Choosing an agency to run global email campaigns
What to ask an agency before hiring them to run a global cold email campaign, and why deliverability and consent expertise matter more than creative copywriting alone.
4 min read
A brand new sending domain has no reputation with any mail provider, and providers vary significantly in how they treat unfamiliar senders — an email landing fine at Gmail can land in spam at Yandex or QQ Mail, each with different filtering behaviour.
Warming a domain properly
- Start with low daily volume and increase gradually over several weeks, not immediately at scale.
- Ensure SPF, DKIM and DMARC are correctly configured before sending any meaningful volume.
- Mix genuinely low-risk, low-volume sending with the cold outreach during the warming period.
Regional differences in filtering
Major mail providers popular in specific regions — Yandex in Russia, QQ Mail and NetEase in China — have their own reputation systems and can behave quite differently from Gmail or Outlook, requiring separate monitoring by region rather than assuming a single global deliverability picture.
A new sending domain has zero reputation anywhere — treat the first few weeks of sending as reputation-building, not lead generation.
Monitoring deliverability ongoing
Track bounce rate, spam complaint rate and open rate by region regularly, since a problem specific to one region's mail providers can go unnoticed in a blended, global-average view.
The takeaway
Warm a new sending domain gradually with genuinely low volume before scaling — a domain with no sending history that suddenly sends thousands of emails gets flagged almost immediately.
Written by Fibvo — Bengaluru and Erode, India — working with clients in other time zones. Questions, or think we have it wrong? Tell us.
Keep reading
Related articles
What to budget for a global email outreach campaign
How to size a budget for global cold email outreach, factoring in tooling, deliverability management and the value of an eventual won account.
4 min readChecklist for a global email outreach campaign in 2026
A practical checklist covering deliverability, consent, landing pages and reply handling for a business running global cold email outreach.
5 min readNext step
Tell us what you are trying to grow.
Send the problem in a paragraph. We will reply within one working day with an honest view of whether we can help, and what it is likely to cost.