How to Respond to Email Introduction from a Potential Customer

In a world where the internet has taken over from the pen and paper, we may be tempted to neglect or pay less attention to what we are writing and to whom we are writing. Sometimes we treat people in the same way when we respond to email introduction from potential customers in inappropriate ways.

People are different and as such, individual differences should be considered. A common situation where people are repeatedly treated in a similar manner is the customer and potential customer situation. Some business owners forget that a potential customer is yet to be a customer and should be meticulously funneled into the camp of loyal customers.

Responding to Email Introduction from a Potential Customer

Marketing online is one of the biggest ways in which people meet both new and existing customers. Oftentimes, communication to both new and old customers is done through the use of emails. To old customers, there is an existing relationship and your goods and services are well trusted. But for a potential customer, that trust is nonexistent.

When you get an email introduction from such potential customer, you should respond to the email introduction adequately, ensuring your message exhibits trust, serious-mindedness, and courtesy.

A potential customer is someone who is capable of becoming a purchaser of the product and/or services of an organization. Every potential customer is looking for firms who can satisfy him or her, and the goal of every business is to increase customers' satisfaction, generate more revenue and maximize profit. One of the ways by which a business increases its customers' satisfaction is by having an active customer care service that is capable of meeting the needs of their customers.

A potential customer is looking for a good market where trust can be built. A lot of times, due to their busy nature, business owners receive emails and they do not give instant replies to the emails received. To a potential customer, your failure to respond to his or her email introduction early enough could be seen as an act of negligence and a potential customer may lose confidence in the business.

Potential customers feel safe when their emails get the needed response.

Learn how to build an effective customer service strategy here.

Why Should I Respond to Email Introduction from a Potential Customer?

Responding to an email introduction  from a potential customer has the following benefits:

  1. It shows that you are reachable. This helps to build trust between you and the potential customer.
  2. Remember that there are competitors doing the same business as yours. There is a possibility of a potential customer sending an email introduction to various competitors at the same time. So if you do not reply to him or her in time, you may lose the opportunity of turning a potential customer into a loyal customer.
  3. Replying your potential customer speeds up his ability and willingness to pay for the product. People are result-driven. When a potential customer sees that his email introduction gets an instant reply, there is a possibility of speeding up the rate at which payment is made.

Tips on How to Respond to Email Introduction from a Potential Customer

Reply Promptly

Reply immediately – a stitch in time saves nine. It saves you from losing a potential customer. If you are incapable of granting their request, acknowledge receipt, then give a time frame in which their request will be granted. For example,

Dear Samuel Steven,

It is my pleasure to inform you that your email was received. I am Martha Jones, the sales representative at Acadia Farms Limited. Your request for a list of all available poultry product in our farm is currently unavailable but will be available to you before the close of today's work.

Thank you for your time.

Yours faithfully,

Martha Jones

[email protected]

0700 7753 6565

Be Simple

Do not reply to an email introduction casually. Avoid the use of ambiguous words, do not forget to greet the potential customer. Keep your response simple, concise and formal.

Upper and Lowercase

Use the upper and lower case letters appropriately, for example, dear Mr jay johnson. It is wrong for you to write a potential customer's name in lower case. Do not write everything in the upper case. Writing words in the upper case shows that you are raising your voice at your potential customer.

Font Size

Use a font type and size that is legible to read.


Ensure that words are correctly spelled. Avoid writing words in the shorthand, for example, U for you. Some people find incorrect spellings and the use of abbreviations very offensive. Words that are abbreviated could mean different things to different people.


When sending an attached document to a potential customer, ensure that the document is properly named and do not forget to attach the file.

Individual Differences

Email introductions usually differ from one customer to the other. Therefore, each potential customer's email should be treated separately. Do not treat different potential customers’ emails the same.

Customize the Email

End your emails with your signature. Your signature carries your name, position and contact details. This will help the potential customer identify the sender of the email.


Sometimes we need to send a follow-up email to a potential customer, especially after responding to their email introduction and still, you are yet to get a response from the potential customer. Follow-up emails ensure that your previous message was received and it shows that you have the interest of the potential customer at heart. Below are some simple rules to follow when carrying out a follow-up

  • Be polite and humble: That seems clear enough, but a lot of people take it personally when they do not hear from someone right away. Resist the urge to get upset or mad, and never take your feelings out in an email.
  • Persistence does not mean daily: Sending a follow-up email daily does not show you have gumption or passion, it shows you do not respect a person’s time. Give a week interval before doing a follow-up, depending on the urgency.
  • Directly ask if you should stop reaching out: If you have followed up a few times and still have not received a response, it is advised that you directly ask the potential customer if you should stop following up. After all, you do not want to waste your time either.
  • Change it up: If you are not connecting with someone, try changing it up. In other words, do not send the exact same email at the same time of the day on the same day of the week. Getting people to respond can sometimes just come down to catching them at the right time.

Example I: Email Introduction from a Potential Customer

Below is a drafted email sent to Acadia Farms from John Raymond.

Good day,

I am Mr. John Raymond, I own a farm. I recently saw an advert on the internet on fish fingerlings from your company. I am interested in buying but I need to know the specific types of fingerlings available on your farm.

Thank you. 

Yours faithfully,  

John Raymond

Example II: Responding to Email Introduction from a Potential Customer

Below is the response to the email received from Mr. John Raymond.

Dear  John Raymond

Thank you for your interest in Acadia Farms. I am Monica Syndey, director of supplies at Acadia Farms Limited. We are glad that you are interested in buying fish fingerlings from our farm. Attached to this email is a document containing the descriptions and pictures of the various fingerlings we have at our farm. 

Thank you for your time. Hope to hear from you soon.

Yours faithfully,  

Monica Syndey 

Director of Supplies, Acadia Farms Limited

[email protected]

0800 767 9012


Email introduction from a potential customer is like a bird that voluntarily enters your trap. You shouldn't lose this kind of customers if you properly and adequately manage your relationship with them.

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