When it comes to sales prospecting, information technology'due south more important than ever that you write concise, constructive communication.

According to Statista, nosotros're expected to send and receive over 333 billion emails daily by the end of 2022 — meaning it'due south not easy to get noticed in someone's electronic mail inbox.

Even if you lot practise go your prospect's attending, you can't expect them to read your long, fluffy emails filled with the buzzwords of the 24-hour interval when they accept many other emails to open. As such, it's crucial to brand your communication clear, to the bespeak, and relevant. Download Now: 25 Proven Sales Email Templates [Free Access]

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Here are a few things to consider as you write an electronic mail that'd help you with sales prospecting.

How to Write an Email to a Potential Customer

  1. Spend some time on the bailiwick line.
  2. Innovate yourself.
  3. Consider where they're at in the buyer's journey.
  4. Hone in on their pains and provide value.
  5. Push your value suggestion.

ane. Spend some fourth dimension on the discipline line.

Co-ordinate to Convince&Convert, 35% of e-mail recipients open an email based on the subject line alone. The rest consider other factors in addition to the subject line. All of this is to say that your audition will not read your e-mail content unless they first click the subject line.

Information technology should catch them. And compel them to click and read farther.

Here's what you should exist doing if you want to write adept email field of study lines:

  • Use personalization.
  • Pose a compelling question.
  • Use concise and action-oriented language.
  • Leverage scarcity and exclusivity.

Check out our post well-nigh the all-time sales e-mail subject field lines if you want to encounter some of these tips in activeness.

ii. Introduce yourself.

You'll be more likely to gain traction if they already know, like, and trust y'all. Simply everyone has to start somewhere, correct?

If they've never received communication from you, tell them a bit about yourself in a mode that's warm and authentic. In essence, you should be conveying who you are and why they should listen to y'all. At the same time, information technology's important to get in nigh them. For example, your electronic mail sales introduction could go something like this:

"My proper name is [Proper noun], and I'm reaching out because..."

The following sentence could easily exist a question to open a loop or a short lift pitch to establish trust and authorization.

3. Consider where they're at in the buyer'south journey.

In that location's no bespeak in selling yourself every bit a provider if they oasis't decided on a type of solution withal. This is where your CRM and their behavior on your website can be valuable tools.

If they've opted into consideration or decision stage content, you lot can ask them more pointed questions to drive them to a purchasing decision. Still, suppose they've only opted into awareness stage content. In that case, information technology might help to take a more advisory and educational approach considering their beliefs indicates they're not ready to make a determination yet.

4. Hone in on their pains and provide value.

No ane wants to read a sales email. Instead, they want help with their challenges. With this in mind, yous should establish empathy and rapport with them while providing value.

For instance:

"I encounter you host several campus events per year. I know it can be tough to get the students attentive and interested. I work with companies similar Facebook and Google to assistance promote their college recruitment events."

5. Push your value proposition.

If no one else in the infinite does it similar you, say so and provide social proof to dorsum it up. This can exist in the form of a testimonial, case written report, or heady statistic. This tactic is even more constructive if they can "see themselves" in the example, so curate your social proof to include the customers yous've served that are similar to them. This helps them encounter your customer's success story and think, "If they could exercise information technology for them, they tin can practise it for me."

Sample Business Introduction Letter to Prospective Clients

Here are several examples that tin can inspire your own prospecting techniques.

A couple of caveats:

  • These are generalized to a greater degree than emails we would typically send; they utilise to all types of companies and categories. (I've given you some examples of different languages you can use as a guide.)
  • Y'all can certainly get more than creative than the e-mail examples below, but exist careful. That tin backfire if yous get too cutesy or familiar.

Landing the Showtime Meeting: Introduction Electronic mail to Potential Clients

This electronic mail would exist used as an initial introduction to your company. The fundamental is immediately establishing your expertise and asking for the meeting reasonably early.

Why Information technology Works

This email works because it's direct and straight to the point. The 2d paragraph tells them why you'll be valuable to them, which is peachy because most people don't have time to go through a long essay.

Landing the First Coming together: Follow-Up Email

This would exist used as a follow-upwardly to the above email (either the next twenty-four hour period or the following week), and I would recommend the subject line: "Sorry I Missed You." We ofttimes see 30% to twoscore% open up rates with this email. You'll besides want to introduce a instance study at this betoken.

sample email to client for new business

Why It Works

The subject line is intriguing and will probable pb them to open the electronic mail. Using a case study offers social proof, which gets them thinking about how yous tin can as well help them like you helped others.

Coming together Follow-Up Email

Allow'south say you met with the prospective client, and you did an initial discovery telephone call to assess their needs and goals. Of grade, with longer-term sales cycles, you won't close a deal after that initial meeting, so you should still go on them engaged by moving to the next step.

One of the all-time ways to get them to open up your meeting follow-up electronic mail is by piquing their involvement with a subject line like, "This may assistance with [pain point they mentioned]" or "Here's that information you requested." And then, y'all can asking to motion the conversation frontward with the template below:

email to potential client: request for information

Why It Works

It works because it conveys personal involvement in them — and people honey the attention. Highlighting the hurting signal shows you're attentive to their needs and volition likely cement your place every bit the get-to solution.

Sales Proposal E-mail to Client

Consider this email a digital lift pitch. You want to reference the different elements cardinal to a conventional sales pitch: problem, value statement, "how you lot do it," proof points, client stories, and an engaging question.

This is the hardest sales-oriented email yous will send in this series. Brand it personal simply authoritative. Really show that your product or service tin suit their specific needs and goals.

Why It Works

This is a difficult-striking, impactful email that provides extra information about your visitor and further cements your authority. You're bringing out the big guns now. You lot tell them what their trouble is and waste no time proffering a solution.

Post-Proposal Send: Follow-Upward Email

This one should be used sparingly and only if your prospect has gone dark. This electronic mail typically gets a response equally information technology gently points out to your prospect that they've gone dark, but you lot've stuck with them.

It's simple merely effective, and it continues to provide the prospect with opportunities to acquire nearly your visitor, read your thought leadership, and be reminded of your expertise.

Typically, the prospect's response is atoning and appreciative. And even if you don't get the business at this indicate, at least y'all'll know if y'all tin movement on or go on this prospect on your radar.

Y'all'll typically want to apply the subject line, "[Company Proper name] — Still Interested?"

*I would never lead with "Hope you've been well/had a adept weekend" unless you've actually spoken with the person.

ntroduction email to potential client sample

Why It Works

The subject line "However Interested" will likely become the attention of even the busiest of managers. While information technology appears that you won't be endmost the deal, dropping helpful data for free will keep you in their good books. If you don't shut a deal right now, you lot might be at the top of the listing side by side time.

Last-Endeavor Send: Follow-Upwards Email

It'southward essential to follow up with prospects more than once, but knowing when to throw in the towel is equally important. At a certain point, yous're wasting their fourth dimension and detracting from your time spent on prospects who are actually ready to close.

This electronic mail should but exist used when you can't spend any more fourth dimension chasing a prospect and need to either push them to action or close the books on them — for now.

Why It Works

If the prospect has been vague almost closing the deal, this email works considering information technology demands a direct answer. Short, straight-to-the-betoken, and polite, it'll likely get a response from the prospective client, even if it's a no.

Sample Email to Approach New Client

Here's a sample email you lot can use to approach a new client. It'southward based on the first introduction e-mail template.

sample email to approach new client

Electronic mail templates like the one in a higher place reduce the amount of fourth dimension I spend doing admin while helping me connect with uber-decorated buyers. I promise they'll practice the same for you. Introduce them into your email cadence and see what kind of a difference they make.

Why Information technology Works

It works because it directs their attention to your value suggestion early on on, and past the finish of the email, the client would likely have decided whether they demand y'all or non.

Use Sales Electronic mail Templates to Nurture Leads

Even though your prospects might have crowded inboxes, they still take the time out to read and respond to emails that address their pain points and needs.

The sales electronic mail templates in the mail service offer you lot a starting indicate for creating these types of valuable emails.

Retrieve that many other people would be reading this guide, then don't simply copy and paste this template. Instead, model information technology after your business concern and prospect'due south needs.

Editor's notation: This mail was originally published in Oct 2015 and has been updated for comprehensiveness.

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Originally published Jun 1, 2022 viii:00:00 AM, updated June 01 2022