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One page for the team to sanity-check how the cold-email machine runs and the numbers behind it. It finds UK solar & heat-pump installers, writes to them, and books discovery calls into Tom's diary — mostly on autopilot.
Where it stands today
The flow — start to finish
Each installer runs top to bottom through this flow. Every box is one tool doing one job. The amber diamonds are decision points; the dashed notes show what happens on the “no” path.
The rhythm
The system doesn't fire everything at once — discovery tops up weekly; sending and reply-handling run every day within safe limits.
The numbers we hold ourselves to
Every stage is counted so nothing goes missing. Illustrative weekly figures at launch (5 inboxes) — the live portal will show the real numbers, refreshed on demand.
📌 These conversion rates are assumptions to review, not promises. Reply, open, book & close rates get calibrated with real data after the first campaigns — pressure-test them.
The ramp — where we're taking it
We launch conservative to protect deliverability, then roughly double as inboxes prove healthy. Volume is capped by inbox count (~660 emails/inbox/month at a safe 30/day) — so each step up = more inboxes + domains.
| Stage | Emails / mo | Inboxes | Domains | ~Replies | ~Calls |
|---|---|---|---|---|---|
| Warmupnow | 0 | 5 | 1 | — | — |
| Launch | ~3,000 | 5 | 1 | ~90 | ~22 |
| Scale ×2 | ~6,000 | 10 | 2 | ~180 | ~45 |
| Scale ×3 | ~10,000 | 15 | 3 | ~300 | ~75 |
| Push | ~25,000 | ~40 | ~8 | ~750 | ~185 |
| Goaltarget | ~50,000 | ~75 | ~15 | ~1,500 | ~375 |
📌 Replies ≈ 3% of sends, calls ≈ 25% of replies — illustrative at assumed rates. Upper tiers show capacity, not a promise; sales-call capacity & close rates shape how fast we climb. Even Launch can feed the ~4 deals/month the £40k goal needs — the rest is upside.
Attain Digital · Email Outbound Engine · living document — numbers are assumptions to calibrate with real campaign data.