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Introductory Email Best Practices


The goal of your initial email is to do two things and only two things: qualify the prospect and get a response. It is not meant to sell. You’ll have that chance only if the prospect agrees they have a problem you may be able to fix and you get a commitment for next steps.

We recommend running a series of four emails in a sequence. Use a CRM solution like Hubspot, for example. Each message should touch on a distinct issue in the industry and how your solution may be of value. The final email should give the recipient an “out” and refer you to someone else in their organization. This is an extremely effective technique.

If you choose to email to a larger group, use an email service provider such as Sendgrid.


Do Not!

  • Introduce yourself in the first sentence (your contact information is in the signature)
  • Mention how long you’ve been in business or drop names of clients (not relevant in an initial email)
  • Talk about industry awards you won (your mom may care but most prospects do not)
  • Beg for a meeting (“we’d love to meet with you…”)
  • Include graphics/attachments (many people read their email on their phones)

As part of your subscription to BrandBASE, we offer a FREE evaluation of your email message. We’ll help you edit your email message and improve the success of your campaigns.

Need more help? With our premium service, we’ll develop a series of compelling and spot-on email content – this includes creating killer subject lines and compelling copy that will get the attention of a prospect, crafting a tight, easily-grasped description of your value proposition and identifying the key “pain points” that sets the stage for the next step in the sales process. Contact us for pricing and more details.


Reading List

Simon Sinek Ted Talk
Cold Calling is Dead
23 Email Subjects That Are Better Than “Just Checking In
7 Awful First Sentences That Are Killing Your Outreach Emails
How to Get Your Emails Opened
Growbots – Best Time to Send Email