When you’re connecting with a customer for the first time, you’ve only got one shot to make an impression. Two sentences are all it takes to pique your prospect’s interest and get them to continue reading. This kind of makes your introductory email the most important B2B marketing mail you’ll ever write. You’re going to have to find a way to: Introduce yourself and explain why you’re reaching out. Add value in a way that comes across as both creative and informative without being too focused on selling. Tough, but doable as you can see from the example above. Remember to refer to your prospect’s first name and company name. Make sure to include a clear CTA. For added oomph, try to keep your introductory email a bit shorter. 60 words is a benchmark to hit for the best click-through rates. “Make your automated emails look as personal as possible. The more automated it looks, the less people care.” Oscar Frost, SEO and Content Executive, Cognism The ANYTHING BUT BASIC guide to email marketing / 19