Cold Email Mastery: Write Messages That Get Replies and Close More Deals

In today’s competitive sales landscape, a well crafted cold email remains one of the most scalable ways to start conversations, qualify opportunities, and move deals forward. This guide, written from our perspective as a results driven outreach partner, dives into the art and science of cold email so you can reliably reach the right people, convey real value, and secure meaningful responses. We’ll share a practical blueprint, field tested templates, advanced tactics, and rigorous compliance practices to help you build momentum without sacrificing trust.

Introduction: Why cold email still matters in 2025

Redefining cold emails: from interruption to value driven outreach

The modern cold email centers on relevance, a compelling hook, and a clearly stated benefit. Instead of interrupting someone’s day, your message should offer a specific insight, result, or capability the recipient can act on. By aligning your message with the recipient’s goals and constraints, you raise engagement odds and set the stage for a productive conversation. In a media saturated market, a crisp, value driven cold email beats a generic blast every time.

What readers gain by mastering cold email

Readers who master cold email gain clarity on who to reach, what to say, and how to prove value quickly. They learn to design messages that are skimmable, credible, and easy to respond to—driving higher reply rates, more meetings, and a stronger pipeline. The payoff includes improved efficiency, measurable improvements, and a repeatable process that scales across teams and markets. Real world data show teams implementing a disciplined cold email program can shorten time to first meeting by up to 30 percent while preserving high quality conversations.

Foundations of a High-Performing Cold Email

Deliverability and sender reputation: the gatekeepers of inboxes

Deliverability determines who actually sees your message. Key factors include a clean, permissioned contact list, controlled domain warming, consistent sending patterns, and authentication protocols. A strong sender reputation reduces spam filtering and keeps your emails out of the promotions tab or junk folder, which directly impacts open and reply rates. To build a resilient deliverability base, use a multi step approach:

Establish a phased domain warm up with a predictable ramp over 4–6 weeks when using a new domain.
Use a dedicated sending IP or a small pool of trusted IPs to maintain consistent volume.
Authenticate properly with DKIM, SPF, and DMARC, and monitor alignment daily.
Maintain list hygiene to avoid sending to invalid or dormant addresses.
Monitor feedback loops, spam complaints, and hard bounces; set automated suppression rules for violators.

Practical example: A B2B software vendor started with a warm up plan that ramped from 50 to 600 emails per day over 6 weeks, paired with DKIM/SPF/DMARC checks. They saw a 20 percent drop in bounce rate and a 15 percent uplift in inbox placement after 8 weeks, translating to more qualified replies from the outset.

Targeting and relevance: talking to the right person at the right time

Precision targeting ensures your outreach lands with decision makers who influence purchasing decisions. This requires clear ICP definitions, accurate job titles, and an understanding of the recipient’s current priorities. Relevance is boosted when messaging reflects pain points tied to the recipient’s role, industry dynamics, and recent company developments. Practical steps:

Develop a tiered ICP that includes primary accounts, secondary targets, and nurture candidates.
Map buyer roles and influence patterns within each target company using a single source of truth.
Use ABM oriented messaging for named accounts while maintaining scalable segments for broader outreach.
Continuously refresh ICPs with quarterly reviews tied to industry dynamics and customer feedback.

Mini case example: A data analytics vendor targeted mid market finance and operations leaders in manufacturing. By adjusting ICPs to include CTOs at high growth plants and adding accounts with recent ERP upgrades, they achieved a 2.3x increase in qualified discovery opportunities in 90 days.

Personalization that scales: practical tactics that feel human

Personalization goes beyond inserting a name. It involves tailoring context, demonstrating awareness of the recipient’s business, and showing how your solution aligns with their goals. Scalable personalization uses data driven cues, semi automation, and templates that still read human and specific rather than templated. A practical rubric:

Firmographics: industry, company size, growth trajectory
Tech stack signals: tools they use, integrations you offer
Buying triggers: regulatory changes, market shifts, recent funding
Recent events: leadership changes, product launches, press coverage

Example framework: Start with a high impact observation about their business, connect it to a concrete outcome your solution enables, and close with a low friction next step. A scalable template can be adapted in under 10 minutes per account using a data enrichment service combined with semi automated customization.

Clarity of value and a simple next step

Every cold email should answer three core questions: Whats in it for them, why now, and what should happen next. A clear value proposition paired with a low friction next step improves response quality and downstream momentum. Use multiple effective CTA patterns:

Time boxed discovery call: are you available for a 12 minute chat this week?
Brief data sharing: I can send one data point you can validate in 2 minutes.
Demos or walkthroughs: a focused 8 minute screen share tailored to one use case.
Information exchange: share a short summary via email if now is not ideal.

CTA evaluation criteria in practice: low investment of time, clear value, alignment with recipient priorities, and a singular destination for action.

Compliance and ethical outreach you can stand behind

Ethical outreach respects recipient consent, privacy, and legal requirements. This includes honoring unsubscribe requests, avoiding deceptive claims, and managing data responsibly. Building trust from the first touchpoint protects your sender reputation and sustains long term engagement. Core practices include:

Provide simple opt outs and honor requests promptly.
Maintain clear sender identity and contact information.
Explain data usage succinctly and avoid misleading claims.
Document data retention and deletion policies and stick to them.

In addition to basic compliance, stay aware of regional nuances such as CAN SPAM in the US and GDPR in the EU, plus local data protection laws in other regions. A proactive approach includes a regional playbook with templates that reflect compliance norms and user expectations.

Step-by-Step Blueprint: From Idea to Campaign

1) Define your objective and ideal customer

Set a precise objective for the campaign and define your ideal customer profile with measurable signals. A well defined objective keeps messaging focused and channel decisions coherent. Example objectives include booking five discovery calls per week, generating two qualified opportunities per week, or collecting specific data points for a larger initiative. A mini ICP template:

Target market: industry, company size, geography
Role and influence: primary buyer, influencers, economic buyer
Pain points: top 3 problems your product solves
Buying triggers: regulatory changes, budget cycles, competitive moves
Key metrics: what success looks like for this account

Objective variants you can test in parallel: a) Meetings booked per week; b) Open to a quick plan plus data point; c) Response ratio on value first outreach. Example copy for objective definition: Our objective for this quarter is to generate five highly qualified discovery calls with midsize manufacturers in North America by leveraging a value first outreach and a 6 touch cadence. We will only pursue accounts with a recent ERP upgrade and a minimum 10M revenue benchmark.

2) Build a clean, verified contact list

Quality trumps quantity. Build from credible sources, verify emails, and remove duplicates. Implement ongoing hygiene to catch bounced addresses and opt outs. A practical playbook:

Source validation: use trusted data providers and frequency update cycles
Duplicate management: de-duplicate by domain, person, and role
Opt out handling: regularly purge unsubscribes and suppression lists
Verification steps: verify at the point of capture and periodically re-verify

Real world note: A professional services firm reduced bounce rates by 40 percent after instituting a quarterly verification cycle and removing dormant leads that had not engaged in 12 months.

3) Craft From line and subject line that open

From lines should reinforce credibility and recognition. Subject lines should promise a concrete benefit, curiosity, or time saving angle without gimmicks. Best practices:

From line: Company name plus a human qualifier (eg, Acme Engr and the Outbound Team)
Subject: Short, benefit driven, and tests show 2–4 variants per audience
Test mix: 2 short benefit lines, 2 longer value oriented lines
Avoid gimmicks or click bait; align with the recipient context

Sample from line and subject pairs for a tech buyer in logistics: From line example Acme Analytics team, subject options: Cut logistics costs by 12 percent in 90 days; New data shows potential transport savings for your network; Quick optimization idea before Q3.

4) Write a compelling opening that grabs attention

The opening paragraph sets the tone and demonstrates relevance. Lead with a contextual observation, a verified data point, or a brief reference to a shared connection. Establish credibility quickly and hint at the value to follow. Practical openings:

Industry trend + one sentence impact on recipient’s business
Benchmark or data point related to their function
Reference to a mutual contact or prior engagement if available

Opening example: I noticed your team recently expanded your analytics stack to improve forecasting accuracy. Companies like yours have shaved 8–12 percent off forecast variance within the first 90 days of a focused data integration effort — I believe there is a similar opportunity at your company.

5) Present value and social proof in a concise body

In the body, present a tangible outcome or result your approach delivers. Include one or two lines of social proof that are credible and relevant to the recipient’s sector or role. Keep sentences tight and skimmable. Example framework:

State the outcome in one sentence
Introduce social proof (case study, client logos, quantified outcome)
Connect to their context and offer a concrete next step

Sample body for a mid market retailer: We helped a retailer like yours reduce stockouts by 28 percent while improving on time replenishment by 14 percent in 3 months. Brands including Alpha Retail and Beta Chain saw comparable gains after implementing our demand planning module. If this aligns with your priorities, I can outline a tailored plan in under 10 minutes.

6) End with a clear, low friction CTA

Conclude with a single simple action. Use a concrete time frame and provide optional alternatives. Examples:

Are you available for a 12 minute discovery call this week
If now isn’t ideal, I can share a brief summary by email
Would you prefer I send a 1 page overview instead

Evaluating CTAs by criteria: time commitment, clarity of outcome, and alignment with the recipient’s current priorities. A strong CTA is explicit, low risk, and easy to decline if not relevant.

7) Optimize your signature and brand touchpoints

Your signature should reinforce credibility (title, company, and a link to a relevant resource). Ensure brand visuals and tone carry through, so each touchpoint feels cohesive and trustworthy. Signature tips:

Full name, role, company, and direct contact method
One relevant resource link (whitepaper, case study, or playbook)
Brief legal or compliance note if applicable

Mini case: A software vendor improved post email response quality by standardizing signatures across the team, resulting in a 6 percent lift in reply rate due to increased perceived credibility.

8) Warm up your sending domain and run tests

Before full scale sending, gradually ramp up volume to avoid triggering spam filters. Use seed lists, monitor deliverability metrics, and refine authentication and sending patterns as you scale. Practical steps:

Establish a 4–6 week ramp with incremental daily volume increases
Use seed addresses to test inbox placement across major providers
Monitor open, click, reply rates, and unsubscribe patterns for signals of deliverability issues
Review IP reputation dashboards and adjust sending patterns if anomalies appear

Data point: Teams that implement a disciplined warm up and seed testing see a 25–35 percent improvement in initial inbox placement within the first 2 months.

9) Design an effective follow-up cadence

Most replies come after multiple touches. Design a cadence that builds value with each message while respecting the recipient’s time. Vary the angle, offer new data points, and avoid repetitive phrasing to keep follow ups fresh. Cadence guidelines:

Plan 6–8 touches over 10–21 days for most accounts
Alternate formats between email, LinkedIn, and a brief phone touch when appropriate
Introduce new value points in each follow up and avoid duplicating content

Example cadence: Day 1 warm value email, Day 3 social touch with a relevant stat, Day 6 data point email, Day 10 case study snippet, Day 14 invite for a short call, Day 20 wrap up with option to receive a summary by email.

10) Track, analyze, and iterate for improvement

Establish a measurement framework that tracks opens, responses, meetings, and pipeline impact. Use these insights to adjust subject lines, value propositions, and sequences. Continuous improvement is the engine of long term success. Practical steps:

Set baseline metrics for opens, replies, meetings, and pipeline value
Run one variable at a time in A/B tests (subject lines, openings, CTAs, value props, cadences)
Establish a monthly review to interpret results and reallocate resources

Data practice example: A team split tested two subject lines across 200 accounts, achieving a 16 percent higher reply rate for the variant with specific outcome language about a 30 day time horizon.

11) Stay compliant and manage unsubscribes

Provide easy opt outs and honor unsubscribe requests promptly. Maintain records of consents and preferences, and adjust your lists accordingly to sustain engagement quality and deliverability compliance. Key actions:

Set up automated unsubscribe handling and suppression lists
Keep a data retention policy aligned with regional rules
Document processing activities for audit readiness

Implementation note: During a regional data protection audit, a company demonstrated a documented data handling policy, explicit consent records, and timely unsubscribe responses, which helped preserve trust with prospects and avoid penalties.

Templates That Convert: Ready-to-Use Formats

Value-first outreach

Subject line: A quick idea to boost [recipient metric] at [company]

Hi [First Name],

I noticed [recent indicator about their company or role]. We recently helped [similar company] achieve [specific result], and I believe there’s an opportunity to replicate that impact at [Company]. If you’re open, I can share a brief 2 minute overview and a tailored next step for you.

Quick question with a clear ask

Subject line: Quick question about [topic]

Hi [First Name],

Do you have 60 seconds to confirm whether [your solution] could help [their department] reduce [pain point]? If yes, I’ll send a concise plan you can review on your own time.

Pain-point solver with impact

Subject line: Solving [pain point] for [Company]

Hello [First Name],

Many teams struggle with [pain point]. We’ve helped organizations like yours decrease [negative outcome] by [percentage] in [time frame]. If this aligns with your priorities, I can outline a tailored approach in under 10 minutes.

Referral or introduction request

Subject line: Quick intro to [prospect role or team]

Hi [First Name],

Would you be comfortable introducing me to [Name] in [department]? I’d like to share how [your solution] supports [specific goal] and determine if a brief call would be worthwhile.

Follow-up with added value

Subject line: A quick data point for [Company]

Hi [First Name],

Following up with a short, actionable insight: [data point, benchmark, or resource]. If this resonates, I can tailor a 10 minute plan that aligns with your objectives.

Breakup or final nudge

Subject line: Should I stay top of mind or bow out

Hi [First Name],

I don’t want to waste your time. If now isn’t a fit, I’ll pause. If you’re open to a quick chat, I’ll adapt to your schedule. Either way, I appreciate the consideration.

Product or service teaser

Subject line: A glimpse of what [Product] can do for [Company]

Hi [First Name],

We’re rolling out a focused capability for [prospect’s industry or role] that could impact [specific outcome]. If you’d like, I can share a one page overview and a short demo.

Event or demo invitation

Subject line: Youre invited: [Event D em y] on [Date]

Hello [First Name],

We’re hosting a brief session on [topic] that addresses [pain point]. If you’re free, I’d love to reserve a spot for you and your team.

Re-engagement and revival

Subject line: Reconnecting on [topic] for [Company]

Hi [First Name],

We haven’t connected in a while. Since we last spoke, we’ve added [new capability] that could help with [priority]. Could we reconnect for a quick 10 minute update?

Advanced Cold Email Tactics

Using social proof and case studies effectively

Leverage relevant client stories, quantified outcomes, and credible endorsements. Place social proof early in the message to build credibility and demonstrate real world impact. Ensure proofs are explicitly tied to the recipient context for maximum resonance. Practical steps:

Choose 1–2 case studies with outcomes closely matching the recipient’s context
Lead with the social proof sentence, then map to recipient needs
Include a short deck or one page version as a follow up

Example: A healthcare SaaS provider highlighted a 21 percent reduction in data entry time for a hospital network within 60 days, then offered a tailored plan for the recipient hospital system.

Incorporating video demos to boost engagement

Video can simplify complex concepts and increase trust. A brief 30–60 second intro video or screen captured walkthrough can be embedded as a thumbnail or linked in the email. Keep the video focused on one clear takeaway and provide a simple next step. Script outline for a 45 second video:

1 second: greeting and context
20 seconds: the core problem you solve
15 seconds: evidence or social proof
9 seconds: CTA and next steps

Sample video line: Hi [First Name], I created a 60 second quick look at how our platform reduces onboarding time for teams like yours. If you find it helpful, we can dive into a tailored plan in a 12 minute call.

Multi-channel outreach: integrating LinkedIn and email

Coordinate touchpoints across channels to reinforce your message. A synchronized sequence—email first, then a concise LinkedIn note or connection request, followed by a targeted message—can lift response rates and keep your outreach top of mind. A practical multi channel cadence:

Day 1 email with strong value proposition
Day 2 LinkedIn connection request with a personalized note
Day 4 LinkedIn message referencing the email
Day 7 email with a different angle or additional data

LinkedIn notes should be succinct and reference a specific thing in the recipient’s business or a recent public achievement.

Trigger-based and behaviorally targeted sequences

Automate follow ups based on recipient actions Open, clicks, or time since last contact. Behaviorally triggered sequences respond in real time to engagement, increasing relevance and reducing wasted touches. Example logic:

If opened but not replied, send a value add email with a new data point
If clicked a link, follow up with a tailored plan that ties to the clicked topic
If no engagement after 7–10 days, pause that thread and re engage with a new angle

Testing, optimizing, and scaling your cadences

Adopt a rigorous test framework: test one variable at a time (subject line, opener, value proposition, CTA), run statistically meaningful splits, and iterate quickly. As results stabilize, scale with controlled increments and ongoing monitoring. Testing guidelines:

Define a statistical significance target before starting a test
Use a minimum sample size to ensure reliability
Document hypotheses and expected outcomes
Use version control for copy variations and track results by segment

Practical cadence test: compare two CTAs in identical segments on Week 1, then carry the winning variant into Week 2 with a new data point and a refreshed opening line.

Deliverability, Compliance, and Ethics

Domain warm up playbook and sender hygiene

Establish a gradual sending ramp, maintain consistent sending frequency, and monitor feedback loops. Keep bounce rates low, purge invalid addresses, and respond promptly to suppression signals to protect your sender reputation. Steps to implement:

Define a ramp plan with weekly volume milestones
Use seed lists to test inbox placement across major providers
Set automatic suppression for hard bounces and opt outs
Regularly review bounce and complaint rates and adjust lists accordingly

DNS records and authentication: DKIM, SPF, DMARC

Proper authentication reduces spoofing and boosts inbox trust. Implement DKIM, SPF, and DMARC records, test configurations, and monitor for alignment to prevent deliverability drops and domain abuse concerns. Best practices:

Publish DMARC with reporting enabled
Maintain DKIM keys and rotate them periodically
Ensure SPF includes all sending sources
Monitor alignment reports and adjust as needed

List validation and bounce management

Regularly validate contact data to minimize hard bounces. Use automated bounce handling to remove invalid addresses and maintain a clean data pool that supports deliverability and sender reputation. Practical checklist:

Schedule quarterly list validation for all campaigns
Set up automated bounce suppression rules
Track bounce categories to identify data quality issues

Legal considerations: CAN SPAM, GDPR, privacy

Comply with applicable laws by providing opt out mechanisms, accurate sender information, and clear disclosures. Respect regional privacy laws and industry best practices to build trust and avoid penalties or reputational damage. Specifics:

CAN SPAM requires a valid physical address and an unsubscribe mechanism
GDPR emphasizes lawful processing, data minimization, and strong transparency
Other major regimes include LGPD in Brazil, PIPEDA in Canada, and POPIA in South Africa

Practical compliance workflow: maintain a centralized opt out log, provide a clear data retention policy, and implement regional templates that reflect local expectations and laws.

Tools and Resources for Cold Email

Outreach platforms and templates

Choose tools that support sequence creation, personalization at scale, A/B testing, and robust analytics. Leverage ready to use templates while maintaining the ability to customize for each prospect. Tool categories to evaluate:

Sequence design and automation capabilities
personalization at scale using data enrichment
Deliverability dashboards and suppression management
Integrations with CRM, analytics, and data sources

List verification and deliverability monitoring

Use verification services to validate emails, track deliverability metrics, and identify issues before they impact campaigns. Regularly audit lists for accuracy and engagement potential. Key features to look for:

Real time syntax and domain validation
Bulk and real-time verification with scoring
Deliverability monitoring with major provider reporting

Analytics and reporting tools

Invest in dashboards that surface response rates, conversion metrics, and ROI. Tie email performance to downstream outcomes like meetings booked and pipeline value for clear accountability. Important metrics include time to first reply, pipeline velocity, and cost per meeting.

Measuring Success: Metrics and Benchmarks

Response rate and reply quality

Monitor the percentage of recipients who reply and the substance of their responses. High quality replies indicate genuine interest and a productive starting point for qualification. Track sentiment and actionability of replies to separate interest from intent.

Conversion rate to meetings or opportunities

Track how many conversations lead to meetings, demos, or opportunities. This KPI directly informs the effectiveness of your value proposition and call to action clarity. Segment by ICP tier to understand where your value is strongest.

Deliverability, bounces, and unsubscribe rates

Regularly review deliverability trends, bounce rates, and opt out frequencies. Stable or improving metrics reflect healthy sender practices and alignment with recipient preferences. Watch for sudden changes that may indicate list quality issues or a failed authentication alignment.

ROI and efficiency of your campaigns

Calculate return on investment by comparing pipeline impact and revenue generated against the costs of tools, data, and labor. Use efficiency metrics to optimize resource allocation and scale safely. Consider a ROAS proxy for email driven campaigns to help justify budget decisions.

Common Pitfalls and How to Avoid Them

Over promoting and under delivering

Avoid promising more than you can deliver. Set accurate expectations, deliver tangible value, and follow through with what you pledged to build trust and long term credibility. Use a pre call checklist to ensure alignment between promised outcomes and delivered results.

Lengthy emails and overload of details

Keep messages concise. Long blocks of text reduce readability and overwhelm readers. Prefer short paragraphs, scannable bullets, and a single clear takeaway per email.

Poor personalization and generic messaging

Generic outreach feels impersonal and can damage credibility. Invest in targeted insights, role specific relevance, and tailored benefits to demonstrate genuine interest.

Overuse of links or spam triggers

Excessive links, spammy phrases, or salesy language increase the risk of triggering spam filters. Use a balanced tone, provide meaningful content, and include links sparingly to trusted resources.

FAQs

What is a cold email exactly

A cold email is a message sent to a recipient with whom there has been no prior direct contact, aiming to start a conversation that leads to a business outcome. It should be personalized, value driven, and compliant.

Is cold emailing legal and compliant

Yes, when it adheres to applicable laws and privacy rules. This includes honoring opt outs, providing clear sender information, and following regional regulations such as CAN SPAM or GDPR where applicable.

How many follow ups should I send

Many campaigns find value in a sequence of 4–7 touches, spaced over days to weeks. The exact number depends on industry norms, recipient behavior, and the observed drop off in engagement.

Should I include links in cold emails

Include links only when they add clear value and are relevant to the recipient context. Use trusted domains, shorten URLs when appropriate, and avoid cluttering the message with multiple links.

What is the ideal length

Aim for concise messages that can be read in a quick skim. A typical cold email should be around 100–180 words, with 3–5 short paragraphs and a direct CTA.

When is the best time to send

Optimal send times vary by audience, but mid morning on weekdays often yields favorable results. Test different days and times for your list and adjust based on performance data.

What metrics matter most

Prioritize reply rate, conversion rate to meetings, and downstream pipeline impact. Deliverability indicators (bounces, spam complaints, unsubscribe rates) are also critical for sustaining long term performance.

Should AI generated copy be used

AI generated copy can accelerate drafts but should be reviewed for relevance, tone, and compliance. Treat AI outputs as first drafts requiring human editing to ensure accuracy and alignment with your ICP and brand voice.

How to handle inconsistent responses

When responses vary or stall, reframe your value proposition, test a different data point, and consider adjusting your CTAs. If engagement remains flat, pause the sequence and re evaluate your ICP alignment before restarting with refreshed content.

How often should I refresh templates

Refresh templates quarterly or after a meaningful shift in product, market conditions, or customer feedback. Maintain a version history to track what changed and why, and run small pilots before broad deployment.

How to manage multi region data protection

For global campaigns, build region specific data handling standards, obtain consent as required, and maintain regional opt outs separately. Ensure data transfer mechanisms comply with local laws such as GDPR adequacy decisions or appropriate safeguards.

What is time to first reply and why it matters

Time to first reply measures how quickly prospects respond to your outreach. Shortening this metric indicates higher relevance and quicker qualification. To improve it, optimize your subject lines and opening lines, and tailor your initial value proposition to the recipient's most pressing need.

How to measure the impact on pipeline value

Link email activity to pipeline value by tagging opportunities with lead source and outbound touchpoint data. Track progression from email to meeting to opportunity, and assign a dollar value to each stage based on historical win rates.

Next Steps: Get Started Today

Ready to elevate your cold email program? Start with a clear objective, build a clean audience, and craft a compelling value proposition that aligns with your recipient’s priorities. Then implement a test driven cadence, monitor results, and iterate quickly. Our team is here to help you architect a repeatable process, measure impact, and scale responsibly while maintaining trust with your prospects.

14 Day Starter Plan

To jumpstart your cold email program, use this simple 14 day plan. Day 1 define objectives and ICP. Day 2 build a clean list and set verification rules. Day 3 craft core value proposition and openers. Day 4 draft 4 from lines and 4 subject lines. Day 5 create 6 templates and 2 micro follow ups. Day 6 set up a 6 touch cadence. Day 7 ship a pilot to 20 accounts. Day 8 analyze results and adjust. Day 9 refine follow ups with a new data point. Day 10 implement a LinkedIn cross touch. Day 11 test a new CTA. Day 12 review deliverability metrics. Day 13 rebuild a mini case study and add social proof. Day 14 evaluate progress and plan the next iteration.