Introduction email templates for B2B suppliers
Six introduction email templates for suppliers: a first introduction, after a referral, a new rep taking over an account, and a new product line announcement.
By the PromptLab team16 October 20264 min read
An introduction email has one job: to make the buyer glad they opened it. A buyer of resins, packaging or industrial parts hears from many suppliers, so yours has to say who you are, why you are writing to this person and what you would like, in a few lines.
These templates cover four situations: a first introduction to a new buyer, an introduction through a referral, a new rep taking over an account and a new product line. For cold outreach to a longer list, see our cold email templates for manufacturers.
Introducing yourself to a new buyer
Subject: [Product] supply for [Company]
Hi [First name], I'm [Your name] at [Your company]. We make [Product] for [Industry] companies, and I noticed [Company] [Specific observation, for example "buys a lot of the same grade as your competitors" or "has opened a second plant"]. Our customers usually come to us for [One reason, for example consistent batch quality or short lead times]. I'd like to send a sample and a data sheet, so you can see whether it fits what you buy today. Would a short call next week be useful, or should I just send the sample? [Your name]
Use it when you have a reason to write to this person in particular. A specific observation matters more than a long company description.
Subject: A [Product] option for your [Application]
Hi [First name], I'm [Your name] from [Your company]. I understand [Company] makes [Their product], and that [Product] is part of it. We supply [Grade] in [Pack size], with delivery to [Region] in about [Number] days. I've attached the data sheet and a price indication for [Quantity]. If your current supplier is working well, no need to reply. If you ever want a second source, I'm easy to reach. [Your name]
Use it when you already know what they buy. Attach one document, not a catalogue.
Introducing yourself after a referral
Subject: [Referrer name] suggested I get in touch
Hi [First name], [Referrer name] at [Referrer company] suggested I write to you. We supply them with [Product], and they thought it might be relevant for [Company's need]. In short: [One sentence on what you do and how it helped them]. I'd be glad to share the specification and send a sample if that's useful. Would you be open to a 15 minute call this week or next? [Your name]
Use it only with the referrer's permission. Put their name in the subject line, since it is the reason the email gets opened.
Subject: Thank you for the introduction to [First name]
Hi [Referrer first name], Thank you for introducing me to [Buyer name] at [Company]. I've written to them today. I'll let you know how it goes. [Your name]
Use it the same day. It keeps the referrer on your side.
A new rep taking over an account
Subject: I'm taking over your [Company] account from [Previous rep]
Hi [First name], I'm [Your name], and from [Date] I'll be your account manager at [Your company], taking over from [Previous rep], who is now [New role or "moving to a new role"]. I've read through your order history and open items, so you won't need to repeat anything. [Previous rep] has briefed me on [One specific item, for example the Q4 delivery schedule]. Could we speak for 15 minutes this week? I'd like to hear what's working and what isn't. My direct number is [Phone]. [Your name]
Use it before the handover happens, ideally with the previous rep copied in. Show the buyer that nothing is lost.
A new product line
Subject: New from [Your company]: [Product line]
Hi [First name], You've bought [Existing product] from us since [Year], so I wanted you to hear first: we've added [New product line], aimed at [Application]. [One sentence on the main benefit]. It's available in [Pack sizes] and ships from [Location]. The data sheet is attached. Would you like a sample for your next trial? I can ship it this week. [Your name]
Use it for existing customers whose buying history fits the new line. Write only to those it fits.
How to personalise them
- Open with them, not you. One sentence about their company before any about yours.
- Offer something small. A sample or data sheet is easier to accept than a meeting.
- State your ask once. A call, a sample or nothing.
- Check the name and the company. A wrong name ends the email in the first line.
Send them from your CRM
Frequently asked questions
How do I write a good introduction email to a new customer?
Say who you are in one line, why you are writing to this person and what you would like them to do. Keep it under 120 words and offer something small, such as a data sheet or a sample.
What should the subject line of an introduction email be?
Short and specific: the product, the buyer's company or the referrer's name. Avoid "Introduction" or "Partnership opportunity", which read like mass mail.
How do I introduce a new account manager to a customer?
Send the email before the change, copy in the previous rep, and show that you know the account's history. Offer a short call in the first week.
Should I attach a brochure to an introduction email?
Attach one useful document, such as the data sheet for the product they buy. A full brochure is easy to ignore.
How many times should I follow up an introduction?
Once after four or five working days, then once more with a new reason. After that, move on and revisit in a few months. More on this in how to write follow-up emails.