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How to send a business introduction email
April 12, 2019 Anniversary Wishes 2 comments

Making an email introduction for two networking contacts doesn't have to take forever. You'll be seen as someone who doesn't simply send and accept connection operations of the fast-growing business and pursuing constant innovation.

In B2B sales, the “introduction email” has become the new cold call. Used correctly, sending highly targeted email to business prospects can be a great way to begin a business relationship for B2B sales. Sending an introduction email can be done by finding a prospect’s email address on their company’s website or through using the paid InMail service on LinkedIn.com.

In this blog post we discuss how to correctly use an introduction email to make a good first impression with a person you want to begin a business relationship with.

First, you need to learn the art of how to write an effective email subject line. When writing the subject line, consider using the person’s first name as doing so will immediately grab their attention. The subject line also needs to be specific to their business and not spammy. A great subject line congratulates the person on either an award they have won or positive news that has happened at their company.

For example, you can congratulate a person on a new product their company has launched, such as, “Bill – congratulations on the XYZ Widget you just launched”.  If the person is in sales, such as the VP of Sales, and their company has had a record sales quarter, you can congratulate them in the email subject line saying something like, “Steve – congratulations on your record sales quarter.”  Emails that have subject lines where you are congratulating a person get opened and read. Email subject lines that are spammy where you are trying to immediately sell something are seen as being spam and are often immediately deleted without being opened and read.

Another example of using a compliment in the email subject line are, “Mike, you have an impressive LinkedIn profile” or, “Carrie your skills are amazing – I’d like to talk to you” or “Sarah, I’ve been following your success and I’d like to talk with you”. The objective here is to be authentic, genuine, and to NOT sound creepy or like you are trying to sell them something. Understand that you are simply trying to build a friendly business relationship–and you are not trying to immediately sell them something. Just as with dating, you don’t walk up to a stranger and immediately ask him or her to marry you. You first introduce yourself, compliment them on something, and begin a friendly conversation to get to know one another. The same goes for business. You don’t contact a stranger and immediately start trying to sell them something. That is considered rude and very annoying, so don’t do it.

Start by making a list of business prospects you want to get to know

The first thing you want to do is brainstorm on what companies most need the product or service your company sells. Try to create a list of 100 companies. Then, determine the job titles of the people at each company who would be the main contact for buying the type of product or service you sell. Note that it is better to start at higher level positions, such as C-level and upper management.

Your next step is to find the names and email addresses of the people who are in those job titles at those companies. There are many ways to do this:

  • The first way is to go to Google and do a search for the company and job title, such as: microsoft.com +”director of marketing”.  This will give you a starting point of pages to visit that may list the person’s name who holds that job title. You may even find the person’s email address or a link to email that person. However, there is a chance that the information you find may be old and the person is no longer working at that company.
  • The second way is to simply call the company and ask the telephone receptionist for the name of the person who currently holds the job title you want to reach. At this point you may want to ask if you could have that person’s email address. The receptionist will probably say no, but you may get lucky and get it.
  • The third way is to sign up for a Linkedin.com premium business account which allows you to purchase InMail credits so you can send messages through LinkedIn to the people you want to contact. With LinkedIn you can perform advanced searches by company name and job title to find the people who hold those job titles as the companies you are targeting. If you already know the person’s name who holds the job title, then you can simply do a LinkedIn search for that company name and the person’s name. As LinkedIn is the world’s largest business social network, purchasing a premium InMail business account will be your best tool for quickly and easily finding and contacting prospects at the companies you want to target.

Things NOT to say in your introductory email

When writing your introductory email, there are some things you should never say.  You want to stay away from typical openings that immediately flag you as a person trying to sell them something. So, don’t say things like:

“Hi, my company offers…”

“Hi, does your company need xyz widgets? We sell them at the lowest price…”

“Hi, we help companies do xyz and I would like 10 minutes of your time…”

Your prospect is not going to purchase what you are offering in that first introductory email you send to them so STOP trying to sell. Your introductory email is simply for starting a friendly relationship by complimenting them on something. As a way to generate interest in your product or service, under your name in the signature section of your email, include some text about your product or service, the number one benefit it offers, and a link to more information on your company website.

The next thing to do is send the person a second email a few days later. You may have to write 6 to 8 e-mails in consecutive order to get their attention. All of these emails should be friendly emails where you are sharing information that may be of value to them. Again, compliment them when you can about exciting news that is happening at their company. A simple way to stay informed about news that is happening at their company is to go to Google News and search for their company name. Then, scroll down to the bottom of the page and you will see a button that says, “create alert.” Click on that button to create a Google alert that automatically emails you whenever a new news item is found about that company. 

How to Write a Great Introduction Email

A major mistake people make when writing their introduction email is they include too much information about themselves. The people you are contacting are busy and they don’t have time to read your life story. And, the truth is, they don’t care about you or your life story. In sales everything should be focused on your prospect instead of on you. This means that your emails should rarely have “I” or “me” but should be concerned with “you” or “your.”

Keep Your Introduction Email Short and Sweet

Your introductory email should not be longer than 3-4 sentences and it should not take more than 1 minute to read from beginning to end. Break down your email into a couple of short sentences. Again, your email should be focused on giving the person you are contacting a compliment about work they have done or good news about their company. 

Here is an example of a congratulatory introduction email that works well for contacting people through LinkedIn:

Hi name,

I just read on xyz.com that your company won an award for the best technology product of 2016 for mid size hospitals. Congratulations! That is an amazing accomplishment. 

I also work in the healthcare technology industry and I would very much like to connect with you on LinkedIn. As I often meet with buyers in your market, I may be able to send some business your way.

Once again, congratulations on winning the award!

John Doe, VP of Business Development
JPR Industries, Inc. “We help healthcare technology firms do X”
(123) 456-7890
[email protected]

In summary, use an introduction email as your first step in building a business relationship with a prospect at a company you want to sell to. Keep the content of your introductory email about congratulating or complimenting the prospect so you come across as a friendly business colleague who they like and they will want to build a business relationship.

Here is another article you may enjoy:  How to write a business proposal.


Oct 26, An introduction email can help you grow your career, land new Know you're sending your emails at the right time with this free tool. Not only does this get you an introduction from someone inside that person's company.

How To Write an Introduction Letter (Samples Included)

how to send a business introduction email

By Jeff Gillis

For many job seekers, nothing’s more frustrating than the words, “It’s not what you know, it’s who you know.”

What if you don’t know anyone? Perhaps you’ve moved to a new city, switched industries, or simply didn’t recognize the importance of networking until recently. How can talented individuals in this situation play catch-up and get their career started?

It isn’t impossible, and you don’t have to be obnoxious to get in front of the right people. In fact, there’s an entire method for introducing yourself to people you’ve never met but would like to know. It’s called sending a Letter of Introduction.

What Exactly is a Letter of Introduction?

A letter of introduction is exactly what it sounds like.

It’s a piece of correspondence introducing yourself to someone asking to make their acquaintance and if they’re willing, help you find a job opportunity or meet other people in your desired industry. They’re a polite way of getting your name in front of important people without infringing on their time or accosting them in a coffee shop.

While we’re on the topic of things to avoid, let’s discuss what a letter of introduction is not. An introduction letter is not your resume, it’s not a cover letter, and it’s not a short story detailing your early life, dreams, and ambitions.

Rather, it’s a brief, clear, and concise explanation of who you are (i.e. a recent graduate, an experienced web designer) and why you are writing.

This reason could be that you’re looking for a job or you’re hoping to chat with them to gain some insight into the industry you wish to enter.

Types of Introduction Letters

An introduction letter can be used to introduce yourself to someone new or to introduce a friend or colleague to someone you know. Introduction letters are either formal or informal. Typically speaking, an informal introduction letter is used in the second case where Person A is introducing Person B to Person C.

How to Write the Different Kinds of Letters of Introduction

Writing an informal introduction letter to introduce someone to a third party is rather simple. Since you know the person you’re introducing them to, you can rely on your own judgement when choosing your wording. For this article, we’ll focus on a relatively formal letter, even if it’s to a colleague. Such a letter should include the following features:

  1. An explanation of why you’re writing
  2. A brief description of who you’re introducing them to, relevant details like their job, and how you personally know them
  3. A few lines on what that person needs (i.e. advice on entering the tech world with a finance background) and why you thought your colleague would be a useful resource
  4. The job seeker’s contact information, ideally both their telephone number and email address

Today, most people send letters of introduction via email. Be mindful of how you send that email. For instance, there’s a difference between sending a letter of introduction and a referral letter.

Let’s say your friend, Sandra, needs a freelance copywriter. You worked with a great copywriter, Joseph, and you tell Sandra you’ll send him your details. In this case, you’d send Sandra something similar to an introductory email, but since it’s a referral you’d likely cc Joseph, so he and Sandra can continue the conversation on their own.

Now, let’s change the circumstances a bit. In this scenario, let’s pretend Sandra owns a copywriting agency and Joseph is looking for a full-time gig. He asks you to introduce him to someone who works in an agency. When you send this letter of introduction, you would not cc Joseph on the email. If you did, you’ve put Sandra on the spot. You’d simply include Sandra’s contact information and leave it at that.

When writing a letter of introduction for yourself, the steps are almost identical with a few subtle differences:

  1. Dive right into who you are and what you do
  2. Include a few lines about why you’re writing to them and specific details about what you’d like from them like industry insights or information on job opportunities.
  3. Provide information on how they can reach you, how you look forward to speaking with them, and a thank you for their time
  4. End with a respectful sign-off

Letter of Introduction Samples

Here are a few samples of different kinds of introduction letters:

Introductory Letter on Behalf of Someone Else

Introductory Letter on Behalf of Yourself

These are rather formal examples. We’ve made Joseph a copywriter in order to make a specific point. A copywriter’s job is to write eye-catching copy that compels a reader to take action, yet we’ve still shown you an example of a professional, formal email.

While less formal letters sometimes work, you don’t want to run the risk of alienating someone you don’t know with what feels like a gimmick or a sales letter.

Putting It All Together

A letter of introduction allows you to even the playing field when it comes to the game of “who knows who”.

If you can dedicate time to send a letter (or email) of introduction each week to people you’d like to meet, you’re guaranteed a certain percentage replying back – so long as you don’t simply cut and paste the same letter for everyone.

Whether it’s to land a new job or break into a new industry, take advantage of the power of introductory letters.

Good luck!

Please be kind and rate this post 🙂

Dear Sandra,

Hope you’re doing well. I’d like to introduce you to Joseph Gardiner. He’s a freelance copywriter who specializes in writing for financial technology startups with expertise in blockchain and cryptocurrencies. I’ve worked with him several times, and he’s a creative individual who writes fantastic copy that converts.

He’s interested in joining an agency, and I thought it might be useful if you two met. You can find his portfolio at www.josephgardiner.com. I’ve cc’d him here, so you two can chat. You can also reach him at 519-555-5555.

Best regards,

Hi Sandra,

My name is Joseph Gardiner. I’m a freelance copywriter with 8 years of experiences writing for financial technology startups with expertise in blockchain and cryptocurrencies.

I’m a huge fan of the work Ever After does, particularly the project your agency worked on with ABC Finance. If you have the time, I’d love to chat with you about the dynamics of copywriting in an agency setting and whether there are any potential job opportunities with yours.

If you have time to talk, you can reach me at 519-555-5555 or shoot me an email at [email protected] You can also review my portfolio of work at www.josephgardiner.com.

Thanks for your time, and I look forward to hearing from you.


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The Three Ways to Introduce Two People Over Email

how to send a business introduction email

How do you convince someone to give you a chance when they’ve never met you? Ask for an introduction email.

Fact: Nine out of 10 people trust recommendations from others they know.

Connecting through a mutual acquaintance can be the difference between a cold email and a warm welcome.

Even better, with the right introduction email template, you save time writing but still show that you put in the extra effort.

Here are three types of introduction emails you can start writing today to land more clients, book more meetings, and grow your career.

    1. The Two-In-One 
    2. The Double Opt-In
    3. The Top-Down Approach

Know you’re sending your emails at the right time with this free tool.


The Two-In-One: How To Ask For An Email Introduction

Tight on time? Here’s a doc with all 3 templates — for easy copying.

A poorly written introduction request reads like a shoddy instruction manual.

The bottom line: It pays to draft an email they can easily forward on your behalf.

The bulk of the content should be written directly to the person you’d like to meet as if they were reading it as-is.

It should include:

  1. Evidence that you’ve done your research. Seeing this makes people more motivated to help you.

  2. A clear reason why your target person would benefit from the intro. Satisfying our own self-interests is pretty darn appealing (just how our brains work).

  3. A succinct message that closes with a clear call to action. Roughly half of email replies are less than 43 words.

Real-world use case: This email introduction sample from Yesware Sales Development Representative who used all three persuasive elements to ask for an introduction (prospect names have been changed):

With all the boxes checked, she made it super easy for Mark to go ahead and forward her request along to Chad — less than 20 minutes later.

Save your intro request as a customizable template that lives in your inbox.

The Double Opt-In: How To Write A Professional Introduction Email

So what happens when you’re on the receiving end of an introduction request? We recommend keeping it courteous with the double-opt in method.

Fred Wilson popularized this networking approach as a helpful reminder to be respectful of people’s time. The idea is to ask permission from both parties before green-lighting unsolicited introductions, giving either person a chance to decline if they so choose.

And here’s a step-by-step breakdown of :

  • First ask the requestor to write you an intro email you can forward along to your contact (if they haven’t already).
  • Add a personal note up top — compliments are persuasive, remember?
  • Get to the point quickly; you’re asking for a favor
  • Put your request in bold font so it directs attention to the action item
  • End with a personal note wishing your acquaintance well

Real world use-case: Here’s how our former VP of Sales used this method to let someone opt-in to an email introduction requested by one of our sales reps. It offers clear and compelling reasons why Marsha could benefit from accepting the offer, but only “if possible” and on her terms.

Perfect the double opt-in with this simple, reusable template.

The Top-Down Approach: How To Get An Inside Referral

If you don’t have a mutual connection with the person you’re trying to reach, you may want to try what we call a top-down approach to email introductions. It goes a little something like this:

  1. Use LinkedIn to determine who your prospect’s boss is.
  2. Send a cold email to that Director/VP/CEO level person asking who manages the initiative you’re interested in discussing.
  3. They (hopefully) point you in the direction of who you want to reach.
  4. You reference their referral in an email introducing yourself to your prospect, or forward the original email inquiry along with the boss on CC.

Not only does this get you an introduction from someone inside that person’s company, it’s coming from their boss — which makes it much more likely that they’ll reply. That’s because we’re naturally conditioned to follow the lead of authority figures.

Real world use-case: Here’s a great email introduction sample from Yesware’s CEO that shows what happened when someone (real name changed) asked to connect with a member of our marketing team.

And the response…?

Boom. Intro made. (Although note that we are an email-focused company — other CEOs might not be so responsive 😉 ).

Here’s the introduction email template you can steal in seconds.

When you want to introduce yourself, your team, or your company to someone through email, you send an introduction email. An introduction email etiquette.

New employee introduction email to clients

how to send a business introduction email

All day long, we send business-related emails to clients, co-workers, and beyond.

But are you writing the best possible emails that reflect well on your business and help you build meaningful relationships?

As an author and speaker on business communication skills, I teach people the power of effective writing and networking. So often the littlest detail of an email can make the strongest impression. That’s why my professional mantra is “Write well, open doors!”

In this article, I’ll break down the typical business email, explain my approach for each section, and then show you a sample email that applies the lessons.

Sound good? OK, let’s get to it.

The subject line

Make a note of this sentence: the details always make the difference.

The details always make the difference.

Let’s say you went to the ShopTalk conference, made a great connection with a prospective client, and want to send an email to further the conversation once you get home.

The typical email subject line is something like, “Following up.”

But the words “Following up” do not stand out in a crowded inbox. The better move is a subject line like:

“Following up from ShopTalk conference.”

The words “ShopTalk conference” are specific, and the recipient will likely spot your email faster in a scrolling list of new messages.  

Details in the subject line are crucial.

The email intro

We write business emails for a million different reasons. But the goal each time is to: 

  • Hold the reader’s attention
  • Prove authenticity
  • Make the person feel valued

So, you already wrote a strong subject line. Now keep the dialogue going with the potential new client from the ShopTalk conference. What do you write next?

First, a bit of small talk.

Hey, Jane. Great to meet you at ShopTalk conference. Have your ears recovered yet from the way-too-loud rock band on Saturday night? Mine are still ringing!

Short and sweet, but it’s better than discussing business immediately. That could be perceived as too pushy.

Then — and this part is critical — you need to “give the love.” What do I mean? Prove that you’ve studied up on the other person (or the person’s company), and find their work impressive. Give a clear example of a recent project — again, the details make the difference.

Remember, if you want someone to take an interest in you, then you must first take an interest in them.

Remember, if you want someone to take an interest in you, then you must first take an interest in them.

As an example:

I did more research on your company, Tech Logistics. Congrats on your recent traffic study in conjunction with the Virginia Department of Transportation. The website that houses all the data is clean and easy to navigate, too.

It’s so impressive that your team drove 15,000 miles in one month to gather all the data! Were you the one driving the entire time?

Notice what I did here. I didn’t write, “Your company does great work!” Not. Good. Enough. People can sniff out fake praise from a mile away.

No, I included specifics throughout, and I linked to the article to reinforce that I visited the website: 

  • Recent traffic study in conjunction with the Virginia Department of Transportation.
  • Fifteen-thousand miles in one month to gather all the data.

I also asked a question at the end to encourage a response and allow the person to talk further about a project she’s passionate about. Let someone talk about the work they love to do, and you will build instant rapport.

You might also like:The Power of Community: How Nurturing Your Network Can Propel Your Business.

The ask

Right after the intro, we employ another critical strategy: we make our “ask” right away. Too often, freelancers and/or agencies put the ask (what they want) at the bottom of the email — as if they’re too afraid to be up front.

Explain what you want early in the message so the reader has context.

I’m following up to explore ways my agency, ABC Research, can aid your team on future web design and development projects.

Simple and concise.

The evidence

Once the ask is well understood, you need to underscore why you’re worth the person’s time. I recommend three bullet points that highlight your experience and success rate.

As an example...

Here’s a quick snapshot of the work we’ve done recently:

  • Completed a major ecommerce site for XYZ Corporation, which carries a line of 11 different eco-friendly water bottles.
  • Developed a user-friendly database for home prices in Sacramento that updates every five seconds and shows prices in real time.
  • Designed a series of animated videos that teach financial literacy to more than 5,000 middle schoolers, in 17 school districts, throughout Wisconsin.

Again, I’m all about the details:

  • Eleven different eco-friendly water bottles.
  • Updates every five seconds and shows prices in real time.
  • More than 5,000 middle schoolers, in 17 school districts, throughout Wisconsin. 

If your business has a positive track record, share it. This is why a personal/company blog is a game-changer. When you need to convince someone your business is legitimate, go to your blog and grab three examples of your work. Drop them into your email and boom — that’s all the proof they need.  

Wrap up the email with a line like:

Thanks, and I hope to hear from you soon.”

And there you have it — a well-constructed message with thoughtful strategy at every turn.

To recap, a memorable business emails includes:

  • A subject line with a key detail so it stands out (the detail could also be a mutual connection — “Following up, friend of Dave Wilson”).
  • Small talk if you have a relationship already or it feels appropriate to do so.
  • Research on the person’s company to show genuine interest.
  • The “ask” high up in the message.
  • Specific examples of your own past performance.

In total, the message should make you sound authentic, and someone worth talking to further.

Sample business email: How to introduce yourself to a prospective client for the first time

In the example below, I include the email sections I discussed up above. I did omit the “small talk” portion because this is a cold email, and we don’t yet have a relationship or any past conversation to draw upon. 

See how we “name drop” the person’s company in the subject line. Right away, the tactic makes the email feel customized to the recipient and will help the open rate.

Subject line: Smart new resource for [name of person’s company]

Hi ______,

I’m [first and last name] with [name of company], [and then a short line about what the company does so the reader has context; for instance, “a premier web design and development company”].

I hope you’re doing well.

I’m writing you because I think [name of person’s company; for instance, “the team at American Pet Supply”] would like to learn more about [name of company; for instance, “Superb Web Design and Development”]. [Why should the person care? Why does your business matter? For instance, “We offer great-looking websites at affordable prices for small business owners”].

In the above section, you need to explain the purpose of the email and why your company matters (AKA the “ask”). People are busy, so make your main point high up in the message to prove your worth.

Then, add one sentence to show you studied the company’s website. It’s a powerful way to prove you didn’t send the same email to 100 merchants. Be as specific as possible.

Also, I want to tell you that I enjoyed the photos from the recent Bark Bark 5K race you sponsored. The chihuahua with the running shoes? Too funny!

Remember, it’s not only about selling products. It’s about building a relationship.

Now, show people results. Here, you need to provide an example of a recent success, with data to back you up.

Since we began Anderson Web Design and Development in 2013, we’ve worked with more than 200 clients across California. On average, clients rate our service a 9.6 out of 10, and often mention our professionalism and ability to stay on deadline.

However you define and quantify success in your business, provide at least one clear example. Make sure the case study has metrics. Otherwise, you have no proof.

A bit more information on [name of company]:

  • We always offer a complimentary initial meeting to learn about your goals for the new website or web development project.
  • You’ll be given a project manager who oversees the project, and serves as your primary point of contact.
  • We also provide training to help your team make modifications to the completed site and add new content.

Please let me know your thoughts. I’m happy to answer any questions and hope we can start a conversation.


– Your first name

Email signature

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Deeper insight

It’s tough to win over a stranger in a “cold call” email, but you give yourself the best odds with a message that’s designed to gain someone’s trust. From there, you may move into conversations about selling your product/service and get to deliver a proposal and submit a statement of work.

Once more for emphasis: The details always make the difference.

How can you stand out in your next business email? Tell us about it in the comments section below!


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WATCH THE VIDEO ON THEME: How to Write Emails to Sell a Product! Email Marketing Strategy in 3 Easy Steps!

When you're sending an email message to introduce yourself, it's important to send a professional email message that engages the reader and clearly states.

how to send a business introduction email
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