BASHO email is a highly personalized, research-backed message usually targeted at a decision-maker at a high-value account.

The term was coined by Jeff Hoffmann, an entrepreneur and renowned sales consultant.

Its main goal is to help you get the decision-maker on the phone to talk in person. The key elements of a successful BASHO email are thorough prospect research, a catchy subject line, a personal hook, added value, and a powerful call to action.

This cold outreach tactic is mostly used in high-value, B2B sales.

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