Business introduction email sample: Two businessmen shaking hands

As actor Will Rogers said, “You never get a second chance to make a first impression.” A business introduction email is your first attempt at making an impression on your prospective buyers about your product or service. This first impression can make or break your growth goals.

Convincing someone you have never met or don’t know well enough to buy your product or service can be challenging. To make it easier for you, we set out to discover business introduction email samples, steps, and best practices.

3 Steps To a Business Introduction Email Campaign

Business introduction email sample: Person using a laptop on a desk

A business email introduction aims to achieve a specific goal such as scheduling a call or meeting or informing the recipients about a product launch. Most companies fail at business introduction emails because they don’t have a fixed plan or strategy. They buy random lists of prospects, download a free business introduction email sample, and bombard their prospects’ inboxes with mass emails. It not only fails to get responses but also decreases deliverability over time.

1. Find Your Niche

The first step to a company introduction is to define who you’re introducing it to. Look into your previous customer records to identify which businesses benefited the most from your product or services. Analyze their industry, location, age, gender, technologies they use, company size, annual revenue, and other relevant parameters. Finally, find the fundamental elements they have in common and apply those to your business introduction email campaign.

Building a buyer persona is more than identifying demographics. It’s also about connecting to your prospects on an emotional level. Knowing their interests, routines, and values allows you to develop marketing and sales strategies filled with empathy.

If you serve multiple niches, you can create segments based on each buyer persona. This approach enables you to address specific benefits and pain points for respective target audiences.

2. Build the List of Prospects

After you have identified your ideal customer profile, it’s time to find businesses that fit that profile. There are several ways to build a list of prospects. A good place to start is LinkedIn, the world’s largest professional network.

Here, professionals of all seniority levels list their industry, location, educational qualification, years of experience, skills, and previous companies, making it easier to set your desired filters and create a list of prospects. LinkedIn automation tools such as LinkedIn Helper and Dux-Soup helps you easily collect and manage the leads.

Alternatively, you can build your lead pool from platforms that list your potential customers. For example, Clutch can be useful if you’re targeting digital agencies. AngelList has a comprehensive listing of Startups. Likewise, TripAdvisor for tour companies and Yelp for local restaurants can be excellent resources for list-building.

Once you’ve built a list of companies, it’s time to find the appropriate person in the respective companies you want to connect with. For example, if you introduce your marketing services to the CTO of a company, your email will likely be directed to the trash folder.

In the final step of the list building process, you find the professional email addresses of the prospects. Skrapp and FindThatLead are a couple of the tools that can help you find the contact information of the decision-makers. If none of these works, Google them or check out their blog, social media, or the “Teams” section of their company website.

3. Write the Business Introduction Email

These key elements of a business introduction email capture your prospects’ attention and invite them to take action:

Subject line: A poor subject line is a major roadblock in any email campaign. Sixty-nine percent of recipients mark emails as spam based on the subject line itself. For best results, keep the subject line simple, short, and relevant to your prospects.

Value proposition: Note that your intro email is not a sales pitch. It’s an opportunity to demonstrate to your prospects how your product or service can help their business grow. Leads take multiple touchpoints to convert. A value proposition that addresses your prospects’ needs and pain points is likelier to get a response.

Personalization: Using attributes to mention a prospect’s name, company, job title, and location is the easiest and quickest way to personalize your message and subject line. For deeper personalization, add a specific compliment, comment, or note for each prospect. It’s a time-intensive process but rewards well.

Business Introduction Email Best Practices

Person checking off items

Most business introduction emails are ignored, deleted, or marked as spam. Let’s discover how you can ace your business introductions.

Go for quality over quantity: What would you prefer – sending 10,000 emails with a 30% open rate and 0.5% reply rate or sending 100 emails with 80% and 10% open and response rates respectively? Most people fail at business introduction emails because they target high volumes. Cold emailing thousands of businesses per month does not allow you to research your prospects, personalize your emails, and maintain healthy deliverability scores.

Mention benefits: Don’t fall for the name. Business introductory emails are less about introducing your business and more about conveying the benefits that your business brings. It’s important to understand the difference between features and benefits. For example, “Our soap contains tea tree oil” is a feature. “The tea tree oil in our soap leaves your body fragrant and helps your skin fight acne” is a benefit.

Include a clear call to action: The number of recipients that open or read your emails doesn’t matter if they don’t take the desired action. A call to action directs the prospects to take a specific action like visiting your website, scheduling a call, signing up for a free trial, or replying to your email. Make sure that your CTA is persuasive without adding too much friction to take an action.

Configure your email signature: Your signature is probably the last thing you care about in your email – literally and figuratively. However, it does impact your results. Avoid multiple images and links in your signature to stay safe from deliverability issues. Include your profile photo, phone number, and physical address to let your prospects know you’re real and credible. You can also use your signature to add a link to your blog post, calendar, or other resources that you can’t add to your email body.

Business Introduction Email Samples for Different Situations

Letter image with illustrated trail behind it

A business introduction email sample is not a magic bullet that would work for you if it has worked for someone else. A lot depends on the quality of your leads, value proposition, and the business situation. So before you copy-paste one of the email examples, make sure all other aspects of your cold email campaign are taken care of.

Here we have compiled a list of three business introduction email samples for three different situations:

1. Cold Lead Introduction

A cold lead introduction is an email you send to a prospect who has no prior connection to you. Consider this: Why would someone who has never met or heard about you want to work with you? This is why getting positive results from cold emails is difficult. But with the right research, personalization, and value, you can increase your chances for a positive outcome.

From:Jeremy Chatelaine
Subject:Talk about {{}}

Hello {{prospect.first_name}},

Following your podcast for a while and love your take on [specific_topic].

My team and I help {{prospect.custom.target_industry}} [achieve_specific_goal].

We have worked with amazing clients like [previous_client_in_same_vertical] that saw [results] through [service_you’re_pitching].

Would love to get on a quick call and offer you some ideas to help [solve_prospect_pain_point].



2. Mutual Connection Introduction

According to a Nielsen report, around 92% of consumers trust their family, friends, and colleagues to make a purchasing decision. Leveraging your network is the easiest way to introduce your business to prospective customers.

From:Jeremy Chatelaine
Subject:{{prospect.custom.mutual_contact}} wants us to connect

Hi {{prospect.first_name}},

{{prospect.custom.mutual_contact}} suggested that we should connect, as we share a passion for [common_interest].

They mentioned you need help with [service_you’re_pitching] to [achieve_specific_goal]. We recently helped [previous_client] [solve_prospect.pain_point], who was in a similar situation.

Are you open to a 15-minute phone call so I can know more about {{}} and offer you some bespoke ideas you’re free to steal?


3. Follow-up Introduction

A follow-up introduction is a warm email where your prospect has already met you or has been introduced to by a mutual contact.

From:Jeremy Chatelaine
Subject:Pleasure meeting you, {{prospect.first_name}}

Hi {{prospect.first_name}},

It was great meeting/talking to you at [event/destination] and knowing that we share a passion for [common_interest}]. I looked up your website afterward and loved how you’re [something_you_like_about_their_product/service].

I remember you mentioning that you’re struggling with [pain_point], and I think we might solve this through [service_you’re_pitching].

Can we schedule 15 minutes next week to discuss how we can use [service_you’re_pitching] to [achieve_a_specific_goal]?


Automating the Business Introduction Process

Woman and robot typing on laptops

You can manually send a handful of introduction emails to warm leads. But it’s difficult to use email to generate consistent and predictive new clients from hundreds of prospects without automation. Tools such as QuickMail allow you to schedule, personalize, run, and measure business introduction email campaigns, saving a ton of your time. Also, you can save multiple business introduction email templates and use them when the situation calls for it.