What You'll Build
A complete cold outreach system powered by Claude Code and Instantly. Research prospects in seconds, write personalized emails at scale, and manage campaigns without leaving your terminal.
What's Inside
The 5 Skills
Lead Research
Company or person → structured research summary with outreach hooks.
Cold Email
Research + your voice → personalized email under 100 words.
Follow-up Sequence
First email → complete 4-email sequence over 10 days.
Campaign Builder
Leads + sequence → live Instantly campaign ready to send.
Reply Handler
Inbox → categorized replies with drafted responses.
1. Instantly MCP Setup
Connect Claude Code to your Instantly account to manage campaigns directly from the terminal.
Step 1: Get Your API Key
- Log into Instantly.ai
- Go to Settings → Integrations → API
- Copy your API key
Step 2: Add MCP Server
Open your Claude Code config:
code ~/.claude/settings.jsonAdd the Instantly MCP server:
{
"mcpServers": {
"instantly": {
"command": "npx",
"args": ["-y", "@anthropic/instantly-mcp"],
"env": {
"INSTANTLY_API_KEY": "your-api-key-here"
}
}
}
}Step 3: Verify
Restart Claude Code and test:
List my Instantly email accounts✓ Success: You should see your connected email accounts listed.
API key invalid
Double-check the key in Instantly dashboard. Make sure there are no extra spaces.
MCP server not found
Run npx @anthropic/instantly-mcp manually to test. Check your settings.json syntax (valid JSON?).
No accounts found
Verify you have email accounts connected in Instantly. Check account status (active, not paused).
2. Knowledge Base Setup
Your skills are only as good as the context you give them. This is your "sales brain" that Claude uses for every email.
Create Your Sales Folder
.claude/
└── sales/
├── icp.md # Who you target
├── voice.md # How you write
├── portfolio.md # Your proof points
└── templates.md # Email frameworks# Ideal Customer Profile
## Target Company
- Industry: [e.g., SaaS, E-commerce, Marketing Agencies]
- Company size: [e.g., 10-100 employees]
- Revenue: [e.g., €1M-€10M ARR]
- Location: [e.g., Netherlands, DACH, US]
## Target Role
- Title: [e.g., CEO, Head of Operations, Marketing Director]
- Responsibilities: [what they care about]
- Pain points: [what keeps them up at night]
## Qualifying Signals
- [e.g., Recently raised funding]
- [e.g., Hiring for operations roles]
- [e.g., Using competitor tools]
## Disqualifying Signals
- [e.g., Less than 5 employees]
- [e.g., Already using similar solution]# Email Voice & Tone
## Overall Tone
- Direct, not salesy
- Conversational, like a colleague
- Confident but not arrogant
- Short sentences, easy to scan
## Do's
- Lead with their problem, not your solution
- Use specific numbers and results
- Reference something specific about them
- Keep emails under 100 words
- One clear CTA
## Don'ts
- No "I hope this finds you well"
- No "I'd love to pick your brain"
- No multiple CTAs
- No walls of text
- No fake urgency
## Example Phrases I Use
- "Noticed that..."
- "Quick question:"
- "Saw you're [specific thing]..."
- "Worth a conversation?"# Portfolio & Case Studies
## Case Study 1: [Client Name/Industry]
- **Problem:** [What they struggled with]
- **Solution:** [What you built]
- **Result:** [Specific numbers]
- **Timeline:** [How long it took]
## Key Metrics to Reference
- [e.g., "20+ hours saved per week"]
- [e.g., "65% reduction in no-shows"]
- [e.g., "4x faster response time"]
## Social Proof
- [Notable clients]
- [Numbers: clients served, revenue generated, etc.]# Email Templates
## First Touch
Subject: [Specific observation]
[First name],
Noticed [specific thing about them/company].
[One sentence about the problem this creates]
[One sentence about how you solve it + proof point]
Worth a quick chat?
[Your name]
---
## Follow-up 1 (Day 3)
Subject: Re: [original subject]
[First name],
Quick bump on this.
[One new angle or additional proof point]
[Same CTA]
[Your name]
---
## Follow-up 2 (Day 6)
Subject: Re: [original subject]
[First name],
[Pattern interrupt - question, stat, or observation]
[Reframe the value]
Last note from me on this.
[Your name]
---
## Breakup (Day 10)
Subject: Closing the loop
[First name],
Looks like timing isn't right.
If [problem] becomes priority, happy to chat then.
[Your name]Verify Setup
Read my sales knowledge base and summarize my ICP and voiceClaude should accurately describe your target customer and writing style.
3. Skill: Lead Research
Research a prospect and create a summary for cold outreach.
Trigger: /research [company]
The Skill File
Create .claude/skills/lead-research.md:
---
name: Lead Research
description: Research a prospect and create a summary for cold outreach
triggers:
- /research
- research this lead
- look up this company
---
# Lead Research Skill
## Your Task
Research the provided company/person and create a structured summary.
## Input
The user will provide one of:
- Company name
- Company website URL
- Person's name + company
- LinkedIn URL
## Research Process
### Step 1: Company Research
Use web search to find:
- What the company does (one sentence)
- Company size (employees, if findable)
- Recent news (funding, launches, hires)
- Tech stack (if relevant)
### Step 2: Person Research (if provided)
- Their role and responsibilities
- How long in current position
- Previous companies/experience
- Recent posts or public statements
### Step 3: Identify Hooks
Based on research, identify 2-3 potential angles:
- Trigger events (funding, hiring, expansion)
- Pain points likely for their role/industry
- Connections to our ICP (read .claude/sales/icp.md)
## Output Format
## Lead Research: [Company Name]
### Company Overview
- **What they do:** [One sentence]
- **Size:** [Employees/funding stage]
- **Industry:** [Specific category]
### Recent Activity
- [Bullet points of recent news]
### Person: [Name] (if researched)
- **Role:** [Title]
- **Focus areas:** [What they care about]
### Outreach Hooks
1. **[Hook name]:** [Why this angle works]
2. **[Hook name]:** [Why this angle works]
3. **[Hook name]:** [Why this angle works]
### Recommended Approach
[Which hook to lead with and why]
### ICP Match
- ✅ or ❌ [Qualifying signal 1]
- ✅ or ❌ [Qualifying signal 2]Example Output
Lead Research: Databox
Company Overview
- What they do: Business analytics dashboard, 100+ data sources
- Size: 50-100 employees, Series A
- Industry: B2B SaaS, Analytics
Recent Activity
- Launched AI reporting feature (2 weeks ago)
- Hiring 3 sales roles (scaling outbound)
- CEO posted about "doing more with less"
Outreach Hooks
- Scaling sales: Hiring salespeople → need efficient processes
- AI-forward: Launched AI features → open to AI solutions
- Efficiency focus: CEO messaging → resonates with time-saving
4. Skill: Cold Email Personalization
Write a personalized cold email based on prospect research.
Trigger: /email
The Skill File
Create .claude/skills/cold-email.md:
---
name: Cold Email Personalization
description: Write a personalized cold email based on prospect research
triggers:
- /email
- write cold email
- draft outreach email
---
# Cold Email Personalization Skill
## Your Task
Write a personalized cold email using research and voice guidelines.
## Before Writing
### Load Context
- `.claude/sales/voice.md` — Writing style
- `.claude/sales/portfolio.md` — Proof points
- `.claude/sales/templates.md` — Frameworks
### Get Research
If no research provided, ask: "Want me to research first?"
## Writing Rules
### Structure (under 100 words)
1. **Opening:** Specific observation about them
2. **Problem:** Pain point this creates
3. **Solution:** How you help + ONE proof point
4. **CTA:** Single clear ask
### Voice Check
- ❌ No "I hope this finds you well"
- ❌ No "I'd love to pick your brain"
- ❌ No multiple CTAs
- ✅ Direct and conversational
- ✅ Under 100 words
- ✅ Specific, not generic
## Output Format
**Subject:** [Short, specific]
---
[Email body]
[Signature]
---
**Personalization used:**
- Hook: [angle used]
- Research point: [detail referenced]
- Proof point: [metric used]
**Alternative subjects:**
1. [Option 2]
2. [Option 3]Example Output
Pete,
Noticed you're scaling the sales team — 3 new roles posted this month.
When teams grow this fast, ramping new reps usually becomes the bottleneck. One of our clients cut ramp time by 40% using AI to handle the repetitive outreach while new hires focus on closing.
Worth a 15-min chat?
Robin
Good vs Bad Examples
❌ Bad
"I noticed your company is growing"
✓ Good
"Saw you posted 3 sales roles this week"
❌ Bad
"We help companies like yours"
✓ Good
"Helped [similar company] cut X by 40%"
❌ Bad
"Would love to connect sometime"
✓ Good
"Worth a 15-min chat?"
5. Skill: Follow-up Sequence
Create a 3-4 email follow-up sequence based on your first email.
Trigger: /followups
The Skill File
Create .claude/skills/follow-up.md:
---
name: Follow-up Sequence
description: Create a follow-up email sequence
triggers:
- /followups
- create follow-up sequence
---
# Follow-up Sequence Skill
## Your Task
Create a 3-4 email follow-up sequence.
## Sequence Strategy
### Email 2 (Day 3)
- Add new value, not just "bumping"
- New angle or proof point
- Same CTA
### Email 3 (Day 6)
- Pattern interrupt
- Different format (question/stat)
- Reframe the problem
### Email 4 - Breakup (Day 10)
- Acknowledge they're busy
- No hard sell
- Leave door open
## Rules
1. Each email adds new value
2. Get shorter each time
3. Vary the angle
4. Keep same thread (Re: subject)
5. One CTA per email
## Output Format
## Follow-up Sequence for [Name]
### Email 2 — Day 3
**Subject:** Re: [original]
[Body - 50-75 words]
### Email 3 — Day 6
**Subject:** Re: [original]
[Body - 30-50 words]
### Email 4 — Day 10
**Subject:** Re: [original]
[Body - 25-40 words]Example Sequence
Email 2 — Day 3
Pete,
One thing I didn't mention —
The AI handles the research too. Your new reps get a full prospect brief before every call without lifting a finger.
Most teams see 2+ hours saved per rep per day.
Still interested in a quick chat?
Robin
Email 3 — Day 6
Pete,
Quick question:
How long does it currently take your team to research a prospect before reaching out?
Robin
Email 4 (Breakup) — Day 10
Pete,
Looks like timing isn't right — totally get it.
If ramping new reps becomes a priority, happy to chat then.
Robin
Timing
| Days After | Why | |
|---|---|---|
| Email 2 | 3 days | Stay relevant |
| Email 3 | 3 days | Maintain momentum |
| Email 4 | 4 days | Longer gap for breakup |
6. Skill: Campaign Builder
Build and launch an Instantly cold email campaign.
Trigger: /campaign
The Skill File
Create .claude/skills/campaign-builder.md:
---
name: Campaign Builder
description: Build and launch an Instantly campaign
triggers:
- /campaign
- create campaign
- launch outreach
---
# Campaign Builder Skill
## Your Task
Create a complete Instantly campaign.
## Prerequisites
1. Instantly MCP connected
2. Active sending account
3. Leads ready (CSV or list)
## Process
### Step 1: Gather Requirements
- Campaign name
- Target audience
- Leads source
- Sending account(s)
### Step 2: Email Sequence
Use /email and /followups or generate fresh
### Step 3: Configure Settings
- Daily limit: 30/account
- Email gap: 10 minutes
- Hours: 9:00-17:00
- Stop on reply: Yes
- Tracking: OFF (deliverability)
### Step 4: Build in Instantly
1. create_campaign
2. update_campaign (sequences)
3. add_leads_to_campaign_or_list_bulk
4. Review before activation
## Output Format
## Campaign Ready: [Name]
### Overview
- Leads: [X] contacts
- Sequence: [X] emails over [X] days
- Sending from: [accounts]
- Daily volume: [X]/day
### Email Preview
[First 2 lines each]
### Settings
- Window: [times]
- Stop on reply: ✅
- Tracking: ❌
**Say "activate" to launch.**Lead CSV Format
email,firstName,lastName,companyName
john@acme.com,John,Smith,Acme Corp
jane@techco.io,Jane,Doe,TechCoRecommended Settings
| Setting | Value | Why |
|---|---|---|
| Daily limit | 30/account | Protects deliverability |
| Email gap | 10 min | Looks human |
| Track opens | OFF | Pixels hurt deliverability |
| Track clicks | OFF | Links hurt deliverability |
| Stop on reply | ON | Prevents awkward follow-ups |
7. Skill: Reply Handler
Analyze campaign replies and draft appropriate responses.
Trigger: /replies
The Skill File
Create .claude/skills/reply-handler.md:
---
name: Reply Handler
description: Analyze replies and draft responses
triggers:
- /replies
- check replies
- inbox check
---
# Reply Handler Skill
## Your Task
Review replies, categorize, draft responses.
## Process
### Step 1: Fetch Replies
list_emails with email_type: "received"
### Step 2: Categorize
| Category | Meaning | Action |
|----------|---------|--------|
| 🟢 Interested | Wants to talk | Book meeting |
| 🟡 Maybe | Needs info | Nurture |
| 🔴 Not Interested | Clear no | Respect |
| ⚪ Auto-reply | OOO | Follow up later |
| 🟣 Referral | Points elsewhere | New outreach |
### Step 3: Draft Responses
Match voice, appropriate for category, move forward.
## Output Format
## Reply Summary
**Total:** [X] replies
### 🟢 Interested ([X])
**[Name] at [Company]**
> "[Quote]"
**Draft:**
[Response]
### 🟡 Maybe ([X])
...
### 🔴 Not Interested ([X])
[Name] — Removed ✓Response Templates
Interested → Book Meeting
[Name],
Great to hear from you.
Let's find 15 minutes. Here's my calendar: [link]
Or let me know what works.
[Your name]
Maybe → Answer Question
[Name],
Good question.
[Direct answer]
Happy to jump on a quick call to discuss?
[Your name]
Maybe → Timing
[Name],
Totally understand — timing matters.
Mind if I check back in [timeframe]?
[Your name]
Speed matters: Reply to interested leads within 2 hours. Same-day = 10x more likely to book.
8. Complete Workflow Example
From lead list to booked meetings in 30 minutes.
Scenario: 50 SaaS companies to reach. Goal: discovery calls.
Time: ~30 minutes
Expected: 5-10 replies, 2-4 meetings
Research a Sample Lead
Before mass outreach, nail the messaging.
/research NotionWrite the First Email
Create a personalized email from the research.
/email for Notion, focus on enterprise scalingGenerate Follow-ups
Build the complete sequence.
/followupsBuild the Campaign
Scale to all 50 leads.
/campaign
Name: SaaS Enterprise Q1
Leads: saas-leads.csv
Use the sequence we createdHandle Replies
Check daily, respond fast.
/repliesResults
| Metric | Result |
|---|---|
| Leads contacted | 50 |
| Replies | 8 (16%) |
| Interested | 3 |
| Meetings booked | 2 |
| Time spent | ~30 min |
Quick Reference
| Task | Command |
|---|---|
| Research a lead | /research [company] |
| Write cold email | /email |
| Create follow-ups | /followups |
| Build campaign | /campaign |
| Check replies | /replies |
Daily Workflow
Morning (5 min): /replies — Review responses, approve drafts
Weekly (15 min): /campaign — Launch new batch of leads
Ready to Get Started?
Setup takes 15 minutes. Expected ROI: 4+ hours saved per week, 2-3x reply rates.
Start Setup →