I've been thinking about why outreach feels so terrible for so many people. And I think I've figured it out.
It's not the rejection. We can handle rejection. It's the inauthenticity. The feeling that we're performing a script written by someone who forgot that the person on the other end is a human being with a full life, stress, hopes, and a spam folder they're tired of cleaning.
I built Suplex around a simple but radical idea: you can scale thoughtfulness. You can reach hundreds of people without sacrificing the care and attention that makes outreach work in the first place.
Here's what "better outreach" means to me:
"I saw your company does X" is not research. Understanding why they do X, how it fits into their strategy, and what challenges they might be facing—that's research. Suplex does hours of this automatically, so every email shows you actually care.
Every email should leave the recipient better off than before they opened it. An insight, a relevant article, a genuine compliment about their work. Give first. This isn't tactic—it's human decency.
Someone's inbox is personal space. We should treat it that way. No tricks. No misleading subject lines. No sending until they beg us to stop. Just clear, honest communication from one professional to another.
When I started living these principles, everything changed. My reply rates went up, sure. But more importantly, I stopped feeling like a spammer. I started feeling like a connector. Someone who was introducing interesting people to solutions that actually helped them.
I've seen too many people give up on cold outreach because they tried to scale too fast and lost their soul in the process. They bought into the lie that volume and authenticity are enemies. They're not. They're partners.
The founders I admire most are the ones who built genuine relationships at scale. They didn't blast strangers with generic pitches. They found people who genuinely needed what they offered and reached out in a way that made those people feel seen.
That's the standard I'm holding myself to. That's the standard Suplex is built for.
If you've been burned by outreach tools that promised the world and delivered spam, I get it. I've been there. But I promise you: there's a better way. A way where you can grow your business and sleep soundly at night, knowing you treated people with respect.
Let's build something better together,