The Template
Subject Line:
[Company] + [Your Company] - quick question
Body:
Hi [First Name],
I noticed [Company] just [recent trigger event - funding, hiring, expansion]. Congrats!
When SaaS companies scale their sales team like you're doing, they typically run into [specific pain point - e.g., "pipeline coverage gaps" or "inconsistent meeting quality"].
We recently helped [similar company] increase their qualified meetings by 3x without adding headcount. [One sentence of how].
Worth a 15-minute call to see if we can do the same for [Company]?
[Your name]Why This Works
1. Personalized Subject Line
Including their company name increases open rates by 22%. The format “[Company] + [Your Company]” suggests partnership, not a sales pitch.
2. Trigger Event Opening
Referencing something recent (funding, hiring, product launch) shows you’ve done research. It’s specific, timely, and relevant.
3. Problem Hypothesis
Instead of leading with your product, you lead with a problem they likely have. This creates resonance.
4. Social Proof
One concrete example of results is more powerful than a list of features.
5. Soft CTA
“Worth a call” is less aggressive than “Do you have time?” It gives them an easy out while still prompting action.
Customization Guide
Trigger Events to Reference
- Funding announcement
- New executive hire
- Office expansion
- Product launch
- Partnership announcement
- Award or recognition
- Job postings (especially sales roles)
Pain Points by Persona
| Persona | Common Pain Points |
|---|---|
| VP Sales | Pipeline coverage, rep productivity, forecasting accuracy |
| VP Marketing | Lead quality, attribution, sales alignment |
| CRO | Revenue efficiency, CAC payback, expansion revenue |
| CEO | Growth rate, burn rate, market positioning |
Social Proof Variations
Metric-focused:
“We helped [Company] increase pipeline by 150% in 90 days.”
Speed-focused:
“We got [Company] from kickoff to first meetings in 2 weeks.”
Efficiency-focused:
“We helped [Company] cut their cost-per-meeting by 60%.”
Subject Line Variations
Test these alternatives:
[First Name] - quick question about [Company]'s outboundIdea for [Company]'s sales team[Mutual connection] suggested I reach outSaw [Company] is hiring SDRs[Company] + meetings (quick thought)
Follow-Up Sequence
Email 2 (Day 3)
Subject: Re: [Original subject]
Hi [First Name],
Wanted to bump this up in case it got buried.
Quick context: we're the team behind [X meetings] for companies like [Customer 1] and [Customer 2].
Would next week work for a quick call?
[Your name]Email 3 (Day 7)
Subject: Re: [Original subject]
Hi [First Name],
Last one from me. I know you're busy.
If outbound isn't a priority right now, no worries at all. But if you're looking to accelerate pipeline this quarter, I think we could help.
Here's our calendar if easier: [Link]
Either way, wishing you a great Q[X].
[Your name]A/B Testing Ideas
Test one variable at a time:
- Subject line: Company name vs. no company name
- Opening: Trigger event vs. problem statement
- Length: 50 words vs. 100 words
- CTA: Question vs. statement vs. calendar link
- Send time: Tuesday 8am vs. Thursday 2pm
Performance Benchmarks
| Metric | Poor | Average | Good | Excellent |
|---|---|---|---|---|
| Open Rate | <30% | 30-45% | 45-55% | >55% |
| Reply Rate | <3% | 3-6% | 6-12% | >12% |
| Meeting Rate | <10% | 10-20% | 20-30% | >30% |
Rates based on positive + negative replies. Meeting rate = meetings / total replies.
Common Mistakes to Avoid
- Too long - Keep under 100 words
- Feature dumping - Focus on their problem, not your product
- Generic opening - “Hope this finds you well” is a delete trigger
- No CTA - Always include a clear next step
- Wrong personalization - Double-check names and company details