Table of contents
TL;DR - A good introduction email is short, gives a clear reason, makes both people look good, and hands off cleanly. There are two you need: making an intro between two people, and asking for one. For making it, check with both first, then keep it tiny. For asking, do the work for the introducer with a forwardable blurb. Templates for both, and for professional, friendly and European styles, are below. It is worth getting right, because an introduction is the single best source of business you have: a Wharton study found referred customers have about 25% higher lifetime value and churn 18% less.
An introduction email works when it is short, positive about both people, and carries a real reason. Everything else is noise the reader has to wade through.
How to make a good intro
The rules are simple:
- Ask both people first. A quick private check with each, the double opt-in, so no one is put on the spot.
- Give a real reason the two should meet, specific enough that it is obviously worth their time.
- One genuine line about each, and say you know them both, so the trust transfers.
- Hand off and leave. "I'll let you two take it from here," then move to bcc.
Here is what that looks like, and what each line is doing:
Copy-paste template:
Subject: Intro: Maya <> Daniel
Hey Maya and Daniel, happy to make this intro.
Maya, Daniel leads growth at Acme and is someone I trust completely.
Daniel, Maya is building the most thoughtful onboarding I've seen.
You both have the context now, so I'll let you take it from here.
How to ask for a good intro
Your job is to make saying yes effortless and protect the introducer's reputation:
- Who and why you want to reach them, and why it helps them too, not just you.
- A forwardable blurb they can paste without editing.
- An easy out, so a no costs them nothing.
Copy-paste template:
Subject: Small ask - intro to Priya at Northwind?
Hey Sam, would you be open to introducing me to Priya at Northwind?
They're rolling out exactly what we help with, and I think I can
genuinely save her team weeks. Happy for it to be useful to her, not
just me.
If it's easy, here's something you can forward:
"Priya, want to introduce you to Sivan. Their team helps companies
like Northwind cut onboarding time, and I thought a short chat was
worth it. I'll let you two take it from here."
No pressure at all if the timing's off.
Copy-paste examples by relationship
Match the tone to how well you know the people. (A one-click copy button is coming to these blocks; for now, select and copy.)
Professional (a working relationship, not close):
Subject: Introduction: Maya Cohen <> Daniel Lee
Hi Maya, hi Daniel,
I'd like to connect you both. Maya, Daniel leads growth at Acme and
has scaled two teams from scratch. Daniel, Maya runs a standout
onboarding program and is looking at the retention problem you know well.
I'll step back and let you take it from here.
Best, Sivan
Friendly (people you know well):
Subject: you two!
Maya, Dani - you need to know each other.
Maya, Dani is the growth brain I always send people to. Dani, Maya is
the one doing onboarding better than anyone. You'll get on instantly.
Taking myself out of it - have fun.
European (more formal; use surnames and titles until invited otherwise, and present it as context then handoff):
Subject: Introduction: Dr. Weber and Ms. Laurent
Dear Dr. Weber, dear Ms. Laurent,
With the agreement of you both, I would like to introduce you. Ms.
Laurent leads growth at Acme and has built two teams from the ground up.
Dr. Weber oversees a widely respected onboarding program.
I believe a conversation would be of mutual value, and will leave the
two of you to continue from here.
Kind regards,
Sivan
Asking a busy, senior contact (short, low-pressure):
Subject: Quick intro ask
Hi Sam, no worries if not - would you be open to introducing me to
Priya at Northwind? One line on why it's useful to her is below, and
I've written something forwardable so it's a two-minute favor.
[forwardable blurb]
Mistakes that kill introductions
- Long emails. Nobody reads them. Cut to a few lines.
- No reason. "You two should connect" with no why goes nowhere.
- Connecting people cold, without asking both first.
- Making the introducer write the blurb. Do it for them.
- No easy out, which turns a favor into pressure.
Introductions are the front door to relationship-led selling. They pair with the 80/20 rule of relationships, where one strong relationship yields several introductions, and they set up a stronger discovery call, because a call that starts from an introduction starts from trust.
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How do you write an introduction email?
Keep it short, give a clear reason the two should connect, say one genuine line about each person, and hand off. If you are connecting two people, ask both privately first. If you are asking to be introduced, give the introducer a forwardable blurb and an easy out.
How do you introduce two people over email?
Ask both sides privately first, a double opt-in, so no one is put on the spot. Then send one short email: why you are connecting them, one genuine line about each, and a clean handoff like 'I'll let you two take it from here.' Move yourself to bcc once they reply.
How do you ask someone for an introduction?
Make it effortless to say yes. State who you want to reach and why it helps that person too, give a short forwardable blurb they can paste without editing, and give them an easy out so a no costs nothing.
Why are introductions so valuable in sales?
Introduced business is measurably better. A Wharton study found referred customers have about 25% higher lifetime value and are 18% less likely to churn. An introduction replaces cold suspicion with borrowed trust, so it converts far better than reaching a stranger.
How long should an introduction email be?
Short. A few sentences. Intro emails are read on phones and forwarded in seconds, so length reads as effort the reader has to spend. If it does not fit on one screen, cut it.