AB365 Compliance Outreach
A cold-email program built on California's new AED safety law. This deck covers the plan, the live campaign results so far, and the concrete next steps to grow it.
01 The opportunity
New law makes your product mandatory
A new safety law turns a defined group of companies into legally-obligated buyers. In plain terms: the state has handed us a pre-qualified audience.
- The trigger. AB365, the Justin Kropp Safety Act, took effect on January 1, 2026.
- What it requires. California public utilities and their contractors must keep an AED on site wherever 2+ workers are on power lines above 601 volts, plus training, maintenance and documentation.
- The hook. Compliant companies get civil-liability protection. Comply and you're covered; skip it and you carry the risk.
- Why now. Companies are most receptive right around a law's effective date, when liability anxiety peaks.
02 The bigger play
A repeatable compliance-trigger engine
This is not a one-off campaign — it's a machine we re-run for every new AED law. Only the inputs change; the infrastructure and playbook stay.
AB365 (California) is Phase 1 — the proof case. Three more state laws and a California sports law are the next waves, running on the same machine.
03 Who we target
An audience defined by the statute
Sector (AB365)
California utility, electrical, and tree / vegetation contractors working on 601V+ lines.
Buyer roles (reused every campaign)
Safety / EHS managers · Operations managers · Fleet managers · Owners & Presidents (smaller firms) · Procurement / Risk (larger firms).
Tiers — the message angle shifts per tier
- A — Tree trimming / vegetation
- B — Electrical line construction & T&D most in scope
- C — Underground / dry utility
- D — Solar / BESS / EV infrastructure
- E — Storm response & restoration
- F — Utilities themselves (soft, partnership angle)
Lead source. CA State Qualified Contractors registry (1,321 companies, narrowed to 306 on-target) + PG&E qualified-contractor list + Apollo enrichment.
04 Sending setup & deliverability
Everything that must exist before a real send
Protect the brand domains
We never send cold volume from responseready.com or aedleader.com — it would burn the real business email reputation.
Dedicated secondary domains
get-aedleader.com, getaedleader.com, aedleadersite.com — each with SPF, DKIM and DMARC configured.
Warmup, then launch
~2–3 weeks of warmup per domain / inbox before any live outreach, to build sender reputation.
Platform: Instantly
Built-in warmup, inbox rotation and reply detection. Volume ramps up as reputation builds.
A real human sender
Emails send under Mackenzie Shelton (Health & Safety Advisor). Warm replies are monitored and handed to her.
Compliant by default
CAN-SPAM footer, working opt-out, and a maintained suppression list on every send.
05 The email sequence
Five touchpoints, compliance-led
Emails go out ~3–5 business days apart. Every email carries a "Schedule a 30-min call with Mackenzie" booking link.
AB365 is live — here's what it means for your crews.
The four concrete requirements, broken down.
The law protects you if you comply — told through the Justin Kropp story.
A light nudge for anyone who's gone quiet.
"Reply 1 for pricing, 2 for no." Low-friction close.
CTA throughout: request a quote (reply with crew / vehicle count). The angle is compliance urgency, not a product pitch.
06 Campaign 1 — AB365 California
Live now in Instantly
ActiveSender: Mackenzie Shelton · Sequence: 5 touchpoints · Peak send activity ~July 3 · Click tracking off by design (protects deliverability).
07 Per-step breakdown
A clean early funnel
| Step | Sent | Opened | Open % | Replied |
|---|---|---|---|---|
| Step 1 | 90 | 16 | 17.8% | 0 |
| Step 2 | 36 | 5 | 13.9% | 0 |
| Step 3 | 20 | 1 | 5.0% | 0 |
The drop-off between steps (90 → 36 → 20) is the normal follow-up rhythm, not a problem. We're still very early: only ~11% of loaded leads have been contacted.
08 Reading the numbers
An honest read, this early
What's working
A ~15–18% open rate this early means we're landing in the inbox, not spam. The domain warmup is holding and deliverability looks healthy.
What we're watching
Zero replies on 146 sends — but that's too small a sample to judge the copy yet. Reply signal usually needs a few hundred sends. It's the number we're set up to move.
Click tracking is off on purpose: tracked links hurt cold-send deliverability, and our CTA is a reply, not a click.
09 How we improve it mid-flight
A managed program, not set-and-forget
Every week we tune the campaign on live data. The loop compounds: send → measure → adjust → send again.
Subject-line A/B tests
Run variants on Email 1, keep the winner, lift the open rate.
Copy iteration
Rewrite the weakest touchpoint based on open and reply data.
List refinement
Cut dead segments, lean into tiers that reply, trim to the 1–2 best contacts per company.
Send-time tuning
Optimize day and time (Tue–Thu, 9–11am baseline) on response data.
Deliverability monitoring
Watch bounce and spam rates, rotate inboxes, add domains before scaling volume.
Reply speed
The biggest conversion lever: Response Ready reps answering warm replies fast. We track and push on it.
10 Future campaigns
Same engine, new laws
Each new law is a fresh pre-qualified audience. The infrastructure and playbook are already built, so every launch is faster than the last.
| Phase | Campaign | Status |
|---|---|---|
| Phase 1 | AB365 — California (utility / electrical / tree contractors) | Live |
| Phase 2 | 3 additional state laws (same 601V+ line-work trigger, other states) | Scoping |
| Phase 2 | California "sports" law (AED requirement, athletic settings) | Scoping |
| Phase 3 | Always-on: monitor every new AED / CPR / emergency-prep law | Ongoing |
11 Next steps
Who does what, starting this week
Mediya — already in motion
Weekly optimization on subject lines, copy, list and send times. You get a results update every two weeks.
OngoingRamp from 90 to all 833 loaded leads as sender reputation allows.
Next 2–3 weeksPrepare the next state laws + the sports law — as soon as we have the details (see right).
After input 4Response Ready — 3 inputs we need
Names, states and effective dates, so we can scope Phase 2.
Next 2 weeksSo warm replies route to the right rep from day one.
Before reply volume growsWarmup takes 2–3 weeks, so deciding early keeps scaling on schedule.
When we scale volumeMediya — Growth & AI · Response Ready AB365 outbound program