Let’s admit it, cold email is one of the best ways to approach new clients because it works.
Nowadays, people are more receptive to their inboxes, as email marketing popularity has increased since 2020 and is still growing. This means more businesses in your niche are emailing your future clients.
Therefore, well crafted email can be the difference between getting new clients and having your email gather dust in their inbox. In this article we’ll show you step-by-step how to write effective business emails that lead to better customer conversion.
Business Email Introduction Samples
The following email templates are commonly used when approaching new clients. You can add them to your canned responses of an email client for easier access.
This is where the potential client gets to know you and the value you propose to provide. Introduce yourself and address them formally – friendly but businesslike.
Hi [Client’s name]
Introduction: This is where you introduce yourself, state your name and how you got to know the client. “I am Carl, we met at Cindy’s fundraiser…”
Apply the personal touch: You must have done your background research; put that to use here. A compliment or remark about their management practice or business is just the thing.
Value proposition: This is the pitch, the purpose of the email, make it count. Highlight the major points without going into detail. Keep it short and sweet.
Free sample: Offer a free service to give them a taste of what you’re bringing to the table.
Add a call to action: Elicit a response from the client, don’t be pushy. A simple question is enough.
This is your pitch email, and it should have the usual elements of a regular pitch. State your value proposition and the problems you’re looking to solve, add customer testimonials, and call to action.
Hi [Client’s name]
Introduction: I’ve studied your company, and I believe that our services can help you achieve your aims and objectives.
Value proposition: The solutions we offer include [insert services]. These will help solve your problems in the areas of [insert specific problems]. We recognize there are different players in this field, but we’re exceptional because [insert unique practices]
Customer testimonial: We have helped [insert 2-3 companies and specific accomplishments you helped them achieve]
Call to action: Our services and your needs are a good fit, and I believe we can forge a productive business relationship. To learn more about us, kindly visit [insert website].
Scheduling a meeting
This email introduces your company to the client. You should use it to establish your expertise and request a meeting.
Hi [Client’s name]
Introduction: Introduce yourself and the company you represent, along with the services you offer.
Request a meeting: Are you open to an initial conversation where we can assess a potential partnership?
Customer testimonial: Add social proof or show who you worked with (insert 2-3 clients) and on what goals and objectives.
Call to action: Prompt them to offer a date when they’re available.
It’s not unusual for potential clients not to respond to an initial request for a meeting. Follow up with a request to reschedule.
Here’s a template for that:
Hi [Client’s name]
State your business: I am writing to reschedule a meeting for [insert date, time, and location]. If the meeting is virtual, add contact details or web address.
Meeting agenda: These are the areas we will cover during the meeting: [insert items to be covered]
Call to action: If you have any questions, please let me know.
You’ve met with the prospective client, assessed their needs and goals, and pitched your value proposition. The process may take more than an initial meeting, so you need to keep them engaged with a follow-up email.
This email should build on the meeting, provide additional information on the points discussed, and offer a path forward:
Hi [Client’s name]
Build on the previous meeting: I’m glad you could meet with me the other day. I’ve had some thoughts about [insert detail discussed at the previous meeting]
Provide additional information: The team and I studied the challenges we spoke about, and I’m confident we have the solutions you need. [insert additional resources and other info requested by client]
Call to action: Will it be okay if I schedule a meeting for some time this week to discuss more?
Start with How You Collect Potential Client’s Emails
One of the first roadblocks that stop people from approaching and converting new clients is how they collect potential clients’ emails.
Randomly searching for emails can be a waste of time and collecting a list can lighten the load. Therefore, be sure to do the following when collecting potential client emails:
Create a Targeted Lead Magnet Offer
A lead magnet is a freebie, discount, ebook or offer that you offer potential customers in exchange for data, mainly an email and later use that email to convert them into a paying customer. It’s a trusted customer retention strategy that can be used across all your marketing channels.
Lead magnets help to lighten your workload as your potential clients will come to you, rather than you trying to chase them down.
It should be something that will instantly grab your reader’s attention. Here’s an example of a lead magnet by Social Bee. They’re looking for new clients who want to learn how to master social media marketing and in term use their tool. They have a clear idea of who their ideal client is, and how to collect their emails to approach them for new business.
How to Write an Email to a Potential Customer
The easy answer is – when writing a business email, take into consideration all the elements of a good email keeping in mind that it’s addressed to a specific category of people that don’t know you yet. So, consider using an email builder to create professional-looking campaigns.
Since you’re basically introducing yourself to a prospect, there are some things to keep in mind when approaching new clients with an email.
The Subject Line
First impressions matter. Your email subject line is like the cover by which your book is judged, it is the first thing a client sees, and if it doesn’t get their intention, your email might be treated as just another junk mail.
Here are tips for writing great subject lines:
- Spark curiosity. Think of a movie trailer; it builds excitement and anticipation. That’s how your subject line should be. It should make the recipient want to click on your email and read it. So get creative without appearing flimsy, like putting ‘Business Proposal’ ahead of the email – it’s too general.
- Personalize it. People like to feel special. Use that to your advantage. Research your client, learn their preferences, jobs, likes, and dislikes, and incorporate these details into the subject line. This way, your clients get the impression that they are not just one of many who received a broadcast mail.
- Use specific and concise language. It is recommended that you use fewer than 50 characters to ensure readers scanning through their mailbox can read it all at a glance.
You’ve gotten the potential new client to open your email because you wrote a great subject line, but that’s only the beginning. Now, you have to keep the streak going.
Keep it pleasant and warm without appearing frivolous. Introduce yourself and make a bit of small talk rather than jump straight to business. It‘ll make the reader feel your genuine interest in them and be more inclined to grant your audience.
Value for the client
Pitch yourself as a solutions provider who has studied your client’s business and come up with efficient insights. Show them how you can add value, tackle challenges, and alleviate whatever obstacles they may be facing.
“I see you ship thousands of products a month, and I know how difficult logistics can be. Here is how I can help:”
Bring up the experiences of other customers you’ve served and their enthusiastic reviews. Let the potential client see what you’ve done for others with similar challenges and how you can do it for them too.
Business emailing is a fantastic marketing strategy, but it requires skill to execute. There is a checklist of items you need to run through before you hit “send”. Stick to the guidelines and templates discussed in this article, and you’re likely to start in the right place with new clients.
Roman is a content marketer at Mailbird, an award winning email management app that allows you to save time managing multiple accounts. Roman specialises in all things digital and content marketing.