First touch · Expansion

Cold email to a company opening a new location (template)

Congratulate them on the new location, name the early problems new sites usually bring, explain how you help a new site run like the existing ones sooner, and ask whether that's already covered.

All templates
First touch Expansion Logistics

{{company}} in [new location]

Alex <alex@[your company].com>
to {{first_name}} · VP of Operations at {{company}}

Hi {{first_name}},

Saw that {{company}} is opening in [new location]. Congrats, that's a big step.

New sites tend to bring the same early problems: [common expansion problem], new partners to vet, and a team that's still finding its feet. [Your company] helps logistics teams with that part, so a new site runs like the existing ones sooner.

[A peer company] used us when they opened their last hub and [specific result].

Is [new location] already covered on that front, or still being sorted?

Alex

P.S. If the timing's off, just tell me and I'll stay out of your inbox.

Grade subject Spam check 84 words
Worked example

The same email,
filled in.

How it reads once every bracket holds a real detail. The company and people are invented.

Redgate Freight in Rotterdam

Alex
Example email

Hi Laura,

Saw that Redgate Freight is opening in Rotterdam. Congrats, that's a big step.

New sites tend to bring the same early problems: carrier rates nobody has negotiated yet, new partners to vet, and a team that's still finding its feet. Lanebridge helps logistics teams with that part, so a new site runs like the existing ones sooner.

Easton Haulage used us when they opened their last hub and had it hitting the same delivery windows as their older depots within the first quarter.

Is Rotterdam already covered on that front, or still being sorted?

Alex

How to personalise it

What goes
in each bracket.

[new location]
The city, region or site name from their press release, local news or job posts for the new site. Weak: "a new market". Strong: "Rotterdam". It appears three times, so keep it short.
[common expansion problem]
The first problem new sites hit that you solve, from your customers' experience. Weak: "operational challenges". Strong: "carrier rates nobody has negotiated yet".
[Your company]
Your company name as prospects would recognise it, with no legal suffix. Weak: "Pipeway Solutions Ltd". Strong: "Pipeway". Keep it short so the sentence still reads like something a person wrote.
[A peer company]
A logistics customer that opened a new site with your help and has agreed to be named. Similar network size makes it more convincing.
[specific result]
How quickly or how well the new site settled in. Weak: "a smooth launch". Strong: "had it hitting the same delivery windows as their older depots within the first quarter".
Why it works
  1. 01

    Expansion news is public and recent, so the email is clearly written for them.

  2. 02

    It lists the real headaches of a new site, which shows you understand operations.

  3. 03

    The question is specific to the new location, so it's easy to answer in one line.

When to use it

Send it between the announcement and the opening, while plans are still being made. Skip it if the site has been running for months.

Avoid this

Don't make it all about the congratulations. One line, then get to the problem.

Send nextFollow-up 1: a useful resourceOpen template →
FAQ

Questions
about this email.

Press releases, local business news, planning applications, job posts based in a new city, and LinkedIn posts from their leadership team.

Between the announcement and the opening date, while plans are still taking shape. Once the site is running, lead with early teething problems instead.

The person running the new site or the operations leader who owns the rollout. In smaller firms, the founder or MD often still makes the call.

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