Ready-to-Use Templates
Copy these templates and customize them for your needs. Each includes HTML and plain text versions.
Quick question about {{companyName}}'s {{topic}}
I noticed something on your site I wanted to flag.
Re: {{proposalTitle}} - any questions?
Following up on the proposal I sent. Happy to jump on a quick call.
{{projectName}} update: {{updateTitle}}
Here's what we accomplished this {{period}} and what's coming next.
New from {{agencyName}} - thought of {{companyName}}
We launched something new that could help with {{painPoint}}.
How we helped {{caseStudyClient}} get {{keyResult}}
Thought this was relevant to what {{companyName}} is working on.
Quick favor, {{firstName}}?
You've been great to work with. Know anyone who could use similar results?
Welcome aboard - here's what happens next
Excited to get started. Here's your onboarding roadmap.
{{projectName}} - scope update for your review
We found something during the project that needs your input.
{{companyName}} Q{{quarter}} review - let's look at the numbers
Your quarterly results are in. Let's review them together.
Would you mind saying a few words about working with us?
It would mean a lot to the team. Takes about 2 minutes.
Your {{serviceName}} retainer - renewing for {{nextPeriod}}
Your retainer is coming up for renewal. Here's a recap of what we've accomplished.
{{projectName}} kickoff recap + next steps
Thanks for a great kickoff. Here's what we agreed on.
Free {{auditType}} audit for {{companyName}}
I ran a quick analysis and found a few things worth sharing.
Best Practices
Personalize cold outreach with specific research - reference their website, recent content, or industry
Lead with value, not credentials - show what you found, not your portfolio
Include measurable results in project updates (traffic, conversions, revenue)
Follow up on proposals within 3-5 business days
Re-engage past clients with relevant new services, not generic check-ins
Ask for referrals right after delivering a big win, not during a lull
Send kickoff recaps within 24 hours while everything is fresh
Start the renewal conversation 30 days before the contract ends, not the week of
Common Mistakes
Sending generic cold outreach without researching the prospect
Leading with your agency's credentials instead of the prospect's needs
Not including results or metrics in project update emails
Following up on proposals too aggressively (daily) or too passively (never)
Treating all prospects the same instead of segmenting by industry or need
Waiting until the contract expires to bring up renewal
Asking for testimonials from clients who haven't seen clear results yet
Skipping the kickoff recap and letting miscommunication snowball
Subject Line Examples
Timing & Performance
Personalization Tips
Your outreach is your portfolio
For agencies, cold outreach serves double duty. It's both a prospecting tool and a demonstration of your capabilities. If your outreach emails are generic and uninspired, prospects will assume your client work is too. Make every email a showcase of the clear, strategic thinking you'd bring to their business.
The best agency outreach starts with research. Reference something specific you noticed about the prospect's website, marketing, or industry. Then connect it to a result you achieved for a similar client.
Project updates are retention tools
Client churn is the silent killer of agency growth. Regular project updates that show measurable progress - traffic increases, conversion improvements, revenue impact - remind clients why they're paying you. They also preempt the "what are we actually getting?" question that leads to cancellations.
Include KPIs in every update. Numbers build trust and justify retainers.
Past clients are your warmest leads
Re-engaging past clients is easier than winning new ones. You already have trust, context, and a track record. When you launch a new service or capability, reach out to past clients who would benefit. The conversion rate on these emails is dramatically higher than cold outreach.
The client lifecycle is your email strategy
The templates above cover every stage of the agency-client relationship: prospecting, closing, onboarding, delivering, retaining, and growing. Most agencies only think about the first two. The ones that grow sustainably invest just as much care in the emails they send after the contract is signed - kickoff recaps, scope updates, quarterly reviews, and renewal conversations. Those are the emails that turn one-off projects into long-term retainers.
Build Beautiful Email Sequences for Your SaaS
Sequenzy helps SaaS founders create automated email sequences that convert. From onboarding to retention - all in one platform.