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Email Best Practices

Let us help you put more kick into your email. Your subscription to BrandBASE includes creating up to three email messages. We’ll work with you to punch up your value proposition, identifying key prospect “pain points” and crafting black belt-worthy email content.

OK, enough already with martial arts metaphors – let’s get to work!


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.

Each message should touch on a distinct issue or “pain point” in the industry and how your solution may be of value.

After a series of 6-8 emails, send an email that gives the recipient an “out” then ask for a referral to someone else in their organization. This is an extremely effective technique.

Spam filters are getting more restrictive. Consider using a “cold” email service such as Mailshake, Outreach or Outplay.



  • Keep content under 200 words
  • Never introduce yourself in the first sentence (your contact information is in the signature)
  • Do not mention how long you’ve been in business, any awards you received or drop names of clients (it’s not relevant)
  • Never, ever, ever beg for a meeting (e.g. “we’d love to meet with you…”). It’s pathetic, really.
  • Don’t include graphics/attachments (many people read emails on their iPhone)
  • Do not include any links in the first email. Links can cause your email to get flagged for spam. Going out the first time without any links is like a Trojan Horse that helps sneak by the spam filters.
  • Do include a link to relevant content in subsequent emails – your site, video, white paper – it allows you to track “clickers.” Prospects that engage your content warrant further attention. Consider including just one link in your emails.


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How to Get Your Emails Opened
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