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Guide8 min read

Having a system doesn't help if you don't run it on a schedule.

The exact cadence — what to check, when, and what happens if you skip it.

Summary
WhenWhatTime
MondayDeliverability audit15 min
WednesdayPositive-reply sweep30–60 min
FridayCampaign retrospectives20 min/campaign
Every other MondayInbox rotation30 min
1st of the monthSpam placement test25 min
First Monday of the quarterExperiment review90 min

Step zero, before any of this: put these six events on your actual calendar. The calendar is the accountability system. The difference between a hobbyist and a top-1% operator isn't the tooling — it's running these on the declared cadence, week after week.

  • Run a 7-day deliverability audit across the fleet.
  • Check fleet reply rate — it must stay at or above 1% (the 1% rule) — plus flagged low-reply campaigns and flagged high-bounce inboxes.
  • If a campaign fails the 1% rule, move it into incident triage. If bounce rate is past 2%, pause first, then triage.
  • Otherwise, log it and move on. No further action.
  • Score every reply from the last 7 days: interested, soft-positive, referral, hostile.
  • Reply to interested leads within 30 seconds — don't batch. Response speed alone is worth roughly 3x on conversion.
  • Follow up referrals within 24 hours, naming who referred them.
  • Past 50 positive replies a week, hand this sweep to a dedicated closer.
  • Review any campaign hitting its 21-day mark — the minimum for reply-rate signal to stabilise.
  • Compare positive reply rate to baseline: 2x or better is a winner, keep it running and scale it.
  • Near baseline means iterate. Under half of baseline means kill it and document why.
  • Logging this is what feeds the quarterly review — skip the log and the quarter has nothing to read.
  • Health-check every inbox: reputation, warmup-blocked status, low send volume.
  • Retire what's failing and promote fresh inboxes in.
  • If the backup pool drops under 5 inboxes, start a new domain purchase cycle — it takes about 2 weeks to become sendable.
  • Run a placement test on the highest-volume campaign against roughly 100 sender accounts.
  • 90% placement or better is fine — no action.
  • 80–90% is yellow: fix the top trigger next week.
  • Under 80% is red: pause and triage.
  • Read back through the quarter's logs end to end.
  • Identify the best campaigns, best list sources, best-resonating angles and best-converting segments.
  • Write a one-page retrospective: top 3, bottom 3, and next quarter's hypotheses.
What to skip

Most daily checking is procrastination

  1. ◆Don't check the sending platform daily — Wednesday's sweep covers it.
  2. ◆Don't react to daily reply-rate swings; wait for the 7-day average.
  3. ◆Don't read every reply in real time.
  4. ◆Daily dashboard-checking is a procrastination pattern, not a performance one.

This is the whole system. The next action is just the next thing on the calendar.

If you'd rather we ran it for you — that's the actual job.

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