How should development email be written?

Many newcomers to foreign trade have provided feedback saying they don't know how to write development emails. Some online email templates are overused or not suitable for their specific business environment. This article aims to offer essential expressions for various parts of business emails to help newcomers in foreign trade.
 
Even as a newcomer, you should have seen some emails. All marketing emails, whether they are introductory emails or replies to inquiries, must follow three principles: clarity, organization, and a clear main point. With these principles in mind, let's look at how to write each part.


 
Salutation
"Hi" and "Dear" are the two most commonly used salutations. Using "Dear" at the beginning of an email is fine, but be sure to follow it with the recipient's name. If you are contacting the customer for the first time, it is recommended to use “Hi + customer name”.
 
If you do not know the recipient's name, you can use “Greetings” or “Hi there”. However, avoid using “Dear Sir” and “Dear Madam”, as these salutations are outdated and can come across as impersonal, making the email look like a mass mailing.
 
Starting
The opening can briefly mention a previous interaction, such as thanking the customer for meeting with you, visiting your company, or having a conversation. Mentioning a previously discussed topic helps to jog the customer's memory. If there is no specific point to reference, you can thank them for their email.
 
Common expressions include:
 
1. I do appreciate your patience in waiting for a response.
2. I would just like to confirm the main points we discussed on Friday.
3. Thank you for your (kind) letter of January 15th.
4. It was a pleasure meeting you in Shanghai last month.
 
After this brief introduction, you can proceed directly to the main point. The body should be concise and to the point to ensure a good reading experience for the customer.
 
State the Main Point
This section explains the purpose of the email, such as requesting assistance, providing a quote, or responding to a customer's question. Common expressions include:
 
1. We are writing to inform you that.../ to confirm.../ to request.../ to enquire about...
2. I am contacting you for the following reason...
 
After stating the main point, remember to include a call to action, telling the customer what the next step should be. Common phrases include:
 
1. We would appreciate it if you would …
2. Please let me know what action you propose to take.
3. We are quite willing to ...
4. We are pleased to announce that .../ to inform you that .../ to learn that ...
5. After careful consideration we have decided (not) to ...
6. Please note that the goods we ordered on (date) have not yet arrived.
7. I am writing to express my dissatisfaction with ...
 
Closing
The final paragraph is usually for pleasantries, expressing your expectations, such as looking forward to a reply or feedback. Common expressions include:
 
1. We should be grateful for your furnishing us details of your requirements.
2. If there is anything we can do to help you, we shall be more than pleased to do so.
3. Looking forward to your reply.
 
Ending
We usually add a closing greeting at the end. Common expressions include:
 
- Thank you
- Best wishes
- Warm regards
- All the best
- Best of luck
 
After the greeting, you can add your name, and some people also include their phone number or social media information. For a more professional look, it is best to use an email signature tool to format this information nicely. Some of these tools were shared in the article "5 Essential Tools for Writing Professional Foreign Trade Emails".