How to write a development letter so that customers are willing to click on it?

Cold emails are an essential first step when reaching out to potential clients. However, since every customer has different concerns and preferences, even emails of the same type can have very different open rates. The key is to tailor the content to both the customer and your product, rather than copying blindly.
 
While I don’t recommend copying someone else’s content word for word, the structure and approach can definitely be borrowed. Here are some practical tips.
 


1. Customize your subject line – avoid “spammy” words
 
Include the client’s company name + product name in the subject line, with 2–3 keywords at most. For example: “ABC Ltd – Textile Machinery Supplier from China.”

At the same time, avoid spam-trigger words like Re:/FW:/supply/price list/cooperation/Urgent… as these lower open rates and may get your email filtered out completely. If you’re targeting smaller language markets, try using the local language whenever possible — it helps create a better impression.
 
2. How to write the body? Focus on value + interest
 
That’s the only way to get replies. Collect your past high-reply and high-click emails at different sales stages, and turn them into templates. Later, you just need to update key details. This keeps emails relevant and improves efficiency. Here’s a good structure:
 
• Greeting: For the first email, use “Hi + customer name/company” instead of a stiff “Dear.” Once you’re familiar, just “Hi” works.
• Introduction: One sentence about who you are + what you do. If you have big-name clients, mention 1–3 as social proof. For example: “This is Jack from XYZ. We supply auto parts to customers such as …”
• Show your products: Don’t dump a full catalog. Pick a few popular or representative ones, and display them in a table + pictures (model/spec/price/lead time). Clear and visual works best.
• Tailor your content: Check their website, social media, or store reviews to find out what they care about. Then highlight how your product solves these pain points. That’s how you hit their “itch point.”
• Close with a Call to Action (CTA): For example, “Would you like to receive a sample?” or “Can we arrange a short call this week?”
 
3. Follow-ups matter more than the first email
 
It’s normal not to get a reply to your first email. The key is to follow up consistently, at least 7 emails in total. These can cover: sample offers, new product launches, industry news, trade show invitations, etc.

Even topics unrelated to business (sports, weather, food, holiday greetings) can help — as long as they get a response. Regular, well-timed follow-ups build familiarity, and customers will gradually remember you.
 
4. Best timing to send emails
 
Data shows that the best response times are 09:00–10:30 AM and 15:00–16:00 PM in the customer’s local time. Try to schedule your emails within these windows.
 
Some regional tips:
Europe (France/Germany/Italy/Spain/Netherlands/Portugal): Working hours 15:00–23:30. Best to send and reply during this window.

India/Pakistan: Working hours 11:30–20:00. Indian clients are price-sensitive, so including “cheap price” in the subject can actually improve open rates.

Middle East (Egypt/Libya/Jordan/Palestine/Qatar/Saudi Arabia): Working hours 15:00–23:30. Sending emails at 21:00 works best. Start with “Salmo Alikom” as a greeting — it’s a bonus point. Note: no work on Fridays.
 
5. Suggested follow-up rhythm
 
Week 1: Send your first email → follow up on day 2 or 3 asking whether they received it, or if they’d like a sample.

Week 2: Send 3–4 more emails, aiming for a phone call. Avoid Mondays and Fridays — instead, pick mid-week working hours in their time zone.