In the course of business, you may need to introduce your customers to a new account manager – it could be a colleague, or perhaps even yourself. The are many reasons for this, including:
- The old account manager is leaving the company.
- The old account manager is getting reassigned.
- The customer upgrades to a plan that demands a more senior account manager.
- The customer didn’t have an account manager to begin with.
- The new account manager was recently hired to take over the customer’s account.
- The customer is new.
No matter the reason, this introductory email is the perfect opportunity to make a good first impression and set a collaborative tone with your customer – seize it. This is also your chance to keep your customers satisfied and up to date with all the right information.To help you compose this introduction email to the customer, here are some tips, a sample template you can modify to your needs, and five examples showcasing how the template can be used.
How to introduce a new account manager
7 tips to craft an effective new account manager introduction email to customers:
- Strike the right tone
- Reassure the customer
- Add a little background
- Personalize, where possible
- Share contact details and invite customers to ask questions
- Give appropriate details
- Arrange an introductory call, if possible
Here’s a breakdown of the best tips for writing emails introducing account managers, either as a leader (e.g. sales manager, CEO) or as a team member:
- Strike the right tone. Your email should be positive, even if the reasons for sending it aren’t (e.g. the previous account manager being dismissed). Reflect the tone used by your company when interacting with customers – for example, if your company uses a “startup casual” tone or formal tone, your introductory email should, too. Also, use a subject line that clearly describes what the email is about in an enthusiastic tone (see further down for example subject lines).
- Reassure the customer. If a customer has a long-standing relationship with the old account manager, or they were just starting to gel, it might come as a shock to hear they’re getting a new contact. Be sure to let them know that even though their contact is changing, nothing else will, and the new account manager is fully informed about their situation.
- Add a little background. Whether you’re introducing yourself or a colleague, let the customer know who they’ll be dealing with. Briefly state their role – you might even want to lay out their skillset – and describe how they will add value to the customer.
- Personalize, where possible. If the new account manager is taking over hundreds of accounts, personalization may not be an option. But, if the number of accounts is manageable, it pays to personalize. You could talk about the new account manager’s experience solving specific challenges that are relevant to the customer.
- Share contact details and invite customers to ask questions. Your email should include the new account manager’s phone number and email address, and possibly even social media contacts – provided they are used for business. Encourage customers to ask the new account manager or the sales leaders any questions they have.
- Give appropriate details. For example, if the previous account manager was dismissed, there’s no reason to mention it in your introductory email. If customers specifically ask, go with a generic reply like “they’re no longer working with us”. If, however, the account manager is being promoted or found a better job, give them a shoutout – it might help make a good impression.
- Arrange an introductory call, if possible. Again, an introductory call may not be realistic if we’re talking about hundreds of accounts. But, it may be possible (and valuable) if there are only a few. Ask the customer whether they’d like to speak to you or the new account manager.
How to use our template
Any words included in brackets are placeholder text – replace them with whatever makes the most sense for your business. In some cases, sentences inside brackets could be removed altogether depending on the type of email you’re sending. Feel free to modify this template and insert a touch of personality.
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Sample Template
There are three sample templates you can use as a new account manager introduction email to customers. The first and second versions are for when someone else (a manager or a colleague) introduces the new account manager. The third version is for the new account manager to introduce themselves. In the examples in the next section, you’ll see how to modify these two templates depending on the situation.Also, here are some example subject lines you could try:
- You’ll have a new account manager soon!
- Introducing your new account manager at Acme
- A change in your point of contact
- A quick introduction: Your new account manager
Version 1: Introductory email from a sales or company leader
Introducing your new account manager at Acme
Dear [Customer name],Hope all is well! I’m the [Sales Director] at Acme and I’m sending you this email to introduce your new account manager. I’m pleased to say [employee’s name] recently [joined our company/was promoted to account manager/etc.] and we’re excited to have such a great asset on our team.[Your previous account manager, employee_name, was promoted to new_role and will be taking on different responsibilities].[New account manager] has [X years] of experience in [field of sales or account management]. [State one or two interesting accomplishments]. I’m confident they’ll bring value to you and help you get the most out of our [product/services].So, please meet [employee’s name]! They will reach out to you soon for an introductory call. You can also reach out to them by phone: +123456789 or email: employee@company.com.Best,[Your name]
Version 2: Introductory email from a previous account manager
You’ll have a new account manager soon!
Dear [Customer name],I trust all is well. I have some news to share – as of [next week], I’ll be [in a new role at the company/no longer at the company/etc.] It was a pleasure working with you and I hope I was able to help you get the most out of our [product/service] during our time together.Before I go, I’m happy to introduce [Colleague’s name] as your new account manager. [New account manager] has [X years] of experience in [field of sales or account management]. [State one or two interesting accomplishments].I’m confident they’ll add real value as you use Acme’s [products/services].If you have any other questions, you can reach out to them by phone: +123456789 or email employee@company.com.Here’s to the start of a good working relationship!Regards,[Your name]
Version 3: Introductory email from the new account manager
A quick introduction: Your new account manager
Dear [Customer name],My name is [your name] and I’ll be your new account manager. I’m looking forward to working with you and can’t wait to help you get the most out of our [product/service].[Here’s just a little bit about myself: I’ve been working in sales at Acme for the past three years, starting out as a business development manager and working my way to account management. I’ve studied my team’s notes on your company’s challenges and how you use our product diligently.]I’d love to have an introductory video call with you to discuss how we can help your company further (did you know we have a number of cool features coming up?) Feel free to book a call in {this link}.If you don’t have time for a video call, but you do have questions for me, then you can always email me. I’m also available on +123456789 if you prefer.Thanks and have a great day![Your name]
5 examples of introducing new account managers to customers
Here are five different examples showing how the template can be adjusted to suit the situation. The body text changes depending on who is sending the email and why.
1. Introducing yourself as a new contact
Dear Davu,My name is Antonio and I’m your new account manager. I’ll be your point of contact for all matters related to your account. I’m pleased to be working with you and can’t wait to help you get the most out of our product. Here’s just a little bit about myself: I’ve been working at Acme for the past three years, starting out as a business development manager and working my way to account management. I’ve studied my team’s notes on your company and how you use our product. I’d especially like to talk to you about the challenges you were facing with user adoption – there are quite a few solutions we could try out.I’d love to have an introductory video call with you to get to know each other and discuss solutions. Feel free to book a call in {this link} at any time that’s convenient to you. You can email me or call me at +123456789 if you prefer.Thanks and have a great day!Antonio
2. Introducing a team member who’s reporting to you
Dear Lucy,Hope all is well! I’m the Sales Director at Acme and I’m sending you this email to introduce Mariah as your new account manager. I’m pleased to say she recently joined my team and she’s already exceeding my expectations. Mariah has three years of experience in customer support and customer success where she learned a great deal about how to meet customer needs. I’m confident she’ll be able to help you as you scale your team and look for new and efficient ways to collect data.So, please meet Mariah! If you have any questions, you can get in touch with her at +123456789 or mariah@acme.com. She’ll be reaching out to you soon to arrange an introductory call, too.Thanks and have a nice day,Paula
3. Introducing a colleague when the old employee is leaving
Dear Roberta,I trust all is well. I have some news to share – as of this Friday, I’ll be moving on to a new role at another company. It was a pleasure working with you and I hope I was able to help you get the most out of our product during our time together.Before I go, I’m happy to introduce Neil as your new account manager. Neil has 5+ years of experience in account management for big SaaS companies, including Example1 and Example2. He joined Acme last week and we’re really excited to have him onboard. I’m confident he’ll add real value as you use Acme’s software.If you have any other questions, you can reach out to him at: +123456789 or neil@acme.com.Here’s to the start of a good working relationship!Regards,Annabelle
4. Introducing a colleague when there’s organizational restructuring
Dear Adam,I trust all is well. I have some news to share – as of this Friday, I’ll be moving to our sales enablement team and I won’t be able to manage your account anymore. It was a pleasure working with you and I hope I was able to help you get the most out of our product during our time together.But no fear! I’m happy to introduce Daphne as your new account manager. Daphne is a seasoned account manager at Acme and knows our product and customer base inside out. I’m confident she’ll add real value as you use our services.If you have any questions, you can get in touch with her at: +123456789 or daphne@acme.com. She’ll also be reaching out to you soon.Here’s to the start of a good working relationship!Regards,Bret
5. Introducing yourself to a new customer or upgraded account
Dear Ricky,Welcome to Acme, thanks for choosing us! My name is Cassandra and I’ll be your new account manager. I’m looking forward to working with you and helping you get the most of our platform. I’ve attached a [slide deck, PDF, brochure, chart] mapping out the steps of your onboarding as you explore new features and services. As a first step, please {follow these instructions} to customize your account.Also, I’d love to have an introductory video call with you so we can discuss how we can help your company further. Feel free to book a call in {this link}. If you have any questions, you can always email me. I’m available on +123456789 if you prefer, too.Thanks and have a great day!Cassandra
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