There's a fine line between helpful automation and annoying spam. Cross it, and you damage your reputation, get blacklisted, and potentially violate regulations. Here's how to stay on the right side.

The Golden Rule of Outreach Automation

Ask yourself: "Would I appreciate receiving this message?" If you can't honestly say yes, rewrite it. Automation should amplify good outreach, not mass-produce bad outreach.

Personalisation Is Not Optional

Generic "Dear Sir/Madam" emails are dead. At minimum, every automated message should include:

• Their name — {{name}}
• Their company — {{company}}
• Something specific — industry, role, or a recent event

PerksMate uses a unified {{variable}} system where AI generates templates and agents fill in real data. Every message is personalised, even at scale.

Respecting Limits

• Daily caps — Never send more than 50 cold emails per day per address
• Cadence — Space follow-ups 3-7 days apart
• Sequence length — Max 3 follow-ups, then stop
• Suppression — Honour every unsubscribe immediately

Legal Compliance

Three regulations you must follow:

• CAN-SPAM (US) — Include physical address, unsubscribe link, honest subject lines
• GDPR (EU) — Legitimate interest basis for B2B; honour opt-out requests within 30 days
• CCPA (California) — Right to know what data you have; right to request deletion

Building a Suppression System

Maintain a suppression list of contacts who have unsubscribed, bounced, or complained. Check this list before every send. PerksMate's agent system handles this automatically via the crm_lead_events tracking layer.