How To Create An Email Sequence In Kit

You have a list of leads and need to build an automated email sequence. Many teams default to tools they already use, like marketing automation platforms or simple CRMs, to get the job done.

But these platforms are built for opt-in marketing, not cold outbound. Using them for cold email is like trying to race a minivan; the underlying infrastructure will fail, tanking your domain reputation and ensuring your emails never get seen.

When you try to run cold outreach from a platform not designed for it, the system breaks down in predictable ways. It’s not a matter of 'if', but 'when'.

1. Instant Deliverability Failure: Marketing platforms often use shared IP addresses or require you to send from your primary corporate domain. Sending cold email volume immediately damages that reputation, causing both your marketing and sales emails to land in spam.
2. No Infrastructure Controls: You can't rotate between different sending inboxes or domains. You're forced to blast hundreds of emails from a single address, which is a massive red flag for spam filters at Google and Microsoft.
3. Lack of Warmup: These tools have no concept of inbox warmup. You can't build a positive sending history before launching a campaign, so your emails are treated as suspicious from day one and filtered out.
4. Rigid, Email-Only Workflows: Modern outbound isn't just email. Prospects respond to coordinated touches across email and LinkedIn. A standard marketing sequencer can't manage a LinkedIn connection request or profile view, leaving a huge gap in your outreach.

A properly executed outbound sequence runs on an infrastructure layer that protects your reputation and maximizes deliverability. Instead of worrying about spam filters, your team focuses on writing good copy and talking to prospects.

In this state, sequences aren't tied to a single inbox. They are distributed across a pool of dozens of warmed-up inboxes, each sending a low, safe volume of emails per day. LinkedIn steps are automatically interleaved with emails—a profile view happens on day 1, an email on day 2, a connection request on day 4. You have a clear, real-time view of deliverability metrics for each individual inbox, so you can spot and fix problems before they affect the entire campaign. This creates predictable, scalable pipeline without putting your domain assets at risk.

Setting up a resilient sequence requires thinking like an infrastructure operator, not just a marketer. The focus is on building a stable foundation first.

1. Establish Your Sending Infrastructure: Before writing a single email, acquire several sending domains. For each domain, create 2-3 inboxes. Configure your SPF, DKIM, and DMARC records correctly for each one. This is non-negotiable.
2. Warm Up Every Inbox: Connect all new inboxes to an email warmup service. Let them run for a minimum of 14 days to build a history of positive engagement with other inboxes across the network. Do not send any cold emails during this period.
3. Design a Multi-Channel Sequence: Draft your copy, including multiple variations using Spintax and personalization with Liquid syntax. Plan the cadence of emails and LinkedIn touches (e.g., profile view, connection request, InMail).
4. Configure Safe Sending Logic: Set up your campaign to rotate sending across your entire pool of warmed-up inboxes. Enforce a strict daily sending limit per inbox, such as 30-50 new contacts per day. This keeps your volume under the radar of spam filters.
5. Launch and Monitor at the Inbox Level: Start the sequence. Pay close attention to reply rates, bounce rates, and open rates for each individual inbox. If one inbox shows poor performance, pause it and investigate without derailing the entire campaign.

Managing this manually is operational chaos. Juggling spreadsheets, dozens of logins, and manual sending schedules isn't scalable and leads to mistakes that kill deliverability.

This is where an infrastructure-first platform becomes the execution layer. It centralizes control over all your domains and inboxes, automates the warmup process, orchestrates the multi-channel sequence, and automatically rotates sending to stay within safe limits. A unified inbox consolidates replies from all your sending accounts, so reps can manage conversations in one place.

SuperSend is designed as this execution and infrastructure layer for outbound teams sending at volume. It provides the guardrails to scale your sequences without destroying your sending reputation.

Before launching a sequence, understanding the core infrastructure strategies is the next step. Our guides on domain health strategy and effective sequence structures provide the blueprints for building a system that lasts.