How to write a powerful sales introduction email

Piotr Zaniewicz in

Blog/Cold Mailing/How to write a powerful sales introduction email

It takes time and effort to write a sales introduction email that will encourage to respond. But you are not alone in this – it can be based on benchmark that have worked for others. All that work pays off instantly, when you get your first positive answer – “Hey, awesome email. Let’s jump on Skype and talk more!”. How can you achieve it? Get to know a few tips.

A sales introduction email is meant to (quite obviously) introduce you and your offer to a potential client.

You get attention (and replies) by offering specific and clear benefits. From the subject line to the footer, your cold email should scream “I’m here to make your life easier!”, however without being intrusive or exalted.

So.. what should you do to write best cold email subject lines? It’s not easy to do, but I’m going to show you a few tips.

Sales introduction email rule #1 – Be appropriate

Your target group sets the tone your email should be in. But it doesn’t necessarily determine the structure – there is a simple one that works for most emails (read on to discover it).

What is your target group’s appropriate tone? You will need a little research, especially on (1.) what language they use and (2.) what problems they talk about:

  • on social media
  • on industry/specialist forums
  • at conferences and events
  • in podcasts / videos

Email personalisation is one of the keys to better persuasion (and better response rates). So, don’t waste time on being way off the mark!

People like you more when you speak their language and know a thing or two about them, their company and their market. Even using the same sales email templates, you can create the impression of a personal message.

The sales introduction email mission plan

Your goal is to write sales cold emails and get warm responses. Beside time, it requires a bit of cunning and being mysterious. For instance – you shouldn’t write about all fantastic features in the first email you send to someone.
Instead, focus on one, most beneficial feature, that really grabs target group’s attention. This is the best and the fastest way to catch them and encourage to respond.
Introduction mail is not a menu – it’s like a business card, a tasty sample, a grasping trailer. Don’t put all information into one sales introduction email. You can add a lot later. Trust me – if you want to see any responses, you’re going to need follow up emails.

Simple structure that works for most sales emails
rules for sales emails

Image: how to write an introduction email?

What’s the real reason for your email?

You don’t have to introduce yourself at the beginning. It’s a waste of valuable space, only to repeat information from your footer. They can be found easily if needed.

What to write instead? Time to blow your mind – even though it’s a sales email, you can’t openly ask about buying, or say anything about cash.

Powerful cold email helped Ilya Semin (CEO of Datanyze) get funded by Google and Mark Cuban and his conclusion was:

—>”People are generally always willing to help, especially when you’re not asking for money”.

You sent an email because you want to connect, because you truly believe this could start mutually beneficial business. THEY have a great company, you’d like to talk on Skype about THEIR PROBLEM, (not yours!), and because you have a solution.

This is the part where you offer benefits. Again, not by listing all features or advantages over competition. That would scare away even William Wallace.

Pick one thing (main benefit) that will be most interesting to the person you’re writing to. These ready-to-use templates for introduction email will inspire you for sure

  • I’m writing because I noticed your team develops great apps. I know that shortage of devs is a common problem for software development companies. @{{our_company}}, skilled coding virtuosos can help pull your projects through to the finish.
  • I’m going to be direct: {{our_company}} generates leads for companies, and I think that {{company}} doesn’t have enough of them.
  • Why am I in your inbox? I combed through your website and thought you’re awesome at what you do, but you could use better content to drive more traffic. Here’s where you could use {{my_company}}.
  • Because I work in sales, I constantly follow industry news. I’ve recently noticed unused ways of how companies could gain more leads. I’m sure {{company}} could use help of {{our_company}} to improve its results.

Sale emails templates and samples can be very helpful but remember – they must always perfectly fit your business and offer. Don’t forget about valuable reason for connecting – no reason, no responses! No reason, no hook = there’s nothing in it for the recipient. Email introductions that’s all about you? Noooope.

How should your sales introduction emails end?

Your template for a sales email should end with a strong, short and clear call to action (one action, not two or more actions at once!) One that shows you’re interested in the other person and their company. One that is clear enough to direct them toward the next step you need them to take, in order to get them to buy from you.

For example:

  • Do you have 15 minutes this week to discuss your needs on Skype?
  • I’m in town, could we meet for lunch tomorrow to talk about your company’s needs?
  • I’d love a 15-minute call with you to talk more about your marketing department’s needs.

People don’t want to waste their time guessing and are unlikely to be involved in making decisions about next steps. Direct people clearly (specific time, place, contact method, etc.) and they’re more likely to understand what do you want from them.


Wrapping up

man tells about email introduction
No matter whether you use a already made example of email for sales or you write it yourself – be concise, concrete and nice, and you will reach the goal.
You need a few things for a good email:

  • simple greeting (“Hi John”)
  • reason for your e-mail (“I noticed this is your pain, I want to check if I could help”)
  • call-to-action (“The next step towards my offer is this and this”)

You can (and should) test sales emails with this framework. Try different greetings, reasons and calls to action.

When I open an email to realise it’s a page-long essay about an offer, I do not respond to it. I don’t have 15 minutes to analyse an essay, neither do your potential clients.

And a really powerful sales introduction email can help you connect with anyone. Like Andrew Medal who connected with his favourite rapper thanks to a savvy email.

Thanks for reading! Check our case studies and don’t hesitate to say hello if you need more information about how we help to improve sales.

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Author Image

Piotr Zaniewicz

Founder and CEO at RightHello. Believes that the most important validation of business ideas is to find paying clients. That’s when you know you’re going in the right direction.