How to Write an Email To A Potential Client [template included]

This is very important and crucial for your business to master writing emails to potential clients. Before you sit and write an email, you need to assume that your potential client is getting thousands of proposals. Sending an email is like sending your resume or promotional newsletter, you need to make sure to stand out from the crowd. The goal is to make your reader be interested in you within just few seconds of his/her interaction with your message. Below I have included an example of an email which I use myself when I am inquiring about a potential job or introducing myself to a new client. Here is a list to review and advice on how to create an effective initial contact (introductory) email.

Things to follow when writing an initial quote email:

  • Keep it real and stay away from long emails and generic text.
  • You are a ‘cool’ techie guy, not a lawyer.
  • Create short sentences, and go straight to the point.
  • No attachments.
  • Watch out your grammar and spalling!
  • Use standard font size, face and color.
  • Include your full name and contact info.
  • Always respond to all questions asked by the client.  Try to be as detailed as possible, so you can showcase your knowledge and expertise.
  • It’s good to provide links to your work when discussing elements that he/she requested.  If a client wants a Google Map, mention that you are very familiar with Google Maps API and provide a link to the site you implemented it.
  • If request of features are more complex, clearly show that you read the entire ad, and mention which things require more research on your side or clarification from the client.
  • Provide a few links to the best sites from your portfolio – quality over quantity.
  • Try to mention what budget you can work with, so cheap ass clients and those looking for free labor will not waste your time.

Template of an Email To A Potential Client

An example of an email I usually send:


My names is Daniel, I found your ad at ___________.

I am a web developer, with more than ___________ years of experience.

I specialize in WordPress development, and I code in HTML5,CSS3, JS and PHP. You can check my portfolio at ___________.

Your project sounds very interesting. It would take me about ___ hours [weeks] to complete it. It will cost around $___________, however I will provide you with a final proposal after we discuss all details and agree on the scope of the project.

My schedule is flexible depending on how soon you would need me to start.
Please contact me if you have any questions.

Thank you,

— —
Daniel Sodkiewicz
tel: ___________


If the project is bigger, it is always a good idea to schedule a meeting in your office or in a public place such as Starbucks. You could add to your email something like: I would love to meet with you and show you how I can help you and your business.

  • If you have a well maintained LinkedIn account you should add it also to your signature. However, keep the signature simple, no more than 3-4 lines.
  • You may also have some other projects that it is worth to mention. For example, if you created and posted on a custom plugin, don’t hesitate to mention that with something like “Here www.__________ you can find a WordPress plugin which I developed, and which is used for tens of hundreds of WordPress users.

Gmail Canned Responds

To make responding to RFPs (request for proposal) easier and more automated, I suggest using Gmail’s feature called Canned Responds. This option will let you have templates of emails and embed them into an empty email then just slightly customize it before hitting a button ‘send.’ You should have few templates ready, for example one that emphasizes your portfolio with e-Commerce functionality, another one that talks about simple WordPress sites.

Gmail Canned Responds

Gmail Canned Responds functionality

You must belogged in to post a comment.