Feature
Automating Client Outreach: Building an End-to-End AI Pipeline
Shiza Moosa
For Poket, as a growing company, bringing in new business and landing the right clients is everything. To scale our reach effectively as a small team, we have been leaning into Go-To-Market engineering. Client outreach at high volumes is extremely slow and time consuming, and using traditional bulk email campaigns are too generic, set off spam alerts and attract misaligned leads. Using code and smart workflows, we have been able to streamline this. It drives recruitment, increases our efficiency and makes a bigger impact by building trust between clients.
To execute this, we explored how to automate Poket’s mass outreach without losing the personalization aspect. Our solution was to build an AI-driven workflow integrated in Claude that connects directly to Instantly, a cold email outreach platform that manages email accounts and replies to prevent spam flags. With this automation, Claude filters out bad and borderline contacts, drafts 4-touch emails tailored to each client and pushes it out to Instantly.
Everything is driven by a custom SKILL.md file in Claude, that contains all the different steps, rules and information necessary to execute the workflow. When it is given a CSV file of contacts of potential clients, it automatically triggers the pipeline:
It filters out the obvious bad leads and flags the borderline ones, to run a secondary judgement call and evaluates them against Poket’s Ideal Customer Profile.
It takes these contacts, researches more into each of them, and drafts up a personalized 4-touch email sequence for each one.
It then formats into a CSV file and uses the Instantly API to push the contacts and sequences straight into campaigns ready to be sent out.
This process has reduced hundreds of hours of manual list scrubbing and copywriting with a single command in Claude Code. It is able to handle thousands of contacts at once, while maintaining quality. After optimizing token usage and reducing expenses by over 50%, running a contact costs just around $0.004. As Poket continues to expand, this automation ensures every potential client receives high quality, personalized communication, and is setting us up for success as we scale.
