What Should a Sales Introduction Email Template Include?


5 min read

What Should a Sales Introduction Email Template Include?

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What Should a Sales Introduction Email Template Include?

To help you create an interesting sales introduction email, we asked ten marketing and sales professionals for their top suggestions. From highlighting the value proposition to incorporating customer testimonials, these experts share their insights on crafting an effective email template that will grab your potential client’s attention.

  • Highlight the Value Proposition
  • Include a Clear Call to Action
  • Personalize Your Email Template
  • Showcase Recent Social Proof
  • Address Pain Points and Challenges
  • Build Long-Term Client Relationships
  • Connect with the Potential Client
  • Mention Notable Projects or Brands
  • Craft an Attention-Grabbing Start
  • Incorporate Customer Testimonials

Highlight the Value Proposition

When writing a sales introduction email template, always include the value proposition. Therefore, focus on benefits and the product’s unique features using engaging adjectives. A convincing offer can capture the recipient’s attention, increasing the chances they will view your email and think about your offer.

Natalia BrzezinskaNatalia Brzezinska
Marketing and Outreach Manager, ePassportPhoto

Include a Clear Call to Action

The most important element of an effective sales email template is a clear call to action. This should explain the purpose of the email and ask the recipient to take action, such as scheduling a meeting or trying out your product. By giving the reader a simple goal from the start, you can help guide them through the process and increase the likelihood of a successful conversion.

Justin CarpenterJustin Carpenter
Owner, Modern Maids

Personalize Your Email Template

When crafting a sales introduction email template, it’s important to keep in mind the goal of connecting with your potential customer. Personalization is key—make sure that you address the customer by name and research them enough to provide the context for why you’re reaching out.

Tailor any information about yourself or your product about their preferences or needs as much as possible. Include brackets within your template that you can easily replace with the respective personalization.

Roksana BieleckaRoksana Bielecka
Community Manager, ResumeHelp

Showcase Recent Social Proof

Recent social proof, like a standout data statistic or media mention, to communicate credibility is a must-have in any sales introduction template. Numbers and other customers’ references speak directly to an audience’s sense of value in practical terms.

Clearly established value‌ speaks directly to trust from now on. Nothing establishes credibility and trust as quickly or efficiently as social proof.

Alexandre RobicquetAlexandre Robicquet
Co-founder and CEO, Crossing Minds

Address Pain Points and Challenges

By focusing on the specific pain points and challenges that your target audience faces, you can show how your solution addresses these issues and sets you apart from competitors. Creating an engaging offer not only attracts the reader’s attention but also proves your reliability, giving a firm basis for developing a successful connection with potential customers.

Ray SchultzRay Schultz
VP Marketing, Liquid Rubber

Build Long-Term Client Relationships

A sales introduction email offers you the perfect opportunity to provide the prospective client with some all-around information about you, your product, your brand, and just about anything that helps you strike a chord.

Everyone knows that the primary purpose of the email is to start a conversation about the sale. But when you attempt to offer this additional information, you go beyond the run-of-the-mill approach.

Your email now conveys your intention to build a long-term relationship with the client. This sets you apart from the other sellers in the race and helps you build a genuine rapport with the client team.

Ariav CohenAriav Cohen
VP of Marketing and Sales, Proprep

Connect with the Potential Client

In any sales introduction email, I like to slow things down and mention something about them. Too often, sales emails are big pitches about our company and what we can do for potential clients.

My must-include is to include a line about what I like about their company or congratulations on a recent award or publication they received. By slowing things down and making an introduction to them, we’re able to build a connection with the prospect.

And your email also stands out from the crowd from the daily bombardment of cringy salesy emails that clutter all of our inboxes daily.

Asma HafejeeAsma Hafejee
Senior Marketing Executive, CMR Surgical

Mention Notable Projects or Brands

Customers are always looking for facts they can rely on while deciding, and rightly so. To make their process easier, mention a few key projects or brands you’ve worked with. When they see these notable names, they’re likely to trust you enough to either decide right away or at least look further into what you’re offering.

Harry MortonHarry Morton
Founder, Lower Street

Craft an Attention-Grabbing Start

Your email’s subject line may have gotten you through the door, but now you must attract the reader to continue reading with your first sentence. Try to begin with something specific such as, “I heard you are looking for a [your_product].”

Make the first line as personalized as possible. For example, look up their personal information on LinkedIn and try adding it to your opening line to grab their attention.

A pertinent statistic can also capture their attention if you avoid becoming too personal. Remember to avoid the time-wasting and impersonal lines like, “Hello, my name is XYZ” and your introduction.

Madhurima HalderMadhurima Halder
Content Manager, Recruit CRM

Incorporate Customer Testimonials

To really push someone to decide on your product or service, add positive customer testimonials to either your sign-off or the body of your email. When potential customers can see that your services are effective and that you have a roster of happy customers, their trust will increase.

You can either embed or link your social media where they can view customer testimonials and other information about your offerings. Either way, proving your effectiveness this way can play a crucial role in any potential customer’s decision-making process.

Robert LangRobert Lang
Director of Sales, Vivint.Security

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