Developing customers with such outdated emails, no wonder there are no orders!

As a foreign trade specialist, developing clients and securing orders has always been at the core of the job. Effective communication is essential in this process, and email is our most common means of communication with clients. Its importance goes without saying, yet I’ve noticed that many in the trade don’t use it as effectively as they could. So, what is the correct way to “open” an email?
 

 
 Let’s start by looking at the following email:
 
Hello Mr. Jame White,
 
How are you?
 
We know your company from the internet and we know that your market is in the LED lighting field in Poland.
 
We would like to take this opportunity to introduce our company and products. This is Alice from ABC Company. We are one of the largest manufacturers in this field in China, and I hope to cooperate with your company.
 
Please allow me to introduce our products to you. We have many items such as LED lamps, outdoor and indoor bulbs, and LED strips. We have much experience in this field. I will give you more details about our products if you are interested in them.
 
We will offer you the best price and quality. Please go to our website for more details, www.***.com.
 
Can you introduce your company to us or your target products market? Thank you.
 
We look forward to your specific enquiries and hope to have the opportunity to work together with you in the future.
 
Best Regards,  
Alice
 
This is an older email template for a development letter. It might have been effective 7-8 years ago, but in 2024, it’s somewhat lacking. Let’s identify some of the issues:
 
First, the overall structure of the email is a bit disorganized, and the information is not conveyed clearly. The company introduction and product information are too general, lacking specific product features, advantages, or customer success stories, making it difficult to capture the recipient’s interest. Additionally, directly asking the recipient to introduce their company and target market can come off as presumptuous and impolite. A more appropriate approach would be to gently guide the client to provide this information.
 
The email also lacks a clear suggestion for the next steps, and the signature is incomplete. These issues can affect the email's effectiveness. Here is a revised version:
 
Hi Mr. James White,
 
I hope this email finds you well.
 
During my research into the LED lighting market in Poland, I came across your esteemed company. Given your expertise in this field, I wanted to introduce our company and explore potential collaboration opportunities.
 
My name is Alice, representing ABC Company, one of the leading manufacturers of LED lighting solutions in China. We specialize in a wide range of products, including LED lamps, indoor and outdoor bulbs, and LED strips. With extensive experience and a proven track record in the industry, we pride ourselves on delivering high-quality products at competitive prices.
 
We believe that our innovative solutions can add significant value to your offerings. I would be delighted to provide more details and discuss how we can meet your specific needs.
 
You can learn more about our products and services on our website: www.abc.com
 
Could you please share some information about your company's focus and target products? This will help us tailor our proposal to better suit your requirements.
 
I look forward to your response and hope to establish a fruitful partnership with your company.
 
Best regards,  
Alice  
Sales Manager, ABC Company  
Email: alice@abc.com  
Phone: +86-123-456-7890  
Website: www.abc.com
 
The revised email is more complete, the language is smoother, and it subtly guides the client to respond further. However, it’s important to note that this is not a one-size-fits-all template. Each company has unique products and customer bases, and development letters should be customized accordingly. Only by doing this can you ensure that your development letters bring substantial returns.
 
There is no email that guarantees a 100% response rate, and no one can promise even a 30% response rate. Therefore, there is no such thing as a standardized email. The effectiveness of an email depends on whether it addresses the client’s pain points, meets their needs, or alleviates their concerns. Only by doing this can you capture the client’s interest and establish a stable connection, making order acquisition within reach.