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Introduction Email to a New Client: How to Introduce Your Business
An introduction email to a new client should say who you are, why you're writing to them, and one result you offer. Keep it under 120 words and end with one easy next step. Example: 'We help [type of company] cut [problem]. Would a 20-minute call next week be useful?' The key is relevance. Make it about their situation, not your company history.
An introduction email sets the tone for the whole relationship. If it reads like a brochure, it gets filed with the brochures. If it shows you understand their business and offers one useful next step, it starts a conversation instead.
The emails that get replies are short and specific. They say how you found the person. They point to a problem the person likely has. They show one proof point from similar clients, and they ask for something small. Your founding story and full service list can wait for the call.
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Free, no signup. The example is filled in: press the button, then replace it with your own situation. In Capstone, a message like it is written for each person you know when their check-in is due.
10 examples to copy
One message is easy. Hundreds of people, all year, is the hard part. Capstone Outreach puts everyone you know on a rhythm you pick, from weekly to every three months. When someone is due, a message like these is already written in your voice from your history with them. You approve it, and it goes from your own email or phone. See how it works.
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Everyone on a rhythm. Who is due, and when. Recorded in the app on a demo account.
1. Introduced through a referral
Subject: [Referrer name] suggested we connect
Why it works: Leading with the referrer's name borrows trust, and 'even if we're not the right fit' lowers the stakes.
2. After meeting at an event
Subject: Great meeting you at [event]
Why it works: Recalling a point from your talk proves you listened and picks up where you left off.
3. Cold introduction based on a trigger event
Subject: Congrats on [trigger event]
Why it works: Opening with something that just happened to them shows this isn't a mass email.
4. Introducing a new company or new business
Subject: Introducing [Company]
Why it works: Your background and a clear reason for choosing them build trust when the company itself is new.
5. New account manager introducing yourself to an existing client
Subject: Your new point of contact at [Company]
Why it works: Showing you've been briefed tells the client the handoff won't cost them time.
6. Welcome email to a newly signed client
Subject: Welcome aboard, [Name]
Why it works: A clear list of next steps removes the doubt new clients feel right after signing.
7. Introduction with a useful idea up front
Subject: An idea for [Company]'s [area]
Why it works: Giving away a truly useful idea earns attention before you ask for any.
8. Very short introduction for a busy executive
Subject: Quick question, [Name]
Why it works: A yes-or-no question and a promise not to chase respect an executive's time and invite a quick reply.
9. Following up after no reply
Subject: Re: [original subject]
Why it works: Adding something useful gives them a new reason to reply, not just a reminder.
10. Introducing your services to a past contact's new company
Subject: Congrats on joining [Company]
Why it works: Past work together is the strongest intro there is, and giving them time to settle in shows respect.
Sending these to more than a few people? See how people keep track of who to follow up with, and when: what a personal CRM does and the best personal CRMs, compared.
When to send it
- Send referral intros within a day of the referral, while the person who connected you is still top of mind.
- After meeting someone at an event, send your intro within 48 hours, before the talk fades.
- For cold intros, send Tuesday through Thursday mornings, when people work through their inbox.
- For a newly signed client, introduce yourself and your team before the kickoff meeting, not after.
- If there's no reply, follow up once after about four to five business days. Then try once more a week or two later.
Subject lines
- [Referrer name] suggested we connect
- Great meeting you at [event]
- Congrats on [trigger event]
- Introducing [Company]
- Your new point of contact at [Company]
- Welcome aboard, [Name]
- An idea for [Company]'s [area]
- Quick question, [Name]
- Congrats on joining [Company]
- Helping [type of company] with [problem]
- Following up from [event]
- A thought on [their challenge]
- Could this help with [problem]?
- Nice to e-meet you, [Name]
- Re: [original subject]
What to avoid
- Opening with your company history instead of their situation.
- Listing every service you offer. Then they can't see why you're writing to them.
- Asking for a 60-minute meeting in the first email. A 15 or 20-minute call is easier to accept.
- Using a vague subject line like 'Introduction' or 'Partnership opportunity.' It reads as spam.
- Attaching a brochure or deck to a first cold email. It can trip spam filters and feels heavy.
- Following up more than two or three times without adding anything new.
After you send it
If there's no reply, follow up once after four or five business days with something useful. Try once more a week or two later. Then stop, and set a reminder to reconnect in a few months. Wait for a real reason: a useful article, a result from a similar client or news about their company. If they do reply, book the call quickly and send a short recap after. Stay in light touch every month or two until there's a clear project.
Building the habit: how to keep in touch with contacts and what a personal CRM does.
Want the new client to book a call? Add your digital business card to the intro. It has a booking link, so the client can pick a time to meet without a back and forth.
Start 14 days free, then $25/mo
A study of 20 million LinkedIn members found that acquaintances, more than close friends, led to new jobs (Science, 2022). Capstone keeps those people warm. You approve every message, and it goes from your own email or phone.
Frequently asked questions
How do you write an introduction email to a new client?
Say who you are and why you're writing to them. Name one problem they likely have. Show one result you got for a similar client. Then ask for a small next step, like a 15 or 20-minute call. Keep it under 120 words and make the subject line specific.
How do you introduce your company to a new client by email?
Lead with their situation. Then describe your company in one sentence: who you help and the result you get. Add one proof point, like a similar client or a clear outcome, instead of your full history. Save the services list and credentials for the call or a follow-up.
What is a good subject line for an introduction email?
Short and specific works best. Mention a referrer ('[Name] suggested we connect') or a shared event ('Great meeting you at [event]'). Or name something about their business ('An idea for [Company]'s onboarding'). Avoid generic lines like 'Introduction' or 'Business opportunity' that look like spam.
How long should an introduction email be?
Aim for 75 to 125 words, or about five to seven short sentences. That's enough to say who you are, why them and what you can do. It's also short enough to read on a phone. If you need more detail, offer to send it or cover it on the call.
How do you introduce yourself to a client as their new account manager?
Explain who you are and who you're replacing. Show you've already been briefed on their priorities. Propose a short call to hear their goals, and share your direct contact details. The point is to show them the handoff won't cost them time or progress.