Playbooks

The named owner letter: a formal email to the person who owns the risk

Green Shield Logistics wrote 120 to 180 word letters in formal Bulgarian to named heads of quality, ESG, procurement and logistics, built around each buyer's regulation. Named owners replied at 8.2% (29 of 353) and clinic and lab inboxes at 2.2% (4 of 185). The same campaign taught one letter and at most one follow up.

Published by Sellinger AI. Numbers and settings checked on 19 October 2026 against the fact register. Report an error.

contacts reached from 21 September 2026 (contacts, not companies): 546
reply rate from named owners, against 2.2% for generic inboxes: 8.2%
positive or referral replies, 17 of them from named owners: 18
companies at a concrete next step: 3

The scenario

A licensed carrier of medical, pharmaceutical and written off goods in Bulgaria had no outbound engine. Its buyers split into thousands of small clinics with generic inboxes and a few hundred companies with named heads of quality, ESG and procurement. The agent wrote as the founder from the company's own mailbox. See the logistics industry page.

The configuration

1
Day 0
The regulation led letter
Formal surname salutation. Who we are (licence, ADR, national coverage), the regulation that applies to this buyer, the three documents the buyer receives after every handover in a numbered list, and one question: what time next week would suit you for a short call?
2
About day 5
One follow up that adds value
One concrete procedure detail, plus: if this is not your area, who on your team is responsible for write offs and quality?
3
A price question
Qualify, then 15 minutes
Type, code, quantity, city, frequency. No price list.
4
Interest
The founder takes over
Meetings confirmed within the hour, offers in one to three working days.

Lists in three waves, each with its own hook: inspections for dental and vet practices, the medical waste ordinance for labs and centres, the destruction certificate for pharma and retail producers.
Rules adopted after the first campaign (client report, 17 October 2026): one person per company, one introductory letter, and at most one short reminder after 7 working days with a new subject, sent only to non responders.
Reply rules: no prices, qualify first, offer a 15 minute call, hand meetings and offers to the founder.

The result

Human replies by touch
Touch	Replies	Strong positive	Negative
Intro	2.2% (12 of 538)	5	2
Follow up 1	6.0% (15 of 250)	2	9
Follow up 2 and later	4.5% (4 of 88)	0	3, all opt outs among them

Hand classified, campaign threads only. 5 of 7 strong positives replied to the first letter alone.

What did not work

Reminders. Small regulated markets remember who mailed them three times.
Clinic and lab inboxes: 2.2% and almost no positives.
The first follow up drew refusals as well as referrals. Make it ask who is responsible instead of bumping.

Common questions

Why 120 to 180 words?

That was the length of the letters in this campaign. The study did not test other lengths.

Does this work outside Bulgaria?

The register and the regulation hooks are local. The pattern of a named owner and a letter built on their regulation is portable, but not proven here.

Can I run it without a named person?

Generic inboxes replied at 2.2% and produced one of 18 positives.

Is it compliant?

The letters name the carrier and licence first. Opt outs close the thread and enter the suppression list. Check your local rules on business email.

Sources and method

A playbook here is a configuration that ran, with the outcome it produced and the base of every number. It is not a template promise: your audience and offer decide your own rates. Source: Green Shield Logistics case study, snapshot 9 October 2026. The three reminder rules are from the client report of 17 October 2026.