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Reply to business introduction email
November 19, 2018 Anniversary Wishes 1 comment

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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!

Statista’s thoughtful customer-centric email


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:

  • The subject line “hopes to help:” This sets the tone for the rest of the email. Statista doesn’t focus on winning a deal. It focuses on helping you make better use of its tools. It’s a subtle way of selling themselves, which I’m on board with 100%.
  • They mention a “time difference.” Statista is based out of Hamburg, Germany. They’re 9 hours ahead of the U.S.’ Eastern time zone. So when Allyson asked if I prefer communicating over email, she was being thoughtful. There’s no back and forth about setting up a call at an awkward time.
  • Social proof: I’m not going to buy a service just because a big name brand already uses it. But knowing that Apple trusts Statista gives me confidence in them.
  • Budgetary concerns: As a small business owner, I’m often wary of emailing software companies without transparent pricing. But Allyson proves she empathizes with me on this point by suggesting that Statista will have a solution that fits my budget.

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.

Dmitry's take

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 benefit-focused follow-up business email template

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:

  • It starts with a reminder. Decision makers tend to be busy. Chances are they’re not going to remember who you are or why you emailed them. If you’re emailing after a long time, it’s a good idea to remind them of your last conversation and its context.
  • New information: This template steers the conversation to new information and its relevance to the original conversation (in this case, a LinkedIn group).
  • Reason for the email: This is a continuation of the above – why this new information matters.
  • Benefit: Closing with a benefit works well. Closing with an urgent benefit – “reach sales targets for the quarter” – proves even better. After all, if you’re the VP of sales at a startup, wouldn’t you want to meet your sales targets as early as possible?


The lead tracking follow-up

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:

  • Tell the lead what her teammates were doing: This might seem like it’s a bit stalkerish, but the right way to send such an email is to tell your reader upfront what pages the teammates were viewing. Businesses understand that prospects are often tracked these days, so it won’t surprise them.
  • Invite teammates to join the call: The “10 minutes to discuss” is standard, but inviting others to the discussion makes this closing line more effective.


Following up to a warm lead

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


  • Clever subject line: “Lofting” is a rare enough word that it will stand out in any inbox. “Let’s get you lofting” isn’t very benefits-focused, but it’s smart. And that’s usually enough to get an email opened.
  • Simple introduction: Since you captured the lead recently, there’s a good chance the prospect still remembers your brand name. Instead of a long-winded introduction, simply stating your name and your company is enough.
  • Simple personalization: Personalization is critical but when you make it too complicated, it reduces your email velocity significantly. This one focuses on a single variable (“your lead generation at [company name]”), making personalization faster.
  • Exact days/times: Instead of going back and forth to decide on a time/day, it’s sometimes better to propose a date yourself and let the prospect propose the right time for a call.

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.

Dmitry's take

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.

Implement this tactic right now with our software.

Give It a Try Now!


Emailing a referred lead

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:

  • Referral name in subject line: You want your subject line to grab the prospect’s attention. Mentioning someone the prospect knows is a powerful way to do that.
  • Show that you’ve done your research: This single line shows that you’ve actually done your homework. Important to show that you’re not just blindly emailing people.
  • Close with a benefit: The business email template closes by asserting how it has ideas you can “implement fairly easily” and which will have a measurable impact on an important metric: lead conversion rates.


Sending warm leads more content

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:


  • References a shared experience: One way to establish common ground quickly is to mention an event or experience you both attended. This shows that you share the same interests and goals.
  • Mention business goal: Sales emails aren’t meant to be chit-chat. After establishing a connection, circle back to the reason why you’re emailing them: because your service/product can help them meet their goals.
  • Deliver relevant content: Pretty much the objective of this business email template. Using phrases like “As promised” is a good way to make it sound more natural.


Follow up after a phone call

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:


  • Start by referencing the phone call: This is a pretty generic greeting but it’s personalized enough that it works. Your job is to quickly mention the phone call and the context of your conversation before getting to the meat of your email.
  • Focus on “personal impact”: Remember, the people you are dealing with also want to advance their careers. If your solutions can help them solve personal issues, you’ll have a much better chance of getting their attention.
  • Send additional data: If you’ve discussed any content, data or documents in the phone call, the second paragraph is a good place to mention it.
  • Mention date and time for next meeting: Instead of wasting time going back and forth to find a suitable time, go ahead and mention the schedule that works best for you. If the prospect has any issues with it, she can easily get you to change it.


“Breaking up” with a prospect

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:


This business email template gets everything right:

  • Clever subject line: This subject line will stand out in the prospect’s inbox (and probably earn you a nice chuckle). Plus, the song (this one) is perfectly relevant here.
  • Make it easy for prospects to respond: Instead of writing a lengthy reason for the radio silence (or worse, no reply at all), give prospects an out by giving them pre-written response templates. Replying to this email will take a lead literally 10 seconds or less.
  • Establish a timeline to restart the sales process: Notice how this email gives prospects a way to restart the sales process in 1 month. This catches all prospects who might be interested in your product but can’t commit right now.

The humorous “break-up” business email template

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:


  • “Are you okay”?: This subject line is designed to do one thing: get opened. Sure, it’s a little misleading, but be honest: wouldn’t you open an email like this as well?
  • Simple but effective joke: As far as humor goes, this is pretty safe – and it works in context.
  • Give prospects an easy way to respond: Similar to the above break-up email, prospects just have to say (1), (2) or (3) to indicate their preference.


The congratulatory “new announcement” business email template

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:


  • Optional callback to last conversation. This is entirely optional but if you’ve recently interacted, it’s always a good idea to reiterate it when you email. Besides mentioning the what, you should also mention the why (here – “because it seemed to speak to your situation”). Once you’ve done that, skip straight to the congratulatory message.
  • Ask a genuine question. It’s important here to skip cursory insight and ask something actually meaningful. You don’t want to come across as simply flattering the prospect.
  • Circle back to your own product. While genuine insight and even flattery is nice, remember that you’re trying to close a deal here. Find a way to plug your product into the conversation. For instance, if your prospect just released a new CRM tool, you could mention how they would need PR to promote it (for which you make software).
  • Give a reason for the email. A study by Harvard psychologist Ellen Langer showed that people are far more likely to let you do something (say, cut in a line or respond to an email) when you give them a clear reason. The line “the reason I’m asking”  gives you a reason for the email. Plus, it allows you to plug your product in a way that benefits the prospect.

Dmitry's take

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!


The value addition business email template

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):


  • Send content from a neutral party. While you might be tempted to send content from your own resource library, your objective here is to show that you’ve been thinking about your prospects problems, not just promoting your business. An article from a respected third party that’s relevant to the prospect works better in such situations.
  • Ask for guidance. You’re a salesperson, not a clairvoyant. Instead of assuming the problem, ask for guidance with a question like the one above. Make sure that this question is relevant to the article you just shared.

Note how the email is short and keeps the congratulatory tone to a minimum. Flattery works, but only in tiny doses.

Dmitry's take

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!


The introduction business email template

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:



  • Jump straight to the purpose of the email. Understand that since you’re delivering a lot of value (introducing the prospect to a new contact), you don’t have to write a lengthy, flattering intro. You could even do away with the first couple of lines altogether.
  • Introduce the person and how they can benefit the prospect. Take particular care to mention any specific topics or ideas they might have in common. This will give the prospect a starting point for the conversation.


The “get back in touch” email

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.

  • Give a reason for the email. This could be anything – a new product launch, a new announcement, or even a new blog post. This works much better than a simple “just following up” message since it gives you a way to tie your pitch to something the prospect cares about.
  • Update your prospect about your product. Mention any product updates or recent changes at your company. This gives you a way to lead the conversation back to your product and also gives the impression that you’re conversing, not just pitching.
  • Push for a meeting. This can be a virtual or actual meeting. Again, always offer exact dates/times and locations if possible to make scheduling easier.
  • Close with a benefit. Remember: emailing is always about how you can help the prospect, not the other way around. Before you close, show the prospect how the meeting/conversation might benefit her.


Rejecting a job application

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:

  • Explain why you can’t help. You might be tempted to say “I’m busy!” but you can do one better and tell the recipient exactly why you can’t reciprocate: you have other commitments or you just don’t handle that work.
  • Tell recipients where they can get help. It’s no good telling people that you can’t help – you should also point them in the right direction. In this case, Michael directs the recipient to a resource page on his company websites and offers pointed instructions on how to submit an application. This is copy-pasted content but you wouldn’t know it at first glance.
  • Thank the recipient for the email. What kind of copy you include in the “thank you” paragraph is up to you, but Michael’s idea of “honoring us with your interest” is a solid one. It’s impossible to not smile a little if you got that note in your rejection email.

Saying “no” to unsolicited questions

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.

  • Offer a “free” resource or service. Not everyone who asks you a question can afford to pay you for consulting. If you have a blog or a resource library, point recipients here – it’s the only fair thing to do.
  • Offer paid alternatives. Instead of rejecting the email altogether (or not replying to it), give recipients an option to buy your time. While you don’t have to include actual rates, it is a good idea to tell people that you won’t be cheap – you don’t want to waste time dealing with tire kickers.



The inbound lead follow-up

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:

  • Remind the lead of the context of your email. The lead might have downloaded multiple resources that day. It’s always a good idea to remind them where you got their email information from.
  • Ask if they want more information. Useful content is the foundation of inbound marketing. Ask the lead if they want more information, then direct them to the right resource.
  • Share tips. This could be generic tips (for an automated email) but you’ll see much better results by sharing personalized, pointed tips. These should be relevant to the resource the lead downloaded and your business’ expertise. Say, if you sell a content marketing tool, you could mention how their blog page doesn’t have a way to capture leads.


The automated inbound lead follow-up email

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:

  • Use the resource name. It’s better to use the actual name than add a link to the resource. This not only reminds the lead of the context of your conversation but also personalizes the email.
  • Link out to additional content based on downloaded resource. You can have generic rules for linking out to different content based on the resource downloaded. For instance, you can link out to your social media blog posts for someone who downloads a “social media 101” eBook.
  • Include time slots when you’re free. Say, if you are free every Thursday and Friday at 2pm, include this in all automated emails. It’s not always a great idea to try to talk in the first email, but if you feel that the lead is warm enough, you can give this a try to make the sales process faster.

Both the above templates come from HubSpot



Introducing yourself to a contact

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.

  • Mention the recipient’s field. If you were an expert on optimizing AWS for security, an email that mentioned your expertise would likely get your attention. This email does precisely that with its subject line.
  • Keep your introduction short. You don’t need to tell the recipient anything beyond your name and critical background info. Remember: since you have a common contact, you’re already “vouched” in the recipient’s eyes.
  • Give a reason for the email. In short, state why you’re emailing. The because here is critical – as I mentioned before, it gives your email a purpose and increases chances of success.
  • Ask for a big favor, then a small favor. In all likelihood, the people you’re emailing would be busy. When you offer to grab a cup of coffee, they might show some resistance. In contrast to that, an offer for a phone call sounds downright easy. Stacking your requests this way means that your second offer (a phone call) sounds much more attractive when contrasted against the original request.

The “welcome” email

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:

  • Email comes from a person, not a generic email address. No “[email protected]” – this one is coming straight from the company’s founder. Also notice the Clarity logo in the user avatar (from Google+).
  • The reason for the email. Sure, a simple “welcome!” message works, but you can go into a bit more detail and state exactly why you’re emailing to give better clarity to your users.
  • Casual tone (and useful information). Note how the email uses a very casual tone and lists exactly what it will “show” the recipients. This is a matter of branding but when you’re emailing as an individual, you really can’t go wrong with a conversational tone.


Even More Resources

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

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.


How to Segment Your Email List

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.


How to Create an Email Autresponder Series to Keep Your Leads Hot

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.

25 Emails that Target Each Stage of the Customer Lifecycle

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.


[Benchmark] What’s a Good Email Open and Click Rate?

How do your business emails stack up against the competition?

Use this benchmark data from HubSpot to figure it out.


How to Create an Effective “Welcome” Series

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.


How to Generate More Sales from Your Email Marketing Campaigns

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 $$$.

A/B Testing Guide for Emails

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.


Over to You

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 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.

11 Steps Towards Mastering The Art Of Introduction

reply to business introduction email

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.

Tips for Writing a Thank-You Letter 

  • When someone offers or agrees to provide you with a professional introduction, you need to write and send your thank-you letter as soon as possible — ideally within 24 hours.
  • If you score an actual job interview as a result of their introduction, it’s smart to write a second note to update them on your status, thank them again, and express your enthusiasm for the employer.

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.

  • Check, and double-check, for grammatical or spelling errors. It’s a good idea to have a trusted friend proofread your note before you send it. Even professional editors have trouble catching their own mistakes.
  • Offer to serve as a professional reference or to provide introductions for them in the future should circumstances warrant.

Sample Thank-You Letter for an Introduction

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.

Sample Thank You Letter for an Introduction

Your Name
Your Address
Your City, State Zip Code
Your Phone Number
Your Email


City, State Zip Code

Dear Simone,

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.

Respectfully Yours,


Sending a Thank-You Letter by Email

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.

Letter Writing Tips

You should keep in mind that digital readers tend to have short attention spans, so be brief and just get to the point. 

love letter for him on anniversary
Request for resume
letter of congratulations on retirement
Letter of appreciation for assistance
writing business letters com
Sales letters that sell
format of office letter
Thank you for nominating me

The Art of a Good Email Introduction

reply to business introduction email

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.

    1. The Two-In-One 
    2. The Double Opt-In
    3. The Top-Down Approach

Know you’re sending your emails at the right time with this free tool.


The Two-In-One: How To Ask For An Email Introduction

Tight on time? Here’s a doc with all 3 templates — for easy copying.

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:

  1. Evidence that you’ve done your research. Seeing this makes people more motivated to help you.

  2. 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).

  3. 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.

Save your intro request as a customizable template that lives in your inbox.

The Double Opt-In: How To Write A Professional Introduction Email

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 :

  • First ask the requestor to write you an intro email you can forward along to your contact (if they haven’t already).
  • Add a personal note up top — compliments are persuasive, remember?
  • Get to the point quickly; you’re asking for a favor
  • Put your request in bold font so it directs attention to the action item
  • End with a personal note wishing your acquaintance well

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.

Perfect the double opt-in with this simple, reusable template.

The Top-Down Approach: How To Get An Inside Referral

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:

  1. Use LinkedIn to determine who your prospect’s boss is.
  2. Send a cold email to that Director/VP/CEO level person asking who manages the initiative you’re interested in discussing.
  3. They (hopefully) point you in the direction of who you want to reach.
  4. You reference their referral in an email introducing yourself to your prospect, or forward the original email inquiry along with the boss on CC.

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 😉 ).

Here’s the introduction email template you can steal in seconds.

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.

How to write a powerful sales introduction email

reply to business introduction email

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.

Sales introduction email rule #1 – Be appropriate

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:

  • on social media
  • on industry/specialist forums
  • at conferences and events
  • in podcasts / videos

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.

The sales introduction email mission plan

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.

Simple structure that works for most sales emails

Image: how to write an introduction email?

What’s the real reason for your 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

  • I’m writing because I noticed your team develops great apps. I know that shortage of devs is a common problem for software development companies. @{{our_company}}, skilled coding virtuosos can help pull your projects through to the finish.
  • I’m going to be direct: {{our_company}} generates leads for companies, and I think that {{company}} doesn’t have enough of them.
  • Why am I in your inbox? I combed through your website and thought you’re awesome at what you do, but you could use better content to drive more traffic. Here’s where you could use {{my_company}}.
  • Because I work in sales, I constantly follow industry news. I’ve recently noticed unused ways of how companies could gain more leads. I’m sure {{company}} could use help of {{our_company}} to improve its results.

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.

How should your sales introduction emails end?

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.

For example:

  • Do you have 15 minutes this week to discuss your needs on Skype?
  • I’m in town, could we meet for lunch tomorrow to talk about your company’s needs?
  • I’d love a 15-minute call with you to talk more about your marketing department’s needs.

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.


Wrapping up

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:

  • simple greeting (“Hi John”)
  • reason for your e-mail (“I noticed this is your pain, I want to check if I could help”)
  • call-to-action (“The next step towards my offer is this and this”)

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.

reply to business introduction email
Written by Nezilkree
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