How to write an email to a potential customer sample

Email plays a key role in lead generation and customer engagement. 88% of users check their inbox daily, and over 80% of marketers use emails for B2B and B2C strategies. These messages strongly influence the purchase decision for 59% of customers. However, the challenge lies in capturing attention and coincidence with interests, as consumers spend an average of just 5-12 seconds viewing an email.

Considering these statistics, we decided to create a guide on crafting effective emails for potential customers in SaaS and eCommerce industries. In this article, we explore types of emails — from welcome messages to special offers — and provide expert advice on choosing the right topic and presentation to ensure that your emails resonate and convert. Learn to create impactful emails that not only attract attention but also drive results.

Email to a potential client for the SaaS industry

I’ll share with you some general recommendations for emails in the SaaS industry and show you examples from MacPaw. Here are our tips.

Set expectations in the first email to the user regarding the content, number, and frequency of the emails. It’s also useful to add support contacts in case a person has questions or encounters any problems at this stage.

(Source: email from MacPaw)

Consider existing behavioral data about the customer or reader from interactions with the product, app, or website. These data can help you communicate personally from the first interaction, provide the most relevant information, and suggest an action that matches the current stage of the user’s journey with your services.

Adhere to the approach of having one primary call to action in an email. If necessary, a secondary call to action can be included but should be less emphasized.

(Source: email from MacPaw)

Optimize the number of emails in the welcome/onboarding email series while limiting the content to a “reasonable minimum.” Present only the key points and direct users to the app or website for a personal test or to learn more details that interest them. In our experience, a series of 3 to 5 emails is usually sufficient; a higher number may overwhelm readers and lead them to unsubscribe.

Regarding product releases, CleanMyMac communicates only major updates through email. Other changes are relayed via different channels (within the product itself or on the website).

As an exception, a brief email format often works better than a lengthy one. User attention spans are currently short (averaging 5-12 seconds, according to various sources). Since you have only a few seconds to capture their attention, you should convey the main points and “sell” your proposition.

Accessibility — When preparing your emails, remember that some users have special needs. Accessibility aspects include textual content for text-to-speech readers, color contrasts in graphic materials, and general adaptation to dark mode, which is currently used by at least one-third of readers and is gradually increasing in usage.

Avoid designing emails that consist entirely of images. While this tip seems obvious, I still receive such emails. Arguments in favor of this approach vary from saving resources on email design to lacking a desired “beautiful” font among the standard typefaces available on most devices. This approach is commonly used by unscrupulous senders with questionable or illegitimate business practices. Therefore, I advise against this design and recommend combining graphics with text elements whenever possible.

Another well-known but equally important tip is to thoughtfully prepare both desktop and mobile versions of emails. There is no point in providing a link to download a desktop app if the user opens the email on a mobile device. Always consider the suitability of content for the device on which the email will be read during testing.

(Source: email from MacPaw)

Respect user preferences regarding the frequency of emails. If there is no functionality for readers to specify their desired frequency, categories, or channels of communication, you should evaluate the load on your subscriber base and manually adjust various sendings to avoid “burning out” your base. Maintain a pause of at least one week between large mass mailings. The frequency of automated email series can be significantly less, but you should still consider excluding involved readers from other communications during this period.

If you lack the resources to implement sophisticated AMP gamification, use simple, accessible forms, such as GIF animations or rollover effects. While these forms may lead to higher engagement, that increase will not necessarily translate to higher short-term revenue. Nevertheless, beyond making the email more interesting, these effects encourage users to interact with the gamification mechanics, which could build a positive association with your brand or product that works in your favor. After all, “inside each of us lives a little child.”

(Source: email from MacPaw)

As for surveys and interviews, you should consider user opinions, value their feedback, and collect it at all possible stages of communication. Clients appreciate these efforts and should be treated as part of the decision-making process. In the history of CleanMyMac X releases, the first product updates were named after users who had requested the specific functionalities implemented.

(Source: email from MacPaw)

If you wish to quote a user, always get their permission first! Reviews are a powerful means of social validation and a significant resource for influencing user decision-making, especially when you cannot share certain figures in general communications. However, quoting should always be done with the prior consent of the quoted person.

(Source: email from MacPaw)

Consider cultural differences when localizing emails or preparing campaigns for specific markets. Since superficial research is often insufficient, consulting specialists with relevant expertise is advisable. Cultural differences regarding color perceptions, design approaches, clichés or stereotypes, and even the symbolism of certain numbers can yield extremely unexpected results.

(Source: email from MacPaw)

Consider incorporating charitable efforts in your operations. The company MacPaw and its product CleanMyMac were established and operate in Ukraine. We are particularly interested in offering comprehensive support for our country. Therefore, we encourage including options for fundraising for the humanitarian and reconstruction needs of Ukrainians whenever possible.

(Source: email from MacPaw)

In summary, effective emails for potential customers in the SaaS industry should set clear expectations, personalize content based on user behavior, and maintain a concise format. It’s crucial to focus on user preferences for email frequency and content relevance and ensure accessibility and device compatibility. Businesses can foster trust and engagement by respecting privacy and integrating feedback mechanisms, thus enhancing the overall user experience.

Regarding the technical aspects of newsletter production, we’ll now look at how we at Stripo test our emails.

We test our emails in iterations based on the metric we need to improve. We always try to scale a positive result. The example provided here is of a block that we tested. The task was to find the best way to attract users to a webinar. In this case, we offered the option to add the webinar to their calendar so that they wouldn’t miss the event.

The first option we tested used only icons:

(Source: email from Stripo with a webinar invitation)

In the second version, we provided a textual explanation of the action. The number of clicks on the link increased to 30%:

(Source: email from Stripo with a webinar invitation)

Then, we improved the second option by combining it with the Event Date block. This more compact design allows users to see the time and date on one screen at the same time and to add the event to their calendar. We also updated the design to match the new style of our emails and website:

(Source: email from Stripo with a webinar invitation)

Now, let’s look at an example from the eCommerce industry.

Email to a potential client for the eCommerce industry

I will share insights from our experience working with eCommerce brands with a focus on how promotional offers work. For our clients’ audience, discounts are usually the most successful way to attract new customers.

Here is an example of a welcome email from Jaynewheel with a promo code:

(Source: EXCD Digital email for Jaynewheel)

When discussing what goes on behind the scenes in creating such newsletters, we place a strong emphasis on testing our email marketing strategies to ensure that they are as effective as possible. Our approach employs a tailored-fit strategy that aligns with our clients’ specific needs. The testing process includes varying subject and preview lines, tweaking the email design — including the colors, CTA placement, and hero/header image variations — and experimenting with different CTA copies and segmentation strategies.

(Source: Jenelle Landicho x EXCD Digital projects)

For email automation and flows, we typically allow them to run for at least 30 days. For campaigns, we launch at least one, and then we gather and analyze the data. From there, we extract insights and optimize our strategy based on the performance of the emails. A notable success came from testing the copy of our CTA buttons. The insights we gained allowed us to understand which style and approach resonated the most with the subscribers, which in turn helped us craft CTA copy that was highly effective in converting and engaging.

(Source: EXCD Digital email for Jaynewheel)

Additionally, we use educational content extensively, as it’s an incredibly powerful tool for engaging with subscribers. Such content helps build strong relationships without immediately pushing sales, yet it still generates revenue. The most engaging format for us has been educational content focusing on the brand and product that is presented in bullet points or an outline, which capture our audience’s attention most effectively.

(Source: Jenelle Landicho x EXCD Digital projects)

Therefore, promotional offers in eCommerce can enhance efficiency when email marketing campaigns are rigorously tested and strategically optimized. Tailoring the content and design to the specific audience’s needs and incorporating educational content can help build customer relationships and retention. Continuous testing and refinement, guided by performance insights, ensure that campaigns are engaging and effective in attracting and converting new customers, as well as retaining existing ones.

Eye-catching examples of emails to potential customers

Let’s take a look at a few more examples of emails to potential customers that we think are really cool.

1. Introductory email from Weber Workshops

Subject line: Welcome to the Weber Workshops list. — Weber Workshops.

(Source: emaillove.com)

This email is a great example of how to present a business story and product introduction.

2. An email with tips from Calm

Subject line: 💙 How to get through a bad mental health day — Calm.

(Source: email from Calm)

This example can be classified as educational content. Even before purchasing a subscription, users receive useful tips on how to take care of their mental health, which cultivates trust in the brand.

3. An email with limited offer from True Grit Texture Supply

Subject line:💥 20% Off Essentials Texture Packs Ends Tonight.

(Source: email from True Grit Texture Supply)

This email surely appeals to designers, as it perfectly depicts a selection of textures and is designed in a matching style.

4. A selection of customer favorites from Patagonia

Subject line: Favorites for endless summer fun — Patagonia.

(Source: emaillove.com)

This example uses the interesting idea of sharing real customer reviews and showcasing a whole look with the items.

Wrapping up

For both SaaS and eCommerce, it’s important that emails to prospects are personalized, provide value to the recipient, and contain a clear call to action. We’ve reviewed a few examples of such emails and offered tips for inspiration from fellow email marketers. These ideas can be supplemented and adapted depending on your audience and product. It’s even more convenient to build emails in Stripo’s editor, which allows you to easily save, edit, and combine different elements of your emails with the help of modules. You can also choose from a large number of ready-made templates designed for different occasions.