首先，“你是谁”。你公司的产品定位如何？适合哪里的市场？特点是什么？想清楚这些问题的答案，你就知道你这封开发信是应该发给西欧的客户，还是发给北非的客户，明确你的发信对象；
其次，“他是谁”。他是代理商，那么最关心的可能就是你公司的代理政策及后期支持是否比别的厂商好；如果他是终端用户，那么他关心的就是如何使用；如果他是关注款式的更新，那么对你的研发和创新能力的关注可能要大过价格和质量。明确你的发信对象的喜好，就能明确你要说什么；
最后，“怎么说”。语言一定要精炼，必要的礼节和礼貌用语要注意。不用谦卑地求着别人买，也不要毫无礼貌地说话。记住双方是未来可能的合作关系，我们是平等的。
下面我们来分析几个案例：
案例一：
Your Sir/Madam,
Have a good day!
We learned that you are in the market for metal products.
I did a little bit research on your company, I’m sure you would be continuously looking at opportunities to expand your product supplying scope services and enhance your company reputation in the metal products market, and increase your market return with our constant joint efforts.
Our company specializes in iron wire, Hexagonal wire mesh and welded wire mesh. We can fulfill any of your business needs and maximize your business profits with lots of metal products as we are the source.
Pls feel free to contact me if you have any questions.
Your reply with detail requirement is really appreciated!
Best Regards
点评：
1） 忌统称“Your Sir/Madam”。现在都讲究定制，所以如果知道对方的名字，一定要写上名字，忌“尊敬的先生女士”这类无针对性的称呼；
2） 商业邮件，不需要过多的寒暄，建议在商言商，直截了当说明来意。Have a good day! We learned that you are in the market for metal products.西方人常说：Business is business. Be straightforward；
3） 说话说重点，说对方关心的话。I did a little bit ...这一整段都是销售人员在自说自话；另外，Our company specializes ...这一段泛泛介绍了自己的主营产品，没能根据对方的需求，告诉对方自己独特之处。所以自然无法从众多同行的千篇一律的开发信中脱颖而出。
案例二：
Dear David
We get your inquiry in internet and now we would like to have a brief introduction about our company for your understanding. We are professional battery manufactures and exporters in China and established as a joint venture by Local grow-up and foreign investment with over ten years experience.
The Huge brand of batteries(special for prime battery) has been successfully established and highly recognized in the domestic market as well as abroad.
The Huge brand of batteries series comply with Europe environmental friendly standard, 98101EC and enjoys the users’ favor of Europe, USA and South-east Asia, etc, which annual output is about 360 million pieces. Our factory located in Xingtang town , Guangzhou city and occupies an area of 3500 square meters with a skilled workforce of over 700 including thirties technical professionals, equipped with Fuji automatic production lines.
Our main product range(special for prime battery) as follows
1) Greenergy Super Heavy Duty Battery in metal jacket (R20P DR14P CR6P AAR03P AAA6F22 9V)
2) Greenergy Extra Heavy Duty Battery in pvc jacket (R20P DR14P CR6P AAR03P AAA6F22 9V)
3) Greenergy Long Life Carbon-Zinc in pvc jacket (R20C D R14C C R6C AA R03C AAA 4R25 R1)
4) Greenergy Super Alkaline Battery in pvc jacket (LR20 DLR14 CLR6 AALR03 AAA6LR61 9VLR1)
We can provide shrink(bulk) and blister card and other packaging by LCL cargo, 20ft container and 40ft HQ container at your request. Our full production process strictly adhered to the ISO9001 quality control system, our higher quality, advanced equipment and technology ensure a guarantee in leakage-proof , retention and duration. Our batteries have achieved the standard of the international famous brand.
Your OEM orders are also warmly welcomed, it is our commitment to satisfy your requirement, please trust that we will be your reliable business partner for our good reputation, good quality and competitive price. Attached is our product photos.
Please feel free to contact us or visit our website: http://www.xxxxx.com.
Yours sincerely
点评：
这封开发信最大的问题在于语言。语言不精炼、思路不清晰，业务员写开发信之前，没有经过很好的思考和语言组织，想到什么写什么。如此长篇幅的开发信，买家有耐心看完这封信的几率几乎为零。
