Cold email template Signals and timing
A new role congratulations email that is not a pitch in disguise
Use it in the first month after someone starts a new role, ideally when their move creates a reason for you to help.
The three emails
Written to Tom Becker, VP of Operations at Ridgeway Building Supply in Milwaukee, WI. Every name and company here is made up. Text in [brackets] is what you change for each person.
Subject: congrats on the Ridgeway role
Hi Tom,
[Congrats on joining Ridgeway as VP of Operations. Your post about inheriting four distribution centers in your first week made me smile.]
We haul for a few building supply companies around Lake Michigan, and I put together a one-page map of the lanes new ops leaders usually ask us about first.
Would it be useful while you get your bearings?
Jordan EllisNorthwind Logistics
Subject: Re: congrats on the Ridgeway role
Hi Tom,
No need to reply to this one. Here is the map in case it helps: [link]. [The Milwaukee to Rockford lane is the one most teams renegotiate first.]
Jordan
Subject: Re: congrats on the Ridgeway role
Hi Tom,
Last note. When freight gets onto your list, I would be glad to help. Until then, good luck with the first 90 days.
Jordan
Why it works
- New leaders review vendors early. Reaching them in month one is timely, not pushy.
- Congratulations come first and stand on their own.
- The offer is help for their new job, which is what they are focused on.
- Follow-up 1 gives the resource away with no strings, which builds trust.
The personal line to swap
The congratulations line. Name the new role and one detail from their announcement or first posts. Avoid guessing their plans.
Specific, true, checkable
- Congrats on the move to Ridgeway. Your farewell post to the Menards team was lovely.
- Saw the announcement that you are leading operations at Ridgeway. Four DCs is a big first week.
Could be sent to anyone
- Congrats on the new role! Now is the perfect time to evaluate new vendors.
How Reach Crew's Writer personalises it
Writer looks for a person-specific reason to write, and a new role, a promotion or a move is one it recognizes in what a person has posted. When it fits your goal, the draft opens with it, linked to the public page it came from.
Opening from their public work. Source shown beside the draft.
Hi Tom,
Congrats on joining Ridgeway as VP of Operations. Your post about inheriting four distribution centers in your first week made me smile.
We haul for a few building supply companies around Lake Michigan, and I put together a one-page map of the lanes new ops leaders usually ask us about first.
Would it be useful while you get your bearings?
Jordan Ellis