An introduction letter tells a new audience who you are, what you do and why it matters to them, then offers a simple first step. It suits new businesses, new branches, new account managers and firms entering a new area.
Overview
Unlike a sales letter, an introduction letter is about building recognition and trust. It answers three questions in order: who are you, why are you writing to me, and what can I do next. The tone is friendly and specific, with no hard sell.
Introductions work particularly well when there is a natural reason to write: you have opened nearby, you have taken over an existing business, a new person is looking after their account, or you have started serving their sector. Name that reason in the first paragraph.
A small, genuine welcome offer or an invitation, such as an open day or a free first consultation, gives the reader a reason to act now rather than file the letter.
When to use it
How to start, step by step
- State the reason for writing. Open with why this reader is hearing from you now.
- Say what you do in one sentence. Plain words, no jargon, focused on what the reader gets.
- Show you are real. Include an address, a named person and facts the reader can check.
- Offer one first step. An invitation, a free first visit or a call, with a reference code.
- Choose the audience. Use a list you hold, or an audience of UK addresses around a postcode built during planning.
Which format to choose
| Use | Format | Why | From, per item |
|---|---|---|---|
| Personal introduction | Letter — A4 | Signed, letter-like and trustworthy. | £1.90 |
| Neighbourhood announcement | Postcard — A5 portrait | Visual, quick to read, no envelope. | £2.20 |
| Premium introduction to key contacts | Postcard — A5 enveloped | Arrives in an envelope with a short message. | £2.20 |
Prices come from the live AutoLetters price list. They include printing and UK postage, are the same at any quantity, and have no VAT added because AutoLetters is not VAT registered.
Worked example
Illustrative scenario, not a customer case study. A new independent veterinary practice introduces itself to 400 households around its premises. The letter is signed by the lead vet and invites readers to a free first check-up with a reference code.
400 × Letter — A4 at £1.90 each = £760.00, printed and posted.
Response depends on your list, offer and timing, so we do not quote response rates. Measure your own with a unique code or web address.
Mistakes to avoid
- Writing about your history instead of the reader’s benefit.
- No named person, which makes the letter feel anonymous.
- Offering too many services at once.
- No first step, so the letter is read and forgotten.
Preparing artwork that prints correctly
Every format has a trim size, a bleed area and a safe zone. Extend background colours and images into the bleed so no white edge appears after cutting, and keep text, logos and QR codes inside the safe zone. Use images at 300 DPI at printed size, and leave the address area clear, because the printer adds the recipient's address there. Each product page lists the exact supplier measurements, and Lenny checks uploaded artwork against them before you approve it.
Building a list you can use
You can send to a list you already hold or to an audience of UK addresses built around a postcode. If you use your own list, include only people you have a lawful basis to contact by post, remove anyone who has asked not to hear from you, and keep a record of where the data came from. The Information Commissioner's Office publishes guidance on direct marketing under UK GDPR. Check that every address is complete and current: incomplete addresses cost money and do not arrive.
Measuring the result
Decide how you will count responses before you send. A unique discount code, a short web address, a dedicated phone number or a simple “how did you hear about us?” question all work. Divide the campaign cost by the number of responses to get a cost per response, then compare it with your other marketing. Where you can, hold back a small group from the mailing, so you can see how many of them would have responded anyway.
How AutoLetters handles it
Lenny, the AutoLetters AI campaign specialist, helps you choose a format, drafts the wording and artwork to the printer's exact measurements, and helps build the audience: either UK addresses around a postcode or a list you already hold. You review a print-accurate preview, then approve the exact print file. Nothing is printed or posted until you approve it.
AutoLetters sends addressed mail to UK addresses only and does not offer unaddressed door drops. Postal delivery timings are not guaranteed.
Questions
Can I send to addresses near my business without a list?
Yes. Lenny can build an audience of addressed UK homes or businesses around a postcode. AutoLetters does not offer unaddressed door drops.
Plan your campaign with Lenny
Describe what you want to promote and who should receive it. Planning is free and needs no account.
Plan with Lenny See pricing