A sales introduction email is a virtual version of a handshake. Imagine that you’re walking into a room to meet a client. How do you approach that situation? What do you say? How do you act? The same strategy and planning need to be applied to your introduction emails. This is the foundation of your relationship with this potential client.

The email itself aims to initiate a relationship. You want to try to change a cold lead into a long-term customer. You, however, certainly aren’t the only company that’s trying to do this. So, how can you stand apart from the competition?

In this article, we’ll share how you can grab and then hold your recipient’s attention. You’ll learn that introduction emails aren’t about selling products and services. You’re selling solutions, experiences, and a relationship with someone they can trust. 

  • Writing the perfect sales introduction email
  • Sending sales introduction email examples
  • Best practices when sending sales introduction emails

Key Components of an Effective Sales Introduction Email

There are certain constants that feature in every sales introduction email. Regardless of the content that you include, you should pay special attention to these features.

Personalization is Crucial

Personalization is a great way to stand out from others, vying for your recipient’s attention. You are sending them a persuasive sales email. At the very least, you should be addressing the recipient by name. A step-up is to include references that are specific to them or their role at work. It demonstrates your attention to detail and that you’ve spent time researching them and their needs. 

Clarity Above All

Respect the recipient’s time. They are busy, just as you are. Make sure that any email you send is clear and to the point. That means speaking in plain English and avoiding useless jargon. Conveying your message quickly and clearly helps you to hold their attention. Efficient emails that don’t take a long time to read are far more likely to receive a response.

Highlight Your Value Proposition

Get to the crux of the matter. What’s in it for the recipient? Why should they care? This is where your value proposition is important. Try to succinctly share just why your product or service is better than the rest and how it will benefit the recipient. One of the best ways of doing this is to focus your email on the benefits of your offering rather than list features.

Compelling Call to Action

Always include a call to action (CTA). Many varieties of CTA exist, but the best are clear and to the point. Make them simple to complete, ideally in one step. Styling can help make the CTA stand out from the rest of the email. You could ask the reader to visit your website, book a meeting, or sign up for an event. Whatever you choose, be sure to ask.

Maintain Professionalism

Your style and tone are a direct reflection of you and your business. Don’t fall into the trap of eradicating all personality when trying to sound professional. People like to deal with humans. You just need to find a balance between the two. Be respectful, check for typos, and use professional formatting. It’s the email equivalent of dressing smartly for a first meeting.

Sales Introduction Email Examples

These examples are here for your inspiration. You could use them as templates and fill in the personalization details. However, we always recommend that you edit and create your own templates moving forward. The more specific and relevant to your company, the better received they’ll be by your recipients.

The content is important, but you should also make sure you know how to format an email so that it is easy to read. The structures used below act as good guidelines.

Cold Outreach

This example is designed to be sent to prospects that you haven’t contacted before as part of your cold outreach. You are introducing yourself, your business, and your offering. It focuses on the benefits of your product and service rather than the features and uses plenty of personalization.

Subject Line: A New Opportunity for {{their company name}}

Dear {{their name}},
I hope you’re well. I’m {{your name}}, and I work at {{your company}} as a {{your specialty}} specialist. I’ve been researching our core audience and came across {{their company}} and was impressed by {{a specific aspect of their company}}.
As a {{their job role}}, you’ve no doubt faced {{a challenge they would likely face}}. It’s a nightmare trying to find {{product or service}} to help. That’s where I believe {{your company}} can help. {{Your product or service}} has already help {{their competitor}}, {{another of their competitors}}, and {{a well known brand}}. They achieved {{benefit}}, leading to {{outcome}}.
Working with new {{product or service}} can be challenging. I know integrating with current systems is tough. So I’d like to invite you to a demonstration and discuss how {{your product}} could help. Would you have time for a quick call next week?
Please feel free to book into my {{your calendar link}} at a time convenient for you.
Looking forward to it.
All the best
{{your name}}
{{your position}}

Following a Networking Event

Using information that you gained through a networking event offers great personalization opportunities. You’ve already made first contact. This is a formal email introduction that follows. Now, you need to keep their attention. Name-dropping well-known brands and their competitors is a great way to build empathy.

Subject Line: It Was Great Meeting You at {{event name}}

Hi {{their name}},
I really enjoyed meeting you at {{event name}} last week. It was fascinating to get your take on {{topic that you discussed}}. I’ve been thinking about it since. Especially how {{your company}} and {{recipient’s company}} could work together on {{opportunity}}.
Here at {{your company}}, we’ve been delivering {{product or services}} that help businesses struggling with {{challenge they are facing}}. Sounds like you’re in the same boat. Companies that we’ve worked with, such as {{industry relevant company}} and {{possible competitor}} have seen {{outcome}} since working with us. 
I know we briefly touched on it together last week, but I think a more in-depth conversation would be helpful. Do you have time next week? Feel free to reply with some convenient times that suit you.
Again, a pleasure to have met you.
All the best
{{your name}}
{{your position}}

Re-engaging a Past Client

Sometimes, clients stop working with you or disappear after a while. This email is designed to rekindle that fire and reconnect with them. Mention specifics about the relationship you had with them previously. This helps to remind them of the successes that you had together. Rather than an introduction, it’s a re-introduction.

Subject Line: {{their name}}, It’s Time to Reconnect

Hi {{their name}},
I hope you’re well. Long time, no speak. We haven’t had a conversation in some time, and I thought now might be a good time to reconnect and say hi. It has been great to see {{their company}} go from strength to strength, especially {{one of their achievements}}.
Here at {{your company}}, we’ve been really pleased with the launch of {{relevant product or service}}. How are you dealing with {{challenge your product or service could resolve}}? We’ve seen clients that use {{product or service}} {{achieved outcome}}. 
I remember that when we worked on {{past project}}, {{your company}} aligned perfectly with {{their company}}. It was fantastic to achieve {{success}}. 
How about a quick call next week to look into it together? Are you still available on {{their phone number}}?
All the best
{{your name}}
{{your position}}

Introducing a New Product or Service

It's not a typical introduction email in that you’re not introducing yourself or your business but a product or service instead. Remember to keep the email relevant to the recipient by focusing on the challenges that they are facing. You can build affinity by sharing benefits and outcomes rather than listing features.

Subject Line: Introducing {{new product or service}} from {{your company}}

Dear {{their name}},
I’ve got some exciting news for you from {{your company}}. I’m proud to introduce you to {{product or service}}. Why am I so excited to share this with you? Because I think it could be a real game-changer for {{their company}}.
Imagine not having to deal with {{a challenge they face}} or a world where {{a pain point}} is made simple. That’s what {{product or service}} does. Businesses such as {{competitor or well-known brand}} have tested it for us and have immediately signed up following a {{success}}.
This is a brand new offering from {{your company}}, and it isn’t fully released yet. I’m letting you know first as I’m certain you’re a great fit for it. Can I show you why I think so?
If you’re happy to, I’d love to schedule a demo with you next week to show you just what I mean. You can book using this {{link}}.
All the best
{{your name}}
{{your company}}

Key Takeaways

Our digital world has led to more introductions happening in the inbox than face-to-face. Getting your sales introduction email right matters. Each time you send an introduction email it is an opportunity. One where you can build your reputation and nurture a new relationship.

  • Personalization will help you stand out against generic emails.
  • Highlight your unique value proposition by extolling the benefits, not the features.
  • Always include a direct and actionable call to action.

Sending introduction emails at scale takes a lot of work. Especially if you’re using personalization. Thankfully, Instantly makes that process a breeze. Interested? The good news is that you can start today by signing up for a trial.