January 22, 2013

How to Write a Good Email Intro

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All right, so one person you know needs to meet someone else you know. How do you introduce the two to one another? Or, more importantly, how should you introduce two people who don't know each other? Email seems to be the common tool of choice, of course, especially if geographic distance is an issue.

The concept of introduction is as old as time itself, and email is relatively nascent. So how do you take two concepts separated by millennia and bring them together into something that works now that the intro has been set in motion?

The CC


Everyone has different views on this. You can include both people in the "TO:" line. There isn't any issue with that. However, carbon copying the person for whom you're making the intro is just good etiquette, and it looks clean.

[hs_action id="3345, 3344, 3343, 3339"]

X meet Y, Y meet X


If you're introducing one of your contacts with one another, you obviously know both of them. Use that as your jumping off point. Haven't spoken to one of them in a while? Start with small talk. Otherwise, just get down to business.

Hello, X, how are you doing?


Next, introduce the person who needs the introduction (we'll call this person Y) to the person they want to meet (person X). Who is Y? And why should X care?

X, I want you to meet Y, who does such and such and is a great person.


And then, flip it.

Y, meet X. I know X from [insert how you know them and a little bit about them].


Finally, close.

I hope you two can connect. (Be sure to include the reason why they are being introduced if you haven't already said so).


Email intros aren't meant to be overlong and verbose. They're quick and to the point, allowing you to get out of the way and let X and Y chat with each other.

Tips


Marketing guru Dewane Mutunga shared a few of his tips on how to write a good email intro with me:

    • Convey credibility - Who is each person?

    • State your value proposition - This is particularly for the target. Why should they care?

    • Impart urgency and convenience - Get to the point.

    • Give value first - Your first few interactions should never involve you asking for something from someone without having helped them first.



Do you have your own set of rules you follow for a good email intro?