How to write an introduction email to a new client
A client introduction email has a hidden job: lowering the client's anxiety. New account manager? They're wondering if service will slip. Post-sale handover? They're wondering if the promises survive the salesperson. Address the worry, not just the formalities.
Structure: who you are in one line, why this is good news for them, what happens next (with a date), and one small step that starts the relationship — usually a short call.
Copy-paste templates
Dear [Name], I'm [Your name], and from [date] I'll be your main contact at [Company], taking over from [predecessor]. First things first: nothing changes in your ongoing work. [Predecessor] has briefed me fully on [current project/history], and open items ([examples]) stay on schedule. I'd love a short intro call in the next week or two — partly to put a face to the name, partly to hear directly from you what's working and what could be better. Would [option 1] or [option 2] suit? Best regards, [Your name] [Role, contact details]
Hi [Name], Great to have you with us — I'm [Your name], and I'll be leading [project/your account] from here. What happens next: 1. Kickoff call — [proposed date/time], ~[duration]. Agenda attached. 2. You'll receive [access/questionnaire/materials] by [date]. 3. First deliverable: [item] on [date]. Before the kickoff, it would help to know: [one or two easy questions]. Just reply here. Looking forward to it, [Your name]
Dear [Name], As mentioned, I'm moving to [new role/reason] — and I want to leave you in excellent hands. Meet [successor] (CC'd): [one genuine line about them — e.g., they led our work with [comparable client] and know [relevant domain] inside out]. We've gone through your account together in detail. [Successor] will reach out this week to set up an intro call. Thank you for the trust over [period] — it's been a pleasure. Warm regards, [Your name]
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Introduction email mistakes
- The résumé dump. Two lines of credibility beats two paragraphs of biography — clients care what you'll do for them, not where you interned.
- No next step. An introduction without a proposed call or dated action is a business card in email form; it creates no momentum.
- Overpromising in message one. "I'll always be available" and "we'll never miss a deadline" are loans against your future credibility.
- Skipping the warm handover when one is possible. An introduction from the trusted predecessor transfers trust; a cold "I'm your new contact" restarts it from zero.
- Generic templates without a single personalized line. Reference their project, their industry, or their last conversation — one specific detail signals the account actually got briefed.
Frequently asked questions
How long should a client introduction email be?
Under 150 words for the introduction itself. If onboarding logistics are needed, structure them as a short numbered list rather than paragraphs — new clients skim.
Should the outgoing person or the new person send the introduction?
Ideally both, in sequence: the outgoing (or the manager) sends a short handover note vouching for the new contact, and the new person follows within a day or two with their own introduction and a proposed call. Trust transfers best through the person who already has it.
How soon should I propose a call?
In the introduction email itself, with two concrete time options. A named slot ("Tuesday 10:00 or Thursday 15:00?") converts far better than "let me know when suits you", which outsources the work to the client.