How to Write Email to Approach New Clients (With Example & Tips to Get Replies)

To write an email to approach potential clients, start with a clear and compelling subject line, followed by a personalized greeting. Introduce yourself briefly, explain how you can add value, and include a call-to-action. Since cold emails often have low open rates, personalize each message, keep it under 150 words, and avoid sounding too salesy. You can refer to the sample emails provided in this article to structure your message effectively and increase your chances of getting a response.

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

Sending an email to a potential client is your first, and sometimes only, chance to make a positive impression and spark engagement.

Prospects receive dozens, if not hundreds, of emails daily. That means every element of your message needs to be thoughtfully crafted to stand out, feel relevant, and encourage action.

1. Write a Strong Subject Line

If your subject line doesn’t grab attention within three seconds, your email may get deleted without ever being opened.

The subject line is the gateway to your entire email. Keep it short, specific, and attention-grabbing enough to make the recipient want to read more. Here are some ways to write a compelling subject line:

• Ask a curiosity-piquing question

"Are You Still Struggling with [Problem]?" Makes the reader feel it’s relevant to them and entices a click.

• Create urgency or scarcity

"Last 2 Spots Available for Our Beta Program". Taps into FOMO and encourages quick action.

• Use strong, active verbs

"Boost Your Sales with This Simple Strategy". Emphasizes results and momentum.

• Highlight their pain point

"Tired of Slow Customer Support?". Shows you understand their challenge.

• Offer something exclusive

"Exclusive Demo for [Company Name] Only". Makes it feel personalized and high-priority.

• Include numbers or concrete results

"How We Helped a Retailer Increase Sales by 45%". Adds credibility and curiosity.

• Make it feel personal or tailor-made

"For Marketing Leaders in B2B Tech Like You". Feels specific, not like a mass email.

2. Include a Greeting

Cold or generic emails are often ignored. A personal greeting shows you’ve taken the time to know who you’re contacting. You’d be better off personalized with the recipient’s name if possible to create a warm and direct connection.

Examples:

• Hi Sarah,
• Dear Mr. Aditya,
• Hello Jonathan,
• Hi Clara – hope your week is going well!
• Good morning, Ms. Rahma,

3. Write an Introduction

You have one paragraph (or less) to show the reader why they should pay attention. Use this space to briefly tell who you are and immediately explain why you’re reaching out.

Examples:

• "I'm Dito from Brightime, a platform that helps B2B teams automate client onboarding."
• "I came across your company while researching innovative fintech players in Southeast Asia."
• "We’ve helped similar companies streamline internal training, and I thought this might be relevant for your team."

4. Share Your Value Proposition

The potential client is silently asking, “What’s in it for me?” If you don’t answer that quickly, they won’t keep reading. Be specific about what you offer. Describe how your product or service can help them, not just its features, but the tangible benefits.

Examples:

• "We reduce onboarding time by 40% using automated flows tailored to your process."
• "Our tool integrates with your existing CRM with no coding required, and improves conversion rates."
• "Unlike generic solutions, our approach is built specifically for early-stage tech startups."

5. Add an Engaging Call to Action (CTA)

Many emails are ignored simply because they don’t include a clear next step. Your CTA is the bridge to the next conversation. Keep it light, specific, and easy to act on. You can simply ask for a quick call, meeting, or reply.

Examples:

• "Would you be open to a 15-minute call next week to explore this?"
• "Let me know if I can send over a quick demo tailored to your use case."
• "Happy to share more details, just hit reply and I’ll get them to you."

6. End with a Professional Closing

A polished sign-off reinforces your credibility and leaves a lasting impression. It’s also your final chance to provide clear contact information.

Examples:

Looking forward to hearing from you.

Best regards,Nadia HanafiahBusiness Development Manager | nexsync.co | nadia@nexsync.co

Tips to Increase Email Response Rates

Writing a strong email is just the first step. Getting a reply is the real win. Here are a few simple tips that can help boost your chances of hearing back from potential clients:

1. Personalize each message: Avoid copy-pasting the same email to everyone. Mention something specific about the person or their company to show that you’ve done your homework.
2. Keep it under 150 words: People are busy. The shorter and more to the point your email is, the more likely they’ll read it.
3. Focus on their needs, not yours: Instead of listing your features, talk about how you can help solve a problem or make their job easier.
4. Send emails midweek, around 10 AM: Timing matters. Emails sent on Tuesday to Thursday mornings tend to perform better.
5. Include one clear CTA: Don’t leave them guessing what to do next. Something simple like “Would Tuesday work for a quick call?” is more likely to get a response.
6. Always follow up after 2–3 days: No reply? Don’t worry. A polite follow-up can go a long way in getting the conversation started.

Even small adjustments like these can make a big difference in how your emails perform, and this effort can help you turn more prospects into actual clients.

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,
Albert

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]

Regards,
[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?

Best,
[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.

Thanks,
[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.