How to Start an Email: The Complete Guide with 15 Examples (2026)

The impact of first impressions in prospecting

Your email opening isn’t a formality – it’s a decision filter. In B2B prospecting, 80% of recipients decide whether to continue reading or close your email within the first 3 seconds. That’s the time it takes for your contact to assess if you’re worth their attention.

This first impression isn’t just psychological. It directly impacts your conversion rate. An email that starts with “I’m contacting you…” immediately positions the exchange as an interruption. An email that begins with a relevant observation about the prospect sparks curiosity.

The difference between the two? A response rate that jumps from 3% to 12-15% according to campaigns we analyze at La Growth Machine.

The first 3 seconds that decide engagement

When your prospect opens your email, their brain performs a quick assessment based on three questions:

• Is this relevant to me? (Context and personalization)
• Can I trust this person? (Tone and professionalism)
• Do I need to act now or later? (Clarity of objective)

Your opening must answer at least the first two questions. If you fail, the email joins the 62% of professional messages never fully read.

Link between effective opening and conversion rate

An effective email opening does three things simultaneously:

1. It validates the email’s subject – creates logical continuity
2. It demonstrates you know your contact – authentic personalization
3. It gives a reason to continue – immediate perceived value

Data from thousands of campaigns show that emails with a personalized and contextualized opening generate 2 to 3 times more responses than those starting with standard formulas. This is no coincidence: you respect your prospect’s time by getting straight to the point, with relevance.

Choosing the right salutation based on context

The salutation is not universal. It depends on three factors:

1. Your relationship with the recipient

• First contact: “Hello [First Name]” (neutral and professional)
• Established relationship: “Hi [First Name]” (if an informal tone is accepted)
• Senior hierarchy: “Hello [First Name]” or “Dear Mr./Ms. [Last Name]” (formal)

2. Your industry

• Tech/startup: more relaxed tone accepted
• Finance/legal/administration: formal tone recommended
• Agency/consulting: adapt based on the client

3. The email context

• Cold outreach: professionalism is mandatory
• Response to a request: warmth is welcome
• Follow-up: context reminder is essential

Practical rule: When in doubt, opt for “Hello [First Name]” – it’s the compromise that works in 90% of B2B situations.

Adapting the tone to your contact and objective

Your tone should create alignment between what you want to achieve and what your contact is willing to give.

Key principle: The more you know your contact, the warmer your tone can be. In a first contact, remain professional but human.

Avoiding mistakes that kill engagement from the first line

Certain phrases instantly destroy your credibility:

❌ Overly long openings “I’m taking the liberty of contacting you today because, after reviewing your LinkedIn profile, I noticed…” → You lose 70% of your readers before the end of the sentence.

❌ Unnecessary apologies “Sorry to bother you, but…” → You position yourself weakly before even presenting your value.

❌ Starting with “I” “I am the sales manager at…” → Your prospect doesn’t care. What interests them is what you can do for them.

❌ Mistakes in the salutation Misspelling the name or using the wrong gender instantly destroys all credibility.

The balance between professionalism and authenticity

The challenge of modern email: being professional without being corporate. Being approachable without being overly familiar.

Professionalism is demonstrated by:

• Impeccable spelling
• Clear structure
• Respect for the recipient’s time

Authenticity is demonstrated by:

• A conversational tone (short sentences, simple vocabulary)
• Personalization based on real facts
• Honesty about your objective

The right balance: Imagine you’re writing to a colleague from another company whom you respect. Neither too distant nor too familiar. A professional talking to another professional.

1. B2B Prospecting Email

Use case: First contact with a decision-maker you don’t know. Objective: secure a meeting.

Template:

What works:

• Starting with a recent, specific fact (proof of research)
• Mentioning a similar client (social proof)
• A clear, low-commitment request (15 minutes, not “a meeting”)

Tactical tip: Don’t sell in the opening, create curiosity.

2. Follow-up after LinkedIn

Use case: You’re connected on LinkedIn, now you’re moving to email to deepen the connection.

Template:

What works:

• Concrete reference to LinkedIn content (authentic personalization)
• Conversational tone consistent with the previous channel
• Proposal for mutual exchange, not a one-sided pitch

Tactical tip: Create a multi-channel sequence with La Growth Machine to automate this type of follow-up while maintaining personalization.

3. Email to an existing client

Use case: Proposing a new feature, an upsell, or a simple relationship check-in.

Template:

What works:

• Reminder of the relationship context
• Connection to a past conversation (you were listening)
• Targeted value proposition

Tactical tip: Existing clients accept a warmer tone. Use it.

4. Job Application Email

Use case: Responding to a job offer or an unsolicited application.

Template:

What works:

• Bullet point structure (instantly scannable)
• Concrete results before generic qualities
• Direct and confident CTA

Tactical tip: Personalize with a specific element of the company or the offer.

5. Email to a superior

Use case: Requesting approval, presenting results, or proposing an initiative.

Template:

What works:

• Immediate context reminder
• Very structured and factual format
• Targeted request that respects the manager’s agenda

Tactical tip: With a superior, efficiency is key. No fluff.

6. Cold Outreach

Use case: Cold prospecting, zero prior contact. The highest difficulty level.

Template:

What works:

• Immediate honesty (“you don’t know me”)
• Insight that proves you understand their business
• Social proof with a comparable company

Tactical tip: Cold outreach works best multi-channel. Combine email + LinkedIn with La Growth Machine to maximize your chances of response.

7. Follow-up Email

Use case: Your first email didn’t get a response. You’re following up without being pushy.

Template:

What works:

• Empathy (“I imagine you’re swamped”)
• Ultra-simplified compared to the first email
• Permission to say no (respect)

Tactical tip: Wait 5-7 days between the first email and the follow-up. No more than 2 follow-ups in total.

8. Email after a recommendation

Use case: Someone referred you. You have a head start: trust by association.

Template:

What works:

• Immediate mention of the referral (credibility)
• Context of the relationship with the referrer (authenticity)
• Reminder of the referral in the closing (gentle social pressure)

Tactical tip: Always inform the referrer before using their name.

9. Email to multiple recipients

Use case: Group email to coordinate a meeting, a project, or an update.

Template:

What works:

• Ultra-clear structure with emojis (scannable)
• Explicit responsibilities (no ambiguity)
• Collective call to action

Tactical tip: Avoid long paragraphs in group emails. Nobody reads them.

10. Networking Email

Use case: You want to expand your network, without an immediate sales request.

Template:

What works:

• Specific and authentic compliment
• One-sided value proposition (you give first)
• Clarification of intent (no hidden sales)

Tactical tip: Networking works in the long term. Give before you ask.

11. Email to a prospect who ghosted

Use case: Promising exchange, then radio silence. You make one last attempt.

Template:

What works:

• Casual tone without pressure
• Multiple easy-to-answer options
• Explicit permission not to respond

Tactical tip: This type of email often has a surprising response rate. Test it.

12. Email to send a document

Use case: Following up on a request or discussion, you’re sending a promised document.

Template:

What works:

• Context reminder (why this document)
• Reading guide (respect for time)
• Clear next step

Tactical tip: Never just send an “attachment”. Create context.

13. Professional Thank You Email

Use case: After a meeting, an introduction, or help received.

Template:

What works:

• Reference to a specific element of the exchange (you listened)
• Concrete follow-up action
• Offer of reciprocal help

Tactical tip: Send this type of email within 24 hours. After that, the impact diminishes.

14. Informal Email to a Colleague

Use case: Casual internal communication with a peer.

Template:

What works:

• Very direct and efficient tone
• Visual status (emojis)
• Precise and flexible request

Tactical tip: Internally, prioritize brevity. Everyone is busy.

15. Email in English (Bonus)

Use case: International prospecting or communication with an English-speaking contact.

Template:

What works:

• Similar structure to French but even more direct
• No literal translation of French politeness formulas
• “Best” works universally as a closing

Tactical tip: B2B English is more direct than French. Adapt your tone.

Why personalize even in an automated campaign

The myth to debunk: “If I automate, I lose authenticity.” False. You lose authenticity if you automate poorly. But if you automate intelligently, you save time to personalize where it truly matters.

Think about it: is manually typing the same email 50 times with just the first name changed really more “authentic”? No. It’s just less efficient.

True personalization is about demonstrating that you understand your contact’s specific context. And that, you can automate.

Dynamic variables: beyond {{firstname}}

Most people stop at {{firstname}} for personalization. That’s the bare minimum, not a competitive advantage.

Basic variables available in La Growth Machine:

• {{firstname}} – the prospect’s first name
• {{lastname}} – the last name
• {{companyName}} – the prospect’s company
• {{jobTitle}} – the job title
• {{location}} – the geographical location
• {{linkedinUrl}} – the LinkedIn profile

Advanced variables that make a difference:

• {{companyUrl}} – the company website
• {{persoEmail}} – the personal email (if available)
• {{phone}} – the phone number
• {{twitter}} – the Twitter/X profile
• {{gender}} – the gender (to adapt “he/she”)
• {{longGender}} – long version of gender
• {{crmId}} – CRM ID
• {{customAttribute1}} to {{customAttribute10}} – custom fields for your specific data
• {{lead.id}} – unique lead ID in LGM

Concrete example with real LGM variables:

This approach seems ultra-personalized. Yet, it’s 100% automatable with LGM variables.

Pro tip: Use {{customAttribute}} to enrich your campaigns with data specific to your industry (company size, technology used, estimated budget, etc.).

How La Growth Machine helps scale personalization

The real challenge of modern prospecting: reaching hundreds of prospects with the same level of personalization as if you were writing by hand.

That’s exactly why we built La Growth Machine. Our platform allows you to:

1. Automate multi-channel outreach You start on LinkedIn (like their post, message), then move to email if no response.

2. Personalize at scale Enriched dynamic variables + AI assistant to adapt messages based on detected context.

3. Maintain consistency Your sequences create a fluid narrative across channels. Your prospect doesn’t receive a random LinkedIn message followed by an email saying the same thing.

Example of an automated yet personalized sequence:

• Day 1: Automatic like of their latest LinkedIn post
• Day 3: LinkedIn message referencing the liked post
• Day 7: Follow-up email referencing the LinkedIn exchange
• Day 12: LinkedIn voice message (yes, we even automate that)

Result: it seems ultra-personalized. It’s 95% automated.

The perfect email subject line

Your subject line and your opening form an inseparable pair. A brilliant subject line followed by a disappointing opening is like an attractive shop window for an empty store.

Rules for a working subject line:

Words to absolutely ban: “Free”, “Urgent”, “100%”, “Promotion”, “Click here”, “Earn”, “Limited offer”

These words trigger spam filters and destroy your credibility before your email is even read.

Consistency between subject line and first line

The classic mistake: an intriguing subject line that has no relation to the beginning of the email.

Bad example:

• Subject: “Question about your LinkedIn strategy
• Opening: “My name is John and I’m a sales representative at…” → Broken promise. The prospect feels tricked.

Good example:

• Subject: “Question about your LinkedIn strategy
• Opening: “Hello {{firstname}}, I noticed you post 3-4 times a week on LinkedIn but without a real conversion strategy behind it…” → Perfect continuity. The prospect remains engaged.

Fundamental principle: Your first sentence should be the natural response or development of what your subject line promises.

The importance of sending timing

The most brilliant opening sent at the wrong time will have a mediocre response rate.

Best times to send according to B2B data:

• Tuesday, Wednesday, Thursday: most performant days
• Between 8 AM – 10 AM: reading before the first meetings
• Between 2 PM – 3 PM: after the lunch break
• Avoid: Monday mornings (overwhelmed), Friday afternoons (weekend mindset)

Special cases:

• C-level executives: very early morning (7 AM – 8 AM) or late evening (7 PM – 8 PM)
• Retail sector: avoid seasonal rush periods
• International: adapt to the recipient’s time zone

Pro tip with La Growth Machine: Our intelligent sending feature automatically analyzes your prospects’ activity patterns and sends at the optimal time for each.

Too generic formulas

Generic formulas kill engagement because they scream “mass email”.

Phrases to ban:

• ❌ “I’m taking the liberty of contacting you…”
• ❌ “As part of our activities…”
• ❌ “We are a company specializing in…”
• ❌ “We offer innovative solutions…”
• ❌ “I would be delighted to discuss with you…”

Why it doesn’t work: These phrases could apply to anyone, in any context. Zero personalization = zero interest.

The alternative: Always start with something specific to your contact or their context.

Excessive familiarity with a stranger

The opposite mistake also exists: being too casual in a first contact.

Problematic examples:

• ❌ “Hi! How are you? 😊”
• ❌ “Hey {{firstname}},”
• ❌ Using the informal “tu” when you don’t know each other (in some formal contexts)
• ❌ Excessive emojis in a formal B2B context

The nuance: What works in one industry (tech startup) can be perceived as unprofessional in another (finance, legal, healthcare).

Safety rule: When in doubt, remain professional in the first email. You can adjust your tone based on the response.

Starting with a request

Starting an email with what you want is the fastest way to close the door.

❌ Bad examples:

• “I’d like to present our solution to you…”
• “Do you have 30 minutes to discuss…”
• “I’m looking for clients for our new offer…”

Why it fails: You position the exchange as one-sided. The prospect only sees your interest, not theirs.

✅ The alternative: Start with value or context, then the request comes naturally.

“I saw that [observation]. At [similar company], we solved [problem] with [solution]. Is it worth 15 minutes to see if it’s relevant for you?”

Mistakes in the salutation

A mistake in the salutation is catastrophic. It’s proof you didn’t even take the time to check the basics.

Fatal errors:

• Misspelling the first name
• Using the wrong gender (Mr. instead of Ms.)
• “Dear Sir or Madam” in an email claiming to be personalized
• Using the last name instead of the first name when the tone is informal

Simple solution: Always double-check. If you’re automating, test your variables before launching the campaign.

Overly long openings

An opening that exceeds 3-4 lines loses 60% of its readers.

❌ Problematic example: “I’m taking the liberty of contacting you today because, after consulting your LinkedIn profile and your company’s website, I noticed that you are in charge of business development in the B2B SaaS solutions sector for medium-sized companies…”

✅ Corrected version: “Hello {{firstname}}, I saw your post on the challenges of B2B SaaS sales. We’ve solved exactly that with [client]. Interested in discussing it for 15 minutes?”

Practical rule: If your opening doesn’t fit on 2-3 lines on a mobile screen, cut it.

Creating LinkedIn → Email consistency

The power of multi-channel lies in the narrative continuity between touchpoints.

Classic scenario:

1. LinkedIn: You like their post → First passive visibility
2. LinkedIn: You comment with a relevant insight → First active interaction
3. LinkedIn: Personalized connection message → Opening the relationship
4. Email: Follow-up referencing the LinkedIn exchange → Deepening the connection

Example of an email opening after LinkedIn interaction:

What works: You’re not starting from scratch. You’re building on an existing interaction.

Adapting based on the previous touchpoint

Your email opening should reflect where your prospect is in their journey.

If the prospect visited your website: “Hello {{firstname}}, I saw you checked out our [product/resource] page. I was wondering if you had any specific questions…”

If the prospect downloaded content: “Hello {{firstname}}, I hope our guide on [topic] was helpful. I have a few additional insights that might complement it…”

If the prospect attended a webinar: “Hello {{firstname}}, glad to have you on the webinar yesterday! You asked a question about [topic] that I didn’t have time to elaborate on…”

Fundamental principle: Never ignore a previous touchpoint. It’s free context.

1. What is the best salutation to start a professional email?

The “Hello [First Name]” formula is the safest compromise in 90% of B2B situations. It’s professional enough without being distant, and works equally well for first contact and established relationships. Avoid “Dear Sir or Madam” which sounds too formal and generic in modern prospecting.

2. Should I use the informal “tu” or formal “vous” in a prospecting email?

This depends on your industry and target audience. In tech, startups, and digital fields, using “tu” is generally accepted and even preferred. In finance, law, or with executives of large companies, “vous” remains the norm. When in doubt, start with “vous” – you can always adjust based on the response.

3. How long should an email opening be?

Your opening should fit within 2-3 lines maximum on a mobile screen. Beyond that, you lose 60% of your readers. The goal isn’t to say everything in the opening, but to create enough interest for your prospect to read further.

4. How to personalize an email opening without spending hours on each prospect?

Use smart dynamic variables that go beyond a simple {{firstname}}. Reference their recent news (funding rounds, hiring), their LinkedIn content, or relevant industry data. Tools like La Growth Machine allow you to automate this personalization at scale by automatically enriching your prospect data.

5. What’s the difference between an email opening and a subject line?

The subject line triggers the email opening (curiosity), the opening triggers the reading of the message body (relevance). The subject line promises, the opening delivers. Both must be consistent: if your subject line talks about a specific topic, your first sentence should elaborate on that topic, not go in a different direction.

6. How many times can I follow up with someone who hasn’t responded?

A maximum of 2 follow-ups after the first email, spaced 5-7 days apart. Beyond that, you go from persistent to pushy. In a multi-channel strategy (LinkedIn + Email), you can reach out more times without being perceived as pushy because you vary the channels.

7. Does email automation kill personalization?

No, if done correctly. Automation saves you time on repetitive tasks (sending, tracking, follow-ups) to focus on what matters: message relevance. An automated email with true contextual personalization (referencing their news, industry, specific challenge) always performs better than a manual but generic email. La Growth Machine specifically allows you to automate without sacrificing personalization thanks to dynamic variables and automatic data enrichment.