If you’re running B2B sales, you already know that sending one-off emails is a time sink and, frankly, a waste of brainpower. Automated email sequences are how smart teams scale outreach without turning into robots. But setting them up can feel like wrestling an octopus—especially if you’re new to tools like Mailtoaster. This guide strips away the fluff and walks you, step-by-step, through setting up outbound email sequences that actually work.
Let’s get your sales team off the hamster wheel and into automation that doesn’t suck.
Why bother with automated sequences?
Manual outreach burns time, lets leads slip through the cracks, and is nearly impossible to track at scale. Automated sequences:
- Keep follow-ups on autopilot (no more “Oops, forgot to reply…”)
- Make testing and measuring easy
- Free up your sales team to, you know, actually sell
But — automation isn’t magic. Bad emails sent faster are still just… bad emails. The quality of your message and targeting matters more than the software.
Step 1: Get set up in Mailtoaster
Before you even think about sequences, sort out the basics.
1.1. Sign up and verify your email
- Create a Mailtoaster account. Use a real business email, not a free Gmail.
- Go through the email verification process. If you skip this, your emails are likely to land in spam.
Pro Tip: Warm up any new email address for a few weeks before blasting 1,000 prospects. Sudden spikes get flagged. Mailtoaster has built-in warming, but don’t rely on it to do miracles.
1.2. Connect your sending domain
- Add your domain (e.g., yourcompany.com).
- Set up SPF, DKIM, and DMARC records. These are non-negotiable if you care about deliverability.
- Mailtoaster gives you DNS records to add at your domain registrar. Copy-paste, wait for the green check marks.
Ignore: Anyone who says you can skip authentication and be fine “just for testing.” Even test emails can get you blacklisted.
1.3. Set your sending limits
- Go to Sending Settings.
- Cap daily sends per mailbox to something sane (50-100 to start).
- Ramp up slowly over a few weeks.
Step 2: Build your target list (the right way)
Automation is only as good as your list.
- Don’t buy generic lists. They’re full of dead emails and will tank your sender reputation.
- Use tools like LinkedIn Sales Navigator, Apollo, or manual research to build a list of real decision makers.
- Double-check emails with a verification tool (Hunter, NeverBounce, etc.).
Pro Tip: Don’t stuff your sequences with every “contact@” address you find. Personalized, human-to-human is still the game.
Step 3: Craft your sequence
This is where most teams get it wrong. Don’t overthink it, but don’t send generic fluff either.
3.1. Map out the steps
A simple, effective B2B sequence might look like:
- Email 1: Short intro and clear value prop
- Wait 2-3 days
- Email 2: Friendly follow-up, maybe a case study or testimonial
- Wait 4-5 days
- Email 3: “Just checking in” or ask a direct question
- Optional step: LinkedIn touch or call
Don’t do more than 4-5 steps. After that, you’re annoying, not persistent.
3.2. Write your emails
- Keep it short. Aim for 3-5 sentences.
- Make it about them, not you.
- Use merge tags (like {{FirstName}} or {{Company}}) for personalization, but check your data to avoid “Hi ,”.
- Avoid spammy words (“free,” “guaranteed,” “risk-free”) unless you want to live in the Promotions tab.
Ignore: Templates that promise “40% reply rates.” If it feels generic, your prospects will sniff it out.
Step 4: Set up your sequence in Mailtoaster
Now you’re ready to build it in Mailtoaster.
4.1. Create a new sequence
- Go to Sequences > New Sequence.
- Name it something obvious (“SaaS Founders – Spring 2024 Outreach”).
4.2. Add your steps
- For each step, paste in your email copy.
- Set the delay (in days or hours) between steps.
- Add conditions (optional): e.g., “If replied, stop sequence.”
4.3. Personalize with variables
- Use Mailtoaster’s variable system for first names, company names, etc.
- Test a few sample contacts to make sure nothing’s broken or weirdly formatted.
4.4. Preview and test
- Always send test emails to yourself (and a teammate) before launching.
- Check for typos, broken links, and that all variables work.
Pro Tip: If it doesn’t look like a real human wrote it, rewrite it.
Step 5: Upload your contacts
5.1. Import your list
- Upload a CSV with columns for each variable (First Name, Company, Email, etc.).
- Double-check for errors — even one bad email can hurt deliverability.
5.2. Map fields
- Mailtoaster will prompt you to map CSV columns to its variables.
- Make sure everything lines up. “Firstname” and “First Name” aren’t the same thing.
5.3. Segment if needed
- You can create segments (e.g., by industry, job title) for more targeted messaging.
- Don’t over-segment out of the gate unless you have a big enough list.
Step 6: Set sending schedule and throttling
This part gets ignored until someone’s inbox gets flagged.
- Set sending windows (e.g., 8am–5pm, only on weekdays).
- Throttle emails to avoid bursts (Mailtoaster lets you set max emails/hour).
- Randomize send times a bit — “robotic” timing gets flagged.
Ignore: Anyone saying “just send at 6am for best open rates.” It’s not 2012. Focus more on content than timing.
Step 7: Launch — and watch like a hawk
- Hit “Start” — but don’t disappear.
- Monitor deliverability stats in Mailtoaster. If you see lots of bounces or spam reports, pause the campaign and fix your list.
- Track replies and positive responses, not just opens. Opens are getting less reliable (hello, privacy changes).
Pro Tip: Reply to positive responses fast. Automation gets you in the door, but humans close deals.
Step 8: Iterate, don’t automate and forget
Your first sequence won’t be perfect. That’s fine.
- Review stats weekly. What’s getting replies? What isn’t?
- Tweak subject lines, body copy, and timing.
- Remove steps that don’t add value — less can be more.
Ignore: Chasing “the perfect template.” Test, learn, move on.
A few honest takes
- Mailtoaster is better than most at deliverability, but no tool can save a bad list or bad copy.
- If you’re sending more than 200-300 emails/day, use multiple sending mailboxes. It’s not “cheating,” it’s protecting your domain.
- Don’t automate connection requests on LinkedIn in bulk — it’s a quick way to get banned.
Keep it simple — and keep improving
Automated outbound sequences are a force multiplier for B2B sales, but only if you keep things human and keep tweaking your approach. Set up your first sequence, watch what happens, and don’t get paralyzed trying to make it perfect. The best campaigns are the ones that actually get sent.
Stick to the basics, iterate, and let the robots do the boring parts. You’ll thank yourself later.