After a guide request
Follows up with someone who requested a guide, asking what prompted it instead of pitching straight away.
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Not a cold email. This one is for people who already know you: customers, past prospects or contacts who asked to hear from you.
Subject lines
- The phishing guide(used in the template)
- The phishing guide
- What brought you to the guide?
Follow-ups reply in the same thread, so they’re sent as “Re:” the first subject.
The sequence: 2 emails
Email 1 · day 1
The phishing guide
Hi {{first_name}}, Thanks for requesting our guide to running phishing tests. If you only read one part, make it page four, on what to do the day after a test so staff don't feel tricked. Out of curiosity, what made you look into it? Planning a first test, or rethinking one you already run? {{sender_first_name}}
Email 2 · day 7 (6 days after the previous one, if there’s no reply)
Re: The phishing guide
Hi {{first_name}}, If you're planning a first test at {{company}}, I'm happy to look over your plan and send a few notes. No call needed. {{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 cybersecurity training company whose guide on phishing tests was requested.
When to use it
A day or two after someone requests gated content. They gave you their email, but they asked for a guide, not a sales call.
Why it works
- Asking what prompted the request uncovers whether there's a real project behind it.
- It's helpful first, with a pointer to the most useful section.
- It doesn't pretend the download was a meeting request.
How to adapt it
- Point to the part of your guide readers find most useful.
- Only send to people whose sign-up form said you'd follow up by email.
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