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Using Apollo to run outbound email campaigns: A step-by-step guide

 

Outbound email is a powerful way to generate leads – but only if you do it right. With Apollo, you can find your ideal prospects, personalise outreach, and automate follow-ups to drive better conversions. Here’s how to set up and run outbound email campaigns that actually get results.

Step 1: Get Apollo set up properly

Before you launch any campaigns, make sure everything’s configured correctly:

  • Connect your email inbox – Sync Apollo with Gmail, Outlook or another provider to send emails directly from your business domain. How to connect your email.

  • Authenticate your sending domain – Set up SPF, DKIM and DMARC to improve deliverability and avoid spam filters. Set up email authentication.

  • Define your ideal customer profile (ICP) – Use Apollo’s filters to zero in on prospects based on industry, job title, company size and location. 

Step 2: Build a solid prospect list

Apollo’s database gives you access to millions of contacts – but more isn’t always better. Focus on quality over quantity:

  • Use Apollo’s search filters to find decision-makers that match your ICP. How to use Apollo’s prospect search.

  • Enrich contact data with verified emails and direct dials.

  • Save prospect lists into targeted segments for more personalised outreach. How to save and manage prospect lists.

Step 3: Create emails that actually get replies

A great outbound campaign isn’t about blasting emails – it’s about building conversations. With Apollo’s automated sequences, you can set up structured outreach that feels personal.

  • Step 1: Nail your subject line – Keep it short, intriguing and relevant.

  • Step 2: Personalise your opening – Reference their company, role or industry trends.

  • Step 3: Deliver value fast – Address their pain points and show how you can help.

  • Step 4: Add a clear CTA – Encourage a reply, call booking or next step.

  • Step 5: Schedule follow-ups – Automate reminders to stay top of mind. 

Step 4: Make sure your emails actually land in inboxes

Even the best email won’t work if it never gets seen. Follow these deliverability best practices:

  • Warm up your email domain before sending at scale. How to warm up your domain.

  • Personalise subject lines and email content to avoid spam triggers.

  • Maintain a good sender reputation by keeping bounce rates low.

  • Use Apollo’s A/B testing to refine email copy and timing. 

Step 5: Track results and optimise

Apollo gives you real-time insights into campaign performance. Keep an eye on these key metrics:

  • Open rates – How well are your subject lines working?

  • Reply rates – Are people engaging with your messaging?

  • Bounce rates – Is your contact data clean and verified?

  • Meeting bookings – How many leads are turning into real conversations?

Use these insights to refine your messaging and improve conversion rates.