Offer a useful resource
Opens by offering something genuinely useful (a guide, benchmark template or checklist) and asks permission before sending it.
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Subject lines
- For your next review cycle(used in the template)
- A guide for {{company}}'s review season
- Something for your next review cycle
Follow-ups reply in the same thread, so they’re sent as “Re:” the first subject.
The sequence: 2 emails
Email 1 · day 1
For your next review cycle
Hi {{first_name}}, We wrote a short guide to running performance reviews for remote teams: how to collect peer feedback without a survey nobody fills in, and how to keep calibration meetings under an hour. It's six pages and it doesn't mention our product until the last one. Would it be useful for {{company}}'s next cycle? I can send it over. {{sender_first_name}}
Email 2 · day 6 (5 days after the previous one, if there’s no reply)
Re: For your next review cycle
Hi {{first_name}}, In case the timing is off: most teams start planning reviews about six weeks before they run them. If that's later for you, say when and I'll send the guide then. {{sender_first_name}}
{{first_name}} and similar are filled from each lead; after a “|” is the text used when the field is empty. Written for an HR software company that wrote a guide to running remote performance reviews.
When to use it
When you have a resource that's useful even if they never buy from you. If the resource is a thin sales brochure, don't call it a guide.
Why it works
- Giving before asking sets a generous tone and makes a reply easy.
- Asking before sending a link keeps the first email link-free, which helps it reach the inbox.
- A reply of 'yes, send it' starts a real conversation you can build on.
How to adapt it
- Describe your resource honestly: what it covers and how long it is.
- When they say yes, reply by hand with the link. That reply lands in a thread they started.
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