Agency: show one relevant project

Subject lines

• A rebrand we did for a brewery(used in the template)
• A rebrand we did for a brewery
• Brewery branding

Follow-ups reply in the same thread, so they’re sent as “Re:” the first subject.

The sequence: 2 emails

1. Email 1 · day 1

   A rebrand we did for a brewery

   Hi {{first_name}}, We're a small branding studio, and last year we rebranded a regional brewery whose cans were getting lost on crowded supermarket shelves. The work was mostly about making the range readable from two metres away. I'm writing because {{company}} has a similar range of beers, and I wondered whether shelf presence is something you're thinking about. Happy to send the case study if you'd like to see it. {{sender_first_name}}

2. Email 2 · day 7 (6 days after the previous one, if there’s no reply)

   Re: A rebrand we did for a brewery

   Hi {{first_name}}, One more thought: if new cans or labels are planned for next year, the best time to talk to a studio is before the print run is booked. Happy to explain how we'd schedule it. {{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 a branding agency writing to marketing leads at craft breweries.

When to use it

When you've done work in the prospect's industry that you're allowed to talk about.

Why it works

• One relevant project is more convincing than a portfolio of unrelated work.
• Describing the problem you solved, not just the visuals, shows your thinking.
• Offering the case study on request keeps the first email link-free.

How to adapt it

• Pick the most similar project you've done and describe the client's problem and what changed.
• Get the client's permission before naming them.