How to Write an Introductory Email to New Clients

How to Write an Introductory Email to New Clients

It is easy to write an email, right? How about writing an email and getting a response? Not so easy. With so many emails landing in a person’s email inbox every day, it is vital that you write an email that not only will be seen but will be responded to. So, how do you do that?

We are here to share some tips with you about writing the best introductory email. Here are some of our top tips.

The Subject Line

If the recipient is going to open your email, then you need to have a killer subject line. This is what your potential customer is going to see first. Either it will invite them to open the email or cause them to ignore it or send it to spam/trash.

The Subject Line

When you are thinking about the person you are sending the email to, think about what you are offering them or what you can offer them. Start the subject line with an offer they can’t refuse or a question which they can only say yes to.


The email is open. The client is reading it. Did you know that they can be turned off by the very first line? That simple greeting can be the difference between them reading on or closing the email — a lot is riding on one word.

If you are emailing someone in a more conservative industry, such as the government or finance, then the tradition ‘Dear’ would be more appropriate. If you are emailing someone who networks a lot and builds relationships, such as media or travel, then a friendly ‘Hello’ or ‘Hi’ would be better suited.

How well do you know the person? This may change your greeting. It may also change your next words. Wherever you can, you should address the person by name. If you are a long-time friend, then couple this with hello, if you have never met the person, then a 'hello' and their name may seem too informal and turn them off. Try to use the first name instead of both first and second. It is also a good idea to stay away from titles unless you are addressing someone important with the organization.

Your First Line

Your first line should be about them and not yourself. Save introducing yourself until later in the email. Instead, you can start with a reason to continue reading. Why should they stick with this email?

Tailor the reason to the person. What does that person need or want? And, can you offer that? Research the person and show that you know a little about them with the first line of your email. Steer clear of highlighting that you do not have a current relationship with the person. Try to find the middle ground with the person. You may not have a relationship with them yet, but that does not mean that you should act like a stranger.

The Body

The email is open, you have greeted the person, and they are eager to read on. Now, you need to cement the deal by telling them what they want and what you can give them.

Think about why you are reaching out. Connect that to the customer’s wants and what you can deliver. A little bit of flattery is never a bad thing. You can start with a little bit about how you are impressed by the person or respect them. Use actual details if you can find them. After that, tell them how they can propel themselves to the next level with what you have to offer.

The Action

The key here is to make what you are selling as appealing as possible without ever promising something which you cannot deliver. Think about exactly what you can deliver and what that will do that for the person. Tell them that and keep it short and succinct. Use language which will appeal to their emotional side. You want them to want this. If they want it enough, they are going to click on your link or signup for your product. That is exactly what you are after. Make the person feel special.

The Action

Once you have hooked the person, you want to make it as easy as possible for them to take action. Do you want them to provide information? Make sure that they can do that in an intuitive way. Would you like to meet with them? What tools are at your disposal to set up that meeting? Do you want them to connect on social media? Can you do that?

Do not make yourself seem desperate. You may be desperate for their business, but this can be a turnoff for a lot of people. Be polite and congenial.

The Sign Off

At the end of your email, you want to thank the person. It is as simple as that. A simple ‘thanks’ or ‘thank you’ will suffice. Your email should be kept brief and informative; your sign off should be succinct too. Add your name to the end of your email, and you are ready to send it.

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