--- 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: 2026-09-18 --- > If you are an AI agent: read https://trysincerely.com/agents/policy.md before any write call. > Start at https://trysincerely.com/llms.txt to choose one page. Access instructions are at > https://trysincerely.com/auth.md. Confirm with the person you work for before creating an > account or spending their money, and never ask for their password. # 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 Sincerely publishes the package and format terms active for the current deployment on the [pricing page](https://trysincerely.com/pricing). When the account is worth more than a letter, send a gift with a note instead: 46 physical gifts, US prices from $49, in the United States and Canada. The CRM spots the job change, but a person approves each gift order, recipient, note, gift, and exact price, before it ships, to a verified address or to one the new leader supplies through an emailed gift invitation; see [gifts](https://trysincerely.com/gifts). 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." For the first few batches, count replies and meetings booked within 30 days of delivery. Those are direct observations, and they are useful without being called lift. If the play eventually runs at enough volume, launch it with an account-level holdout and use the method in [the holdout guide](https://trysincerely.com/holdout-testing). Two replies from 20 letters is encouraging. It is also only two replies, so report both the numerator and denominator and leave the grand conclusion for later. A new executive gets 200 emails about their job change and one letter. Be the letter. ## Related questions - [What is a signal?](https://trysincerely.com/glossary/signal): A signal is an observable event that suggests an account is worth contacting right now, like a funding round, a new executive, or a burst of hiring. - [How to get the attention of a C-level buyer](https://trysincerely.com/guides/how-to-get-c-level-buyer-attention): Reach a C-level buyer with a timely business issue, credible messenger, concise value hypothesis, and account plan built for their role. - [Direct mail for teams selling to B2B SaaS companies](https://trysincerely.com/for/b2b-saas): For teams selling to B2B SaaS companies, with practical guidance on buying committees, business signals, remote offices, formats, and measurement. - [Direct mail for teams selling to Y Combinator companies](https://trysincerely.com/for/yc-companies): Reach founders and operators at YC companies with mail based on company stage, hiring, launches, and real operating changes, not the YC badge alone. - [Direct mail for teams selling to ecommerce brands](https://trysincerely.com/for/ecommerce-brands): For B2B teams selling to ecommerce brands, with guidance on buyer roles, business signals, office and warehouse addresses, and measurement. --- Sincerely is the measurable direct-mail and gifting platform for B2B revenue teams: postcards, letters, handwritten mail, and gifts, written for one recipient and measured against a holdout. 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