Expanding into a new city is the moment a business discovers how much of its pipeline was really word of mouth. The referrals stop, the walk-ins stop, and the reputation you spent years building does not travel with you.
The problem is recognition, not quality
You are not less good in the new city. You are simply unknown in it. That is a communication problem, and communication problems respond well to consistent, direct contact.
Narrow to the city, deliberately
The instinct when entering a new market is to go broad. Resist it. Choose the city and the product category that matches what you offer, and reach people who are actually in a position to become customers. A campaign to a whole country from a business with one location in Delhi wastes most of its reach.
With Find New Customer you choose the market, the product category, the state or region and the city — so a business serving Delhi reaches Delhi.
Say that you are new
Being new is not a weakness to hide. It is the most interesting thing about your email. “We have just opened in Delhi” is a reason for someone to read on. A generic introduction is not.
Write it once, personalised with the customer’s name and city, and let it run daily while you get the location established.
Give it a month before you judge it
A new city takes longer than an established one. The people who eventually become your best customers in a new market are frequently not the ones who respond in week one. Look at a month of engagement before deciding whether the offer or the targeting needs to change.
Run the old city alongside
Expansion should not cost you your existing market. Campaigns for different cities run independently, on their own schedule, so your established location keeps being promoted while the new one gets going.
And if you are expanding across a border rather than across a country, note that each market — India, USA and Europe — has its own daily customer reach. Adding a market never divides the one you already have.