How To Approach New Clients Through Email

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Published: May 13th, 2020

The harsh truth is - depending on your approach, cold emails can go one of two ways:

Pushy and ingenuine - typically leading to no response and lack of acknowledgment.
Effective, personalized, and relevant to the customer- typically granting a response or at least a little curiosity...

Cold emails, if done the right way, are a great way to acquire new clients.

So, let's talk about general tips for crafting the perfect cold-email:

Keep it short - the more you say, the more of a chance the reader will get bored or confused and not make it to the end of your email.
Define and research your target audience- this builds trust and shows your customer that you truly care
Personalize the content of your email - put yourself in their shoes... would you open an email that looked like it was mass-sent out to hundreds of other prospects?
Demonstrate how your service will solve your customer's problem

Pro-tip: Send compelling follow-ups. You can automate follow-ups inside Gmail with Pigeon (and it's completely free).

Here’s a breakdown of each sentence in an email to new clients that performs super well for me.

Sentence #1 - Something unique

Sentence #2 - Get to the point

Sentence #3 - Introduce yourself

Sentence #4 - Benefits and social proof

What’s in it for them?
Explain the benefits
Using words like SEO and using
Use numbers (70k monthly readers) and stats.
Use social proof - link to other brands you’ve worked with, testimonials, or articles written about you.

Sentence #5 - Pique their interest

“If you’re interested, I can send you more details” - this implies there’s more to learn.
Make it easy to respond - all they need to do is reply with one sentence “I’m interested” - rather than being confused on how to respond.