Email is one of the most frequently encountered and also one of the most important tasks in sales work.
When it comes to writing emails—especially the first development email—many foreign trade salespeople have endless complaints. Something that seems simple can easily go wrong if not handled properly, whether you’re a rookie or a seasoned sales veteran. As a result, development emails may sink without a trace and receive no response.
The importance of development emails is undeniable. When it comes to email-based development, here are some tips for your reference. The work can be carried out in an organized manner from the following aspects.
A good development email requires finding the right contact person, putting in thoughtful consideration, and writing with care in order to achieve a response from the customer. So what kind of groundwork is needed before writing a heartfelt development email?
1. Mental Preparation
For newcomers in the industry, you may often hear things like: development emails don’t get replies, the response rate is too low, it’s a waste of time and energy… So how do you view this phenomenon?
First, if you’ve decided to use development emails as a client acquisition method, you need to have firm belief in it—don’t doubt this approach. Proactive marketing is definitely feasible. As long as you have confidence and passion for your work, getting orders is only a matter of time. Don’t expect customers to come knocking at your door—every success requires effort. In your work, maintain a calm attitude, don’t rush for quick results—slow and steady wins the race. Persistence and a solid, down-to-earth attitude are key.
2. Work Preparation
① Internal—Know Yourself
Before launching an email marketing campaign, a company must first analyze its internal situation, such as: the nature and scale of the company, product features, after-sales service, competitive advantages in the industry (e.g., product, technology, pricing, talent), and industry ranking (e.g., Top 10 Overhead Crane Manufacturers in the World). As a salesperson aiming to promote your company’s products abroad, you must develop product and service expertise. Only by laying a solid foundation can you conduct targeted email marketing based on your company’s actual situation.
② External—Know the Customer
To quickly understand your potential customer, the most direct method is to analyze customs data. Of course, other channels can also be used in combination, such as customer information on various online platforms, country-specific search engines like LinkedIn and Facebook. No foreign trade development tool stands alone—they must be used together to be effective.
Here are three simple ways to use customs data to screen for high-quality clients:
● Screening method (for reference only):
Screen by country: Identify target markets, and use trade tracking to find all clients in that country who import from your country. Based on your product type, rank by purchase quantity or value, and select the top 30% of clients based on procurement volume and supplier structure. Create a table for the screened clients.
● Client analysis:
After initial screening, the next step is to focus on client analysis—company background, company type (retailer, distributor, or professional importer), import history (purchase cycle, procurement channels, product types, transaction volumes, prices, etc.). Customs data is a top choice for this and can be directly viewed in the data. (Tip: We’ll later provide a detailed guide on how to use customs data.)
● Create a client database template:
Customize the header based on your needs, for example, adding a “Follow-up Status” column to record each contact. As the saying goes, “A short pencil is better than a long memory.” The more detailed your records, the more you’ll know about your buyer—which benefits future negotiations. Use divergent thinking to record any important project. Details matter in foreign trade sales—accumulate bit by bit.
Use this spreadsheet daily to identify key clients to target. The more you know about a client, the more highlights you’ll have in your email, increasing the chances of sparking interest.
To summarize in one sentence: “Adjust to local conditions.” Implement email marketing based on your company’s actual situation. Additionally, combining with phone communication is also essential for effective targeting.
3. Clarify the Purpose of Development Emails
Email marketing is a long-term game. Rarely do orders come after just 2–3 emails. Don’t rush. Before writing, clarify your purpose—it must align with your company’s marketing strategy. Are you promoting brand image, specific products and services, or acquiring new clients? A clear and focused objective will strongly support later planning.
Email Writing
Different industries have different email requirements, but the underlying principles are similar. Writing a good email is crucial for customer development. A well-written and sincere development email can impress the customer and lead to stable, long-term follow-ups.
1. Email Subject – A Good Start Is Half the Battle
The subject line in email marketing is key to sparking customer interest. An outstanding title is the first step in effective email marketing. A good subject equals half the success.
However, don’t exaggerate or mislead with your title. Although this might attract the recipient to open the email, if the content doesn’t match the title, it will only lead to disappointment and backlash.
Subject Line Suggestions:
① Include the largest buyer from the target country in the title to convey strong product credibility.
② Borrow phrases from the customer’s website for the title.
③ Focus on customer benefits—the more specific, the better.
e.g., For clients in the right industry, but without visible products on their site, start with:
“Expand your safety products line with economy items – [Company]”
Then refine to:
“Economy safety products – Revenue 20% up – [Company]”
④ Use your main product directly in the subject line—simple yet professional.
“Attn: purchasing – Intelligent products / The 10+10T Automated Electromagnetic Overhead Crane with Lifting Beams is Used for Handling Cast Pipes – [Company]”
⑤ Use market updates in the title:
“Company: Overhead Crane price rise in August.”
⑥ Clearly state your intent:
“Company: How could we be your possible vendor?”
⑦ Translate the subject into the local language (for non-English-speaking countries)
2. Email Body Content
① Salutation:
Everyone likes hearing their name. Use respectful titles like “Mr.”, “Mrs.”, “Miss”, “Ms.” before names.
② Content:
The more you know about the customer’s company, the more relevant your content will be. Emphasize key points early on to show your email is “worth reading.” Highlight or bold important words or phrases to guide the reader and help them grasp the core message.
③ Language and Formatting:
If the recipient finally opens your email only to find numerous typos, awkward wording, poor grammar, and vague expressions—it’s game over. Use active and emotionally engaging language where appropriate.
④ Principles for Writing the Body:
● Avoid cookie-cutter emails—adjust based on client scale and nationality.
● No strict format—use abbreviations or common internet symbols to lighten the tone and build rapport.
3. Avoiding Email Rejection (No Reply)
① Avoid including images or attachments in your first email.
② Avoid placing URLs in the email.
③ Avoid terms like “free” or “low price.”
④ Use a corporate email address.
To sum up, writing a good development email depends on many factors. Most foreign trade development emails are meant to maintain contact and seek opportunities, so don’t pressure the customer for an order too soon. Highlight your professionalism and service attitude.
Even if the client starts showing interest or asks for a quote, stay calm. Don’t get overly excited or accommodate too quickly. Understand the client’s needs and mindset—be targeted, thorough, polite, and detailed in your responses.
Email Sending Timing
Master your target customers’ working hours. Sending your email right before they start work—so it’s the first thing they see—can be incredibly effective!
