--- title: "The new-executive welcome play" description: "Send a personal letter to an executive in their first 90 days, when they are rethinking the stack and nobody else is in their mailbox." canonical: https://trysincerely.com/playbooks/new-executive last_updated: 2026-08-18 --- # The new-executive welcome play > Send a personal letter to an executive in their first 90 days, when they are rethinking the stack and nobody else is in their mailbox. Source: https://trysincerely.com/playbooks/new-executive The play: when a target persona starts a new job at one of your accounts, send them a personal letter within their first 90 days. New executives arrive with a mandate to change things and no loyalty to the old vendor list. They are also drowning in cold email from every rep who saw the same LinkedIn update. A physical letter lands where those reps are not, at the exact moment the executive is deciding what to keep and what to replace. ## The trigger The trigger is a job change: a person who matches your target persona starts a role with buying power at an account you care about. You can spot these in your CRM when a contact's company or title updates, or from a list you build by hand each week. Timing matters more than volume. Days 15 to 60 are the window. Before day 15 they are underwater with onboarding. After day 90 the priorities are set and the calendars are full. Do not wait to batch these. This is a drip play: a few sends per week, each one triggered by a real event. ## The audience Keep it narrow. Qualify each trigger with three questions: - Does the account fit your ideal customer profile? - Does the new role own or influence the budget you sell into? - Is the person new to the company, not just promoted internally? External hires rethink the stack. Internal promotions usually inherit it. Sync the account list from Salesforce or HubSpot, or upload a CSV. Sincerely verifies the mailing address before anything prints, which matters here: new executives often work from a different office than the account's headquarters. ## The piece Use a letter, not a postcard. A letter in an envelope reads as correspondence. A postcard reads as advertising, and this message is personal. On Sincerely a letter runs $1.25 to $2.00 per piece depending on plan, past your included pieces. See [pricing](https://trysincerely.com/pricing). The copy has one job: acknowledge the new role, name one thing they will likely be evaluating, and offer help with no strings. Do not pitch. Sincerely drafts each letter from CRM context and researched account facts, and you approve every piece before it prints. A short example: > Congratulations on the new role at Meridian. Most VPs of RevOps we talk to spend their first quarter auditing the outbound stack, and the data quality problems usually surface around week six. If that audit is on your list, I wrote up how three teams your size handled it. Happy to send it over, no pitch attached. Either way, good luck with the first 90 days. Specific, useful, and easy to ignore without guilt. That restraint is what earns the reply. ## The follow-up Follow up by email 5 to 7 business days after the estimated delivery date. Reference the letter directly: "I sent you a note last week about the outbound audit." The letter gives the email a reason to exist, which is the whole point. One email, then one more a week later, then stop. How mail slots into a sequence is covered in [direct mail in outbound sequences](https://trysincerely.com/guides/direct-mail-in-outbound-sequences). ## How to measure it Be honest about sample size. This play produces a handful of sends per month, not thousands, so you will not read statistical lift from it for a long time. The [holdout-size calculator](https://trysincerely.com/tools) will tell you exactly how long, and the answer is usually "quarters, not weeks." So measure it two ways. Short term, count replies and meetings booked within 30 days of delivery, and treat them as direct evidence. Long term, if the play runs at real volume, lock a holdout at launch and read account-level lift the way [the holdout guide](https://trysincerely.com/holdout-testing) describes. Until then, a 10 percent reply rate on 20 letters is a promising signal, not a proven result. Say it that way. A new executive gets 200 emails about their job change and one letter. Be the letter. --- Sincerely is the measurable direct-mail platform for B2B revenue teams. One workflow. One invoice. One report. 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