EMAIL OUTREACH PLAYBOOK

BEST PRACTICES 09
They simply want to know:
1
2
What you’re emailing them about, and
How it will benefit them.
“Contrary to popular belief, providing unrequested information or pointers to such
information is not adding value. Marketing emails should be one to three sentences, with
no fluff, biz-blab, jargon, or ‘for more information, see…’ pointers. Remember: we live in a
world of information overload; don't make it worse for your potential customers.”
– Geoffrey James, writing for Inc
THIS IS WHAT I DO WHEN WRITING AN OUTREACH EMAIL OR
PUTTING TOGETHER A TEMPLATE:
I look at each sentence in isolation and ask myself if it’s absolutely integral to the email. If I
can remove a sentence while retaining all key points and without changing the overall
message, it’s gone.
Each and every sentence of your email should serve a very specific and useful purpose.
Anything extra is dead weight that you’ll be better off without.
EMAIL OUTREACH PLAYBOOK