BASHO emails are a highly personalized cold email approach linked to lucrative stakeholders in B2B sales. Named after Jeff Hoffman’s sales techniques, deep research into the role, company, and challenges one faces should be demonstrated. It should establish credibility and show that the sender has taken time to understand what the prospect needs; hence, it should make the message more compelling and likely to get a response.
An alternative? The AIDA email
This approach follows the “Attention,” “Interest,” “Desire,” and “Action” framework. It introduces a hook to raise interest, brings in relevant information to spark interest in the reader, outlines the beneficiary of such information that builds desire, and ends with a clear call to action. Unlike BASHO emails, AIDA does not involve deep personalization, yet it still walks the recipient toward engagement.
BASHO email insights
BASHO emails are necessary because they can propel more successful customer engagements.
- Sales expert, Jeff Hoffman, reports response rates exceeding 50%, with some instances reaching approximately 65%.
- 79% of B2B marketers say personalized and relevant content is the best way to engage buyers.
- 72% of B2B customers expect fully or mostly personalized content when using products and services.
Do other experts stand behind BASHO methodology?
Look, BASHO emails are all about that first genuine connection. Just last week, I noticed a prospect had published this great article about supply chain automation. So, I mentioned how their insights on predictive analytics lined up perfectly with what we’re seeing in the field. That’s the sweet spot. It must feel natural, like you’re just having a ‘coffee chat’. Keep it light, keep it real.
BASHO emails are built on genuine curiosity, not quota pressure. Think about the last great conversation you had at a conference – you probably started by mentioning something specific about the other person’s work or a shared interest, then let things flow naturally from there. That’s exactly what makes these emails work. Instead of sending another generic pitch, you’re taking time to understand what makes your prospect tick, whether it’s their recent product launch or that thought-provoking LinkedIn article they wrote last week.
How BASHO emails are used in real-world outreach
When Workday expanded into the APAC market in late 2023, their sales team faced a tough challenge connecting with local CFOs. Instead of generic outreach, they had their team spend mornings tracking each prospect’s speaking engagements and published these insights in their emails. One standout case was their approach to DBS Bank. Rather than pushing their HR software, they referenced the CFO’s speech about digital transformation at the Singapore FinTech Festival.
- They shared specific findings about how other banks had tackled similar challenges.
- This personal touch led to a 47% response rate from C-suite prospects, compared to their previous 12% average with traditional outreach.
- Within six months, they’d landed meetings with eight of their top ten target accounts.
What is a BASHO email struggle
The challenge?
Balancing personalization with efficiency is a delicate balance. These emails require in-depth research into each recipient’s needs or interests, which can be time-intensive. Without thorough digging, emails may appear generic, earning a one-way ticket to the graveyard of unopened spam.
The fix?
Use CRM systems and LinkedIn Sales Navigator for insights to speed up the research process by being more focused. Prepare flexible templates that are easy to customize to maintain personal touches in your emails. Additionally, plan follow-up emails so they do not interrupt your schedule (your groove).
