Business Introduction Letter: 5 Templates for Agencies

A business introduction letter is a one-page letter that tells a business owner who you are, why you chose to write to them and what you would like to happen next. For an agency, the strongest version opens with something you noticed about the reader's own business. Here is one you can copy now.

Dear [Mr. or Ms. last name],

I [opened your website on my phone] on [day]. [One specific thing you saw.]

[One sentence on what that costs them.]

I am [your name], and I run [agency] in [town]. We [what you do] for [who you do it for].

I would like to show you [what you would change first]. It takes ten minutes. You can reach me on [phone] or at [email], and I will email you on [day].

Kind regards,
[Your name]

Four more follow. They cover a referral partner, a neighbor business, a warm introduction and an email.

What is a business introduction letter?

A business introduction letter is a short letter from one business to another that starts a relationship. It names the writer, gives the reader a reason to care and proposes one next step.

An agency owner writes to three kinds of reader, and each wants something different from the first paragraph.

Most templates online open with the sender. "I am writing to introduce my company" is a first line the reader has seen many times. A letter to potential clients should open with the reader, and the prospect letters on this page do.

Five business introduction letter templates

Square brackets mark the parts you replace. The sender in the filled-in examples, Whitfield Web Studio at whitfieldweb.example, is made up. So are the three businesses it writes to, their addresses and the details about them.

1. The prospect you have never met

The template at the top of this page is for this reader. It is an introduction letter to prospective clients who have never heard of you, so the first paragraph has to earn the second.

Filled in. This one shows the full page, with both address blocks and the date.

Whitfield Web Studio
30 Mill Street, Suite 2
Dayton, OH 45402

November 10, 2026

Mr. Paul Harlan
Harlan Plumbing & Heating
915 Linden Avenue
Dayton, OH 45410

Dear Mr. Harlan,

I opened harlanplumbing.example on my phone on Monday. The home page gives your hours as 8 to 5. Your Google listing says you take emergency calls around the clock.

A homeowner with a burst pipe at 9 p.m. reads the website and calls someone else.

I am Dana Whitfield, and I run Whitfield Web Studio on Mill Street. We build websites for trades in Dayton.

I would like to show you the three changes I would make first. It takes ten minutes. You can reach me on 555-0117 or at dana@whitfieldweb.example, and I will email you on Thursday.

Kind regards,

[Signature]

Dana Whitfield

Why it is built this way. The owner can check the finding in a minute, and it costs him jobs he would want. The studio gets two sentences, in the third paragraph.

2. The referral partner

For an accountant, an IT support firm, a printer, a sign maker or a photographer who serves the same local businesses you do.

Dear [first name],

[How you know of them, truthfully. A client's mention, their sign on a job, a talk they gave.]

I run [agency] in [town]. We build websites for the same kind of client, and owners ask me about [their service] more often than I can answer.

I would like to know who to send them to. If your clients ever ask you about their website, I would like to be a name you feel safe giving.

Could I buy you a coffee in the next two weeks? I am on [phone].

Best regards,
[Your name]

Filled in.

Dear Marisol,

Two of my clients, a roofer and a dental practice, told me in the same month that Vega Bookkeeping keeps their books. Both said you answer the phone yourself.

I run Whitfield Web Studio on Mill Street. We build websites for the same kind of client, and owners ask me about bookkeeping more often than I can answer.

I would like to know who to send them to. If your clients ever ask you about their website, I would like to be a name you feel safe giving.

Could I buy you a coffee in the next two weeks? I am on 555-0117.

Best regards,
Dana Whitfield

Why it is built this way. It offers work before it asks for any. A partner's first worry is their own reputation, and "a name you feel safe giving" speaks to it.

3. The neighbor business

For the shops and offices on your street or in your building. It asks for nothing.

Dear [Mr. or Ms. last name],

I am [your name], and my studio moved into [address] [last month], [how close you are to them]. I wanted to say hello before we meet on the sidewalk.

We build websites for local businesses. [One friendly, true line about their business.]

If your website or your Google listing ever misbehaves, knock on our door. A quick look costs nothing between neighbors.

[Your name]
[Agency and phone]

Filled in.

Dear Mr. Abernathy,

I am Dana Whitfield, and my studio moved into 30 Mill Street last month, two doors down from Abernathy Hardware. I wanted to say hello before we meet on the sidewalk.

We build websites for local businesses. I have already been in twice for picture hooks, and your staff found them faster than I could describe them.

If your website or your Google listing ever misbehaves, knock on our door. A quick look costs nothing between neighbors.

Dana Whitfield
Whitfield Web Studio, 555-0117

Why it is built this way. It opens with you, because a neighbor's first question is who moved in. A letter with no ask makes you the web person on the street.

4. The warm introduction

For a prospect whose name came from someone you both know. Ask that person first.

Dear [Mr. or Ms. last name],

[Mutual contact] suggested I write to you. [He or she] mentioned that [what they said about the reader's business or plans].

I run [agency] in [town]. We [what you did] for [mutual contact's business], and I looked at [their website] before writing. [One specific thing you saw.]

Would a ten-minute call be useful? I am on [phone] and at [email]. I will let [mutual contact] know I wrote.

Kind regards,
[Your name]

Why it is built this way. The shared name gets the letter read. The finding shows you did your own homework.

5. The email version

For a reader you have met, or as the message that follows a posted letter.

Subject: An introduction, and one thing on [their website]

Hi [first name],

I looked at [their website] on [day]. [One specific thing you saw.]

[One sentence on what it costs them.]

I am [your name] from [agency] in [town]. Worth ten minutes this week? I can show you what I would change.

[Your name]
[Agency, street address, town]
[One line that says how to stop further emails]

Why it is built this way. It is the letter cut to about 60 words, with two extra lines at the end.

Those two lines matter. The CAN-SPAM Act covers commercial email, and the FTC's guide makes no exception for B2B email. The guide lists a valid postal address and a clear way to opt out among its requirements (FTC). It has eight requirements in all, and one of them is to identify the message as an ad. Treat an introduction that promotes your services as covered. This is not legal advice.

How does the letter look on paper?

Like correspondence. One page, plain paper, seven parts from top to bottom.

1. Your address block. Agency name, street, town, state and ZIP code.
2. The date. Written out, such as November 10, 2026.
3. Their address block. The owner's name first, then the business.
4. The greeting. "Dear Mr. Harlan" for a stranger. A first name for someone you have met.
5. The body. Three or four short paragraphs with a blank line between them.
6. The close. "Kind regards" or "Best regards".
7. Your signature. Signed by hand, with your name typed under it.

Use 11 or 12 point type. Put the page in a standard envelope with a stamp and the owner's name on the front. Our guide to direct mail for agencies explains why the plain look suits a first letter.

What should you change before you send one?

Change the first paragraph, every time. It has to hold one thing that is true for this reader and for nobody else on your list.

The lines in the table are made-up examples. Then check three smaller things.

• The spelling of the owner's name, against their own website.
• That the finding, and every claim about a shared contact, is true today.
• The day you promise to email. Put it in your calendar before you seal the envelope.

Does the first paragraph matter that much? We have tested it for email only. Across 3,570 cold emails to Dutch companies, businesses with the weakest 20% of websites replied positively 1.60% of the time to a generic email and 2.35% of the time when the email named the problem. That gap was not statistically significant, with p = 0.238.

The larger effect was the list. Those businesses were about 3.2 times more likely to reply positively than a random sample of the rest. The test says nothing about letters, and the details are in our write-up.

Finding one true thing for each business takes minutes by hand. Leadodo's AI, Twip, scores every website in a search, and its findings become the opening line of each letter and email. You can see how the scoring works.

Should you post it or email it?

Post it to a prospect, and email three days after it should arrive. For a partner or a neighbor you have already met, email alone is fine.

A posted letter and an email do different jobs. The letter shows effort and lands on a desk. The email is easy to answer. Your Outbound Machine in Leadodo runs them in that order. A posted letter arrives on day 1, and emails follow on days 4, 7 and 11, counted in working days. Our cold email follow-up templates include one that refers to the letter.

Questions

How do you start a business introduction letter?

For a prospect or a partner, start with the reader. The first sentence says what you noticed about their business, such as a problem on their website or a kind word from a shared client. Your own name and agency come later.

How long should a business introduction letter be?

One page, and under 150 words in the body. The three filled-in letters on this page run from 86 to 109 words, from the greeting to the signature. A busy owner can read that standing up.

What is the difference between an introduction letter and a sales letter?

An introduction letter asks for a conversation. A sales letter asks for an order or a booking, and it carries an offer. Start with the introduction when the reader has never heard of you. Our guide on how to write a sales letter and our sample sales letters cover the second kind.

Should I enclose a brochure or a price list?

No. A brochure turns a letter into advertising. The one enclosure worth adding is proof of your finding, such as a printout of their page with one circle on it. Our direct mail examples include a letter built that way.

Should I follow up after an introduction letter?

Yes. Email about three days after the letter should have arrived, and refer to the letter in the subject line. If a prospect replies at any point, stop the planned messages and answer in person.

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Next step. See how your Outbound Machine opens with a posted letter that arrives on day 1 and sends the emails that follow. Outbound Machine.