Introduction Sales Email: How to Write, Best Tips and Examples
What is sales introduction email
9 introduction sales email tips and rules:
Tip #1: Be relevant
Tip #2: Personalize your email
Tip #3: Research before emailing
Tip #4: Write an engaging subject line
Tip #5: Clarify your value
Tip #6: Add a call to action (CTA) at the end of your email
Tip #7: Add a professional email signature
Tip #8: Test your copy and track performance
Tip #9: Follow up
Introduction sales email templates and samples
Cold emails still belong to the most common tactics for generating sales. When writing an introduction email, you need to think about how you can convince someone to give you a chance when they have never met you. Yes, you can write a perfect copy, but the recipient may never read it. According to Baydin researches, an average email user receives 147 email messages a day and throws to trash 71 of them (48%). And this takes them less than 5 minutes. Is it any wonder that most salespeople fight like hell to get a response rate of at least 10%? In this article, we’ll talk about some strategies and tactics you can use to skyrocket your response rates to your introduction email for sales.
Before we begin, let's first make clear what a professional introduction email is. A simple definition is that a sales introduction email is the email meant to introduce you and your offer to a potential customer.
All of us have received bad cold emails. And the problem is that most sales introduction emails are not only bad, but they are also terrible. And here is the reason. Often, senders write a misleading/too salesy subject for introduction email that the readers click on the delete button before they have even opened it; they start the email with hackneyed and non-personalized greetings; they don’t focus on the value for the reader, etc. But those who know how to write a sales introduction email properly can see incredible results after the first attempt already. If you're still not one of them, keep on reading.
When writing an introduction email to customers, follow these simple tips:
Make sure you are delivering relevant content. If you are selling industrial freezers, it makes no sense to reach out to housewives.
Don't make the recipient feel like they were just one name in a huge pile of names you had to email with the exact same sales introduction email template. Many salespeople think that personalization is limited to things like greetings or subject lines. But that’s not true. You can send personalized messages taking into account the person’s age, gender, location, their previous interactions with your company, etc. For more tips on personalization, read our blog post here.
If you are going to send even a short introduction email, put yourself in the shoes of your customer first. Let's say you offer copywriting services to various types of businesses. Now imagine that you are a CEO of a huge enterprise company, would you buy copywriting services from somebody, or would you delegate that decision to a Chief Marketing Officer (CMO)? Would the CMO delegate this decision, for instance, to Director of Marketing or someone else? So, thinking about that decision-making tree at the target company should be your very first step. Once you identify who your possible decision-maker is, keep on your research. Check if you have a mutual connection, find out more about their interests in social media groups, look for more information about the target company.
When you look into your inbox, you'll see a subject line and a little bit of the first line of the email. And these two things will make the recipient decide whether to delete an email or to open it. So when it comes to picking out good email subject lines for introduction, make sure they are at least neutral. For example,
Hi from [your name]
Question about [their company name]
If you choose something that pitches your product or service in the subject line, there is a much higher chance your message will be deleted, which means the recipient won't even read the body of the email.
Pay attention to the first sentence of your cold email. In addition to your subject line and sender's name, recipients also see a preview text in their inbox. Use this excellent opportunity to hook your audience with urgency or praise. But don't overdo it not to hurt the trust between you and the prospect by using misleading subject lines or preheaders.
You may also like our blog post: “How to Write a Kickass Follow-up Email Subject Line for Sales to Close the Deal.”
Don’t try to put all the information about your company in this one introduction sales email. Focus on why your product or service is valuable to your prospects. For example,
“James, I wanted to give you a quick shout to introduce you to NEWOLDSTAMP, a new tool that helps to create beautiful email signatures that drive traffic. The easiest way to get a feel for NEWOLDSTAMP is to try out our free version which is available on our website, or you can request a product presentation.”
Keep in mind that the goal of a cold email is not to close the deal. It's more about learning if a prospect is right for you or not. If you push for a meeting before you even understood if the prospect was the right fit, it's a little bit like proposing marriage to a stranger you met for the first time.
Here are some examples of calls to action for introduction email for sales reps:
“Is this something that could be interesting to you?”
“Watch this video we created specially for [their company name].”
“Request product presentation.”
“Do any of these issues bother you as well?”
The recipient can read your introduction sales email to the end but not every time do they feel compelled to reply. However, you can turn things around with a professional email signature and get them to hit ‘reply’. If the email copy was about the problems the prospect is facing and the ways how you could solve them, the signature provides you with an easy switch to talk about yourself. With the help of an email footer, you can show people the human side of you and what you stand for.
You may also like our blog post about the basic elements of a good email signature.
You also need some kind of tracking to know if the recipient opened your email, clicked the links, watched the video, saw the attachment, etc. Why is this important? If you noticed that a prospect opened your email and clicked the links you provided but hasn't responded yet, you can send a quick follow-up.
You never know the exact reason someone didn’t answer to your proposition. Maybe they missed your email or were busy. So be persistent and follow up. What may your follow-up look like?
Couldn't help but notice that you had a chance to try out a demo version of our software. Wanted to see if I could answer any questions for you. I would be happy to give you a quick 10-minute demo whenever it's convenient for you.
What do you think?”
And now let's move on to the practical part. We have prepared some business introduction email samples that will help you generate warm leads and get you started on the right foot.
Introduction sales email sample #1: Highlight a mutual connection
Sales introduction email subject line: Thom Hartmann suggested I get in touch
Thom mentioned that you are looking for a reliable person to build a website for you. I created websites for such businesses as Company A, Company B, and Company D, and they are happy with the results. If you are interested, check out my online portfolio [add a link]. Please don’t hesitate to contact me if you need any further information.
Looking forward to a successful working relationship in the future.
Introduction sales email sample #2: Provide immediate value and offer help
Sales introduction email subject line: Ms. Polly, professional food photos on your website
Your new website design is fantastic! I'm happy to see that you expanded your menu with vegan pies. I have shared a link to your website with my friends who I think could enjoy your restaurant.
When I was looking at your site, I noticed that you have no professional shots of your gorgeous food. My clients proved that professional food photography could dramatically increase sales and bring more customers, because it has the ability to appeal to the people's emotions, making them stop, look, and want to taste.
I offer professional food styling & photography services for restaurants, magazines, and cookbooks. And I can capture your products for your website and social media profiles at a reasonable price (because you are my favorite place to visit on weekends!)
Please feel free to call me at 444-212-3333 with any questions you have.
Tip: Use a professional email signature to include a link to your online portfolio.
Introduction sales email sample #3: Compliment the prospect and offer help
Sales introduction email subject line: Your blog post about color management
I happen to read your recent article about the importance of proper color management for printing. I loved the way you talked about it, mainly when you detailed on the new color matching technology.
I work at a company named XYZColors, and we help businesses in the photography and prepress fields like [examples of businesses] achieve high-quality, realistic images across various devices with our color management solution.
If you’re looking for some help with the issues described in your article, I have a few ideas for how you can resolve these issues. Please feel free to contact me if you need any further information.
Tip: Use a professional email signature to include a link to your company blog.
Although cold emails are the perfect chance to connect with your audience, writing the very best sales introduction email is not an easy task. Every detail counts when you are reaching out to a new prospect. First of all, do your research to make sure you are writing to the right person, and that your offer is relevant to them. Also, make sure your message is personalized because nobody likes to be one of many. Practice with different subject lines, but try to keep them more neutral, not too salesy. Provide value and don't forget to follow up. Good luck!