Sample Email to Client for New Business: 13 Ready-to-Go Templates to Win Clients Now

Writing a sample email to client for new business can feel tricky—especially when there’s been no prior contact. You want to make a positive first impression, speak to the prospect’s pain points, and offer a clear value proposition without sounding too formal or too vague. It helps to know that 35% of email recipients open an email based on the subject line alone, according to Convince & Convert, which means your subject line really matters.

Whether you're reaching out to a new client, a potential client, or a prospective client, what you say—and how you say it—can open the door to a real conversation. In this guide, you'll get practical tips and email templates that are designed to help you connect with the right person and start meaningful business relationships.

Why a Well-Written Email Matters for New Business

When reaching out to a new client, the email you send can either move things forward or end the conversation before it starts. A clear, focused message helps you connect with the right person, address their pain points, and build trust without being overly salesy. Here's why that matters:

1. First Impressions Count

Your opening line often decides whether the reader keeps going or hits delete. Since this may be the first business introduction email they receive from you, it should reflect clarity and intent.

• Helps the reader quickly understand your purpose
• Shows attention to reader’s interests and their prospect’s company
• Establishes a personal touch early on, even in a cold email

2. Conveys Credibility and Professionalism

A well-written email shows you’ve done your homework. Using the correct company name, aligning your offer with their prospect’s industry, and linking to customer testimonials or a success story adds weight to your message.

“Trust is built with consistency.” — Lincoln Chafee

• Builds rapport and establishes trust
• Mentions relevant content or additional resources that provide value
• Avoids time consuming or mundane tasks for the reader by being clear

3. Increases Engagement and Response Rates

71% of consumers expect personalized interactions (McKinsey). Emails that speak to the pain point or offer a desired action perform better.

• A focused call to action keeps things moving
• Including a case study or track record adds credibility
• Smart follow-ups improve chances of connection without wasting time

4. Differentiates Your Business from Competitors

Standing out means being relevant. A well structured email with mutually beneficial intent shows you’re not just after a sale — you’re offering something real.

• Mentions a shared first meeting or potential collaboration
• Shares similar challenges and how you helped a similar company
• Uses welcoming language instead of robotic templates

How to Write an Email to Prospective Clients as a New Business

When you’re reaching out to a prospective client without prior contact, the way you structure your email can affect whether it gets read or ignored. A good email respects the reader’s time, offers something useful, and moves them toward a desired action.

1. Start with a Personal Connection

Even if it’s a cold email, you can still sound human. Mention a mutual connection, shared industry, or something you recently worked on that relates to them. This helps build rapport and shows genuine interest.

• Reference the prospect's industry or linkedin profile
• Mention a similar company you’ve worked with
• Address a shared challenge or potential opportunity

2. Use a Compelling Subject Line

According to Campaign Monitor, 35% of recipients open emails based solely on the subject line. That means this one line matters a lot.

• A/B test subject lines to find what works
• Avoid being vague — speak directly to a pain point
• Highlight cost savings or additional resources

3. Clearly State Your Value Proposition

Tell them what you do and how it helps — fast. Your value proposition should speak to their business growth or solving something they care about.

• Use short sentences that highlight significant impact
• Include key elements of your offer upfront
• Tailor your message to a specific target audience

4. Keep the Email Short and Focused

Long emails don’t convert better — concise communication is more effective.
Cut the mundane tasks, avoid fluff, and save time for both sides.

• Focus on one desired action
• Mention only what’s relevant to the potential customer
• Use bullets if it helps break down different elements

5. Show Social Proof or Credibility

Back your message with real results. Include customer testimonials, a success story, or a past track record that’s relatable.

• Link to introductory email examples or pages
• Mention similar success stories
• Show proof of a positive first impression or case study

6. End with a Clear Call-to-Action (CTA)

Be clear about what happens next — don’t leave them guessing.

• Ask for a quick call, meeting, or reply
• Offer a link to your email templates or email campaigns
• Avoid too many CTAs — focus on one strong call

7. Follow-Up with Consistency

Emails get buried. Sending a follow up email shows persistence and can significantly increase your reply rate.

• Set a reminder for your first meeting or next steps
• Re-share relevant content or new value
• Don’t wait too long — follow up within 2–4 days

“Persistence beats resistance — especially in email outreach.”

Line-by-Line Breakdown of a Winning Email

Before writing your own sample email to client for new business, it's helpful to look at what a well-written email actually includes — and why each line matters.

Below is a line-by-line breakdown of a proven cold outreach email that’s clear, focused, and gets responses. Every line has a purpose, and when done right, they flow naturally to earn attention and engagement.

Sales Email Templates to Approach a Prospective Client

Here are 13 real-world email templates, each with a clear purpose, an expanded explanation of when to use them, and why they work. These are written for different stages of the client journey, from cold outreach to re-engagement and post-sale communication.

1. Cold Introduction Email Template

When to Use: This is your first outreach to someone who doesn't know you yet. There's been no previous contact, and the goal is to make a connection without overwhelming them.

Why It Works: This email is short, direct, and personalized. It opens with a compliment, references a real project, and provides a specific offer tied to a pain point. There’s no hard sell — just a clear next step that invites a response.

2. Warm Lead Value Pitch Email Template

When to Use: The prospect has interacted with your content, attended an event, or downloaded something from your site. They’re familiar with your brand but haven’t engaged in a sales conversation yet.

Why It Works: This email builds on an existing touchpoint and tailors the message to the prospect’s potential goal. It offers value upfront, shows industry relevance, and keeps the CTA low-pressure.

3. Follow-Up Email Template (No Reply)

When to Use: If the prospect hasn’t replied to your previous message after 4–5 business days.

Why It Works: This email is respectful of the recipient’s time and reinforces your message without being pushy. It also adds a helpful resource to increase value and provides a clear next step.

4. Proposal/Offer Email Template

When to Use: You’ve already had a discussion or meeting, and now you're sending a formal offer or proposal.

Why It Works: The email focuses on clarity, relevance, and collaboration. It offers a personalized solution and invites further conversation, rather than just dropping a proposal with no context.

5. Solution-Focused Email Template

When to Use: You know the client’s specific pain point and want to show them how your product or service can help.

Why It Works: It connects your solution directly to a real challenge the recipient may have. The comparison with a similar company creates relatability and builds credibility.

6. Content/Resource Sharing Email Template

When to Use: Share valuable content with a prospect to nurture the relationship and stay top-of-mind.

Why It Works: This email gives without asking, positioning you as a helpful resource. It keeps communication going in a non-salesy way and builds goodwill.

7. Event/Webinar Invite Email Template

When to Use: Invite the prospect to a webinar, product launch, or industry event.

Why It Works: It’s short, informative, and offers value through an expert-led event. It’s also a great excuse to reconnect with someone passively engaged.

8. Client Testimonial or Case Study Email Template

When to Use: Use this to back your claims with real success stories that show what you’ve done for others.

Why It Works: Social proof is powerful. Sharing real stories makes your message believable and shows your solution works in the real world.

9. Re-engagement Email Template

When to Use: When a prospect has gone cold or stopped responding after initial conversations.

Why It Works: It’s friendly, non-intrusive, and opens the door for the prospect to re-engage without feeling pressured.

10. Thank You + Next Steps Email Template

When to Use: After a call, demo, or meeting to confirm what was discussed and propose the next action.

Why It Works: Clear, professional follow-up reinforces trust, helps avoid miscommunication, and keeps things moving forward.

11. Referral Request Email Template

When to Use: When the person you’re emailing might not be the decision-maker but could connect you to the right one.

Why It Works: It’s polite, low-pressure, and gives a clear reason for the ask. You’re not demanding — just making a thoughtful request.

12. Survey or Feedback Email Template

When to Use: After a demo, event, or content share to gather quick feedback.

Why It Works: It shows you care about their opinion and value continuous improvement. The request is small, easy, and respectful.

13. Product Launch or New Feature Email Template

When to Use: Announce something new that might be relevant to the prospect.

Why It Works: It’s timely, relevant, and focuses on user-driven innovation. It invites engagement rather than forcing it.

Personalization Techniques to Make Your Emails Stand Out

Sending the same email template to every potential client doesn’t work anymore. Personalization is what helps you grab the reader’s attention and stand out in their crowded inbox. Here are three smart ways to do it:

1. Go Beyond Just the Name

Personalization isn’t just about using someone’s first name.

• Mention the company name and their prospect’s industry
• Reference new customers, recently launched products, or a new feature
• Suggest how your solution brings cost savings or addresses pain points you noticed

2. Use Trigger-Based Personalization (LinkedIn, News, Events)

Use something timely to show real interest.

• Mention a recently worked project or LinkedIn profile update
• Tie the email to an event, award, or industry mention
• Connect with a genuine interest in their potential collaboration

"71% of consumers expect companies to deliver personalized interactions." — McKinsey

3. Video and Dynamic Content Personalization

Visual formats are harder to ignore.

• Include a short video explaining how your offer fits their business goals
• Add links to relevant content or a dynamic demo page
• End with a simple CTA like a quick call or ask for referral to the right person

Tips to Craft an Effective Subject Line

Your subject line often determines whether your email gets opened or ignored. Studies show that 35% of recipients open emails based solely on the subject line (Convince & Convert), making it a crucial element of your outreach. A great subject line is concise, relevant, and motivates the reader to open the message. Here’s how to make yours stand out:

1. Keep it Short and Focused

Why: Short subject lines are easier to read at a glance, especially on mobile devices. How:

• Use 5–7 words or around 50 characters
• Focus on the primary value proposition
• Cut filler words that add no meaning

2. Spark Curiosity Without Being Vague

Why: Intriguing subject lines make people want to learn more. How:

• Mention a recent achievement or success story
• Highlight a question that aligns with their recipient’s interests
• Suggest something new clients would find unique

3. Personalize When Possible

Why: Personalization builds trust and connection. How:

• Reference the company name or potential customers
• Mention a recent positive first impression
• Tailor the line to a specific target audience

4. Focus on Value or Benefits

Why: Showing the recipient what’s in it for them increases opens. How:

• Clearly state a cost savings
• Reference potential business growth or problem-solving
• Include a clear call to action

5. Create Urgency or Exclusivity

Why: People respond to time-sensitive offers. How:

• Use words like “limited” or “exclusive”
• Emphasize what’s unique to their prospect’s industry
• Mention the potential collaboration timeframe

Multi-Channel Follow-Up Strategies

1. Combine Email with LinkedIn Outreach  

Why: Email alone may not be enough to get noticed. Adding a LinkedIn profile connection or a personalized message referencing a recent post increases visibility.  

How:  

- After sending your first email, send a LinkedIn connection request with a short note.  

- Comment on their latest LinkedIn activity before sending a follow-up message.  

- Mention the email you previously sent, tying it to a shared topic.

2. Use Tools Like Loom for Video Follow-Up  

Why: A personalized video message can stand out in an inbox. It adds a face to the message and shows extra effort, which can build rapport and help establish trust.  

How:  

- Record a brief, friendly video explaining how you can address their pain points.  

- Show a recent success or testimonial visually to reinforce your value proposition.  

- Keep it under two minutes and provide a direct link.

3. Follow-Up Timing and Cadence

Why: Sending too many follow-ups in a short time can feel overwhelming. Spacing them out ensures you remain respectful and relevant.  

How:  

- Wait a few days before sending your first follow-up.  

- Space subsequent follow-ups a week apart to keep the conversation warm.  

- Refer back to prior contact without repeating the same message.

4. Mistakes to Avoid in Follow-Ups  

Why: Certain actions, like sending overly generic or too frequent messages, can damage credibility.  

How:  

- Avoid copying the same message verbatim; adapt each follow-up based on any previous replies or updates.  

- Don’t use overly aggressive language—focus on a mutually beneficial outcome.  

- Steer clear of making the recipient feel pressured; instead, offer additional resources or new information.

A well-thought-out multi-channel strategy increases your chances of making a connection, improving both engagement and trust.

Common Mistakes to Avoid in Business Emails

1. Using Generic or Vague Subject Lines

Generic subject lines like “Inquiry” or “Important Info” fail to grab attention and can lead to low open rates. Without a clear indication of the email’s purpose, recipients are more likely to overlook it.

How to Avoid It:

• Use specific, concise language that conveys the email’s value.
• Include keywords that are relevant to the recipient’s interests or needs.
• Test different subject lines to see which ones lead to higher open rates.

“Your subject line is your first impression—make it count.” — HubSpot

2. Failing to Personalize

Sending the same generic message to multiple people can come off as lazy or impersonal. Without personalization, your email may feel like spam, reducing the likelihood of a meaningful response.

How to Avoid It:

• Start with a personalized greeting, using the recipient’s name.
• Reference their company, recent projects, or industry-specific pain points.
• Adjust your tone and content based on the recipient’s past interactions with you.

“Personalization—it’s not about first/last name. It’s about relevant content.” — Dan Jak, MyEmma

3. Overloading the Message

Long, overly detailed emails can overwhelm recipients, causing them to lose interest before they get to your main point. Information overload can dilute your message and make it harder for them to act.

How to Avoid It:

• Keep your email to a few short paragraphs.
• Focus on one main point or call to action.
• Save additional details for a follow-up conversation or a linked resource.

4. Skipping Proofreading

Errors in grammar, spelling, or formatting hurt your credibility and make your email appear unprofessional. A single typo can reduce trust and distract from the message.

How to Avoid It:

• Double-check your email for typos and formatting issues before hitting send.
• Read it out loud to catch awkward phrasing or overlooked errors.
• Use tools like Grammarly to ensure your message is polished.

“If it is possible to cut a word out, always cut it out.” — George Orwell

5. Ignoring Timing and Consistency

Sending emails at random times or failing to follow up can lead to missed opportunities. Recipients may forget about your initial message if you don’t stay consistent.

How to Avoid It:

• Send your email when the recipient is likely to be checking their inbox.
• Plan follow-ups at regular intervals, so they don’t lose track of the conversation.
• Monitor engagement metrics to find the best timing for your audience.

By avoiding these common mistakes and following these simple strategies, you’ll improve your email’s effectiveness and build stronger professional relationships.

Frequently Asked Questions When Reaching Out to a New Client

When reaching out to a new client, certain questions often arise. Addressing these questions thoughtfully can help establish credibility, foster engagement, and set the foundation for a strong working relationship. Let’s break down these frequently asked questions and provide straightforward, actionable insights.

1. How do you introduce yourself (or your company) in an email to a new client?  

Start by clearly stating who you are and the reason for reaching out. Mention your company’s name and highlight a key value point. For example, “Hi [Client’s Name], I’m [Your Name], and I specialize in [specific expertise]. At [Your Company], we help businesses like yours achieve [specific outcome].” Keep it short, direct, and professional.

2. How do you write a professional email asking for information?  

When requesting information, be polite and concise. Clearly state what you need and why. For instance, “Could you please provide details about [specific topic] so we can move forward with [next step]?” Adding a brief explanation of how their response will help ensures a higher likelihood of cooperation.

3. How do you write a welcoming email to a new client?  

A welcoming email sets the tone for your working relationship. Express appreciation for their decision to work with you. Include a friendly greeting, a brief overview of what they can expect, and contact information for any questions. For example, “Thank you for choosing [Your Company]. We’re thrilled to have you on board. Here’s what’s next: [brief summary]. If you have any questions, feel free to reach out.”

4. How to write a business email to a new client?  

A well-crafted business email should be clear, respectful, and informative. Start with a friendly introduction, outline the purpose of the email, and end with a call to action. For example, “I’d love to schedule a quick call to discuss how we can support your goals.”

5. How do you introduce a new business in an email?  

When introducing a new business, keep it brief and highlight your unique selling points. Mention the problem you solve, the results you deliver, and how the client can benefit. For instance, “I’m excited to introduce [Your Business], which specializes in [solution]. We’ve helped clients achieve [specific success metric], and we’d love to do the same for you.”

6. How do you write a sales forecast email?  

A sales forecast email typically includes key data and projections. Present the information clearly, include supporting figures, and explain the methodology behind the forecast. For example, “Based on our analysis of [data source], we anticipate [projected results] in the coming quarter. This forecast reflects trends in [specific market or industry].”

7. How to write an email to a client requesting requirements?  

Politely ask for details and set expectations for the information you need. For example, “Could you please provide the specifications for [project/task]? This will help us ensure that we meet your requirements and deliver the best results.”

8. How to welcome a new client by email sample?  

A welcoming email could look like this: “Dear [Client Name], welcome to [Your Company]. We’re excited to partner with you and are here to support your needs. If you have any questions or need assistance, don’t hesitate to reach out. We’re looking forward to working together.”

9. How do you write an email to a potential prospect?  

When writing to a potential prospect, focus on their needs and offer a solution. For example, “Hi [Prospect’s Name], I noticed that [specific challenge or opportunity]. At [Your Company], we help clients like you achieve [desired outcome]. I’d be happy to discuss how we can help.”

Incorporating these approaches ensures that your communications are clear, professional, and effective.

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Conclusion

Crafting an email to a new client doesn’t have to be complicated. By starting with a clear purpose, using simple language, and keeping the client’s needs in focus, you can set the right tone from the start. Remember, it’s not about fancy words or overly formal language—it’s about being honest, straightforward, and offering real value.

Take the time to personalize your message, double-check for errors, and make it easy for the recipient to understand the next step. With these approaches, you’ll be well on your way to building meaningful relationships and growing your business.