CMS Top Tips: Introductory Email

Email is a useful tool, if used appropriately… an impersonal, cold approach by email will so very rarely generate any results that it’s just not worth doing. However, as a follow up to a conversation or a well-crafted personal approach email can be very effective.

But what is it that makes a well-crafted email? CMS writes a bespoke introductory email template for every client we take on, so we have done a few. Here is a video that reveals what, in our opinion, are the four key elements to include:

We hope you find the video useful – here are a few further thoughts on the process:


Friendly or over familiar? – there is a fine line to be drawn between being friendly in tone and too casual, this is not an email to your mates after all. As a general rule I always open with Dear John, only using terms like Hi John once they have responded to you and if they themselves use that tone.
Don’t brag – you need to communicate your skills and abilities, but try to focus on how they can benefit the client.
Make it easy – make sure that it is easy for them to contact you, if you give your mobile out but are rarely in a position to answer it people will be put off.

If you need help… ask! If you would like to speak to Contractors Marketing Services about how we can help you manage and develop your sales pipeline please call 01256 475880 or email

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