Email outreach, done properly
A free nine-module course on reaching people by email and keeping them as customers: inbox placement, the law, targeting, writing, follow-ups, replies, post-sale email, measurement and AI. Every number is sourced.
By the end of the course
The course takes the mailbox providers' own rules and the regulators' own guidance as the floor, and treats vendor benchmarks as what they are: useful, self-reported, and not comparable with each other.
- Set up SPF, DKIM and DMARC and meet the Gmail, Yahoo and Outlook.com sender requirements.
- Know what CAN-SPAM, UK PECR, EU GDPR/ePrivacy, Canada's CASL and Australia's Spam Act require of a cold B2B email.
- Build segments where the reason you are writing is true for every person in them.
- Write short first emails with one, low-commitment ask, and follow-ups that add something.
- Triage replies, handle objections, and stop every automated step the moment someone answers or opts out.
- Run onboarding, check-in, feedback, renewal and win-back email that lowers customer effort.
- Measure replies, positive replies and meetings instead of opens, and know when an A/B result is just noise.
- Use AI for drafting and triage without inventing facts, faking familiarity or losing a human's review.
Nine modules, in order
Each module ends with an exercise and a short quiz. Work through them in order; the later ones assume the earlier ones.
- Module 01
Getting to the inbox
Authentication, the mailbox providers' sender requirements, sensible volume, bounces and blocklists. None of the later modules matter if the email never arrives.
16 min - Module 02
The law of cold email
Five legal regimes, from opt-out (US) to consent-first (Canada, Australia). What each requires in the email, how fast opt-outs must be honored, and what counts as consent.
14 min - Module 03
Who to email
Targeting does more for results than any sentence you write. How to define an ideal customer profile, build honest segments, time outreach with triggers, and keep lists clean.
11 min - Module 04
Writing emails people answer
What the published studies say about length, subject lines and calls to action, and what they don't. Relevance beats decoration, and one low-commitment ask beats a calendar link.
14 min - Module 05
Follow-ups and sequences
The first email does most of the work, but the first one or two follow-ups add a lot. How many to send, how to space them, and how to close a sequence respectfully.
11 min - Module 06
Handling replies and objections
A reply is where outreach turns into a relationship. How to sort replies, how fast to answer, how to handle the common objections, and how to treat “stop” correctly.
12 min - Module 07
Email after the sale
Keeping a customer is mostly email too. Onboarding, support replies, check-ins, feedback, renewals and win-back, built around one idea: make things easy for the customer.
13 min - Module 08
Measuring and testing honestly
Define your metrics once and stick to them, compare against your own baseline, and understand why most email A/B tests are too small to tell you anything.
12 min - Module 09
Using AI without losing trust
AI makes drafting, research and triage fast and makes it cheap to send too much. What the evidence says about AI-written messages, where the rules touch, and how to keep a human in charge.
12 min
Written for small teams that send their own email
This course summarizes published rules, regulator guidance and third-party research as of October 2026. It is not legal advice; check with counsel before emailing into a jurisdiction. Vendor benchmark figures are each vendor's own data and definitions. By Will Schulz, founder of AngelSend · Last reviewed
- Founders and small sales teams who write and send their own outreach.
- Account managers and customer-success staff who own a book of clients over email.
- Anyone inheriting a cold-email setup and wondering why it lands in spam.
- Teams in regulated or relationship-driven businesses who need outreach they can defend later.
Want to check your setup while you read? Try the free deliverability checker and spam checker.
