---
platform: email
format: sales
constraints:
  max_chars: null
  image_ratio: null
  max_hashtags: null
---

# Best Practices: Email — Sales Email

## Format Rules

- Subject line: 6–10 words; curiosity or benefit-forward; never misleading
- Length: 100–300 words for cold outreach; 300–600 for warm/nurture sequences
- Paragraphs: 1–3 sentences each; wide white space between paragraphs
- One CTA: one link or one ask per email — not multiple options
- Personalization tokens: {first_name}, {company_name}, {role} at minimum
- Signature: real name, role, company, phone number, and one social link
- Images: minimal (can trigger spam filters); avoid in cold outreach

## Structure — AIDA Framework

```
[SUBJECT LINE — curiosity or specific benefit]

Hi {first_name},

[ATTENTION — 1–2 sentences]
- Specific, relevant hook: reference their company, a pain point, or a trigger event
- NOT: "My name is X and I work at Y..."

[INTEREST — 2–3 sentences]
- Explain the problem you solve in concrete, non-jargon terms
- Use numbers and specificity where possible: "We help [target persona] achieve [result] in [timeframe]"

[DESIRE — 2–3 sentences]
- Social proof: a customer name, outcome, or case study result
- "We recently helped [similar company] [specific outcome]"

[ACTION — 1 sentence]
- Clear, low-friction ask
- "Would you be open to a 15-minute call on Thursday or Friday?"
- Avoid: "Let me know if you're interested" (too vague, puts effort on recipient)

[SIGNATURE]
{sender_name}
{role} at {company}
{phone}
```

## Guidelines

- **The goal of every sales email is one thing: the reply.** Not the sale — the conversation.
- Cold email subject lines should not look like marketing emails. They should look like emails from a person.
- Personalize beyond {first_name}: reference a recent blog post, funding round, job posting, or product change.
- Keep the first email short (under 150 words for cold). Earn the right to say more.
- Follow-up sequence: 4–6 touches across 2–3 weeks. Persistence closes deals; abandonment is the #1 failure.
- Never guilt-trip in follow-ups. Add new value: a case study, a relevant article, an offer.
- A/B test: subject line, CTA wording, opening line, and send time.
- Measure reply rate, not just open rate. Opens are vanity; replies are pipeline.

## Examples

**Cold outreach email:**
```
Subject: Idea for {company_name}'s onboarding flow

Hi {first_name},

I noticed {company_name} recently launched [feature/product] — congrats on the release.

I work with SaaS teams to reduce onboarding drop-off after signup. One of our clients, [Company], cut their time-to-activation by 40% in 6 weeks using a method I'd love to walk you through.

Would a 15-minute call this week or next work for you?

[Name]
```

**Follow-up #2 (adding value):**
```
Subject: Re: Idea for {company_name}'s onboarding flow

Hi {first_name},

Following up on my last note — I wanted to share a short case study from [similar company] that you might find relevant: [link]

Happy to apply the same approach to {company_name}. Worth a quick call?

[Name]
```
