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The first sales email is the hardest to write and the most important to get right. It determines not only the immediate response but also your prospect’s overall perception of your company for the weeks to come.
What the First Email Should Accomplish
Don't sell. Don't try to convince. Don't try to impress. Just elicit a response and create a favorable first impression.
The sole purpose of the first message is to get a clear "Yes, I'm interested, let's continue" or "No, thank you." Everything else is just noise.
Mistakes That Ruin the First Impression
Giving a lengthy introduction. Your prospect doesn't know you and has no reason to want to get to know you before understanding how you can be of value to them.
Sending a brochure or presentation as an attachment. This is the clearest sign that it's a mass marketing email.
Asking for too much of a commitment: a one-hour demo, a 30-minute introductory call. The first message should ask for as little as possible.
Using archaic polite phrases: "I take the liberty of contacting you," "I hope this message finds you well." These phrases take up space and add nothing.
The 4 options depending on the context
Scenario 1: You have a major development (hiring, fundraising, event)
Subject: Regarding [specific report]
Hello [First Name], [direct observation of the signal]. This is often when [the problem you're solving] becomes a priority. We've helped [a similar client] through this phase. How about 15 minutes this week to discuss it?
Scenario 2: You don't have a specific signal; value-based approach
Subject: [Financial Results] for [Sector]
Hello [First Name], [Client in the same industry] is currently achieving [result] using [method]. I think this could work for [Company]. I can explain it to you in 15 minutes.
Context 3: An ultra-short approach to gauge interest
Subject: Quick Question
Hello [First Name], [direct, closed-ended question about their current situation]?
Context 4: Common Reference
Subject: [First name of mutual contact] suggested that I write to you
Hello [First Name], [Contact] mentioned [issue] to me. I think a quick chat might be helpful. Are you available for 15 minutes this week?
What follows the first message
The first message is just the first step in a sequence. If it doesn't generate a response, that doesn't necessarily mean it failed. It might just be a timing issue. A follow-up is scheduled.
To structure the subsequent messages in the sequence, the six follow-up email templates for prospecting cover every scenario following a lack of response. And to ensure that this first email lands in the primary inbox, cold email deliverability is the technical prerequisite that must be verified before sending any email.
