Let’s admit it, cold email is one of the best ways to approach new clients because it works. Now more than ever people are more receptive to their inboxes. Email marketing’s popularity has increased since 2020 and is still growing. This means more businesses in your niche are emailing your future clients.
But don’t let that stop you from pressing send. In fact, most of the companies sending emails aren’t getting as much open or conversions to acquire new clients as you’d think. Just because you’re sending someone an email, doesn’t mean they have to read or engage with it. ropo
Believe it most people send bad emails far more than good emails when it comes to cold outreach or approaching new customers. Here’s a perfect example of what you’re up against in your potential client’s inbox:
Yes, people actually send out emails like this when approaching new clients. Which gives you the optimum opportunity to allow your email to out-do your competitions by crafting better emails that connect with your ideal client.
A well-crafted email can be the difference between getting new clients and having your email gather dust in their inbox. In this article, I’ll show you step-by-step how to write effective business emails that lead to better customer conversion.
Business Email Introduction Samples
In this section, you’ll find six email templates that are commonly used when approaching new clients. You can add them to your email client’s canned responses 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].
Final followup email
Persistence is part of the process, but you need to know when to stop and channel your efforts towards clients who are more likely to engage. This is the email you write when you intend to throw in the towel after one last try.
Hi [Client’s name]
I’ve been trying to reach you, but I’m yet to get a reply. Can I assume this is because my offer is not a priority right now?
If I’m correct, I won’t bother you anymore. I’m happy to engage if you would rather follow in a month or at your convenience.
Thank you for your time.
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
Before we talk about crafting an email to acquire customers, we have to address the elephant in the room. One of the first roadblocks that stop people from approaching and converting new clients is how they collect those potential clients’ emails.
How you gather that data can ensure that you’re collecting a list of highlighted qualified potential leads. Leads are potential people you can convert into paying customers.
Randomly searching for emails can be a waste of time and collecting a list can lighten the load but if you’re unsure how that list is collected you might be sending emails in vain.
To help you work smart and not hard, 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 marketing technique 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.
To ensure that you’re getting leads that match your ideal client description you’ll need to create a highly effective lead magnet, here are some must-have ingredients:
*It should be concise and focused on a problem or pain point your ideal client has
*It should be problem-focused and actionable solutions for your ideal client
*It should be useful, specific, and easy to follow
Research & Manually Create a List of Potential Clients for OutReach
You can also manually research and make a list of companies, individuals, or brands you’d like to approach as potential clients. Research is the most important aspect. If the companies don’t match your niche, you aren’t sure if they’re already using a competitor or you’re simply just going after popular brands for namesake, then your email will hit…and miss. You want to ensure that your list matches both quality and quantity.
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.
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.
The phase of their customer journey
There’s no point selling solutions to them if they are yet to commit to seeking solutions. See it as different phases of play requiring different strategies. You wouldn’t jump in headfirst without testing the waters. So maybe they need more information about what your product or business can do for them. Tailor your pitch to their needs.
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:”
You’ve identified the potential client’s pain points, but why should they choose you? What makes you stand out from other people who can provide similar services? 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. Your customer success story is the piece that seals the deal.
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.
Also, be sure that all your business efforts are aligned with your client outreach efforts. This means ensuring that your marketing plan, customer onboarding, reviews, and branding align with the way you want your clients to perceive you and encourage them to work with you.
Last but not least, remember to test, experiment, and get feedback from your emails so you can improve them along the way. The “if it ain’t broke, don’t fix it” method can put a hold on your potential to reach more new clients.
Once you’ve got your client from your email, the real work is keeping them as a client for the long haul. It’s now up to you to deliver the good works and promises you’ve shared in your email.
Victoria is a Content Marketer at Mailbird, an award winning email management app that allows you to save time managing multiple accounts. Victoria specialises in all things digital and content marketing. When she’s not experimenting with new content, she’s on a podcast or recording on YouTube.