Introduction Email to New Clients: Use These Strategies and Examples

‍Every business needs clients — no surprise here, we know. What’s surprising, though, is that while we have so many new channels, opportunities, and tools, one thing never seems to go out of fashion. Yes, we are talking about sales introduction emails.

‍For many of us, snagging new customers means sending out a ton of these intro emails over and over again — rinse and repeat.

‍The only problem is that a lot of people get so many similar-looking messages that they just send them to the spam folder right away. So, yours will really need to be something special to get them to engage and respond. How do you pull this off?

‍This guide will look at the different types of introduction emails to customers and the best practices to craft a perfect first message that closes deals. Ready? Let’s start.

‍A sales introduction email is the first email you send out to a potential client. It can have many goals behind it, but mostly, it’s done in hopes of convincing your leads to hire you or buy what you’re selling.

‍It is like the professional equivalent of sliding into a person’s DM in hopes of getting them to go on a date with you. It is your chance to impress them.

‍Ideally, you want them to also “want” you and build a relationship with you. But you need to break the ice with the right message. That’s exactly how it is with your intro email.

‍You might be thinking that this hardly works for the love life, so why would it work in the business world? Well, it might not be the answer you expect, but when done right, a sales introduction email can help you:

• Create a special first impression that sets the tone for a long-term brand-client relationship.
• Show that you’re professional and credible by shining some light on your experience and skills.
• Encourage more conversions, as personalized introduction emails can be like a nice first taste of your business.
• Highlight your authenticity, personality, and uniqueness to help you differentiate from the competition. And if doing competitor analysis has taught us anything, it’s the fact that standing out is a good thing.

‍Believe it or not, the right email can get your foot in the door and help you close tons of profitable deals. But first, you have to learn how to send strongly persuasive messages that people can’t help but say ‘yes’ to.

‍We will get to how you can do that in a bit. But first, let’s look at the types of introductory sales emails and their examples.

‍There are different types of introduction emails to new clients. That means that the type you need will depend on the reason behind your message. Let’s take a look at various scenarios:

#1 Introduction From Referrals

‍You must have heard some marketers repeat the cliche, ‘People trust people.” Well, believe it or not, we can all agree that many deals happen when a mutual friend recommends a business. If you are the business, how do you initiate the first contact?

‍Since a lot of people do professional communication via email, you are probably going to think of that first. That email will have a slightly different tone from, say, if you were writing to them out of the blue and without any mutual acquaintance.

‍In this message, you are going to introduce yourself and mention why you are writing. That’s when you ‘namedrop.’ Yes, this is one of those situations when it isn’t just appropriate but also much needed.

‍You’ll have to explain that you got their contact details from another mutual contact. Naturally, you’ll also have to explain what your business does and why you’re the one for them.

‍You totally have to be friendly and confident (but not overly so) to make a good first impression.

‍The goal is to build a relationship before you try to sell your product/service. So, your sales introduction email example might look something like this:

#2 A Follow-Up Email After an In-Person Meeting

‍A lot of marketers and SEO experts attend events in hopes of networking and snagging one or two prospective leads.

‍If you’ve managed to get anyone’s email address at such an event, then you know the next thing is to follow up with an email. This comes with the anxiety of drafting a perfect introductory business email that hits the right spot.

‍Again, your tone should be friendly, concise, and straight to the point. You have to remind your lead of your first meeting naturally. And you better do this before hinting at any business relationship.

‍Did you guys talk about any deals or services you provided when you first met and exchanged contacts? It wouldn’t hurt to bring that up now. The idea is to put them at ease by building on your existing relationship.

‍You can even offer free advice and your expertise if needed. Maybe your thing is local SEO. Then, why not take the time to do a free site audit before sliding into their inbox? Here’s what that email might look like:

#3 Contacting Those Who Already Showed Interest In Your Offers Before

‍We’ve all downloaded some reports or filled out a contact form online. Did you get an email later from the website? If so, that’s exactly what this type of sales introduction email template is about.

‍Sometimes, people drop by your blog, take a look around, and if they like what they see, they might sign up for a newsletter.

‍From there, you can leave it as it is, but you might also decide to contact them to turn their interest into a deeper relationship. Maybe somewhere down the line, they might buy your product or hire you.

‍You don’t want to come in too strong too early. Many people find aggressive salesy tactics to be off-putting (we’re on that team as well 🙋🙋‍♀️). Instead, you should thank them for signing up and show a bit of your personality.

‍This shows that you appreciate their engagement and gives them a glimpse of who you are.

‍So, introduce yourself warmly and briefly highlight how you can assist. Be sure that your offer actually aligns with their needs, or you will lose them.

‍Now, these emails can look very different, depending on where these warm leads are coming from (e.g., contact form, newsletter signup, whitepaper download, etc.). Yet, here’s a generic sample:

#4 Cold Email Template

‍Apart from networking, referrals, and other warm leads, many marketers also need to perfect the art of cold emailing. This is when you send out introduction emails to potential clients you have never had prior contact with.

‍This kind of cold approach can be scary for many to try since it takes a lot of skills (and luck) to pull off.

‍You have to be able to grab attention from the get-go and end on a highly persuasive note. Clearly, the stacks are already high. So, how are you going to achieve that?

1. You have to come up with a catchy headline (but nothing click-baity, please).
2. The email needs to be straight to the point.
3. You start by introducing yourself and then highlight what you admire about the other person and their business. This helps put you on good footing with them — plus, it sets them in a more receptive mode.
4. Then, offer your services and highlight how it helps them look even better and make even more profit.

‍When done well, it could be the start of a beautiful, beneficial relationship.

‍🤓 Pro tip: Make sure that you don’t start sending out tons of cold emails from a new address. Otherwise, most (if not all) of them will end up in spam. To ensure that they don’t, follow these simple tips:

• If you’re using a new email address, wait for a couple of weeks before sending out cold messages. In the meantime, send natural emails to people you know or other non-spammy accounts.
• Start by sending 20-50 emails/day and gradually increase. If you have an address that has existed for years, then you can go for 200-300 daily messages.
• Remember to follow best practices. That includes personalization and no excessive symbols or trigger words (e.g., free, limited, last chance, etc.).

‍Now, let’s see a basic cold outreach introduction email to a client sample. This one is from an agency offering backlinking service to a business:

‍And now for the main action. These are the things to keep in mind when drafting your introductory email to a new client:

#1 Know as Much as Possible About the Receiver

‍Even a regular old sales rep introduction email needs a personalized touch. The only way to properly get that personal connection right is to do your research beforehand. Learn as much as you can about the receiver.

‍This means checking out their websites, LinkedIn profiles, and other social media accounts. You want to get a composite view of what their interests are and how best to approach them.

‍The more information you have, the easier it will be to communicate with them. Instead of going for faceless, massive outreach, choose quality. This way, you will get much higher conversions.

‍Now that you know who they are, what they do, and maybe even their writing styles and some of their opinions on particular issues, what’s next? Put that to good use in your company introduction email like this:

• Address your lead by their name and not a generic title. If it fits, mention their role in the company and recent milestones like their latest awards, etc.
• Share any opinions in common? Highlight that if relevant to the topic of the email.
• Know any mutual acquaintances, or have you met the receiver at an event in the past? Mention it.

#2 Start Off With a Subject That Packs a Punch

‍Remember what we said about the first impression? It counts. Well, maybe we weren’t exactly the first ones to say that, but it’s still true.

‍So, when you check out any business introduction email sample, you will always see a compelling subject line. And it is for a good reason — the catchier the subject, the higher the chances your email gets opened.

‍So, how do you pull this off? Easy, just make sure you:

• Use a headline that captures the reason why you’re writing but also doesn’t give everything away.
• Keep it short and simple — many experts say it’s better to keep it less than 50 characters.
• Include the value of your proposal in your subject line. So, a headline that says ‘Proven idea to improve traffic and cut costs by 46%’ is definitely better than ‘l want to help you get more traffic.’

‍Source: Mailmunch

#3 Make It About Them and Not About You

‍The worst thing you can do in an introduction email to a client is go on and on about how great you are without saying anything else. Doing this will get you in the spam folder and close the door to future opportunities to work together.

‍So, what you want to do instead is to focus on them. Make the email about the value they will get if they say ‘yes’ to you. Make your offerings as clear as possible and then highlight how it solves their problem.

‍Do you have any specific examples of how you’ve helped other clients with the same issue and made a positive impact? Share it. Nothing like a couple of social proofs to nudge the potential customer into saying ‘yes.’

#4 Stay Focused on the Main Topic

‍Know how nerve-wracking it can be to soak in front of strangers? Well, sometimes, it’s like that even when you’re just writing to them. After all, you want them to like you, especially with business collaborations hanging in the balance.

‍Next thing you know, you’re sharing details that are irrelevant…just all over the place? Not the best scenario, right? Here’s how not to get into such situations in your introductory email to clients:

• Keep your emails short and to the point. If the detail is not relevant, don’t include it.
• Pretend it’s that 30-second elevator pitch — see if you can read the entire thing in under a minute. Maybe you can use an image instead to show your previous results and make the email shorter?
• Some experts recommend keeping the entire email between 50-150 words. Either way, the shorter, the better — you want to avoid fluff at all costs.
• Use paragraphs to break the emails into readable sections.
• Want to highlight your ideas? Use bullet points.
• The entire email should express one reason or goal, such as setting up a meeting, for example.

‍Source: OvernightEssay

#5 Let Your Previous Work Do Most of the Talking

‍Actions speak louder than words. Nowhere else is that saying truer than when you’re trying to convince people to buy your product or service.

‍It’s not enough to claim you can turn their lives around and cut costs by X amount. You have to show ‘workings,’ also known as social proof or case studies that show you’ve successfully pulled off similar heists in the past.

‍Let’s face it. People trust the data. In fact, having case studies can increase sales by up to 185%! So, here’s what you want to do in your introduction email to clients:

• Throw in links to one or two (or even three) strong case studies that are relevant to the proposal you’re making.
• Got any recognition for that hard work? Put that in your email, too — if there’s a published news site link that confirms your story, add it as well.

#6 End on a High Note and Be Clear on What You Want Them to Do Next

‍All examples of sample company introduction emails to clients have pretty obvious CTAs at the end. Whether it’s an invitation to chat over coffee or choose a time slot for a call, the message is clear — you expect them to contact you next.

‍You want to do the same in your emails. Be direct in your approach and spell out what you expect from them — a call, a quick email, or even a meeting in person. Be sure to use action words like ‘Call,’ ‘Reply,’ etc. Same as you would with trigger words in your campaigns.

‍Source: TrustPulse

‍Don’t leave the timing vague. Instead, give a specific timeline for when you expect a response, but be polite about it. You’re likely to get a better response with ‘Let’s chat about it this week’ than ‘You must respond within this week.’

‍A perfectly crafted sales introduction letter never happens by chance. It usually takes time, effort, and relearning to get it just right. Unfortunately, many people give up just before they even start to see the results from all their sweat.

‍You don’t want that to be you. Don’t worry if you’re not getting everything right on your first try. The important thing is to stick it out and just keep trying.

‍If you can put yourself in the shoes of the receiver and try to write to them like you would like someone to write to you, you will get even better results. That’s because all business strategies that are people-friendly tend to resonate better — simple.