Outreach — Cold Email, LinkedIn, and Phone

The Multi-Touch Reality

Most prospects need 8–14 touches before they respond. Use a mix of channels.

A typical 21-day cadence for one prospect:

• Day 1: LinkedIn connect with note
• Day 1: Cold email
• Day 3: Phone call + voicemail
• Day 5: Follow-up email
• Day 8: LinkedIn message
• Day 11: Phone call
• Day 14: Different-angle email (case study, news mention, referral)
• Day 18: Hand-written note (for high-value accounts)
• Day 21: Break-up email

If they don't respond in 21 days, recycle them in 90 days.

Cold Email Principles

A great PCB cold email is:

• Short (under 100 words)
• Personalized (specific to the prospect, not "Dear Engineer")
• Useful (mentions something concrete: their product, their job posting, a competitor)
• Single-action (one ask: "15-minute call?" or "Worth a quick reply?")
• Plain text (no images, no fancy HTML)

Cold email template — Engineer

Subject: [Their company] PCBs — quick question

Hi [Name],

Saw your team is hiring two more electrical engineers — congrats on the growth.

I run accounts for [Your Company], a North American PCB shop that specializes in [your specialty: e.g. quick-turn HDI, IPC Class 3, heavy copper]. We work with companies like [reference 1] and [reference 2].

Are you currently looking at any new domestic suppliers for prototypes or production? Happy to send capabilities if useful, no pitch.

[Your Name] [Phone]

Cold email template — Buyer / Procurement

Subject: Domestic PCB capacity for [their company]

Hi [Name],

[Your Company] is a [your shop description: U.S.-based, ITAR-registered, IPC Class 3] PCB and PCBA supplier. We're seeing more buyers add a domestic backup supplier as offshore lead times stretch.

Would it make sense to be on your bid list for upcoming RFQs? I can send a one-page capability sheet.

[Your Name]

LinkedIn Outreach

• Connect first WITH a personalized note (not blank).
• Wait a day or two, then send a short message — not a pitch.
• Engage with their content (comment thoughtfully) for a few weeks before pitching.
• Share content yourself — case studies, industry news, customer stories. Become a known name in your niche.

LinkedIn connection note example

Hi [Name] — fellow [their region] EE here. Came across your work at [Company]. Would love to connect.

Phone Calls

The phone is alive and well in PCB sales. Engineers and buyers will pick up.

• Call before 9 AM or after 4 PM (gatekeeper hours are lower).
• Always leave a voicemail, even if short. Voicemails are increasingly rare and stand out.
• Have a 15-second pitch ready for if they pick up.

Voicemail template

Hi [Name], it's [Your Name] with [Your Company]. We're a North American PCB and PCBA supplier — wanted to introduce ourselves and see if it makes sense to be on your radar for upcoming projects. I'll send a quick email too. My number is [number]. Talk soon.

Trade Shows and In-Person

If you can shake a hand, do it. A 5-minute booth conversation at IPC APEX gets you further than 50 cold emails.

• Set 10+ meetings before the show (don't wing it)
• Have a one-page capability sheet
• Collect business cards or scan badges
• Follow up within 48 hours

Common Outreach Mistakes (Avoid These)

• Generic "I hope this email finds you well" openers
• Long emails with three CTAs
• Jargon without context (don't lead with "we offer 12-layer Class 3 HDI with controlled impedance" — they don't care yet)
• Pitching before you understand their need
• Ghosting prospects who said "not now" — circle back at 90 days
• Sending the same email to engineer and buyer (different audiences, different messages)