Email is still the premier medium of communication in the professional world. However, people do not particularly enjoy receiving emails from people they don’t know without permission.
This is where business introduction emails come in. They allow you to introduce yourself, and your company. Also, you explain your motive for initiating contact and highlight what you can do or what the other person can gain from your proposal.
Whether you’re writing to introduce your company to a potential partner, customer, investor, distributor, or other stakeholders, finding the right words to engineer trust, interest, and responses can be tricky.
To help you overcome this challenge, we’ve compiled a list of some of the best business email introduction examples you can draw inspiration from when crafting your own.
If you send a business introduction email to get a potential client to use your product or services, you need to pack your pitch full of value.
Show them how you can help them solve their problems or supply them with enough information to help them solve those problems themselves. This way, they will realize that you indeed know what you’re talking about.
In this introduction example, the sender points out to the recipient that their lack of lead magnets makes them miss out on opportunities and demonstrates how they have helped successfully implement solutions for past clients with the same problem.
If your company has just launched an amazing new product or service, this business introduction email sample is a great way to inform existing and potential customers about it.
Don’t forget to describe how this new product or service will benefit the recipient.
Encourage them to reach out to you with any questions or concerns they might have about the new offering.
Are you the business owner or in charge of sales and marketing? Do you want to introduce your brand to a prospective partner? You can draw some inspiration on how to phrase your message from this business introduction sample email.
Whether proposing sharing referrals, co-running marketing campaigns, or distributing your service or product as a joint effort, how you word your message is key to developing a fruitful partnership. Ensure your email highlights what the recipient will gain from partnering with your business.
If your client or lead has done something remarkable recently or since you last spoke, it’s a good idea to bring it up in your introduction email.
Whether they redesigned their website, won an award, or launched a new product, use that as the basis for your flattery.
Shower them with genuine praise, ask well-meaning questions about their situation or accomplishment, and then find a way to insert your product or service into the conversation as this example deftly does. Try not to overdo it with the flattery so you don’t sound insincere.
An introduction email to a potential business partners or new clients involves you corresponding in an official business capacity. So your writing should reflect a high level of professionalism.
Use formal language and tone in your messages because you are acting on behalf of your organization. However, you don’t want to sacrifice friendliness entirely. You still want to keep things light and breezy and show off a little personality so your email doesn’t appear stuffy.
I won’t buy a product or use a service simply because some well-known person or brand uses it. But knowing that such a person or brand trusts the company behind the offerings will definitely boost my confidence in them and make me more likely to consider it.
That’s the power of social proof and this example leverages it to drive home its point about the quality of the company’s service, and encourage the recipient to take a chance on it.
When it comes to purchasing, people tend to trust the opinions and recommendations of friends, family, colleagues, and other people they know above anything else.
So, taking advantage of a mutual connection you and the recipient share might be a more effective way to introduce your business.
If you have a friend or customer who also happens to be a friend of the person you’re reaching out to, use them as a reference—with their blessing of course—in your introduction.
This way, you can go from being an absolute stranger to a friend of a friend, and make the recipient more likely to respond positively to your message.
This business introduction sample email is ideal for when you are reaching out to someone you met at an event or have established a cordial relationship with on social media or in real life.
The goal here is to reintroduce yourself, continue the conversation, and hopefully develop the relationship even further. Start by reminding them of how you came to know each other and how much you enjoyed meeting or talking to them.
Throw some specific details about the event and previous conversation to spark recollection and create a sense of camaraderie. Reiterate the core value proposition that you can provide to the recipient. Invite them to a call or meeting where you can happily offer more detail.
Your introductory email is not the place to show off your narrative skills. You are trying to establish contact, share information, and turn a prospect into a lead or a lead into a paying customer, not write the next great American epic novel.
You only have a few sentences to sell yourself so make them count. If you start adding unnecessary details to your email, the receiver might lose interest before they get to the end.
Once you introduce yourself, dive into the matter at hand immediately. Tell them why you’re reaching out and why they should listen to you.
Your business introduction email should use nice and respectful language. You don’t want to make it seem like you’re doing them a favor or looking down on them.
At the same time, you don’t want to be too friendly that you come off as unprofessional. Find the right balance and toe that line like this email does perfectly.
Remember to tailor your greeting to the industry or situation at hand. Put in the effort to appear as a likable, well-spoken person as it will increase your chances of getting a reply.
The key to converting prospects into leads when cold emailing them is to tell them why they should pay you attention. Surely, there are other businesses out there doing the same thing you do, so why should they go with yours?
What differentiates you from the competition? What special benefit can you provide that they won’t enjoy anywhere else? If your introduction email can answer these questions compellingly, you can arouse the prospect’s interest and get them to respond favorably.
This example is great for businesses that offer dedicated support agents or account managers to each of their customers to guarantee excellent service.
If one of these individuals moves to a different role or leaves your organization, you will need to make clients and prospects to whom the individual was assigned aware of the status change.
Explain the reason for the change and introduce the recipient to the new point of contact at your company. Take a cue from this example and briefly describe the experience of the person taking over so the client or prospect knows that they’re qualified to serve their interests.
Follow the lead of this example and use your business introduction emails to welcome new clients and feel them how much you appreciate their patronage.
People like to feel valued so when you approach clients and customers with gratitude, they will be encouraged to keep doing business with you.
Thank them for choosing your company. Let them know what they can expect from you in the future and offer them some freebies like brochures, merchandise, gifts, and promotional offers.
Your business introduction email has to explain why you’re contacting the person on the receiving end. It’s not a game of guess so just come right out and say your reason for reaching in the first few sentences after extending a greeting and explaining who you are.
Always personalize your approach to every recipient so that your message feels special and unique to them. Tailor your message to reflect their specific needs and pain points to grab their attention and make them want to reach out in response.
Adding personal and specific details to your business introduction emails can demonstrate to the recipient that you are not just contacting them out of nowhere.
Showing them that you are actually familiar with their business or professional life can serve as an ice breaker and make your message seem more natural.
Let them see that you have done your homework, that you are aware of their needs and challenges, and are capable of providing effective solutions if given the chance.
When your email introduction lands in the recipient’s inbox, the subject line is the very first thing they will see and it will determine whether they open the message or simply scroll past it.
Craft a subject line that stimulates curiosity and tells the receiver what your email is about.
If you are trying to win their business, offering a partnership opportunity, or following up on a previous conversation, let the purpose of your email be evident in your subject line.
Your email introduction is more likely to generate interest and response when you make the recipient the center of attention. Slip in a compliment about them after introducing yourself and explaining what you do at the beginning of the email.
You can talk about some specific quality in their work, products, or services that you admire or were impressed by. Doing this will make the receiver feel like you actually know them and care about what they do, so they will be more inclined to hear what you have to say.
When describing your business in your introduction email, avoid spinning a narrative that’s too self-serving or extremely flamboyant because it can put off the person on the other end. Stick to the truth and just tell your story in a relevant, authentic way.
Talk about your origin story, what drives your company, the goals you’re hoping to accomplish, that can be interesting and relatable enough without having to make grand declarations. You don’t have to tell a far-fetched story to convince someone to do business with you because people prefer originality.
This business introduction email example is clearly intended for a person in a traditionally formal industry—for example, government, finance, education, etc.—hence the use of the traditional greeting “Dear.”
If you’re sending an email to someone in a less formal industry like fashion, media, technology, travel, etc., you can opt for a relaxed greeting such as “Hello,” “Hi,” or “Hey.”
Do some research on the company or person you’re reaching out to so you can figure out the appropriate greeting for them. Remember to use only their first name in your greeting, rather than their first and last name, which makes your greeting sound mechanical and stiff.
In this business introduction email sample, the sender starts by highlighting the problem with many janitorial services, some of which the recipient had likely experienced.
Then they proceed to suggest a better solution that can prevent and resolve these issues—their company’s cleaning service.
To make the offer even more enticing, they added a guarantee stating that the recipient doesn’t have to pay if they’re not satisfied with the service. This kind of confidence, assurance, and care can be very effective in getting a lead to respond to your email.
One of the best ways to introduce your business, establish yourself as an authority, and build trust with prospective clients, leads, and prospects is by bringing industry trends, reports, or news to their attention.
In this sample business introductory email, the sender highlights the trade war and concerns that businesses might have about its impact. They then introduce a resource—a free webinar—that could help the receiver deal with the challenges arising from the international trade disputes.
Your introduction email will fall flat on its face if it sounds dull. It’s your job to get whoever you’re writing to excited about the prospect of doing business with you, attending your event, or whatever your offer is.
To do this you need to show enthusiasm. Let them see that you’re truly stoked about what you’re proposing and you’re optimistic about your future relationship.
A good way to increase the effectiveness of your introductory email is to provide honest feedback on some aspect of the recipient’s work.
Don’t just tell them what their struggles are or what they’re doing wrong, incorporate practical advice that they can implement into your message as well.
Doing so will raise their confidence in your offer and make them want to find out more. I mean, if you’re already being helpful even before they’ve built a relationship with you, imagine how much impact you can have when the real work begins.
With introductory emails, you don’t want to come off as pushy or entitled, so it makes more sense to phrase what you want or the action you want them to take as a suggestion, rather than a demand. Don’t dictate to the recipient or instruct them to do something as this might not go over well.
You’re more likely to get a positive response when you make a polite request. For instance, “Would you be willing to jump on a call to talk more about this?” comes across much better than “Kindly check my calendar and get back to me with a suitable date and time for a call.”
The world of sales is like show business. You don’t hook people by telling them why they should be entertained, you show them your act and let it entertain them.
Before you send that business introduction email, take the time to research the prospect’s problems, then show them how to solve them.
If the recipients see the benefits of your proposal, they will want to find out more so they can enjoy them. In this example, the company doesn’t waste time explaining that they can create better designs for the recipient.
They just showcased a demo for the new, superior design they made especially for the recipient, and let the work do all the convincing.
Don’t take the lazy way out by addressing your email “to whom it may concern”. Take the time to find out the name and personal email address of a contact at the company you’re writing to, rather than emailing a generic address.
Try to find out some other details about them that you can sprinkle into your message to make it seem more personalized and persuasive. Doing this increases the chances of your email getting opened, read, and being found deserving of a reply.
Think about the person on the other end of your email? What medium or format would they be most interested in or is likely to provide the most value for your email?
That’s the format you should use to relay your marketing messages. In this email example, the company chooses to share a link to a webinar explaining everything the client needs to know about the product rather than offering this information in the body of the email itself.
So instead of attempting to wade through long blocks of text to learn about the product, the recipient can easily consume the same information in a more engaging format.
Customers don’t like to feel you’re just trying to take money away from them, so if your business introduction email is overly sales-y or all about praising your product, the prospect is probably not going to bite.
However, when you demonstrate genuine concern about their needs or the challenges they’re facing, they’ll be more likely to pay you attention.
Show them that you really care about helping them, that solving their problems is your primary concern.
If you’re reaching out to someone you have no prior contact or business relationship with, your introduction email is an opportunity for you to establish yourself or your brand as a knowledgeable and trustworthy authority on the subject you’re writing about.
You can do this by talking about how much experience you have, as well as milestones, accolades, or awards you’ve garnered. Also, you can share customer testimonials or links to blog posts, articles, and case studies you’ve written.
Your business introduction email is not complete without a strong call to action. Don’t just assume that the receiver will know to set up a meeting with you, check out your website, or reach out to you if they have any questions.
Whatever you want them to do next after reading your message, you have to specify your request and make it as clear as possible.
Don’t forget to add a link to your calendar, demo, case study, landing page, and other materials that can enable them to act faster and eliminate the need to keep sending messages back and forth.
The right business introduction email can be what stands between you and a new customer, great partnership, or fruitful relationship.
This is why you need to get your cold email right and ensure that it captures the receiver’s attention.
Feel free to use these company introduction letters as a guiding framework for your own cold emails to help make your email outreach as effective as possible.
Tom ClaytonTom loves to write on technology, e-commerce & internet marketing. I started my first e-commerce company in college, designing and selling t-shirts for my campus bar crawl using print-on-demand. Having successfully established multiple 6 & 7-figure e-commerce businesses (in women’s fashion and hiking gear), I think I can share a tip or 2 to help you succeed.
