Small business owners often struggle when sending out introduction emails. Our inboxes get flooded with emails on a daily basis. Because we receive so many unsolicited emails, we quite often don’t take the time to open them, let alone respond to them!
But introduction emails can work so you shouldn’t dismiss them as part of your marketing plan. But before you click ‘send,’ you must create a strategy.
Create a subject line that catches attention
By using the right words in your subject line, the recipient will open your email.
Look at your inbox over a few days and read the subject lines of emails you receive. Which ones do you pay attention to and which ones will you just trash? Try to find subject lines that appeal to you and why. Use that information when creating your subject lines.
Catch them with the first couple of sentences
So, your subject line was good enough to make them open your email. What the recipient reads in the first few sentences will determine if you get a response from them.
You need to approach this text strategically. You should briefly explain why you are reaching out to them and what is in it for them to respond. Briefly state what you are offering. If you have a connection to the recipient, mention it here.
Show them you’ve done your research
When sending out an introduction email, you must show the recipient that your interest in them, their work, or their company is genuine. You’re not just emailing because you want to sell them something but because you believe you’d be a good collaboration partner or share an interest in the same market niche.
Weave what you’ve learned about your recipient into your email. Don’t sound like a crazed fan. You want to sound interested in them but not desperate.
Don’t be salesy
Your introduction email should not come across as a sales pitch. Definitely talk about your company but in a professional and energized tone.
What’s in it for them?
The focus of your introduction email should be the benefit to the recipient. Talk about how you can help them and what benefits they’ll get from collaborating with you.
Include a next step
Your goal with an introduction email is to hear back from the recipient. To make this happen, your email must be very clear about what the next step looks like.
What do you want to do? Have a phone conversation? Meet for coffee? Choose what action you want them to take and be clear about it.
Keep it brief
You may want to write a long introduction email, but resist that urge. Keeping it brief will ensure that it gets read.
Here’s a great formula for your email:
Opening – 1 to 2 sentences
Offer – 2 to 3 sentences
Suggestion to move forward – 1 to 2 sentences
By using three short sections, your email doesn’t look overwhelming to the reader.
Have a great closing
Close your introduction email like a friendly professional. Avoid terms like “Yours” or “Sincerely.” They’re not professional sounding. Give “Best,” “Kind regards,” or “Looking forward to your reply” a try.