make sure Leadpipe is removing these automatically—don’t risk annoying people.
What to avoid: Ignoring negative replies or requests to stop. That’ll just get you blacklisted.
7. Launch a Test Campaign (Don’t Blast Everyone)
The temptation is to upload your whole list and hit send. Resist.
- Start with a small batch (say, 50 leads).
- Watch for bounce rates, spam issues, and actual replies.
- Tweak your messaging, subject lines, or schedule based on real-world feedback.
Why? You’ll catch mistakes before they go out to hundreds or thousands. It’s way less embarrassing to fix “Hi {FirstName}” when only 10 people see it.
8. Monitor, Adjust, and Keep It Simple
Now you’re live. But don’t just set it and forget it.
- Check open, reply, and bounce rates regularly in Leadpipe’s dashboard.
- Adjust your sequence or messaging if you’re not getting traction.
- Pause the workflow if you see problems—better to stop and fix than keep blasting.
What works: - A/B testing subject lines or first sentences. - Keeping your emails human. Ditch the templates once you see what actually gets replies.
What to ignore: - Over-optimizing for tiny differences. If your reply rate is 1%, you don’t need a new font—you need a new list or message.
Pro Tips for Staying Out of Trouble
- Never send huge volumes all at once—deliverability tanks fast.
- Always give an easy opt-out (“Just reply ‘unsubscribe’ and I’ll stop” is fine).
- Don’t believe anyone who says you can automate everything. Humans still notice when something’s fake.
Wrapping Up: Keep It Simple, Iterate Fast
Outbound automation can save you a ton of time, but only if you keep it honest and straightforward. Don’t get lost in fancy features or endless branching logic. Start small, get real feedback, and tweak as you go.
You’ll make mistakes—everyone does. Just don’t automate them at scale. Set up your Leadpipe workflow, keep your messaging tight, and focus on building real conversations. That’s what actually works.