EMAIL STACK — LOCKED 2026-05-25

Transactional / Marketing / Sequences (everything except cold outbound)

Tool: Resend (Transactional Pro $20/mo + Marketing Pro $40/mo)
Sender domain pattern: root brand domain (e.g., andrea@mcmprivatecare.com) — NOT subdomain. Bounces auto-route through send.{domain} subdomain (Resend default).
Multi-brand isolation: every brand gets its OWN verified root domain in Resend. One Pro account holds 10 domains. Scale plan ($90+) = 1,000 domains.
DMARC alignment: relaxed mode (root From + send. subdomain bounce return-path = aligned).
Sequences: built natively in Resend Automations (10K runs/mo included). No n8n needed for drip flows.
Broadcasts: Resend Marketing (Audiences UI + Broadcasts).
Templates: React Email, code-in-Git (per project_email_engine lock).
CRM: NOT Resend. Contacts/stages/activity in Supabase. Resend = engine only.

Cold outbound (separate stack — Resend TOS forbids cold)

CANONICAL PLAYBOOK: ~/0-hr/reference-library/outbound-playbook-canonical.md (Matt's 10-year proven Outbound Lead Gen Playbook). USE VERBATIM. Do not rewrite templates. Per-prospect fill-ins only ({Genuine compliment}, {Value Add}, {No-brainer offer}) — researched manually, not generated.
4 LAWS (non-negotiable): Always Give First · Always Follow Up · Start Convos Stop Selling · No Lead Left Behind
Objective: Start a conversation. NOT sell.
Tool: Lemlist (proven; custom build later if economics dictate).
Plan tier: Multichannel (~$129/mo per seat) — required for LinkedIn + email omnichannel sequences. Email Pro alone is insufficient.
Account model: A (client owns) + service fee on top — see Outbound Business Model below.
Channel mix: Omnichannel by default — LinkedIn connection → LinkedIn message → email → LinkedIn voice note → email close-out. Interleaved cadence over 30 days, 6 touchpoints.
Tone: Casual, friendly, peer-to-peer. No agency-speak. No salesy hooks. The opener is a relationship invite, not a pitch.
Sender persona per brand: A real human in a "Director of Partnerships" role (relationship-builder, not the CEO or clinical authority). Backed in messaging by the COO and clinical/founder authority.
- MCM: Sam (Director of Partnerships) sends. Backed by Steve Kohn (COO + Care Coordinator) and Andrea Kohn, CRNP (Co-Founder).
- Other brands: define equivalent in ~/0-hr/brands/{slug}/CLAUDE.md.
CTA: In-person coffee meeting (30 min, MoCo, attendee picks location). Cal.com event hosted on the brand's existing Cal account with slug=coffee-with-{firstname}.
Sending domains: dedicated SACRIFICIAL cold domains per brand (e.g., mcmcareteam.com, dhstudio.team). NEVER root brand domain. Reputation isolation = the rule.
Mailbox rotation: min 3 mailboxes per active sequence per brand.
LinkedIn safety: max 10 LinkedIn touches/day per account (Lemlist enforces, but stay conservative).
Reply handling: Lemlist webhook → Supabase contacts.stage → portal alert (Telegram killed; web surfaces only).

Outbound Business Model — LOCKED 2026-05-25 (Model A + stacked service fee)

Client signs up for Lemlist via 0HR's affiliate link → 0HR earns 18–22% × 12 months recurring per client.
Client gives 0HR team admin access to their Lemlist account → 0HR manages outbound.
0HR charges separate monthly service fee for managing outbound (~$500–$2,000/mo per brand, scope-dependent).
0HR stacks BOTH revenue streams: affiliate (12-mo tail) + service fee (forever).
Why Model A vs all-on-agency-account: sender reputation isolation, data ownership stays with client, clean exit if they leave, infinite scaling, each brand needs dedicated cold-sending domains anyway.
Each brand needs Email Pro tier (~$99/mo/seat) for API access. If client is below Email Pro, can't programmatically wire — upgrade required before integration.

NEVER

❌ Cold email through Resend (TOS violation, reputation risk)
❌ Cold sending from root brand domain
❌ Using brand transactional sender for outbound prospecting
❌ Building cold-email infrastructure from scratch (deliverability engineering = full-time job)