Cold DM Campaign Launch Checklist: Before You Send

Targeting

• ☐Ideal customer profile documented (role, industry, company size)
• ☐Prospect list built with minimum 100 contacts per A/B variant
• ☐Each prospect scored on the qualification scorecard (8+ points for Tier 1)
• ☐List verified: no duplicates, no dead profiles, no competitors
• ☐Segmentation defined: separate batches for different audience subgroups

Script

• ☐Script scored 8+ on the DM Script Scorecard
• ☐A/B test variants prepared (one variable changed per test)
• ☐First line is personalized for each prospect (not templated)
• ☐CTA is a low-friction question (not a meeting request)
• ☐Follow-up sequence written (2–3 touches, timed in advance)
• ☐Negative reply handling scripted (polite opt-out acknowledgment)

Volume and timing

• ☐Daily send volume set within safe platform limits
• ☐Campaign timeline defined (start date, end date, review checkpoints)
• ☐Sends staggered throughout the day (not batched)
• ☐Weekend sending plan defined (reduced or paused)
• ☐Scaling plan: start at 50% volume, increase after first batch validation

Tracking and metrics

• ☐Lead tracking spreadsheet set up with all columns
• ☐Dashboard tab with formulas for reply rate, positive reply rate, booking rate
• ☐A/B test tracking set up (variant labels, send counts per variant)
• ☐Baseline metrics recorded before first send
• ☐Weekly review scheduled on calendar

Account readiness

• ☐Profile photo is professional and current
• ☐Headline describes what you do (not just your title)
• ☐About section speaks to target audience's pain
• ☐Recent activity visible (posts, comments, shares)
• ☐Account health checklist completed
• ☐No pending restrictions or warnings

Compliance

• ☐Platform terms of service reviewed
• ☐Daily volume falls within safe ranges for account age
• ☐Every message is personalized (no copy-paste blasts)
• ☐Opt-out process defined and honored immediately
• ☐No scraped lists, fake accounts, or automation violations

How long does it take to complete this checklist?

For a first-time campaign: 4–6 hours. For experienced operators: 1–2 hours. The checklist gets faster as your processes improve. Budget the time — skipping pre-launch preparation is the most common cause of campaign failure.

Can I launch with a partial checklist?

You can, but you're accepting unnecessary risk. The items you skip are the items most likely to cause problems. If you must prioritize, complete targeting, script, and compliance — those three protect you from the most expensive mistakes.

What if I don't have 100 contacts per variant?

Reduce the number of variants. One variant with 100 contacts is better than two variants with 50 each. A/B testing needs minimum sample sizes to produce reliable results.

Should I complete this checklist for every campaign?

Yes. Even if you're running the same script and targeting, re-verify each item. Audience lists change, platform rules evolve, and your account status shifts. A 15-minute checklist prevents a week of wasted sends.