Introducing yourself to a stranger is never easy, especially when writing a sales email. You want to make a great first impression and build rapport with potential clients, but you know too little about them to determine how they’ll react. Since more than 75% of cold emails never get opened, your efforts might go to waste.
There’s no one-size-fits-all formula for writing introductory emails, but some strategies work better than others. For example, addressing the recipient by name can increase open rates by up to 35%. Similarly, personalized emails with catchy subject lines are more likely to get opened and receive a reply.
While it’s perfectly fine to use an introduction sales email template, you still need to add a personal touch. Go one step further and try to connect with your prospects on social media or via other channels before reaching out to them.
Interested to find out more? Read on to find out how to write introductory sales emails that get results.
What is an Introduction Sales Email?
An introductory sales email is the first message you send to potential customers or new clients who may not be familiar with your products and services. Basically, it’s your hook. The goal is to introduce your company to prospects and lay the foundation for future communication.
Your message should entice the recipient to reply and ask for more information. At this point, you can’t expect them to make a purchase. Instead, you’ll want to present your business and establish some common ground with potential clients without coming off as overly promotional.
Why You Should Put Some Effort into Writing Introductory Emails
Roughly one-third of emails get opened, reports a 2022 survey by Constant Contact. This number is even lower for cold emails, which have an average open rate of 25%.
Consumers receive dozens or even hundreds of emails daily. Their inboxes are flooded with marketing messages, articles, business proposals, and everything in between. As you might expect, most emails are marked as spam or end up in the Trash folder.
One way to overcome these challenges is to write a great introductory email. Think of it as an opportunity to make a good first impression and get buyers’ attention by demonstrating a strong understanding of their pain points. If you do it right, you’ll earn their trust and leave them wanting to find out more.
A well-crafted introductory email can mark the beginning of a lasting business relationship. Depending on your goals, you may use this approach to:
- Introduce your brand and products to potential customers
- Tell existing clients about a new member of your sales team
- Present a new product or service
- Learn more about your target audience
- Build rapport with prospective clients
- Expand your reach
For example, a 2020 Gartner survey found that nearly 45% of millennial B2B buyers would prefer not to interact with salespeople in a traditional business setting. Most respondents said they would rather do research on their own before buying new products or services.
As a marketer or entrepreneur, you can reach out to these buyers by email, which would allow you to tap into a new audience. The challenge lies in getting their attention—and that’s where a great introductory email can make all the difference.
How to Introduce Yourself in a Sales Email
Email can be a powerful tool for cold outreach, but it requires a strategic approach.
Your first message to a prospective client should include more than just your name and a brief description of your business. Instead, you should frame your words in a manner that gets your brand noticed. This requires warming up cold leads, testing different subject lines, and providing value, among other aspects.
With that in mind, here are some do’s and don’ts of writing an introduction sales email.
1) DO Personalize Subject Lines
Using subject lines that include the recipient’s first name can boost email open rates by 2.6%. Moreover, personalized emails have about 140% higher click-through rates than generic emails.
Given these statistics, it makes sense to put some thought into crafting your subject lines. These are the first words your customers will see when your email reaches their inbox. If the subject line is irrelevant, meaningless, or generic, they’ll ignore your message and move on.
Many salespeople use outdated subject lines that no longer drive results. Let’s see a few examples:
- See what’s new this spring
- You won’t believe what we have for you
- We know you’ll love this
- This product will change your life forever
- Marketers are raving about a mind-blowing app that…
- Some ideas on building passive income
- Are you struggling with [problem]?
- Hi [Name], do you have 10 minutes for a quick chat?
Sounds familiar? These subject lines won’t get you anywhere. Chances are, your emails will end up in the Spam folder, leading to wasted time and money.
What you should do instead is personalize your subject lines for each customer or group of customers based on their interests. Think outside the box and draft a compelling email subject line that sparks curiosity about your message.
For example, you could write subject lines that make people smile or appeal to their vanity. Consider something like, “An exclusive offer just for you, [Name]” or “Gift inspiration for the modern woman.”
Another option is to mention the specific benefits of reading the email, such as in “Steal these email templates for your next campaign” or “[Name], find your free guide inside.” Alternatively, you can bring out the reader’s pain points and hint at the solution with a subject line like: “Stop wasting time on mundane tasks in just five steps.”
2) DO Establish a Common Ground
Earlier this year, Datanyze conducted a study on buyer psychology in B2B software purchases.
More than 30% of respondents said they would respond to cold outreach if the salesperson was in their network. About 29% said they would most likely reply to a cold email or phone call if it came from a company they heard of.
B2B software buyers are also more receptive to cold pitches from people they’re connected with on LinkedIn, according to our study.
Based on these findings, it’s important to find a common ground with potential clients before sending out introductory emails. Datanyze has a number of features that allow you to capture customer data in real-time while browsing websites and social media platforms.For example, if you plan to reach out to a marketing executive, you can use Datanyze to get his phone number, email address, LinkedIn contact information, and other contact details. See our guide on how to find contact information for sales before moving further.
You can also tap into our database to get insights into a company’s revenue, industry, management, and other aspects. Then, use this data to segment your customers and draft relevant emails for each group.
When writing your message, share something you know about their business objectives, accomplishments, hobbies, or pain points. Alternatively, you can mention a referral or mutual connection.
3) DO Start with a Strong Opening Line
Imagine opening an email and reading the first few lines. Chances are, you’ll delete the email and move on if those first lines are dull, irrelevant, or cheesy.
Your prospects will most likely do the same—they won’t bother reading your email if they find the opening line boring or meaningless.
There’s nothing remarkable about a basic introduction like, “I hope this email finds you well” or “Hi! My name is […], and I wanted to tell you more about [company name].” Instead, start with something impactful, such as an interesting fact or case study with unexpected results.
Another option is to craft a personalized opening line that demonstrates your understanding of the customer’s pain points. Or you can simply let the prospect know you’re familiar with his work and the challenges he may be facing.
First, address the customer by name. This step alone can increase your response rates and make your message appear more human.
Second, include a value proposition that resonates with your target audience. If possible, mention a mutual connection or something you have in common with the prospect.
Third, consider using icebreakers to kick off the conversation and warm up cold leads. Datanyze is launching a new feature soon to automatically generate icebreakers based on the prospect’s online profile, interests, and other relevant aspects.
4) DO Use Humor to Get Prospects’ Attention
Just because you’re writing a business email doesn’t mean you should sound like a robot. Sure, you want to be perceived as a professional, but that doesn’t require using a dry tone.
Don’t be afraid to sprinkle some humor into your message. As it turns out, nearly 20% of B2B software buyers would respond to cold outreach if the pitch was funny, as shown in our study.
This also applies to B2C sales, according to a 2022 report from Oracle. More than 70% of consumers would choose a brand that uses humor over one that doesn’t, and 77% are more likely to buy from sales reps that make them smile. Oracle also found that 69% of prospects would open a marketing email if the subject line was funnier.
When used properly, humor can get people’s attention and make your emails stand out. Plus, it’s a good way to humanize your message and make yourself more likable.
5) DO Make It About Them, Not You
When writing an introductory sales email, you want to start a conversation and familiarize prospects with your brand. However, you should make it about them, not you, and give them a reason to keep reading.
Research your target customers so you can identify their needs and wants. After that, try to position your product as a solution to the problem they face. Appeal to what matters to them and evoke curiosity.
As a rule of thumb, refrain from sharing too much information at once. The last thing you want is to create confusion or overwhelm the recipient.
A sales email should have no more than 50 to 200 words, but you can embed a contact form in the email body and encourage prospects to reach out for more details.
6) DO Include a Clear Call-to-Action
Make sure your emails include a clear call-to-action (CTA) that tells the recipient what you expect them to do. The CTA can be a button, image, or link that encourages prospects to contact your team, visit your store, sign up for a demo, and so on.
For best results, use words and phrases that create a sense of urgency, such as “today only,” “limited offer,” or “one-time deal.” You’ll also want to choose strong action verbs like “shop,” “buy,” “try,” “visit,” or “get.” Most importantly, tell customers why they should take action.
Here’s an example:
“Our sales team can show you how to leverage automation to streamline your processes and cut costs. Book a call today [CTA link] for a free consultation.”
Alternatively, you can add a CTA button that says something like “Save My FREE Spot” at the end of your message.
Use no more than one CTA per email. Experiment with different colors, fonts, and types of buttons to determine which ones work best.
For example, Quick Sprout reports that having an orange CTA button can boost conversion rates by over 32%. Ideally, choose colors that resonate with your brand and audience.
7) DON’T Use a Generic Email Template
Even the best sales reps use email templates to speed things up when prospecting. There’s nothing wrong with this practice, but there are some things you should consider before trying it out.
First of all, avoid using a generic cold email template.
Go online, look for a sales introduction email template, pick one, and customize it for each customer group. Personalize it to reflect your brand voice and align with your marketing strategy. See these must-have business email templates for inspiration, or use them as a starting point.
Second, test different email templates to identify the best-performing ones. Conduct A/B testing on your opening lines, subject lines, CTAs, and other elements. Remember to preview your message before hitting “Send” to make sure it looks good on all devices.
8) DON’T Make Unsubstantiated Claims
As a marketer or entrepreneur, you may think your product or service is better than others. That’s great, but you shouldn’t put down your competitors or make unsubstantiated claims. Such practices can harm your business and drive customers away. Plus, in a worst-case scenario, you could end up in legal trouble.
A smarter approach is to let your product speak for itself. Focus on the features and details that set it apart rather than using sales-heavy language.
Better yet, include social proof in your message. More than 90% of consumers read online reviews before reaching out to a business, and 88% trust this information as much as personal recommendations.
Marketers can leverage this trend to build trust and help buyers make informed decisions. For example, you could link to customer reviews and testimonials or make a video showing real customers using your product.
Another option is to include social proof in the email intro by saying something like, “Customers are raving about this new [product/service], but what’s so special about it? Most importantly, is it right for your startup?”
Continue by introducing your brand and product—but without being pushy or salesy. Back up your claims with examples, facts, studies, and other relevant data whenever possible.
9) DON’T Forget to Follow Up
As mentioned earlier, cold emails have an average open rate of only 25%, so your chances of getting a reply are pretty slim. But that’s perfectly fine as long as you remember to follow up.
According to a 2018 Yesware survey, 89.7% of replies are sent on the day the email is received. This figure drops to 3% after one day, 2% after two days, and 1% after three days from the date you send an email. Yet, 70% of sales reps fail to follow up, and only 19% will contact the recipient a second time.
Following up could double your response rate, allowing you to add value to every interaction. If you don’t hear back, send the first follow-up email within two or three days. Do it again after another three to five days, and once again after a week or so.
10) DON’T Repeat Yourself
Follow-up emails are often an integral part of the sales process, but they don’t always work as expected. Common mistakes, such as repeating the same information every time you follow up, can put customers off.
Try to provide something of value at every point of contact. Don’t just repeat the same thing over and over again. Instead, make sure you’re sending new information every time you reach out.
For example, you may include a case study or eBook in your second or third follow-up email. Another option is to share information (e.g., an interesting article) on a new topic related to your products or services.
When using follow-up email templates, personalize them for each customer segment.
11) DON’T End Without an Email Signature
Your email signature is just as important as your opening line, and you can use it to pique customers’ interest in your brand.
This piece of text should include your name, job title, website address, phone number, and other relevant details, such as:
- A link to your LinkedIn profile or Facebook page
- Links to your podcasts, keynotes, or blog posts
- Your company’s logo
- A professional photo
- A slogan or motto
- A GDPR compliance disclaimer (if you’re targeting EU customers)
- A calendar link that enables the prospect to book a call with your team
This section can serve as a virtual business card and lead generation tool. Plus, it allows you to subtly add a CTA, such as calendar links. What’s more, you can track the links in your email signature to measure engagement.
A well-crafted signature will also drive traffic to your company’s website or blog. It’s also a good way to increase brand awareness and build trust with new customers, especially if they’ve never heard of your business before.
Consider using an email signature generator to save time. Some examples are MySignature, WiseStamp, and Mail Signatures. Simply choose a template, fill it out with your information, upload an image, and add or remove fields as needed.
Increase Your Chances of Getting a Reply
Emailing your prospects over and over without getting a reply can be frustrating. You spend hours writing the copy and ensuring every detail is covered, but you still don’t hear back.
While there’s no foolproof way to overcome this challenge, you can try a couple of things to increase your response rates.
A good starting point is to thoroughly research your audience and use those insights to create highly personalized experiences for new and existing clients. The more you know about your target customers, the easier you’ll find it to write high-quality copy that gets results.
For example, the Data & Marketing Association reports that 58% of all revenue generated by email marketing comes from segmented and targeted emails.
Other studies found that personalized emails generate six times higher transaction value, 41% higher unique click rates, and about 30% higher open rates than generic emails.
These figures show the power of personalization, but things are a little bit more difficult in practice. Writing personalized sales emails takes a lot of research, a process that can be slow and time-consuming.
You simply cannot afford to spend hours looking up leads on Facebook, LinkedIn, and other platforms, double-checking the information, and filling out spreadsheets. Your best bet is to use lead generation and prospecting tools to speed things up.
Save Time and Effort with Lead Generation Tools
The lead generation process is all about attracting prospective clients, gauging their interest, and gradually moving them through the sales funnel. Each of these steps requires a different approach and ongoing research.
Many companies still rely on manual processes to identify leads, but this practice is outdated and prone to error. (Not to mention the time spent researching potential clients in a multichannel environment!)
Luckily, you can use lead generation tools to get better results in less time. These software programs can automate manual processes and streamline your operations, making it easier to identify high-quality leads. Some work by capturing customer data from websites and social media platforms, while others can help with lead scoring, A/B testing, or other aspects.
Datanyze, for example, can streamline email list building by revealing key information about your potential clients. Our database includes more than 120 million professionals and offers valuable insights into their business history, revenue, purchasing power, and more.
The platform also features cutting-edge tools that enable users to build lead-scoring models, create segmented leads, export contacts to their CRM systems, and capture B2B data in real time. Your only job is to install the Datanyze Chrome extension and leverage these tools to research, segment, and nurture your audience.
For example, salespeople can use Datanyze to collect B2B intent data. Next, they can analyze these insights to learn more about customer behavior, acquisition channels, online interactions, and social media activity.
This kind of data can serve as a basis for email marketing, including sales emails. To find out more, see our guide on how to use predictive buyer data for sales.
Personalize Your Email Outreach for Faster, Better Results
Writing an introduction sales email comes with its share of challenges. You need to research your customers, identify those who are most likely to convert, and frame your message in a way that resonates with them.
As with all things outreach-related, the devil is in the details. From your subject line to your email signature and CTA, every little thing matters. You’ll also want to avoid clichés like “This offer won’t last forever” and refrain from making unsubstantiated claims.
Last but not least, it’s crucial to personalize your message for each prospect—and that’s one of the many aspects Datanyze can help with. Our lead generation tool can help you collect the data you need to gauge your customers’ interest and deliver personalized experiences.
Ready to give it a try? Sign up for Datanyze to uncover what your customers want so you can target them more efficiently!
