Lemlist masterclass: how to be part of the top 1% of outbound experts

If you are here, it is because you are certainly already using Lemlist or that you want to master it.

Maybe you're already doing some automated reminders, even with well-constructed sequences, you can get some answers in the end.

But if you feel there is a way to go further... you are in the right place.

Lemlist is much more than a tool for sending automated messages. When controlled, it allows building a real lead generation machine : multi-channel campaigns, dynamic personalization, API, CRM integration, VOIP...

You still need to know where to start, and how to connect everything.

That's exactly what we're offering you in this Lemlist masterclass.

PS: if you are more video than reading, you will find the same content below, in action 🎥

We are going to talk about deliverability, Spintax, conditional workflows, sequences triggered by signals...

In short, I am showing you here the techniques we use at Leadix to make a difference.

Let's go ⚡️

Step 1: Deliverability, your first priority

Before talking about copywriting, timing or multichannel... it is essential to address a point that may not be the sexiest, but one of the most important: deliverability.

If your email never arrives in your prospect's inbox: No matter how brilliant your message is, no one will read it.

Quick Recap Deliverability 📨
If you want to prospect properly, it is essential:

1. To use a domain dedicated to prospecting (in order to protect your main domain)
2. Have a perfect DNS configuration (SPF, DKIM & DMARC configured)
3. Preheat your email addresses with a tool like Lemwarm or Warmbox

If all this is already in place, we move on to advanced optimizations.

💡 Need a step-by-step guide to setting up your SPF, DKIM, and DMARC? We've detailed it all for you here: How to set up SPF, DKIM, and DMARC for your emails‍

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1. Respect the sending limits

Maybe we told you that we could send 100 to 120 emails/day/address.

It was true... before.

Since the latest Gmail & Outlook restrictions, The recommended maximum has been increased to 30 - 35 emails max per day and per email address.

Beyond that, you take the risk of being identified by email servers as mass-sender, and therefore of affecting your deliverability score.

Do you want to do more volume? Simply add multiple addresses within Lemlist. In a multi-channel plan, you can connect up to 5 emails per profile.

Little tips: remember not to exceed 3-4 prospecting addresses per domain.

A small Lemlist bonus 🎁 : you can now create your dedicated domains and emails directly from the tool, without using Google or Outlook. (It's practical, and directly well configured for deliverability).

💡 To go further on deliverability, we also listed you 10 tips to avoid spam. A must read if you want to stay in the main box. 📬

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2. Deactivate opening and click tracking

Then, a little tip that may displease fans of statistics: Deactivate opening and click tracking once your campaigns are launched.

I can already see your eyebrow rising. “And how do I measure my performance?”

It's simple: activate these trackings during your first tests, to validate your copywriting and your strategy. Afterwards Deactivate them as soon as you start scaling, to preserve your deliverability as much as possible on higher-volume shipments.

The reason is simple: tracking adds a small piece of code in each of your emails, which will be identified by the email servers, indicating that you are using an automated sending tool.

Tracking thus includes:

• A transparent pixel, whose display means an email has been opened.
• A URL redirection for all clicks on your links, to find out which link was clicked.

These statistics can be key to launching a new strategy. However, once the approach works, that's the price to pay to maintain optimal deliverability.

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Little Leadix hack to test deliverability continuously without impacting your entire sequence:

• Place approximately 20% of your leads in a campaign with opening tracking activated
• Create another campaign in deactivating tracking for the remaining 80% 😉

In addition, with the updates of Gmail, Apple Mail Privacy Protection (MPP) and other anti-tracking filters, Openings and clicks are sometimes flawed.

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3. Keep a professional (but light) signature

As far as signing is concerned, there are two schools on the subject.

Some will tell you not to Do not put a signature at all to lighten your HTML code as much as possible. That is to say to send an email in “pure text” format.

That is true in theory. But in practice, A signature humanizes your message, because it brings an essential touch to communication: to see and know who you are talking to. Especially in cold prospecting. So I advise you to keep it, but to make sure that it is as light as possible.

What I recommend: Use it free Lemlist generator for an ultra-lightweight HTML code.

You keep the human side, without compromising your deliverability.

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4. Use Spintax (and not just a little bit)

Spintax is mass email sending without it looking like mass mailing.

Instead of sending exactly the same text to each prospect (classic variables aside), you create automatic variations on each part of your message.

{Hello|Hi|Hello} {{first_name}},

I {se|note|heard} that you are recruiting SDRs right now...

With each shipment, a different variation of your message is selected. The more variations you have in various places in your message, the greater the number of possible combinations will be.

Result : no message sent will be the same, which will allow your campaign not to look like an email campaign, and to go unnoticed by email servers.
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We see that the era of standardized templates that we reuse a lot is well over. The Spintax has therefore become an essential weapon in the battle against deliverability! 🤺

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And if you want to save time generating your Spintax, we created our own Leadix generator to help you.

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Step 2: Intelligent multichannel, beyond the Linkedin/email combo

Today, “multi-channel” has become a bit of a catchall word.

For many, this means: “I send an email, then a LinkedIn message, and come what happens.”

Problem: your prospect can see that it's automatic.

And he has zero desire to feel like one more contact in a sequence among many others.

But at Lemlist (and at Leadix 😌), we are talking about smart multichannel. The one that allows you to create a fluid, natural approach that Imitates human contact.

Even if it is piloted on a large scale.

What you can include in a Lemlist sequence today:

• Email (classic)
• LinkedIn message (after acceptance of the invitation)
• LinkedIn profile visit
• Connection request
• Phone call via VOIP
• Voice message (also with AI voice message)
• API calls (to your CRM, Slack, Notion, etc.)
• Webhooks or custom actions (for example: sending an automated postcard via a connected tool 💌)
• And recently, even theSMS integration & Whatsapp messages.

And the real power is that each step can be conditional.

For example, you can create a sequence like:

• D+0: Profile visit + LinkedIn invitation
• D+1: Email #1
• If the prospect accepts your LinkedIn invitation → LinkedIn message #1
• If no acceptance after 3 days → Email #2
• If no response after 7 days → VOIP call assigned to an SDR
• If click on the link in the email/book an appointment → exit the sequence and send a signal to the CRM

And that's What does the 1% do : not just stacking channels, but building logical and intelligent workflows that adapt to the behavior of the prospect.

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VOIP calls

To increase your chances of getting a return in prospecting, one of the key points is to multiply your contact channels. We talked about email and LinkedIn, but via Lemlist, you can also add a “Call” step in your Lemlist sequences, and process it directly from the tool.

Enough to combine cold e-mailing and cold calling.

How does it work? Lemlist allows you to make VOIP calls directly from the platform, without having to connect an external tool.

You can even buy numbers (Belgian, French, American...) via Lemlist.

When integrating a call step into your sequence, this create a task in the “Tasks” tab, which is then assigned to a member of your team.

The objective is for the call to arrive At the right time, in the continuity of the journey: after an email, a LinkedIn invite, or an interaction on your content. This makes the call much more effective, as you can bounce back on a message that has already been sent.

How to go from cold call to not-so-cold call 🧊 → 🔥

And if you need a helping hand to get started with the call, we have prepared a video for you to develop your ideal script in 5 minutes:
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Call APIs

With a “Call API” step in Lemlist, here you can integrate and trigger automated actions to other tools, exactly when you want in your sequence.

The interest? Transform Lemlist into a machine much more powerful than its native integrations.

So you can synchronize Lemlist with your CRM, Slack, Notion, Zapier, Tinder... or any app equipped with an API.

Some concrete examples:

• Did the prospect click on a link? → Send an alert to a dedicated Slack channel
• Does he respond to your sequence? → Automatically create a task in your CRM
• Has it reached a key milestone? → Trigger a custom action (for example... Sending a customized postal letter ✉️)

Yes, yes. A real letter, printed and mailed automatically.

Because an email is good. But an envelope on a desk is even more noticeable.

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And above all: You only have the limit of your imagination.

The API call is your gateway to tailor-made workflows, offline actions, highly personalized sequences, the integration of other tools, controlled directly from Lemlist.

That's the real power of API calls in Lemlist: connect your outbound stack to your entire environment, and add a layer of ultra-personalization to increase the results tenfold.

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Step 3: Advanced personalization, when “Hello {{FirstName}}” is no longer enough

Are you already using variables in your messages? Top.

Today with Lemlist, you can go much more than the simple “Hello {{FirstName}}”.

The objective : create large-scale sequences, without ever sacrificing the relevance or the feel of a human message.

That makes all the difference between a campaign that goes unnoticed, and a campaign that creates engagement.

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Two key features to activate with Lemlist

1. Custom variables

In addition to the classic fields (name, company...), you can enrich your file with As many variables as you want :

• sector of activity
• Stack Techno
• tongue
• Fundraising
• number of employees
• competing tool used
• ...

You can then inject them into your copy, or use them to activate conditional blocks with Liquid Syntax

The effect? A message that doesn't look like a mass mailing, but with a thoughtful, targeted, and relevant email.

That's the real lever for increasing your response rates. Without forcing or spamming.

To do this, simply import your contact lists by creating columns in your CSV with the name of your custom variable as a title. If you use Clay, you can also send your leads directly from your tables to Lemlist.

This allows you to customize certain key phrases according to the person you are talking to, automatically.

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2. The Liquid Syntax

It is a conditional syntax that allows you to modulate your message according to the information you have about the prospect.

You can package any part of your message based on the data in your file.

And when you say any, it's really:

• The agreement of certain verbs according to gender (gender)
• The intro according to the role in the company (job_title)
• The call to action adapted to local time (local_time)
• Entire paragraphs that change according to a sector or a use
• ...

For example:

{% if gender == “male”%} Are you interested in.. {% else%} Are you interested in.. {% endif%}

You can even display a personalized date, or modulate a message according to the number of employees or location.

And All of this is easy to test with The Lemlist preview, essential before each shipment.

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Step 4: Intent-based sequences

So far, you've created effective sequences, with good deliverability, personalization, and intelligent multichannel.

But you're missing that little thing to switch to fashion Sniper : the Intent sequences.

Here, the principle is toautomatically add a person to a Lemlist sequence based on an external signal, as soon as it is identified.

Some concrete cases :

• A new LinkedIn relationship detected via PhantomBuster? Hop, added to a welcome sequence.
• A job change spotted in Clay ? Addition in a “new role” sequence.
• An appointment made (for example via Calendly)? Start of a warm-up sequence before the call.

So you no longer launch static campaigns, but responsive workflows, triggered At the right time, with a message adapted to the context.

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Step 5: Follow-up, scoring and closing, to never let an opportunity slip away

Have you captured the interest of a prospect? Magnificent.

Now it is necessary Advance in the exchange, book a meeting and close.

And again, Lemlist accompanies you all the way with a centralized control cockpit to keep control of each prospect, automate what can be automated, and prioritize what really matters.
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💡 Follow-up is an art and to master reminders, you can be inspired by our best techniques for successful reminders.

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Centralize your answers with Unified Inbox

When you start deploying your prospecting strategy, it can quickly become a mess. Responses that arrive on several prospecting email boxes, on LinkedIn, follow-ups on WhatsApp... there's plenty to get lost.

Luckily, Lemlist allows you to manage all responses to your campaigns directly from its unified inbox.

So you can:

• Filter responses by campaign or sender
• Easily track the full flow of messages for a prospect
• Reply directly by email or Linkedin from the same box

Enough to let nothing pass, even when you shoot several campaigns in parallel.

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Activate lead scoring to prioritize the right prospects

Do you want to know at a glance who deserves your priority attention?

Lemlist allows you to automatically score your leads based on their actions:

Example:

• Opening a message = +1 point
• Site visit = +3 points
• Answer = +5 points
• Interest = +15 points

You can thus instantly identify the Hot leads, which allows you to adapt your strategy, exit automatically a prospect from your sequence, or trigger a targeted action (Slack, CRM, call...).

All, easily configurable according to your preferences in the Lemlist settings, under “Lead Scoring”.

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Post-dispatch automations and workflows

What really makes a difference in a high level streak is what you do after dispatch :

• If a lead clicks, you can automatically add them to a nurturing sequence
• If he answers, you take him out of the campaign and you tell an SDR
• If no opening, you switch to another channel (LinkedIn, call...)

And of course, Everything is connectable with your tools via webhooks or API.

For example:

• Creating a task in your CRM
• Add a note in Notion
• Real-time Slack notification
• Launch of an onboarding or follow-up sequence depending on the steps taken

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Continuous analysis and optimization

Finally, with Lemlist, you can follow in real time:

• The open/click/response rate of each stage
• Performance by channel
• The performance of your Spintax or A/B variants tested

And above all: adjust in a few clicks.

You can pause a campaign, modify a stage on the fly, or reactivate a workflow according to the evolution of your results.

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Step 6: LinkedIn extension & enrichment

Finally, you should know that Lemlist, it's not just an email sending platform.

It is also a LinkedIn extension which allows you in a few clicks:

• To enrich a person's email or phone number
• To add this person to a Lemlist campaign
• To create custom variables directly from your profile
• Or even scrap complete searches from Linkedin or Sales Navigator

Practical to easily bridge between LinkedIn and your prospecting campaigns.

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Conclusion: what the Lemlist Experts remember

You now have all the keys in hand to be part of the top 1% of Lemlist outbound experts. Congratulations on making it this far!

You will have understood it, Lemlist is a powerful tool, but it is still a tool that “automates” your strategy.

So take the time to ensure your deliverability, to optimize your copywriting, your customized variables, and especially your multi-channel approach.

Once the theory is mastered, the best way to develop skills is to test, iterate and continue until you have exceptional results.

There is no substitute for experience.

There you go, now you have everything you need to find... your next lead!

Well yes, Lemlist won't bring you love. We're not on Tinder.

However, good prospecting works a bit like seduction.

Enough to attract new customers.

Pretty quickly.
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And above all effectively!
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Cheers