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 reply to a cold email is a valuable, time-sensitive moment, and a global campaign running across many time zones needs a routing system that ensures replies get a fast response regardless of when they arrive relative to the sender's own working hours.
What a good routing system does
- Routes replies by region to a team member available during that region's business hours.
- Flags replies for priority response based on apparent interest level.
- Tracks response time by region to identify where delays are actually happening.
Handling replies in a different language
Have a plan — whether a team member with the relevant language skill or a reliable translation process — for replies that come in a language other than the one the outreach was conducted in, since this happens more often than expected in genuinely global campaigns.
A reply that arrives overnight in the sender's time zone and sits unanswered until morning can lose its momentum by the time someone responds.
Tracking reply quality, not just volume
Categorise replies by genuine interest level (interested, needs more information, not relevant, unsubscribe) to understand which campaigns and markets are producing real opportunities, not just raw reply counts.
The takeaway
Route replies by region to whoever has the relevant market and time zone availability — a reply left unanswered overnight in the sender's time zone can go cold before the next morning.
Written by Fibvo — Bengaluru and Erode, India — working with clients in other time zones. Questions, or think we have it wrong? Tell us.
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