We write emails everyday, and it's easy for everyone to write anything they intend to say to anyone.
But writing an email to a stranger to get a response. That's not so easy.
As most doing sales in Malaysia would point out. The typical professional email gets drowned out on a daily basis and having them open up the email would be a miracle.
Here's a framework we developed for Sales professionals here in Malaysia to introduce yourself in an email:
- Write a motivating subject line.
- Customize your greeting to the industry and situation.
- Make your first line about the person you are writing.
- Make sure to explain why you're reaching out.
- Your email should have a purpose and provide a value.
- Always include a call to action so the person knows what to do next.
- Say thank you. Courtesy goes a long way.
- Send follow ups.
This is a good place to start: By Way of Introduction
When introducing a new topic, person, or idea, you would say, "By way of introduction ...".
You can do this by including examples or a short interesting story to give your new subject context.
For example: Our next guest will be Bryan, by way of introduction, I'd like to share a few of Bryan's accomplishments with you.
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This is the 1st thing any recipient sees when they receive your email. The importance of the subject line should not be overlooked.
The key is to pique their curiosity. Unless it is an email from someone they expect or recognize, there's little guarantee they'll read yours.
Here's a list of subject line examples you can use:
This is the first word of your email body. The greeting you choose makes a difference and depending on industry the conservative nature requires an expectation to the tone.
If it is a traditionally conservative industry, like in finance or government, the traditional "Dear" salutation is generally accepted.
However, if you're in a more relaxed industry such as, tech, media, travel, or fashion, use "Hi", "Hello", or even "Hey".
This might not mean much, but it shows you've done your research.
After a salutation, you'd normally follow with the person's 1st name. These days, this is the norm across most industries.
Please do not include their last name (surname) it will make you sound robotic and including a Mrs./Mr./Ms. gives the impression that you are too young.
This is the hook. The opening line is the most important part of an introductory email.
Why it's important? If your opening line succeeds you give your recipient reason to keep on reading.
Avoid, "My name is [name] and I'm reaching out because ...". Your recipient receives numerous introductory emails over time.
It is very likely when receiving emails with this opening line, your recipient would read your email with haste. Why? Because there's no reason for them to continue reading.
Consider these instead:
Here's where you continue to pique their interest and to connect the dots.
The key here is to make your explanation as relevant as possible. You want them to feel that they are not just a person on a list that you're just emailing.
If your 1st line is: Have you ever thought about taking your current advertising efforts online?
Your 2nd line could be: I would with companies like [company A] and [company B] to help them manage their advertisements online.
The basic principle is to give before receiving. Before you ask for anything, you want to make sure you 1st provide the recipient with value.
Adding value does not necessarily require Ringgits and Cents. A thoughtful, authentic compliment is also a way of providing value.
Here are some ideas:
Here's the crux of it. Your call-to-action (CTA).
The goal is to remove as much friction from your task as possible. For example if you would like them to meet with you, provide a link to your meetings tool so they can instantly see when you're both available and book a time.
Here's some ideas on how to write for your CTA:
The steps for Malaysians to introduce yourself over email and be ridiculously successful
Step 1: Choose a strong subject line
This is the 1st thing any recipient sees when they receive your email. The importance of the subject line should not be overlooked.
The key is to pique their curiosity. Unless it is an email from someone they expect or recognize, there's little guarantee they'll read yours.
Here's a list of subject line examples you can use:
- Question about [goal]?
- [Mutual connection] recommended I get in touch
- Hoping to help
- Idea for [topic the prospect cares about]
Step 2: Pick a salutation
This is the first word of your email body. The greeting you choose makes a difference and depending on industry the conservative nature requires an expectation to the tone.
If it is a traditionally conservative industry, like in finance or government, the traditional "Dear" salutation is generally accepted.
However, if you're in a more relaxed industry such as, tech, media, travel, or fashion, use "Hi", "Hello", or even "Hey".
This might not mean much, but it shows you've done your research.
After a salutation, you'd normally follow with the person's 1st name. These days, this is the norm across most industries.
Please do not include their last name (surname) it will make you sound robotic and including a Mrs./Mr./Ms. gives the impression that you are too young.
Step 3: Compose a strong opening sentence
This is the hook. The opening line is the most important part of an introductory email.
Why it's important? If your opening line succeeds you give your recipient reason to keep on reading.
Avoid, "My name is [name] and I'm reaching out because ...". Your recipient receives numerous introductory emails over time.
It is very likely when receiving emails with this opening line, your recipient would read your email with haste. Why? Because there's no reason for them to continue reading.
Consider these instead:
- I noticed you manage the procurement teams at [company].
- Have you ever thought about taking your current advertising efforts online?
- Just heard your segment on radio about [topic], and I've never learned so much over radio before!
Step 4: Explain your reason for contacting him/her
Here's where you continue to pique their interest and to connect the dots.
The key here is to make your explanation as relevant as possible. You want them to feel that they are not just a person on a list that you're just emailing.
If your 1st line is: Have you ever thought about taking your current advertising efforts online?
Your 2nd line could be: I would with companies like [company A] and [company B] to help them manage their advertisements online.
Step 5: Add value
The basic principle is to give before receiving. Before you ask for anything, you want to make sure you 1st provide the recipient with value.
Adding value does not necessarily require Ringgits and Cents. A thoughtful, authentic compliment is also a way of providing value.
Here are some ideas:
- Recommend an article they might find helpful
- Suggest a useful app or tool they can use
- Offer to make an introduction to someone who they'd benefit from knowing
Step 6: Make a request
Here's the crux of it. Your call-to-action (CTA).
The goal is to remove as much friction from your task as possible. For example if you would like them to meet with you, provide a link to your meetings tool so they can instantly see when you're both available and book a time.
Here's some ideas on how to write for your CTA:
- If you're thinking about how [proposed idea] could apply to [topic interested in], I have some ideas I'd love to share. Here's the link to my calendar: [link].
- Would you be willing to comment on the [blog post] I wrote? It would be great to have your unique perspective (and hopefully get some discussion going). Here's the link: [link].
- Are you open to answering a few questions about [topic]? Happy to chat over phone or email, whichever's most convenient.
Step 7: Say "Thanks" and sign off
The best emails are short, sweet, and concise. Additional information and unnecessary details reduce the the probability of your recipient reading your email.
Just say, "thanks", "thank you".
There's a chance that when you send this incredible introduction email, that they don't respond.
Here are a few things you could try:
Emails are digitally transmitted messages, and it's widely used in Malaysia today. We've included some ideas above on how to improve your sales efforts through email.
If this guide has helped you please share with us your experiences below - this hopefully will help others in their quest as well.
Step 8: Follow up
There's a chance that when you send this incredible introduction email, that they don't respond.
Here are a few things you could try:
- Send them actionable advice.
- Send a how-to guide and offer to follow up in person.
- Invite them to an upcoming event.
- Bring up a pain point your buyers have faced previously and present the solution that you've provided.
Emails are digitally transmitted messages, and it's widely used in Malaysia today. We've included some ideas above on how to improve your sales efforts through email.
If this guide has helped you please share with us your experiences below - this hopefully will help others in their quest as well.
