Guides & Tutorials

Odoo CRM Outreach: Email Sequences, Follow-ups & Campaign Tracking – Now in the App Store

Outreach campaigns, email sequences, and follow-ups directly in Odoo CRM. Native cold email workflows without external tools – now available in the Odoo App Store.

Jonas Hottler

January 25, 2026

14 min read time

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

Odoo CRM excels at pipeline management. For systematic outbound sales, however, key functions were missing. Our CRM Outreach Campaigns module closes exactly this gap – native outreach functionality, directly in the CRM.

Now available in the Odoo App Store:

CRM Outreach Campaigns ($499 one-time)
CRM Direct Email (Free) – Free companion module

Built on Odoo 18 – versions for Odoo 17 and 19 coming soon.

The Problem: Outreach Is Missing in Odoo CRM

Odoo CRM was designed for inbound processes. For B2B outbound sales, this means concrete limitations:

No email sequences: Automated sequences with wait times are not possible
No campaigns per lead: A lead cannot be assigned to different outreach campaigns
No follow-up automation: "If no response after X days" requires manual tracking
No status model for outreach: Pipeline stages are not meant for campaign-related status
Follower problem: The email composer doesn't auto-fill the recipient

The result: Sales teams resort to external tools – with all the disadvantages of data synchronization, API limits, and additional costs.

For a detailed analysis, read our Guide to Cold Email & Outreach in Odoo CRM.

The Solution: Outreach Directly in CRM

The campaign dashboard shows where every lead stands at a glance.

Our approach is an extension, not a replacement. The existing Odoo CRM remains fully intact – supplemented with dedicated outreach functionality.

Core Principles

No data duplication: Leads and contacts stay where they are. The module adds campaign assignments without creating duplicates.

Fully integrated: All activities appear in contact history. When a lead becomes a customer, the outreach journey is fully documented.

Flexible, not rigid: You decide how much control you want to keep – from manual individual approval to batch sending.

Core Features

Outreach Campaigns

Organize your outreach in campaigns:

Campaign name and code for unique identification
Language (DE/EN) for multilingual campaigns
initial_delay_days: Wait time before the first email
followup_days: Wait time between follow-up steps
Overview of all leads with current status

Multi-Step Email Sequences

Define sequences with any number of steps:

Campaign: "DACH SaaS Outreach"

Step 1 (Day 0): Initial contact
Step 2 (Day 3): Follow-up with case study
Step 3 (Day 7): Final attempt with clear CTA

Each step has:

Its own template with subject and body
Configurable wait time from previous step
Conditions (only if no response)

6 Lead Statuses per Campaign

Each lead has a campaign-specific status:

Status	Meaning
New	In campaign, not yet contacted
Contacted	At least one email sent
Replied	Response received
Positive	Interest signaled
Not Now	Currently no interest
Dead	No further contact wanted

A lead can have different statuses in different campaigns.

Lead Tracking Your daily workspace: due emails, statuses, and next steps at a glance.

Multi-Sender Support

Distribute outreach across multiple sender addresses:

Each sender has their own display name, signature, and SMTP server
Protect sender reputation
Domain warming for new addresses
Higher daily volume without deliverability risk
Recipient sees a real person – not info@ or a shared mailbox

Sender Configuration Each sender has their own name, signature, and SMTP server.

Personalized Templates with 20+ Placeholders

Templates with dynamic placeholders that automatically pull from lead, contact, and sender data:

Contact Placeholders:

{{ first_name }} – First name
{{ contact_name }} – Full contact name
{{ email }} – Email address
{{ phone }} – Phone number
{{ mobile }} – Mobile number
{{ job_title }} – Job title/position

Company & Address Placeholders:

{{ company_name }} – Company name
{{ street }} – Street
{{ zip }} – ZIP code
{{ city }} – City
{{ country }} – Country
{{ website }} – Website

Sender & Context Placeholders:

{{ sender_name }} – Sender's name
{{ sender_email }} – Sender's email
{{ signature }} – Sender's signature
{{ today }} – Today's date
{{ current_day }} – Current day of the week

Email Composer Every email looks like it was written by hand – thanks to automatic placeholder resolution.

Placeholder Check Wizard

Before sending, a wizard automatically checks all placeholders. If a lead has incomplete data (e.g., no first name, no company), you're warned – before an unpersonalized email goes out.

GDPR Compliance: Do Not Contact – 3 Levels

Compliance at three levels with full audit trail:

Level	Effect
Lead	Single lead is blocked from all outreach
Contact	Person is blocked across all their leads
Company	Company is blocked – cascades automatically to all contacts and leads

Each block is logged with reason and timestamp. 5 predefined reasons are available.

Mail Queue Cleanup

An automatic cron job every 15 minutes cleans up the mail queue:

Orphaned emails are removed
Queue stays clean and performant
No manual cleanup needed

CRM Direct Email (Free Companion Module)

The free CRM Direct Email module is installed automatically as a dependency. It solves a fundamental Odoo CRM problem: The email composer auto-fills the recipient – without adding the contact as a follower.

Architecture

Architecture Overview Five objects, one flow – all inside Odoo.

The module consists of five core components:

Sender Emails – Sender configuration with SMTP
Campaigns – Campaign definition with templates
Templates – Email templates with placeholders
Campaign Leads – Lead assignment with status tracking
Tracking – Complete tracking

Example Workflow

1. Create Campaign

Name: Q1 2026 – DACH Manufacturing Companies
Code: Q1-DACH-MFG
Language: EN
initial_delay_days: 0
followup_days: 3
Senders: sales@company.com, thomas@company.com

2. Define Templates

Step 1 – Initial Contact:

Subject: Question about digitalization at {{ company_name }}

Hello {{ first_name }},

[Personalized introduction]...

Best regards,
{{ sender_name }}
{{ signature }}

Step 2 – Follow-up (after 3 days):

Subject: Re: Question about digitalization at {{ company_name }}

Hello {{ first_name }},

Quick follow-up on my last email...

3. Assign Leads

Bulk Assign Assign leads to a campaign directly from the list view – individually or in bulk.

Individually from CRM view
Bulk via filtered lead list – 200 leads in 5 minutes
Import from external system

4. Daily Workflow

Open dashboard – see due emails
Run placeholder check
Send emails (individually or batch)
Replies are automatically detected, status updated
On "Not Now" or "Dead" – lead stops automatically

5. Update Status

After conversation or qualification:

Set status to "Positive" or "Not Now"
Add notes for context
Optionally convert to pipeline opportunity

Who Is This Module For?

B2B Sales Teams

Sales teams that actively approach potential customers – not just wait for inquiries.

Agencies

Service providers who need to regularly acquire new clients through systematic outreach.

SaaS Companies

Product-oriented companies with defined target customer profiles and systematic sales.

Recruiting

HR teams and recruiters actively approaching candidates.

Consulting

Consultants generating project inquiries through targeted outreach.

Why No External Tool Is Necessary

Comparison with External Solutions

Aspect	External Tool	Odoo-native Module
Data storage	Duplicates, sync needed	Everything in Odoo
Costs	Monthly license	$499 one-time
Limits	Contacts/emails limited	Unlimited
Integration	API, often fragile	Native
GDPR	Data with third party	Data stays internal
History	Fragmented	Complete

Known Alternatives

Lemlist, Apollo, Reply.io, Outreach.io: Specialized tools, but separate systems with all consequences.

HubSpot Sales: Capable, but its own ecosystem – no Odoo integration.

Odoo Email Marketing: Designed for newsletters, not 1:1 outreach.

The native solution avoids these compromises.

Availability & Pricing