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🚀 Growth Hack of the Week

The Outbound Crisis

I get to talk to a lot of businesses every week as a function of my job. One of the most common things I hear people worrying about is the death of outbound. And honestly? They're not wrong to be concerned.

The numbers don't lie. Professionals now receive 50x more cold emails than they did just three years ago. That's not a typo. Fifty times more.

Think about your own inbox for a second. How many cold emails did you get yesterday versus three years ago? Exactly.

Last week I got to talk to a team finding great success scaling their outbound efforts. They were buying ID-verified LinkedIn accounts, which gave them greater usage limits on the number of messages they could send. Unlike email, there are no spam filters on LinkedIn, which means you can guarantee your message lands at the top of someone's inbox.

Rather remarkably, they've gone even further and are now exclusively buying ID-verified accounts of attractive women because they apparently get 3-5x higher reply rates.

Let’s break down why traditional outbound is struggling and run through scaling LinkedIn outbound. 

Why Outbound is Struggling in 2025

There's a perfect storm of factors that have basically broken traditional cold email:

❌ Personalisation: Tools like Clay have made tailored emails so easy to write that everyone has started doing it. Now inboxes are flooded with what looks authentic but reads like ChatGPT wrote it. 

❌ Infrastructure: Lemlist, Instantly, and Porkbun have made setting up cold email campaigns and buying email inboxes ridiculously simple. What used to require technical expertise now takes anyone with a credit card about 20 minutes to set up.

❌ The Same Leads: Most people are targeting the same prospects from Apollo, whose database largely came from old LinkedIn data leaks. So the same people are getting hammered by dozens of similar companies every single day.

❌ Spam Filters: Gmail and Outlook responded predictably. Spam filters are now more aggressive than ever, making it way tougher to even land in someone's inbox, let alone get them to read your message.

So what's a growth team supposed to do?

Why LinkedIn is the New Frontier

There are some clear advantages LinkedIn has over traditional email outbound:

✅ Zero Spam Filters: Unlike email, there are no spam filters on LinkedIn. If you send an InMail, it's guaranteed to land at the top of a prospect's LinkedIn DMs. No wondering if you hit the spam folder.

✅ Superior Targeting: LinkedIn allows you to target hundreds of millions of users by job title, company, employee numbers, and dozens of other criteria. Far more up-to-date than stale email databases that are often months or years old.

✅ Channel Arbitrage: Response rates are roughly 5-10% and there’s no spam filter. 

✅ Massive Scale Potential: Verified accounts can send huge volumes of connection requests without getting banned, unlike fresh accounts that get flagged immediately. Each account can send roughly 150 DMs/InMails per day, which means just 3 accounts can generate 10,000 DMs per month.

I'm not saying LinkedIn DMs are some magic bullet that's going to solve all your outbound problems. And I'm definitely not advocating for the sketchy tactics some people are using.

But while everyone else is fighting harder and harder for shrinking email real estate, smart growth teams are already exploring less saturated channels.