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Outreach To Congratulation Playbook

Updated: Apr 12




Send an email sequence to prospects that you can congratulate for doing something. First, you will congratulate them and explain the value your product or service can offer the prospect. Follow-up emails will share best practices, success stories, and content to educate the prospect on your offering and help accelerate their buying decisions.


Email Sequence


  1. Introductory Email: Introduce yourself and congratulates them for doing something. Introduce your relevant offering and how it applies to your congratulation. Share case studies to help them see the value of your offering. Ask to schedule a meeting.

  2. Reminder Email: Congratulate them once again and provide additional case studies. Ask for a meeting.

  3. Referral Email: Ask them for a referral if they are not the right person. Provide a company overview that they could share with others introducing your offering. Request they provide the next steps.

  4. Final Invite Broad Email: Give them an overview of all your services in case they may be looking to solve additional problems they may have that you did not discuss. Let them know they can reach out anytime.


Personalize <<personalize_tag>>: Contact First Name, Contact Company, Congratulations


Add content [[insert_content]]: Case Studies, Company Overview, and Overview Of All Services.


Email Best Practice


  • The subject line between 28 and 50 characters. Three to four words.

  • Email body between 50 to 125 words of text.

  • Remove extra words from the email body.

  • Make your email closing lines powerful and intriguing.

  • Personalize your email content and keep it conversational.

  • Answering three key questions—what are you offering? How will it help the reader? What should they do next?

  • Send out 2 to 5 emails per month.

  • Use 1 to 3 images.

  • Emails should be at a third-grade reading level.


Best Practices

  • Assign someone to search social media or lead databases and find profiles of potential prospects that may be likely interested in your product or service that deserve congratulations.

  • Read all about the prospects to identify high potential prospects based on their profile and other details.

  • Find several prospects that can be congratulated for the same thing and potentially require your product or service. Build a prospect list. You may end up with several segments of prospects that have different needs.

  • You can use LinkedIn or the company website to identify the right team of people that will make a buying decision. Target multiple people in a company. Once you identify the people in a company, use a service to find their email address and contact information.

  • Create a list of companies and assign those companies to a particular salesperson or virtual sales assistant.

  • Start with the prospects that deserve congratulations first and then follow up with their colleagues.

  • Create a tailored offering for each segment and content to get them interested.

  • Modify the following email sequence and tailor it to your offer and content.

  • Launch multiple campaigns for each segment identified.


Get Started


Click the link below to view this template and use it in your next campaign.



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