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Tips & Guides — 12 Dec 2022

10 Introduction Email Examples

  • Blog
  • Tips & Guides
  • 10 Referral Introduction Emails You Need to See For Your Next Email Campaign

10 Referral Introduction Emails You Need to See For Your Next Email Campaign

Need to start networking but not sure how to start? No problem. Today we’re discussing everything you need to know about referral introduction emails, with plenty of examples along the way for good measure. 

Connecting with new contacts over email is a nuanced art. Whether you’re making a personal business introduction or connecting mutual contacts, there are plenty of dos and don’ts when it comes to email introductions. 

We’ll be providing you with a range of super helpful email referral introduction templates to help you navigate your way through all kinds of situations, and get you reaching out to business partners and contacts in no time. By the end, you’ll have all the tools you need to start writing emails that engage and—most importantly—get responses! 

We’ll be exploring…

  • What is an introductory email?
  • Important elements for introductory emails
  • 10 introductory email templates
  • Best practices for writing introductory emails
  • How to respond to an introductory email
Widespread usage of email
Image from(oberlo.co.uk)

What is an Introductory Email?

An introductory email is an email sent out to somebody you’ve never met before. The idea of an introductory email is to, literally, make an introduction. It’s a bit like networking at a business event, except you’re doing it all online and in writing. 

Introductory emails come in many different forms and varieties, from self-introductions (a bit like traditional cover letters) to product and service introductions that aim to introduce a business’ latest products and services to a wider audience. 

Other types of introductory emails include:

  • Company or business introductions
  • Introductions made to individual clients
  • Expert introductions
  • Cold email introductions
  • Follow-up introductions
  • Web event introductions
  • New point of contact introductions

If these all sounds a bit too overwhelming right now, don’t stress. We’re going to talk in depth about each of these email types in just a moment, with a handy example on hand for each. 

Ultimately, the purpose of any introductory email is to make a formal introduction with information about who you are and what you do.

Take advantage of referral marketing with Affise. Start to build long-term and profitable partnerships with your best customers today

Oftentimes, this will be followed by some kind of request. For example, to ask for a referral or to form a business partnership. Sending introductory emails is a highly effective way to network and market yourself online. In fact, email introductions remain one of the single most effective marketing tools for small business owners, raking in a healthy average return on investment of $42 for every $1 marketing spend

But there’s no use sending out emails that never get a response. Introduction emails should be made as engaging as possible in order to prompt your recipients to respond. Everything from a compelling subject line to personalized content, and a clear explanation of intent is critical for success. 

Oh, and make sure to send a follow up email afterwards! Remember, effective content equals engagement and more potential business and marketing partnerships. Forging ecommerce partnerships is super beneficial and can both increase brand awareness and boost sales.

Email ROI
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Important Elements of Introductory Emails

So, now we know exactly what an introductory email is, let’s talk about what goes into a great one. What are the essential elements that you need to include when composing your content? 

Let’s take a look. 

Subject Line

First thing’s first, you need a great subject line. This is what will convince your recipient to open that email (or not). But what makes a subject line pop? 

Well, it needs to be concise and relevant to the content that lies within. Aim for between 30 and 40 characters (this makes your email subject line mobile-friendly) that communicate to your reader why this email is relevant to them. 

In some cases it might even be appropriate to personalize your subject line with the recipient’s name. For example: Hi [recipients name] we’d like to introduce you to [company name]. 

Customized Greeting

The next component that makes up a great introduction email is the greeting. When it comes to email greetings, customization is key. This will reassure your recipient that the email is intended for them and that it isn’t something that should have ended up in their junk or spam folder. 

Statistics consistently show that personalized emails perform better. In fact, 50% of companies feel they can increase interaction within email by increasing personalization.

Explanation for Your Email

Next up, it’s important to explain why you are emailing your recipient. You need to show your recipient that your email is of real value if you want them to keep reading to the end. 

This explanation should appear at the very start of your email—ideally within the first couple of sentences. Keep it clear and concise and tell your reader the purpose and intent of your communication with them. For example, to discuss a potential referral partnership. 

Relevance to the Reader

Once you’ve explained yourself within your email’s opening sentences, be careful not to drift off course. All of the content that follows should align with the explanation you have just given to your reader and provide targeted, value-filled content that promotes further engagement. 

You need to make your proposition attractive and interesting to the person(s) you are reaching out to and position yourself as an attractive partner. 

Call to Action

Finally, once you’ve made your case, sign off with a killer Call to Action (CTA). This is your opportunity to prompt the reader of your email to take action—whether that’s clicking through to a relevant landing page, providing further contact information, or replying to your introductory email directly to set up a meeting. 

Be clear about how your recipient can contact you. For example: Reply now with the subject line “MEETING” to set up an initial consultation.  Finally, sign off with a salutation and professional email signature. 

10 Introductory Email Templates

You’re almost ready to start creating and distributing your very own referral introduction emails. Great job. We understand that every introduction is unique so we’ve put together a list of 10 introduction email templates (with examples) to help you get started. 

  1.  Company Introduction Template

A company introduction email is an email sent out by a business to potential prospects with the intention of introducing the company to new potential customers or partners. 

If you’re planning to write a company introduction email for the purposes of partner building then it might look something like this: 

Company Introduction Template

Image created by Writer

    2. Introduction to Client Email

An introduction to client email is an email sent out to newly onboarded clients explaining how to use the product and/or service that they have purchased. These emails show customers that you will continue to look after their best interests even after a purchase has been made and are, therefore, a great way to increase customer retention rates and customer lifetime value. 

Top-tip: It can be super helpful to include additional resources (such as step-by-step guides and documents) as part of your introduction to client emails. 

It might look something like this:

Introduction to Client Email

Image created by Writer

    3. Product Introduction Email

A product introduction email is an email sent out to an existing customer or contact, with the intention of introducing them to your latest product or upgrade. 

In this case, you’re not introducing your business for the first time (they already know who you are). Instead, the aim is to re-engage your contacts with new updates and exciting products. 

Here’s an example: 

Product Introduction Email

Image created by Writer

    4. Service Introduction Email

A service introduction email is very similar to a product introduction email, the only difference being that you will be marketing a new service-based product to your pool of existing clients. 

For example, perhaps you’re offering a service to help optimize call centers and calculate call center shrinkage. Email is the ideal place to announce an exciting new service and build up some buzz before launch. 

Your service introduction email might look a little something like this: 

Service Introduction Email

Image created by Writer

    5. Expert Introduction Email

Now for something a little bit different. The aim of an expert introduction email is to connect with an industry leader, professional, or expert influencer. Perhaps you want to strike up a collaboration, ask for a referral, or become partners. 

Your introductory email is your opportunity to sell yourself and what you’re about, whilst showing the recipient how they will benefit from the arrangement in return. This is a very common technique used in influencer marketing and as a way to establish partnership programs.

Expert Introduction Email

Image created by Writer

When it comes to reaching out to professionals in this way, there are other options, too, aside from direct email outreach. Platforms like Affise Reach make it so much easier to reach out to potential partners and affiliates. Using Affise, brands and agencies can partner up and start expanding their marketing channels right away. 

    6. Cold Lead Introduction Email

A cold lead introduction email is a kind of marketing email sent out with the intention of promoting your brand to someone who has previously had no contact with your business or organization. 

The idea is to target high-quality leads and engage them by showing them how you will solve their particular pain points. In other words, you’re trying to demonstrate to the recipient why your products and/or services are exactly what they’ve always been looking for. 

This will be the first and only point of contact that these individuals have had with your brand and is a tried and tested lead generation method that can help expand your audience quickly. 

Here’s an example:

Cold Lead Introduction Email

Image created by Writer

    7. Follow-up Email Introduction

A follow-up email introduction is an email sent out after an initial introduction has already been made. For example, perhaps you were connected with a potential business partner via a mutual connection and now you’re contacting them directly to follow-up on the matter and further connect. 

In your follow-up email you’ll have the opportunity to talk about your proposition in much more detail and/or schedule an in-person meeting or conference call. 

Here’s an example: 

Follow-up Email Introduction

Image created by Writer

    8. Mutual Connection Introduction Email

You can send a mutual connection introduction email when you want to reach out to somebody you do not know, but with whom you share a mutual connection (either in real life or via a professional social media network like LinkedIn). 

Having this mutual connection adds validity to your query and makes you a more trustworthy source than you would be if you were simply sending out a cold outreach email. 

Mutual Connection Introduction Email

Image created by Writer

    9. Web Event Introduction Email

A web event introduction email is an email sent by a sales representative to people who have requested a callback on your website (or to be included in your company mailing list). 

Your email will confirm that you have received the request and provide the relevant information as promised. These types of emails help build more trusting and engaged relationships with customers and contacts, and create an opportunity for more conversation. 

Image created by Writer

    10. New Point of Contact Email

The final email template that we want to talk about today is the “new point of contact email. 

These emails are sent to existing contacts as a way to introduce new products, services, and/or updates that are likely to be relevant to their specific business needs. 

This is not the same as an introduction email, as these recipients already know who you are so there’s no need to introduce yourself outright all over again. Instead, offer a brief reminder about your business, thank your recipient for their loyalty, and then launch into introducing your new features!

New Point of Contact Email

Image created by Writer

Best Practices for Writing Introductory Emails 

You’re almost ready to go. But before we set you free into the wild world of referral introduction emailing, let’s cover a few best practices. The following top tips will help you write better introductory emails that engage clients and prospective partners and encourage them to respond! 

Utilize the Tools That Could Help you Identify and Engage Your Prospects

Make sure you’re using the tools and technologies available to you. There are tons of tools out there to help you identify your email prospects and manage your mailing lists. For partnerships, tools like Affise Reach take all the hassle out of finding the right business partners and collaborators. Using Affise’s interconnected platform, it’s easier than ever for brands, businesses, individuals, and agencies to partner up. 

Once you’ve settled on your partnerships, Affise will help you grow your partnership business with targeted metrics and statistics. You’ll even have the opportunity to share data seamlessly with your partners using CPAPI (a designated data transfer platform for partnership marketing). 


Image created by Writer

Use Testimonials

Testimonials are a great addition to any kind of introductory email. Including testimonials and reviews from previous happy customers, as well as industry accreditations and awards, is a surefire way to earn respect and trust from your prospects. 

It will leave a great first impression and show that you are reputable, tried and tested, and that you deliver great digital customer experience

No to Yes-or-No Questions

Lastly, try to avoid yes-or-no questions when writing the content for your emails. When you ask your contact if they want to schedule a meeting, for example, don’t simply offer them the two obvious options (yes or no, that is). Instead, offer multiple time slots that they can pick from during the next week and the option to choose between a phone call or in-person meeting. 

Provide all the necessary details including your phone number and details about your job title so that your prospect knows exactly who they are talking to (whether that be one of the company salespeople or a hiring manager). 

How to Respond to an Introductory Email

Let’s turn things on their head for a moment. We’ve talked a lot about sending introductory emails but what if you’re the recipient of an introductory email? If you receive an introductory email like one of the above examples, and wish to respond, here’s what you can do.  

Show Interest

First of all, thank the sender for their email and immediately show your interest (if you are interested that is). If not, it’s also fine to let the company know that you’re not interested in future outreach. 

If you have requested the introduction, however, now is your chance to ask for more information and set up a meeting or consultation to discuss matters further. 

Respond Quickly

Try to respond as quickly as possible. This will show that you are interested, appear more professional, and is likely to mean that you will also receive a prompt response in return. 

Personalize Your Response

Make your response personal by customizing what you write for the specific circumstances surrounding the introduction that has been made. Use your judgement to gauge whether you need to be super formal or if you can respond in a more casual way. 

Show Gratitude to the Referrer

Finally, don’t forget your manners. It always pays to be polite, so show some gratitude to the referrer. If someone has set up this connection for you (aka, a mutual contact), ensure that you show them your appreciation. This way you’ll keep a positive working relationship that can continue to thrive into the future. 

Final Thoughts

So, there we have it. Who knew that intro emails were such an art. By following these templates and best practices you’ll start sending better, more effective emails in no time that will help you build quality partnerships and leads. 

Remember that technology is here to help. Partnership marketing platforms like Affise make it so much easier than ever before to source and secure amazing business partnerships, share data, and track your performance. Plus, migrating to Affise is quick, simple, and easy! You’re ready to send your best email ever and get that ever-so-valuable referral marketing rolling. 

Take advantage of referral marketing with Affise. Start to build long-term and profitable partnerships with your best customers today

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Jessica Day - Senior Director, Marketing Strategy, Dialpad

Written by

Jessica Day is the Senior Director for Marketing Strategy at Dialpad, a modern business communications platform that takes every kind of conversation to the next level—turning conversations into opportunities. Jessica is an expert in collaborating with multifunctional teams to execute and optimize marketing efforts, for both company and client campaigns.

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