Odoo CRM Outreach: Email Sequences, Follow-ups & Campaign Tracking

B2B sales without active outreach doesn't work. Waiting for incoming inquiries means leaving growth on the table. Yet standard Odoo CRM offers no functionality for systematic cold email sales.

This is changing.

The Problem: Outreach Is Missing in Odoo CRM

Odoo CRM is a solid system for pipeline management and lead administration. But for proactive outbound sales, key features are missing:

• No sequences: Multi-step email campaigns cannot be implemented
• No campaigns per lead: There's no assignment showing which lead is in which campaign
• No follow-ups: Automatic follow-up doesn't exist
• No status model: Campaign progress per lead cannot be tracked

This forces sales teams into external tools - with all the downsides: data silos, synchronization problems, GDPR complexity, additional costs.

The Solution: Outreach Directly in CRM

We're developing an Odoo module that enables cold email outreach natively in CRM.

Extension, not replacement: The module adds outreach capabilities to Odoo CRM. It replaces nothing, it adds functionality.

No data duplication: Leads remain leads. Contacts remain contacts. No duplication, no synchronization.

Fully integrated: All outreach activities appear in the normal lead history. Sales reps see everything in one place.

Core Features

Outreach Campaigns

Create campaigns with clear focus:

• Name and description
• Define target audience
• Set timeframe
• Assign responsible person

Each campaign is a container for your outbound activities.

Multi-Step Email Sequences

Define sequences with multiple email steps:

• Step 1: Initial contact (Day 0)
• Step 2: Follow-up (Day 3)
• Step 3: Second follow-up (Day 7)
• Step 4: Final contact (Day 14)

Each step has its own template and defined time gap.

Multi-Sender Support

For teams with multiple sales reps:

• Different senders per campaign
• Individual signatures
• Better deliverability through distributed sending
• Personal sender addresses instead of generic company emails

Personal Templates

Templates with real personalization options:

• Standard placeholders (Name, Company, etc.)
• Dynamic fields from Lead/Contact
• Multiple languages for international campaigns

Campaign Tracking

Complete overview of all campaigns:

• Number of leads per status
• Open rates
• Reply rates
• Conversion tracking

Lead Status per Campaign

Each lead has a clear status within a campaign:

• New: Added to campaign, not yet contacted
• Contacted: First email sent
• Replied: Lead has responded
• Positive: Interest expressed, conversation possible
• Not Now: Currently no interest, contact again later
• Dead: Definitely no interest, do not contact again

Follow-up Reminders

The system automatically reminds about due follow-ups:

• Dashboard with pending actions
• Filter by campaign and priority
• No manual calendar entries needed

Example Workflow

1. Create campaign

You create a new campaign: "E-Commerce Decision Makers DACH". Duration: 6 weeks.

2. Create templates

You create 4 email templates:

• Initial Outreach (Day 0)
• Value-Add Follow-up (Day 4)
• Case Study Follow-up (Day 10)
• Final Check-in (Day 18)

3. Assign leads

You add 120 qualified leads to the campaign. Via bulk import or individually. Each lead receives status "New".

4. Start sequence

You send the first email to all leads. Status changes to "Contacted".

5. Track replies

Leads who reply automatically change to "Replied". The sequence pauses for these leads.

6. Send follow-ups

For leads without a reply, the system shows after 4 days: "Follow-up due". You send with one click.

7. Evaluate

After 6 weeks you see:

• 120 leads contacted
• 23 replies (19%)
• 8 positive conversations (7%)
• 3 opportunities generated

Campaign Tracking & Status

Tracking shows the funnel at a glance:

Campaign: E-Commerce Decision Makers DACH
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
New:        0  │░░░░░░░░░░░░░░░░░░░░░│  0%
Contacted:  89 │████████████████░░░░░│ 74%
Replied:    23 │████░░░░░░░░░░░░░░░░░│ 19%
Positive:    8 │██░░░░░░░░░░░░░░░░░░░│  7%
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
Total:     120 Leads

Every status change is logged. You can trace how leads move through the campaign.

Who Is This Module For?

The module is designed for B2B companies using Odoo CRM with active outbound sales:

B2B Sales Teams Teams that systematically acquire new customers and don't just wait for inbound.

Agencies Digital, marketing, and consulting agencies with proactive new customer acquisition.

SaaS Companies Software providers with outbound sales strategy for Enterprise or Mid-Market.

Recruiting Recruiters and HR teams actively reaching out to candidates and companies.

Consultants Consulting firms with targeted outreach to potential clients.

Why No External Tool Is Needed

Typical alternatives and their downsides:

HubSpot

• Completely separate CRM
• Expensive with growing teams
• Double data maintenance
• Overkill for outreach alone

Lemlist / Instantly

• Email only, no CRM integration
• Data must be synchronized
• Separate interface for sales reps
• GDPR complexity with US providers

Apollo

• Primarily a data tool, not CRM
• Own lead database parallel to Odoo
• Synchronization problems
• Additional cost per contact

Odoo-native Outreach

• Everything in one system
• No synchronization
• No additional cost per lead
• GDPR data stays internal
• Full CRM integration

GDPR and Data Security

For European companies, data protection is not optional. The module addresses this:

Data stays internal No transfer to external services. All email activities are stored in your Odoo instance.

Documented communication Every sent email is traceable in CRM. For data access requests, you can show when which communication occurred.

Opt-out management Leads who no longer wish to be contacted can be marked as "Dead" and are automatically excluded from future campaigns.

Retention periods Campaign data can be archived or deleted after defined periods.

For companies operating across the EU, this built-in compliance significantly reduces the overhead of managing outreach activities while meeting regulatory requirements.

International Deployment

The module supports international sales teams:

• Multi-Language Templates: Different languages for different markets
• Timezones: Emails can be scheduled for local business hours
• Multi-Sender: Regional senders for better local presence
• Currency and Formatting: Customizable placeholders for local requirements

Whether you're targeting DACH, Southern Europe, or global markets, the same system handles all campaigns with appropriate localization.

Traceability and Accountability

B2B sales cycles are long. A lead contacted today might convert six months from now. The module ensures complete traceability:

• Full history of all campaign touches per lead
• Clear documentation of who sent what and when
• Status changes logged with timestamps
• Easy handover when team members change

This historical record becomes invaluable for:

• Onboarding new sales reps
• Handling customer inquiries about previous contact
• Analyzing what works across different campaigns
• Demonstrating compliance during audits

Conclusion

Odoo CRM is a capable system - but important features for outbound sales are missing. External tools solve the problem but create new ones: data silos, synchronization issues, GDPR complexity.

A native outreach module closes this gap. Campaigns, sequences, and tracking directly in CRM - where your sales team works.

If your sales team already works in Odoo CRM, outreach should happen there. Not in a separate tool.

The module is currently in development. If you're interested or want to be notified early, contact us.

Further reading: Cold Email & Outreach in Odoo CRM - The Complete Guide explains the fundamentals of CRM-native outreach in detail. For technical details: Outreach Technical Architecture.