Outbound System Pricing

A) Designing, Building and Maintaining the Campaign System

Activation Fee (fixed at $2,500 plus any applicable taxes):

Covers the upfront strategic and technical work required to design and safely deliver the campaign, including ICP alignment, campaign strategy, messaging framework and sequencing logic design, and the calculation of deliverability-safe sending levels for the agreed scope.

Mailbox and Infrastructure costs (variable costs):

Covers unavoidable operational costs, including domains, mailboxes, and supporting systems required to operate campaigns safely, compliantly, and at scale. These costs vary based on campaign scale, personalization level, and safe deliverability requirements, but they are always approved prior to the campaign launch so there are no surprises.

B) Outcome Fees

• Performance-based pricing only: Fees are tied directly to qualified outcomes delivered against the agreed ICP and qualification criteria (see pricing plans below).
• No fixed monthly retainers tied to send volume or activity.

1. Activation Fee — Designing the Campaign System

We have a fixed activation fee of $2,500/£2,000 (plus any applicable taxes) which covers the one-time work required to design and prepare a campaign robustly before any outreach begins.

This includes:

• ICP definition and targeting criteria agreed in advance
• Campaign strategy
• Messaging framework and sequencing logic design
• Deliverability-safe outbound design

This work is front-loaded and cannot be reused across clients. The activation fee ensures campaigns are launched with the right structure, safeguards, and qualification rules from day one.

A new Activation Fee only applies when the underlying outbound system must be redesigned, including:

• A new ICP or material change to targeting criteria
• A new service line requiring different messaging and buyer logic
• A materially different campaign objective

NOT:

• Switching between pricing plans
• Adjusting volume
• Continuing or scaling an existing campaign
• Normal optimisation over time

2. Mailbox & Infrastructure — Variable Costs to Build the Campaign System

Mailbox and Infrastructure costs are charged separately from the Activation Fee due to the varying nature of the costs, based on the scale and personalisation levels of a campaign, and subsequent safe sending limits.

The pricing covers real, unavoidable costs including:

• Acquiring dedicated sending domains (including registration and configuration of DNS, SPF/DKIM/DMARC)
• Acquiring managed email inbox workspaces
• Campaign tooling (sending, sequencing, reply detection)
• Personalisation tooling where enhanced or research-led messaging is used

Tuning the associated infrastructure to the needs of the campaign supports:

• Conservative sending practices
• Stable domain and inbox reputation
• High reply quality
• Long-term sustainability rather than short-term volume spikes

Mailbox and Infrastructure costs are charged upfront for the first 3 months, and monthly thereafter. They are always approved prior to campaign activation so there are no surprises.

Example:

• Medium scale (1,000 emails/month, 20–30 leads): 8–10 inboxes across 4–5 domains → ~$550–$650/month
• Large scale (2,500+ emails/month, 50+ leads): 15–20 inboxes across 6–8 domains → ~$900–$1,200/month Exact costs are scoped and approved prior to activation—no surprises

3. Performance-Based Pricing — What Outcomes Are Delivered

Performance-based pricing applies only once campaigns are live and is tied directly to qualified outcomes.

• You pay per qualified lead delivered, not per send, meeting, or activity
• Outcomes are measured objectively (based on the agreed Qualified Lead definitions – see below the pricing plans on this page)

There are no fixed monthly retainers tied to activity or effort. If qualified outcomes aren't delivered, then there's nothing more to pay other than the pre-approved Mailbox and Infrastructure costs.

You choose how you want to engage prospects based on your pipeline maturity and sales motion.

Our default plan is the Validated Interest Plan as described below. This is a fully managed outbound system designed to generate qualified expressions of interest from ICP-aligned prospects.

If you want more context and further qualification before your sales team engages, you can also add our Sales-Ready Plan.