How to Write Email to Approach New Clients (With Example)

Lutfi is a content writer with more than 3 years of experience. She uses her knowledge of SEO and writing to create engaging content that benefits to users and help business increase their organic traffic.

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Did you know that according to a Venngage survey, the average person, especially those working in a professional setting, receives around 121 emails per day? The question is, is your sales pitch email engaging enough to encourage them to open and respond to it?

Email is still one of the most popular marketing channels for reaching new clients. Therefore, as a business owner or marketing team, you need to know how to write the best emails to potential clients in order to increase your chances of making sales to them.

Lucky you found this article, because we're going to guide you through writing sample emails to approach new clients, along with templates that you can use.

Why Is It Important to Write Engaging Emails When Approaching New Clients?

Imagine meeting someone you've secretly admired for a while for the first time. You'd want to make a great first impression to catch their interest, right? It's the same when reaching out to potential clients via email. You need to write a compelling email to pique their interest in your offer, leading to new business relationships or sales.

Here are some benefits of writing engaging emails when approaching new clients:

  • It's an efficient way to make sales. Since many people use email for communication, businesses can quickly turn prospects into clients.
  • It helps grow your client base. Sending strong emails can catch the attention of potential clients, increasing the number of clients you have.
  • It boosts sales metrics like click-through rates, conversion rates, and more.

Also Read: Mastering Email Marketing: Strategies, Examples, and Benefits

Types of Business Emails Sent to Prospective Clients

Crafting the perfect business email depends on who you're reaching out to and what you want to achieve. We'll break down the most common types and show you how to use them strategically to boost your results.

1. Promotional Emails

Promotional emails are like the virtual display of a shop window. They aim to catch people's attention and encourage them to take action. These emails typically highlight special deals, new items, or upcoming events to attract both new and existing customers.

2. Newsletters

Newsletters foster a sense of community around your brand. By consistently offering valuable content, company updates, and well-timed promotions, you nurture ongoing interest and keep your business at the top of subscribers' minds.

3. Announcement Emails

Got exciting news to share? An announcement email is the perfect way to spread the word about major developments like a new product launch, strategic partnership, or important company update.

4. Referral Emails

Happy customers can help your business a lot. You can encourage them to tell others about your company by giving them rewards for bringing in new customers. Doing this not only keeps them loyal to your brand but also builds a group of excited supporters who can help your business grow even more.

5. Survey Emails

Understanding what your customers truly think is crucial for improving business strategies. Surveys are essential for this. They provide a structured way to learn about customer needs, problems they face, and how to offer better service. Using surveys helps businesses understand their customers better, leading to smarter decisions that improve customer satisfaction and overall effectiveness.

6. Exclusive Content Emails

Establish yourself as an authority in your field by offering exclusive resources like ebooks, webinars, or reports in exchange for subscribers' email addresses. This helps generate high-quality leads and positions your business as a go-to source of information.

7. Cart Abandonment Emails

Sometimes, shoppers need a gentle nudge. A well-timed cart abandonment email reminds them of the awesome items they were about to purchase and might even include an incentive to sweeten the deal.

8. Reorder and Upsell Emails

Increase customer lifetime value with targeted reminders to restock on essential products or suggestions for complementary items that enhance their experience.

Also Read: 75 AI Prompt Examples for Marketers to Make Your Job Easier

How to Write an Email to a Potential Client

In the fast-paced digital world, a well-crafted business email can mean the difference between making a valuable connection and your message getting lost in a crowded inbox. Here's how to ensure your emails hit their mark.

1. Subject Line

Crafting an attention-grabbing subject line for your email is crucial. By keeping it concise with 50 characters or fewer, incorporating keywords that resonate with the recipient's interests, and if applicable, adding a personalized touch by mentioning any connections you share, you can significantly enhance its appeal.

2. Personalization

To maximize the effectiveness of your emails, personalize them! Generic messages rarely get results. Take a few minutes to research your prospect and their company. This demonstrates genuine interest and significantly improves your chances of getting a response.

Here are a few personalization tips:

  • Acknowledge a recent achievement: Congratulate them on a project, award, or promotion.
  • Connect through shared interests:  Mention a common conference, blog post, or industry connection.
  • Show understanding of their challenges: Demonstrate that you've researched their needs or pain points.

3. Value Proposition

When reaching out to prospects, focus on solving their problems, not just listing your features. Understand their pain points and tailor your message to show how you can specifically address them. Highlight the results you can help them achieve and offer social proof to build trust. This demonstrates that you understand their needs and can deliver a solution that will make a real difference.

4. Concise and Focused

Keep your emails short and focused for maximum impact. Avoid long blocks of text and break down complex topics into smaller emails. Get to the point quickly with a clear opening statement. Use bullet points and white space to make your emails easy to scan and digest key information.

5. Call to Action (CTA)

Be explicit about what you'd like the recipient to do next. Make your CTA clear and simple. Here are a few examples:

  • "Would you be open to a 15-minute call to discuss this further?"
  • "Please visit [website] to learn more about our solutions."
  • "I'd love to answer any questions you may have. Simply reply to this email."

6. Proofreading

Errors instantly damage your credibility, so proofread carefully! Read your email aloud to catch awkwardness, you might use a proofreading tool or consider having a colleague review it for any mistakes you might have missed. These steps will ensure your emails are polished and professional. 

Remember, a well-written outreach email is an investment in your business. By following these key elements, you'll significantly increase your chances of connecting with the right people and growing your business.

Also Read: 6 AI Copywriting Tools to Help You Write Like a Pro, for Free!

Sample Email to Approach New Client (And Templates)

To develop a comprehensive understanding of how to write effective prospecting emails, it's important to see successful examples in action. Let's see a sample email below and breakdown what makes it powerful.

Subject: Hey Jack, Hiring Hack: Reduce Time by 30%

Hi Jack,

I came across Company XYZ while researching HR innovation in the fintech space. Your focus on implementing a new applicant tracking system (ATS) caught my eye, as it's a common challenge many HR teams face.

At ABC Company, we help HR teams find top talent faster through our innovative AI-powered talent acquisition platform which utilizes AI to screen resumes and identify qualified candidates. We recently helped XY Company, a company with around 500 employees, reduce their hiring time by 30% by automating initial candidate screening and streamlining the interview process.

If you're interested in learning how we can help you reduce your time-to-hire and find top talent faster, let's jump on a quick 15-minute call. I'm available next week - what works best for you?

Best regards,

Breakdown of what makes this email powerful:

  • Personalized subject line: It focuses on a pain point for HR professionals (finding top talent) and mentions a quantifiable result to grab attention.
  • Warm opening: References research and a specific initiative to show genuine interest.
  • Highlights expertise: Briefly explains your company's focus on HR needs and the value proposition.
  • Compelling example: Showcases your success with a relatable client example, size comparison, and impressive result.
  • Clear call to action: Offers a specific action (call) and establishes immediate availability for scheduling.

Now, let’s take a look at some template emails that you can adapt to approach new clients below.

Sample 1: The Value-Focused Introduction

Subject: [Client's Industry] expertise to boost your results

Dear [Client Name],

I understand that [client's industry] businesses often face [common pain point]. My company, [your company name], specializes in [your key service offering], and we've helped businesses like yours achieve [quantifiable result].

Would you be open to a quick 15-minute call to discuss how we could potentially help you address [pain point] and reach your goals?

Best regards,
[Your Name]

Sample 2: The Social Proof Approach

Subject: Helped [similar company] achieve [result] – can we do the same for you?

Dear [Client Name],

I recently worked with [similar company in their industry] to help them [achieve a specific result]. Given the similarities with your business, I believe we could potentially replicate this success for you.

Would you have time for a brief exploratory call next week? Here's my availability: [provide some options]

[Your Name]

Sample 3: The Referral Connection

Subject: Referred by [Mutual Connection's Name]

Dear [Client Name],

[Mutual connection's name] suggested I reach out to you regarding [your area of expertise]. They've spoken highly of your work, and I think there's a potential opportunity for us to collaborate and support your business.

Would you be open to a quick call to explore possible synergies?

[Your Name]

Sample 4: The Direct and Personalized Offer

Subject: Quick question about [client's specific project/need]

Dear [Client Name],

I noticed [a project they're working on, a post on their website, etc.]. I have some experience in [relevant area] and would love to offer my services. Are you open to a brief chat to see if there's a potential fit?

Thanks, [Your Name]

Sample 5: The Content-Driven Approach

Subject: Thought you might find this helpful

Dear [Client Name],

I came across your work on [project or article] and was impressed. I recently wrote a [blog post/guide/resource] on [topic relevant to their business] that I thought you might find valuable. Here's the link: [link]

If you ever need support with [your relevant services], don't hesitate to reach out.

Best, [Your Name]

Sample 6: The Follow Up Email

Don't give up if you don't get a reply to your first email. You may need to follow up multiple times to get a response. Try using the following follow-up email template.

Subject: Following Up on Our Discussion

Hi [Name of Contact Person],

I hope this email finds you well. My name is [Your Name] from [Your Company Name], and I recently sent you an email on [Date of First Email] about [Briefly mention what you offered in the first email].

Following up on my previous email, I wanted to check if [mention a specific pain point your service can address] is something you're currently facing. If so, I believe [Your Company Name] can help.

We help businesses like yours achieve [Mention a specific result your service provides] through [Mention your key service or product].

If you're interested in learning more, I'd be happy to schedule a quick call at your convenience.

[Your Name]
[Your Title]
[Your Company Website]

Remember, a well-crafted business email demonstrates professionalism, establishes your value proposition, and fosters connections with potential clients.

If you're seeking exceptional talent with a proven track record in email communication and CRM expertise, Talentport is your go-to resource. Let us help you find the perfect fit to streamline your customer interactions and drive business growth.

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