An integrator is not just a contractor. They are the ones who implement, configure, understand other people's business processes, and help the company work better. But to start implementing, you need to attract those who need implementation.
A good integrator knows how to automate CRM, set up ERP, build BI, attach analytics, and configure a B2B portal. But writing cold emails is something they are only just starting to learn.
We understand. Because this is another area: communication, engagement, a short dialogue by email without unnecessary words, but with maximum benefit.
Furthermore, there is a long sales cycle, multiple decision-makers, and a complex product. Therefore, simply writing "We implement Bitrix / amoCRM / 1C. Interested?" no longer works. And it hasn't worked for a long time.
You need a sequence. Neat, consistent, well-thought-out. Without pressure. With a relevant topic, context, and logic. A sequence that doesn’t close the deal outright but warms up, engages, and leads to a call or briefing.
In this article:
we will show how an integrator can build a sequence of emails for lead generation,
provide examples of topics and templates,
explain how to talk about software in human language,
and what definitely should not be done to avoid ending up in spam or being ignored.
What should be in an integrator's email
Your task is to reach out. Not to talk about all the features of the system. Not to show how you implemented SAP in 2006. But simply and clearly to answer three silent questions from the recipient:
Who are you?
Why are you writing to me?
What do you want from me?
Here’s what should definitely be in a good cold email from an integrator:
Simple, clear language
The email should not be about integration, but about the benefits it brings.
Don’t say:
Our company implements ERP solutions using microservices architecture and a flexible access rights system.
Say instead:
We help companies in warehousing and logistics monitor shipments and inventory through a single system. Without Excel and phone calls.
Focus on pain, not on technology
Don’t talk about how you have integration with APIs, webhooks, and custom roles. Instead, show what problem you are solving for the client.
Example:
We see that many face chaos in logistics: different channels, manual reports, no proper connection between departments. We solve such tasks through CRM + ERP in one window.
Personalization by industry and role
The email should not be for "everyone," but for a specific person in a specific company. If you’re writing to an IT director — a bit more technical is acceptable. If to an owner — focus on business metrics.
Example:
I see you are working in the furniture manufacturing segment — we just automated order management for a factory in Tver.
A case instead of "we are great"
Saying “we have a strong team” is useless. It’s better to show what you have already done for someone similar.
Example:
We recently launched a CRM + warehouse system for a company with 15 managers and 3 warehouses — we helped speed up order processing by 30%.
Soft and clear CTA
"Buy now" is not an option. It's better to suggest discussing, showing an example, or understanding needs.
Examples:
Is it convenient to have a 10-minute call — I’ll show a couple of cases.
If the topic is relevant — I’ll send a PDF with examples.
If it's not interesting — just let me know, and I won’t bother you :)
Email sequence for integrators: 5 steps to dialogue
Integration is not a quick process. And the decision to do it is also not made after the first email. That’s why a sequence works: a series of emails with logic, personalization, and respect for the recipient's time.
Below is a basic structure of 4-5 emails that works well in B2B for integrators, especially if you work in CRM, ERP, BI, IT support, logistics, or eCom infrastructure.
Email 1 — Initial contact
Goal: introduce yourself, define the problem, offer a short contact
Example:
Hello, Ilya.
I saw that you work in the distribution segment — such companies often have disparate IT systems: Excel, manual reports, CRM and logistics not connected.
We automate such processes: we integrate CRM + warehouse + BI into one system.
Would it be convenient to have a 10-minute call? I’ll show a case in FMCG?
Advice: keep it short, without unnecessary tech jargon. The key is the problem and value.
Email 2 — Follow-up: polite reminder
Goal: remind about yourself and add extra value
Example:
Ilya, good day!
I wrote a couple of days ago regarding system integration. Perhaps my email got missed.
We did CRM + warehouse for a company from Khabarovsk — managed to speed up shipment by 22%.
If the topic is relevant — let’s discuss the format. I’d be happy to share the case.
Advice: don’t pressure, don’t repeat the first email verbatim. It’s better to enhance with examples.
Email 3 — Adding values
Goal: provide useful material, PDF, or guide
Example:
I’ll toss in a short PDF — a checklist: "Is your company ready for automation?"
No fluff, just 10 points. Clients use it as internal diagnostics.
If you show interest after this — I’ll tell you what we can offer specifically for you.
Advice: don’t sell, help. That builds trust.
Email 4 — Alternative or gentle exit
Goal: close the sequence respectfully or suggest another format
Example:
Ilya, I understand that this may not be a priority right now.
If it's relevant in the future — I’d be happy to revisit the dialogue.
Or perhaps it’s worth discussing later / with a colleague from IT? I can write to them directly if you provide the contact.
Advice: closing doesn’t mean "goodbye." It’s better to say, "I’ll stay in touch."
(Optional) Email 5 — Final, with a light reminder
Goal: leave the door open
Example:
I’m writing finally to avoid being bothersome.
If integration of CRM or BI becomes relevant later — just reply.
I’ll stay in touch.
This sequence can be launched for specific segments — for example, eCom, manufacturing, logistics, or fintech.
The key is to adapt to the specific problem and speak the language of business, not just about "functionality."
Common mistakes in integrator emails
You write something that seems relevant, but there’s silence in response. Why? Often it’s not because you have a bad product. It’s about how you tell about it. Here’s what breaks even the best offer.
Email about software, not about the task
“We implement Bitrix24, amoCRM, and custom solutions with API integration.”
But what the client needs is not the API, but to ensure that the sales department does not lose leads. Don't write about the stack. Write about the result. About the effect. About specific benefits.
Technical overload
“We implement integration with your 1C through REST, using custom pipeline connectors.”
Even if you’re writing to an IT director — it’s better to keep it simple. Numbers, timelines, analogies, results — those are clearer than a specification from the technical assignment.
Universal email to everyone
“Hello, we automate for all industries.”
No. A cold email should be personal. Industry, type of company, recipient’s role — all of this affects the context. The details matter: “I saw your website / article / case” — and the person already understands you are not a bot.
Too aggressive an offer
“Ready to start tomorrow, just need your response.”
“Leave a request right now.”
This works in contextual advertising. In outreach — it repels. No one is ready to act "right now". Give them space. Offer to discuss, send examples, adjust to their schedule.
No clear CTA
The person reads the email. Okay. What next?
What do you need from them? To reply? To call? To forward it to a colleague?
If there’s no clear call to action — 99% will just stay silent.
Email - a canvas without structure
Without paragraphs. Without spaces. Without meaning. Even if the text is fine — it visually feels exhausting. Nobody wants to read it.
Add some air:
short paragraphs,
clear transitions,
readable phrases.
Main takeaway:
You are not just "selling integration". You are trying to initiate a dialogue. The easier it is to read and understand you — the higher the chance they will respond.
Email sequences for integrators: frequently asked questions
How many emails should be in the sequence?
3 to 5 emails is just right. Emails are not sent every day, but with pauses in between. The scenario is simple:
Initial contact,
Follow-up,
Case or value,
Alternative,
Final (as needed).
What is the interval between emails?
On average — 2–4 days. Too frequent — it feels pushy. Too rarely — they will forget who you are.
Optimal:
Email 1 → pause 2–3 days
Email 2 → pause 3 days
Email 3 → 4–5 days
And the final — at your discretion
Who to write to in a company?
It all depends on the size and structure. But most often:
CEO / co-founder (in small companies),
director of development / commercial director,
IT director, if the topic is technical,
head of sales or marketing department.
But it’s better to write to everyone at the same time, but with different approaches.
What is considered a good open rate?
40–60% is normal, 70% and above is excellent, especially if you are writing to a valid database with a proper subject.
If it’s below 20% — the problem lies in:
email subject,
domain,
warming up emails,
outdated database.
What to write in the email subject?
Don’t write “ERP implementation” or “Commercial offer”. Try to be human and context-based.
Examples:
[Name], an idea for CRM in logistics
How to speed up applications — experience from eCom
I saw your website — question about BI
We have a similar client, might be useful
Can I offer a demo right away?
Sometimes — yes. If you clearly understand the client’s problem and are sure you are hitting the role and moment. But more often — it’s better to provide value first, generate interest, and then invite them for a call.
We will help you launch email outreach for integrators
Email sequences for integrators are not "mailing for the sake of mailing". It’s a well-thought-out process where each email brings you closer to dialogue. And if everything is done wisely — even a cold email can lead to a demo, a brief meeting, and then a deal.
After registering with Coldy, you will receive a free consultation, where:
we will analyze your niche and audience,
we will select the structure of the sequence,
we will help you format the first emails,
Register — and start sending emails that are read, not ignored.
