Follow this eight-step process, and your introduction email response rate Share weaknesses in their business and solutions you've identified.
After I wrote a lengthy post about cold email, I got a number of people asking me: “Dmitry, can I use these examples for leads and prospects?”
My answer was always the same: not quite.
Cold emails are often different from conventional business messages.
With the former, your main objective is to grab enough attention to warrant a response.
With the latter, you know a lot more about your prospect (and vice versa). Your aim isn’t just to get noticed, it’s to meet your revenue goals.
As you can imagine, the tactics you should use change accordingly.
So in this post, I’m going to tackle this long ignored topic:
I’m going to show you 27 business email templates and what makes them perform.
You’ll walk away from this knowing exactly what to write in your next message to get opens, clicks and conversions.
Let’s dive in!
I recently received this email from Statista after I’d signed up for their free account.
This message was my first contact with Statista. They’d never spoken to me before. Nor did they have any information about me, besides what I’d shared when I signed up with them.
Here’s why this example knocks it out of the park:
Apart from this, also note the personal “I” tone, which is rarely used in first touch messages. Too many salespeople hide under a third-person pretense of “we.” By using the first person, and saying “I,” you make yourself and your business relatable.
You can use this business email template when trying to get a response from a journalist.
The best way to build a meaningful relationship with writers is to start a conversation. And there’s no better way to do that than by coming across as someone who is trying to help.
Journalists are constantly writing articles in your niche and they are always in need of a quote from an expert. Use your expertise in your niche to provide value to the journalist and they will always remember you as an expert.
You can use JustReachOut or HARO to find relevant questions to respond.
Implement this tactic right now with our software.Give It a Try Now!
The biggest mistake you can make with follow-up messages is to leave your prospect in the dark.
If you’re simply saying “Just following up,” you’re basically bumping the email back to the prospect’s inbox. If he/she didn’t have enough reason to reply back earlier, simply bumping the email back won’t make your case any stronger.
That’s why I love this example from Avidian. It shows exactly how to work new information into a message thread.
Here’s what I like:
If you have a way to connect visitors on your site to businesses by using tools like WhoIsVisiting or HubSpot’s prospect tracking, you can get pretty creative with your messages.
For one, knowing that someone from the company you’re targeting is visiting your site can be a great icebreaker.
Here’s a template for using this trigger:
This one is pretty basic in its actual content, but it hits all the right marks:
Imagine this: A gentleman downloaded an eBook from your site last week using his name, email address and website.
After researching this information, you realized that he’s a perfect fit for your services.
What should you say to him?
Here’s a template courtesy of Attach.io:
The second paragraph is a bit too long but given the succinctness of the first paragraph, I’d say this is a strong example of a warm follow-up.
Once you have built a warm relationship with your target media, you should use follow-up emails to keep the conversation flowing or adding new context to the relationship.
When you keep communication channels open and continue to build your rapport, it can open up new opportunities in the future.
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As any seasoned salesperson will tell you, referral leads are worth their weight in gold. Knowing a common connection makes getting the foot in the door so much easier while also easing customer FUDs (fear, uncertainty and doubt).
But how exactly do you email a referred lead?
Here’s a template (credit: HubSpot):
Here’s what to love about this:
Sales is a game of months, not days. For high value prospects, you can expect to go back and forth over weeks on end.
During this time, you want to a) keep establishing common ground, and b) keep prospects interested by sharing relevant content.
Use this template from HubSpot to see how it’s done:
A good sales practice is to always follow-up to phone calls with an email reiterating the points you discussed in the call. This is not only a good way to keep track of the conversation, but it also gives you a chance to send over any relevant documents or data.
Here’s a business email template you can use to do this:
Most of your leads won’t turn into sales.
And that’s okay.
Some leads won’t buy because they’re either not interested or can’t afford your product.
A lot of leads, however, are interested in your products but just don’t have the time to commit to a purchase right now.
Instead of fading off the radar for such leads, send them a “break-up” email telling them that you won’t be mailing them anymore.
Here’s the template (credit: Attach.io):
This business email template gets everything right:
Humor – if you can make it work – is one of the most powerful sales weapons around. If your brand personality or the rest of your conversations have a humorous lilt to them, here’s a compelling sales template you can use:
Did one of your warm leads (or client) recently launch a new product or win a major accolade?
This is the perfect excuse to get back in touch and make a subtle push for your products.
Here’s a template from Yesware showing you how:
You can just as easily use this email template as a conversation starter with your target journalist. They wrote something recently about your niche. Compliment them about it or point out a unique point in the article that you loved.
This also gives you an opportunity to plug your company, product or service for a follow-up article. Using JustReachOut you can easily create a series of such templates and use them when the opportune moment strikes.
Implement this tactic right now with our software.Give It a Try Now!
If you run a business, you should periodically send relevant content to your prospects.
The reason for this is twofold: a) you get to show that you’ve been thinking about the prospect, and b) you get a reason to get back to your prospect’s inbox.
If you’re sending content to your prospects, here’s a business email template you can use (again, from Yesware):
Note how the email is short and keeps the congratulatory tone to a minimum. Flattery works, but only in tiny doses.
As an entrepreneur or small business owner, it is important to find new ways to start a conversation with the press rather than just sending them a fact sheet about your company. This makes for effective PR outreach.
Use this email template to share content that’s genuinely useful and interesting to your target journalist and it will kickstart a meaningful conversation.
Implement this tactic right now with our software.Give It a Try Now!
Your prospects have the same goal as you: to grow their businesses.
Introducing them to someone who can help them reach this goal is a win-win for everyone involved. You get into your prospect’s good books, while the prospect expands her network.
Here’s a good business email template to bring up an introduction:
If you’ve lost touch with a prospect, here’s an email from Yesware to start the conversation again.
Lots to love here, especially how it kickstarts the conversation by focusing on something relevant to the prospect.
As a business owner, you’ll often have to say no – to job applicants, to salespeople and to other businesses.
And if you’re a public figure, you’ll also have to say no to unsolicited questions and offers (something I can attest to personally).
It’s tempting to either not reply to such emails or reply back tersely. After all, you’re short of time and you have a business to run.
But I believe otherwise – if you can be gracious and generous even in your rejection emails, your readers, prospects and future partners will love you even more.
This template comes from Michael Hyatt who, as the former CEO of a major company and the owner of a popular blog, knows a thing or two about unsolicited email.
This business email template deals with an unsolicited job application:
Michael’s email is extremely kind and has the same steady, generous tone of his blog. Plus, it’s easy to personalize and doesn’t look like a cookie-cutter automated email.
Here’s what I love about it:
If you’re in any kind of visible leadership position, you’ve likely received emails from other business people asking you for advice or “just 20 minutes of your time”.
While you would love to help them out, you just don’t have the time.
Here’s how Michael deals with this (while generating leads for his services):
This has the same gracious tone as his job application rejection email, except it also includes a plug for his consulting and speaking services.
A lead might have read dozens of blog posts and followed you across social media. But the first business email template you send the lead is the actual start of your business relationship. After all, this is the first intimate, direct conversation you’ve had with them.
For an effective inbound process, you should resist the urge to sell here. Instead, do what you’re already doing – helping the lead.
Here’s a template for following up to an inbound lead:
Notice these things:
Did you know that responding to an inbound lead within 5 minutes increases chances of conversion by 900%?
Obviously, you can’t send a highly personalized business email template in 5 minutes. The best you can do is to personalize a template and send it automatically to every incoming lead.
Here’s a template you can use for this:
This email doesn’t require a lot of information to sound like it’s personalized. You can:
Both the above templates come from HubSpot
Let’s say you want to expand your business to a new area (say, cybersecurity). Your friend, Mike, asks you to get in touch with his friend, Matt, who is an expert in cybersecurity.
What kind of business email template should you send Matt?
Here’s a template from Danny Rubin for this situation:
As far as emails go, this is pretty straightforward – and that’s exactly the point. In an introduction email, you want to be compact and precise – tell recipients who you are and what you need from them. The fact that you’re coming from a common contact means that you already have their attention.
This email does that perfectly.
This isn’t really all of you will have to do, but if you have a product or service people can sign-up for (like JustReachOut), the “welcome” email will be one of the most important emails you send.
After all, this is the first email you send out to new users. You want this experience to be positive and informative. How the user sees you and your product/service will depend on this first interaction.
Here’s a business email template from Dan Martell of Clarity that works particularly well:
Look what Dan’s doing here:
Just like my last post on email templates, I want to close by giving you a list of resources you can use to learn about business email.
In fact, I’m even going to reuse the
These are resources I’ve personally used to build connections, score interviews, get guest spots, introduce new people, and of course, make sales.
Here you go:
Whenever I get stuck or can’t think of anything worthwhile to say in my emails – or how to say it – I head to GoodEmailCopy.com
This site curates emails from some of the web’s best brands. Use it to find inspiration and to see how the world’s best brands increase conversion rates.
The pros will tell you that the best way to increase your email conversion rates is to segment your email list. People who downloaded your “guide to social media” will be much more likely to open your social media related emails than those who read only growth hacking content on your site.
This guide from Zapier is a great place to start.
Marketing automation is how small businesses can compete with the big boys.
It’s like having a huge marketing team of your own, minus the costs.
This guide from GetResponse will help you get your feet wet with email autoresponders. If you’re new to marketing automation, marketing funnels and general email conversion optimization, this is a great post to start.
Want to send emails to a top of the funnel customer? How about a late funnel customer who is just about to buy from you (and needs a final push)?
These 25 emails cover every stage of the customer lifecycle. Reference it when you’re stuck for ideas and need some guidance.
How do your business emails stack up against the competition?
Use this benchmark data from HubSpot to figure it out.
I’ve touched upon welcome emails only too briefly. This post from Emma goes much, much deeper than I could go. A MUST read if you’re writing emails to welcome your new users.
Crafting a great email is only one half of the business email equation. There are plenty of other nuts and bolts you need to tinker with to get actual sales and conversions.
This post from the always great Peep Laja throws light on some tactics you can use to turn email opens into $$$.
Marketing is all about testing, and that includes your business emails.
But how can you A/B test your emails?
Read this post from Zapier to find out.
So that’s a wrap! I hope these templates and resources have been as useful to you as they have been for me.
Before you go, make sure to download the templates which I’ve personally used to get a response from some of the world’s busiest people.
Written by Dmitry Dragilev
I'm the founder of JustReachOut.io which helps 4,000+ small businesses and entrepreneurs pitch press and get exposure daily without any help of PR firms. See more here.
Have you ever used cold business introduction emails? make an effort to come over as a likable person, getting a reply will be a lot easier.
Sometimes the best way to find your ideal job is through networking — by asking professionals you know in your industry to provide a formal business introduction to a desirable employer or to individuals who might otherwise advise you in your career search.
When they agree to do this on your behalf, it’s important to immediately write a thank-you letter (or email) to convey your thanks to them and to express your appreciation for their time and effort. Not only is this basic good manners, but it will also strengthen your connection, demonstrate your professionalism, and lay the groundwork for a continuing positive relationship in the future.
This is particularly essential if they themselves work for an employer to whom they have introduced you. In the best-case scenario, you will soon become colleagues and/or team members — thus, writing a thank-you note will help ensure that you have established a good rapport even before your first day on the job.
Send this second note even if, after an interview, you’ve decided you’re not interested in the job. You don’t need to explain your decision — and you definitely shouldn’t criticize the interviewing team or the company they contacted on your behalf. Simply express your gratitude for their assistance.
Here is a sample letter you can use as a model to send to a person who has provided an introduction to a contact who works in a company of interest.
Your City, State Zip Code
Your Phone Number
City, State Zip Code
Thank you very much for introducing me to Theodore Mannix of Cryptic Industries. He has been very helpful to me during my job search and has even offered to put me in touch with some of his colleagues. I am hopeful that through these new contacts, I will find a new position soon.
Your help and support during this search are greatly appreciated. Having someone with your knowledge and experience to confer with has made me feel much more confident during this difficult process.
In most cases, it’s perfectly fine to send your thank-you letter by email. Doing so has several advantages over an old-fashioned paper letter, not the least of which is speed. Also, you can literally send your message in the lobby before leaving the building.
Depending on your email program, you might also be able to get confirmation of receipt. If you don't have this option, you can always bcc (i.e., blind carbon copy) yourself so you're assured the email went through.
Your email message should contain the same basic information as a regular thank-you letter, with a few exceptions. There is no need to include your return address or your contact's address. Simply include your contact information after your signature.
You should keep in mind that digital readers tend to have short attention spans, so be brief and just get to the point.
How do you convince someone to give you a chance when they’ve never met you? Ask for an introduction email.
Fact: Nine out of 10 people trust recommendations from others they know.
Connecting through a mutual acquaintance can be the difference between a cold email and a warm welcome.
Even better, with the right introduction email template, you save time writing but still show that you put in the extra effort.
Here are three types of introduction emails you can start writing today to land more clients, book more meetings, and grow your career.
A poorly written introduction request reads like a shoddy instruction manual.
The bottom line: It pays to draft an email they can easily forward on your behalf.
The bulk of the content should be written directly to the person you’d like to meet as if they were reading it as-is.
It should include:
Evidence that you’ve done your research. Seeing this makes people more motivated to help you.
A clear reason why your target person would benefit from the intro. Satisfying our own self-interests is pretty darn appealing (just how our brains work).
A succinct message that closes with a clear call to action. Roughly half of email replies are less than 43 words.
Real-world use case: This email introduction sample from Yesware Sales Development Representative who used all three persuasive elements to ask for an introduction (prospect names have been changed):
With all the boxes checked, she made it super easy for Mark to go ahead and forward her request along to Chad — less than 20 minutes later.
So what happens when you’re on the receiving end of an introduction request? We recommend keeping it courteous with the double-opt in method.
Fred Wilson popularized this networking approach as a helpful reminder to be respectful of people’s time. The idea is to ask permission from both parties before green-lighting unsolicited introductions, giving either person a chance to decline if they so choose.
And here’s a step-by-step breakdown of :
Real world use-case: Here’s how our former VP of Sales used this method to let someone opt-in to an email introduction requested by one of our sales reps. It offers clear and compelling reasons why Marsha could benefit from accepting the offer, but only “if possible” and on her terms.
If you don’t have a mutual connection with the person you’re trying to reach, you may want to try what we call a top-down approach to email introductions. It goes a little something like this:
Not only does this get you an introduction from someone inside that person’s company, it’s coming from their boss — which makes it much more likely that they’ll reply. That’s because we’re naturally conditioned to follow the lead of authority figures.
Real world use-case: Here’s a great email introduction sample from Yesware’s CEO that shows what happened when someone (real name changed) asked to connect with a member of our marketing team.
And the response…?
Boom. Intro made. (Although note that we are an email-focused company — other CEOs might not be so responsive 😉 ).
The worst introductory emails make busy people resent having to respond to I wrote a book last year and it was named one of the top business books of the.
It takes time and effort to write a sales introduction email that will encourage to respond. But you are not alone in this – it can be based on benchmark that have worked for others. All that work pays off instantly, when you get your first positive answer – “Hey, awesome email. Let’s jump on Skype and talk more!”. How can you achieve it? Get to know a few tips.
A sales introduction email is meant to (quite obviously) introduce you and your offer to a potential client.
You get attention (and replies) by offering specific and clear benefits. From the subject line to the footer, your cold email should scream “I’m here to make your life easier!”, however without being intrusive or exalted.
So.. what should you do to write best cold email subject lines? It’s not easy to do, but I’m going to show you a few tips.
Your target group sets the tone your email should be in. But it doesn’t necessarily determine the structure – there is a simple one that works for most emails (read on to discover it).
What is your target group’s appropriate tone? You will need a little research, especially on (1.) what language they use and (2.) what problems they talk about:
Email personalisation is one of the keys to better persuasion (and better response rates). So, don’t waste time on being way off the mark!
People like you more when you speak their language and know a thing or two about them, their company and their market. Even using the same sales email templates, you can create the impression of a personal message.
Your goal is to write sales cold emails and get warm responses. Beside time, it requires a bit of cunning and being mysterious. For instance – you shouldn’t write about all fantastic features in the first email you send to someone.
Instead, focus on one, most beneficial feature, that really grabs target group’s attention. This is the best and the fastest way to catch them and encourage to respond.
Introduction mail is not a menu – it’s like a business card, a tasty sample, a grasping trailer. Don’t put all information into one sales introduction email. You can add a lot later. Trust me – if you want to see any responses, you’re going to need follow up emails.
Image: how to write an introduction email?
You don’t have to introduce yourself at the beginning. It’s a waste of valuable space, only to repeat information from your footer. They can be found easily if needed.
What to write instead? Time to blow your mind – even though it’s a sales email, you can’t openly ask about buying, or say anything about cash.
Powerful cold email helped Ilya Semin (CEO of Datanyze) get funded by Google and Mark Cuban and his conclusion was:
—>”People are generally always willing to help, especially when you’re not asking for money”.
You sent an email because you want to connect, because you truly believe this could start mutually beneficial business. THEY have a great company, you’d like to talk on Skype about THEIR PROBLEM, (not yours!), and because you have a solution.
This is the part where you offer benefits. Again, not by listing all features or advantages over competition. That would scare away even William Wallace.
Pick one thing (main benefit) that will be most interesting to the person you’re writing to. These ready-to-use templates for introduction email will inspire you for sure
Sale emails templates and samples can be very helpful but remember – they must always perfectly fit your business and offer. Don’t forget about valuable reason for connecting – no reason, no responses! No reason, no hook = there’s nothing in it for the recipient. Email introductions that’s all about you? Noooope.
Your template for a sales email should end with a strong, short and clear call to action (one action, not two or more actions at once!) One that shows you’re interested in the other person and their company. One that is clear enough to direct them toward the next step you need them to take, in order to get them to buy from you.
People don’t want to waste their time guessing and are unlikely to be involved in making decisions about next steps. Direct people clearly (specific time, place, contact method, etc.) and they’re more likely to understand what do you want from them.
No matter whether you use a already made example of email for sales or you write it yourself – be concise, concrete and nice, and you will reach the goal.
You need a few things for a good email:
You can (and should) test sales emails with this framework. Try different greetings, reasons and calls to action.
When I open an email to realise it’s a page-long essay about an offer, I do not respond to it. I don’t have 15 minutes to analyse an essay, neither do your potential clients.
And a really powerful sales introduction email can help you connect with anyone. Like Andrew Medal who connected with his favourite rapper thanks to a savvy email.
Thanks for reading! Check our case studies and don’t hesitate to say hello if you need more information about how we help to improve sales.
If you are an entrepreneur, in sales, or in general business, follow these rules when replying an introduction email. JC. Jesse Contreras. Written on March 15.