Cold email template Relationships
A customer expansion email to a second team or site
Use it when a customer is happy in one team or location, and another team or location has the same problem.
The three emails
Written to Sarah Nguyen, Director of Operations at Cascade Foods in Seattle, WA. Every name and company here is made up. Text in [brackets] is what you change for each person.
Subject: what the Columbus plants changed this year
Hi Sarah,
[We have run inbound freight for Cascade's two Columbus plants since March, and Dana Whitfield's team cut their supplier list from nine carriers to four.]
Cascade's press release says the Tacoma plant opens in June. We do not run the West Coast ourselves, but we work with a carrier there we trust and can make the introduction.
Who is planning inbound freight for Tacoma?
Jordan EllisNorthwind Logistics
Subject: Re: what the Columbus plants changed this year
Hi Sarah,
Happy to share the [one-page summary of how the Columbus setup works] so your team can judge whether it fits Tacoma.
Jordan
Subject: Re: what the Columbus plants changed this year
Hi Sarah,
I will leave it with you. If Tacoma is already covered, great, and if not, Dana knows how to reach me.
Jordan
Why it works
- Proof from inside her own company is the strongest proof there is.
- It is honest about what you do not do, which builds trust.
- Asking who owns the decision is an easy reply for a busy director.
- Naming the internal champion gives her a way to check you out.
The personal line to swap
The result line. State one real result the existing team got, with numbers they would agree with. Ask your champion first if you plan to name them.
Specific, true, checkable
- Since April, the Columbus plants have not had a single missed inbound load.
- Dana's team now books every inbound truck from one dashboard instead of nine inboxes.
Could be sent to anyone
- Your company is already a valued customer, so you should expand with us.
How Reach Crew's Writer personalises it
Writer opens with public news about the company, like a new plant, which is often the reason to write. Reach Crew leaves out people you already talk to, so check the draft and add the internal results yourself before you approve.
Opening from their public work. Source shown beside the draft.
Hi Sarah,
We have run inbound freight for Cascade's two Columbus plants since March, and Dana Whitfield's team cut their supplier list from nine carriers to four.
Cascade's press release says the Tacoma plant opens in June. We do not run the West Coast ourselves, but we work with a carrier there we trust and can make the introduction.
Who is planning inbound freight for Tacoma?
Jordan Ellis