Propose an integration

Subject lines

• An integration between our products(used in the template)
• An integration between our products
• Our shared customers

Follow-ups reply in the same thread, so they’re sent as “Re:” the first subject.

The sequence: 2 emails

1. Email 1 · day 1

   An integration between our products

   Hi {{first_name}}, Several of our customers have asked whether our scheduling app connects with {{company}}, so I'm writing to see if you'd be open to an integration. Our team would build and maintain it against your public API. What we'd ask from you is a contact for technical questions and, once it's live, a listing in your integrations directory. Is that worth a short call? {{sender_first_name}}

2. Email 2 · day 7 (6 days after the previous one, if there’s no reply)

   Re: An integration between our products

   Hi {{first_name}}, If partnerships sit with someone else at {{company}}, I'd be grateful for a pointer. {{sender_first_name}}

{{first_name}} and similar are filled from each lead; after a “|” is the text used when the field is empty. Written for a scheduling app writing to a video conferencing company's partnerships lead.

When to use it

When you can see real overlap in customers, or customers have asked for the integration.

Why it works

• Evidence of demand (customer requests) is more persuasive than 'we think it'd be great'.
• Spelling out who does the work removes the biggest objection to partnerships.
• It asks for a conversation, not a commitment.

How to adapt it

• Say how you know customers overlap. Customer requests are the strongest reason.
• Offer to build the first version yourself if you can. It makes yes much easier.