60 million cold emails

In 2019, Bill Kerr picked up Predictable Revenue—Silicon Valley's ‘sales bible’.

It outlined how Salesforce hit $100M ARR by mastering outbound sales.

It clicked for Bill and his company, Athyna: cold email was their next move.

He started small, sending 50 emails a week. Responses were good.

Then 1,000 emails, 10,000, 100,000—all sent from @hello.athyna.io.

Until one day, disaster hit. Athyna got blacklisted. They couldn’t send or receive emails.

So what did Bill do?

He adapted.

He spun up new email-sending domains. But this time, he split the email volume across multiple domains, each branded separately.

If one got shut down, no problem—most of the volume was still safe. He’d just add a new domain and keep going.

Today, Athyna sends 60 million emails a year, driving $6M in ARR. That’s $0.10 per email.