Warm Emails: Drumming Up New Clients

When you’re starting a firm, the first few clients can be hard to come by.

You’re not sure how to get them.
Or where they come from.
Or how to find them.

It’s daunting, to say the least.

This past week, I was speaking to an architect in the process of launching their own firm.

We were discussing how to create a high-converting homepage when the topic shifted to the real issue - how to find their first clients.

After asking a few questions to better understand their work and ICP, I said, “Here’s exactly what I would do if I were you: I would reach out to any client I’ve ever worked with in the past and any other friends in the industry to tell them that I’ve started a firm. Then I’d ask if they know anyone that might need help with a project.”

Spoiler alert: It worked. Within an hour of jumping off our call, the architect sent me a message to say that they already had a lead.

This growth hack is referred to as warm outreach or, if done via email, warm emailing. Let’s dive into what it is, why it’s important, and how you can send an effective warm email to drum up some new clients this week.

What is a warm email?

A warm email is a message sent to someone you already have a connection with.

It could be a past client, a former colleague, an industry friend, or even someone you've met briefly at an event.

The idea is that since you're not strangers, the email feels more personal and friendly.

You might mention your previous interactions or shared experiences to make it even warmer.

This kind of email is more effective because there's already some familiarity and trust between you and the recipient.

Why is a warm email important?

Warm emails come with several benefits, especially if you’re using it for the purpose of business development. Here are a few key advantages:

1. Higher response rates: Because there's already a relationship or familiarity, recipients are more likely to open and respond to your emails. They recognize your name, which makes them more receptive.

2. More personal connection: Warm emails allow you to personalize your message based on your knowledge of the recipient. This personal touch can strengthen the connection, making the interaction more meaningful.

3. Higher win rates: Word-of-mouth introductions, or those that come when one person recommends your services to another person, are easier to win. The reason is relatively simple: trust is transferable - if they trust the friend that recommended you then they’ll trust that you can help them too. That social proof is invaluable.

4. Low risk: The worst thing you can hear is, “No, sorry, I don’t know anyone.” Even if the person can’t recommend a potential client, then at least they know that you’re looking for work and they’re more likely to keep you in mind for the future.

How to craft a warm email

You don’t want to make the reading of the email laborious, because then recipients are less likely to read, act, or respond. So warm emails should be short, sweet, and straight to the point.

Here are the three sections to include:

01 // Personalization

The first sentence should be specific to your relationship with the recipient. This helps to remind them of your “warm” relationship and gets them into the friendly mindset.

If you’re reaching out to a former client then you may mention that you were thinking about them as you passed their project recently. Or if it’s a former colleague, then a reminder of a fun inside joke you used to share.

For example:

• “I was driving by your office recently and reminded of how many times we unexpectedly met on site to monitor project progress. Hope you’re still loving the office space!”

• “It’s difficult for me to get coffee from Starbucks without thinking about the “Venti Days” we shared. Hope all is well.”

02 // Your news + details

Explain why you’re reaching out and don’t be shy. Instead, be clear about why you’re sending them a message and what you’re focused on.

For example:

• “I’m reaching out to my favorite past clients to let you know that I’m starting my own firm. I’m focusing specifically on residential projects in the city - new builds, additions, and renovations.”

03 // The ask

Just like any marketing or sales message, you need a clear call to action (CTAs).

However, you don’t want to ask the recipient for more work (e.g. “Do you have any projects that I can help with?”) because that limits the scope.

Instead, you want to leverage their network.

For example:

• “Out of curiosity, do you know anyone in need of a residential architect?”

• “Is anyone in your network thinking about building or renovating their home?”

• “I’m looking for homeowners considering their options - know anyone that might be interested in chatting?”

These softer CTAs will allow you to maintain a warm relationship without the recipient feeling guilty if they can’t help you.

And the answer to the question in the back of your mind is “yes” - if the recipient happens to be looking for the exact help that you mention, then they will let you know. (In fact, this is what happened to the architect I spoke with this week - the recipient responded by saying that they need help with a new project.)

TL;DR

Warm emails are a great way to drum up more client leads that have a higher chance of turning into real clients.

Altogether, an effective warm email would look something like:

Hey John,

I was driving by your office recently and reminded of how many times we unexpectedly met on site to monitor project progress. Hope you’re still loving the office space!

I’m reaching out to my favorite past clients to let you know that I’m starting my own firm. I’m focusing specifically on residential projects in the city - new builds, additions, and renovations.

Out of curiosity, do you know anyone in need of a residential architect?

Cheers,
Tyler

There you go. The whole email is only 5 sentences long and is likely to have a high open and response rate to all of the recipients.

Give it a try this week to get some clients in your pipeline!