3 Techniques To Push Through The Intro Email Dead End

Business Development Challenges For Ad Agencies-Pushing Through The Intro Email Dead End

Business Development is hard – you send that intro email, and are lucky to see a response to even a fraction of those.

Here are 3 techniques to help you push through the intro email dead end:

  • Play to Your Strengths
  • Remember: Prospects are People
  • Be Mindful of Spam Filters

Download this one-pager at the bottom of this post.

As we point out in this eBook header,

New business is hard – you send hundreds of emails, and are lucky to see a response to even a fraction of those.

So we created an ebook called RSW Tune-ups, a visual guide to driving more new business in 2022.

We’ll ultimately be releasing it in full, but we’re starting by releasing individual agency new business one-pagers, designed to cover different business development challenges advertising agencies are faced with.

Download the first, Building Awareness here, the second, Targeting The Right Prospects, here, and the third, Executing An Ad Agency New Business Refresh, here.

Below a few techniques to help that first intro email stand out.

Business Development Challenges For Ad Agencies-Pushing Through The Intro Email Dead End

1. Play to Your Strengths

Choose one core strength or capability that you can speak to.

Yes, your agency may specialize in multiple areas, but choose one for the introduction email.

A good way to help you identify your core strength is to think back to your current list of clients and ask yourself (and your team), what do our clients love
about our agency?

2. Remember: Prospects are People

You often see subject lines like: “Can I get 15 min of your time?”, or “Let our agency help you!”.

No one is going to read your email if they don’t open it first, and a broad or sales-y subject line isn’t inviting.

Remember… you’re reaching out to an actual person.

If YOU would open and read your email based on the subject line, chances are they will, too.

3. Be Mindful of Spam Filters

Having links, PDFs, or attachments is a sure-fire way to get your e-mail booted to SPAM.

Keep them text-only initially, then you can send case studies and other content once you’ve begun that relationship.


We’re an outsourced ad agency business development firm that works specifically with ad agencies, marketing services firms, and PR firms to find better qualified new business opportunities and get you closer to close.

RSW/US is headquartered in Cincinnati, OH, with experts in lead generation, targeted prospect list building, and content creation driving our ad agency business development programs.

Be sure to visit our YouTube channel and Agency New Business Blog for further insights.

If you’re looking for a more effective business development strategy, email Lee McKnight Jr., VP of Sales at RSW/US at lee@rswus.com.

Learn more about our outsourced business development programs here.

Learn more about our process here.

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