the two-lane provider strategy is how you scale without getting wiped out when one provider updates its filtering.

how it works

split your sending between Google Workspace and Microsoft Outlook.

→ 70/30 split: 70% Google, 30% Outlook. this is the default for most agencies. Google has higher inbox placement rates currently, Outlook provides the safety net.

→ 50/50 split: equal distribution. more defensive. use this if you've been burned by a single-provider collapse before.

the point: if Google tightens filtering next month (and it will, eventually), your Outlook lane keeps running. if Outlook has an issue, Google carries the load. you never go to zero.

volume planning

for each client, calculate:

target emails per day: ___
emails per inbox per day: 10-15 (MAX)
inboxes needed: target ÷ 12 (using 12 as midpoint)
domains needed: inboxes ÷ 3 (max 3 inboxes per domain)

example:

→ client wants to send 200 emails per day

→ 200 ÷ 12 = 17 inboxes needed

→ 17 ÷ 3 = 6 domains needed

→ split: 12 inboxes on Google (4 domains), 5 inboxes on Outlook (2 domains)

domain purchasing guide

• buy domains that look legitimate. "getacme.co" and "try-acme.com" work. "xvf7spamblast.xyz" doesn't.
• one domain per purpose. don't reuse burned domains.
• register 14+ days before you need them. new domains need time before they're trusted.
• set up DNS records on DAY ONE. don't wait until campaign launch day.