Here are some tips for how to write an introduction email.
Before we show you some tips, let’s start with a few assumptions about what is going on on the prospect’s side.
- Your prospects are extremely busy
- Your prospects get a lot of emails from salespeople trying to sell them something
- Your prospects are likely not in “buying mode” when you send your email
- Your prospects will delete a lot of emails without reading much or any of the email
Those four factors influence how your sales email is received and whether it is responded to. We suggest that you design your emails to consider those assumptions, in an attempt to minimize the odds of your email being instantly deleted.
Now that we have that out there, we can look at some tips on how to write an introduction email.
1. Use Brevity
Keep in mind that your prospects are busy, and try to prevent them from deleting your email unread. Keep your email as brief as possible. This means looking at each word and each sentence to determine whether they are needed and to help make your message clearer and more attention-grabbing.
2. Try to Avoid Sounding Like a Salesperson
Since your prospects receive many emails from salespeople, this can prompt them to quickly delete emails. If you go through the how-to-write introduction email process and your email reads like you are trying to sell something, the prospect might respond negatively and delete it without giving it much attention.
3. Focus on the Immediate Goal
When you are sending an introduction email, you likely have two goals. Your ultimate goal is to close the sale and get a new customer. But your immediate goal is to just establish a conversation with the prospect.
When writing an introduction email, focus on the immediate goal: meeting or having a conversation, not on asking the prospect to purchase what you are selling.
4. Use a Multi-Touch Mindset
If we look back at those assumptions, it is clear that we might need multiple touches to connect with the prospect. Keep this in mind when you design your introduction email. You do not need to say everything in your email, because you will be sending additional messages as you continue to pursue the prospect.
5. Educate the Prospect
Use your introduction email to educate the prospect. This is not to educate the prospect on the product that you sell. More so, it is to educate the prospect on why they should talk with you.
The way to educate a prospect on how to write an introduction email is to talk about the improvements that you can help to make for the prospect, the problems you can help to fix, and how you have helped other customers.
