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Client Relations: What to Include in an Introductory Email

There are a lot of people who feel that clients should be the ones who reach out to them when they are interested in what they offer.  And, while that is a great thing when it happens, I feel like reaching out to potential clients in a very good way to introduce yourself and give them an idea about what you offer and how it could make their lives easier or better.

That said, the introductory email should be written in a very thoughtful way.  Not too long, not too self-involved or congratulatory, and in a way that it makes them want to see more of what you offer.  It should be positive, personalized, and succinct, and should give the reader some idea about how your service or product will make their lives better.

I have a general outline that I use to write such an email and I use it all the time with fairly good success.  

Here are the general points that I try and hit in each and every email I send to my own potential clients:

A personalized greeting

Before you reach out to any company or brand, you should definitely see if you can find a point person who you can use by name in that email.  

Your name and why you are contacting them Be very transparent about who you are and why you are contacting them, in the first few sentences. Something about their business that you find interesting, positive, good… You should also do even the slightest bit of research about the company and use something that you find out about them that you like in the first email.   A very small blurb about why what you offer will make their life easier, better, more successful… Again, this should be very succinct in the initial email.  People don’t have a lot of time, and you are probably not the only person reaching out to offer them something.  I would give 2-3 sentences, max.  Don’t be afraid to write and rewrite this part a few times until what you have sounds enticing but straight to the point.   Quick and easy ways to look at your work online I always send my website link, my Instagram page, and sometimes a specialized link from my website to a particular gallery, depending on who it is.  This assumes, of course, that you keep these platforms updated and eye-catching.  Do this intentionally inside the email and don’t make them fish through a signature to find links. An invitation to contact you by phone I always, always offer to speak to client or potential clients by phone.  I feel like all communication channels play an important function, but, there is so much room for misinterpretation and miscommunication that sometimes speaking to people in real time makes all the difference in whether you stay on the same page and whether there is a genuine connection between you and your clients.  An open ended and positive closing message Something along the lines of: ’Thank you for your time and I look forward to hearing back from you at your convenience!’ I like to leave it to them to get back to me if and when they want to and if and when they are ready.  No pressure to contact you immediately or even at all, at first.   Of course you can play around with this outline and make it your own, and I highly suggest you do that.  Personalize it so that it feels authentic to your own message.  I hope this was helpful and please feel free to reach out to me at if you have any questions!

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