Summary: If you're a manufacturer or trading company trying to win international customers, cold email is one of the most powerful tools you have – when it's done properly. This guide shows you how to write high-quality, personalised outreach emails to purchasing managers and procurement heads, based on real buyer research instead of generic copy-paste templates.
1. Stop Spray-and-Pray Cold Emailing
Procurement teams are flooded with boilerplate emails from suppliers claiming to be "leading", "trusted", or "ISO-certified". Most of these messages look and sound identical and go straight to the trash.
In serious export deals, there aren't thousands of real buyers for your product. There are maybe a few dozen to a few hundred companies that matter. That means you can't afford lazy bulk outreach – each serious buyer deserves real effort.
2. Do Serious Research Before You Write Anything
You can't write a strong outreach email if you don't understand what the buyer actually does. Before typing, spend time on:
- what products they import or purchase
- from which countries they usually source
- how frequently they import and in what volumes
- whether they lean low-cost, premium, or sustainability-focused
Use tools like Vujis to see shipment history and buyer behaviour so you know they are a real, active importer – not a random profile on a portal.
3. Understand the Decision-Maker, Not Just the Job Title
You're not emailing a title like "Head of Procurement". You're emailing a specific human who has built a career on making good decisions and avoiding bad ones.
Research them personally:
- LinkedIn: work history, promotions, posts, comments, projects.
- Google: interviews, panels, quotes, conference appearances.
- Industry sources: mentions in trade magazines or case studies.
Your goal is to find one or two specific details that you can reference later as a pattern interrupt – something that proves your email was written for them and only them.
4. Start With a Pattern Interrupt, Not "Hope You're Well"
Weak openers like "Hope you're doing well" or "My name is…" immediately signal that your email is generic. You have a tiny window to show you're different.
Open with something that clearly couldn't be copy-pasted:
- "I saw your recent LinkedIn post about reducing Scope 3 emissions – especially your point on switching packaging suppliers. That hit home."
- "Congrats on your promotion to Head of Procurement at [Company]. I’ve followed your work since your [Previous Company] days, especially the [project] you led."
- "Noticed you studied at NYU and were part of the poetry society – rare combination in procurement, had to mention it."
The more specific, the better. The more human, the better. You're buying a few seconds of attention – use them well.
5. Keep the Email Short, Clear, and Easy to Scan
Research-heavy does not mean long. The best outreach emails are short enough to read in one quick glance on a phone.
As a rough rule, aim for:
- 6–8 short lines max
- no dense paragraphs
- no company history story
A simple structure that works:
- Line 1–2: pattern interrupt (personal detail)
- Line 3–4: why you're relevant to their buying reality
- Line 5–6: specific value you can bring
- Line 7: low-friction next step
6. Make the Offer Hard to Say No To
Purchasing managers are busy. For them to reply, your proposal needs to feel low-risk and useful.
Instead of asking them to "start cooperation", offer something like:
- "We can send a free sample batch at our cost, including logistics, so you can test quality against your current supplier."
- "If you share one recent spec and Incoterm, I'll show you exactly where we're competitive and where we're not. If there's no clear benefit, I'll say so."
- "We can quote 1–2 SKUs you already import so you can compare landed cost and lead times with no commitment."
The first ask should be simple: a spec sheet, a short call, permission to send a sample – not a full contract.
7. Personalise Aggressively, But Keep Language Simple
Personalisation is not just inserting their name. It's referencing their product lines, sourcing geographies, and current setup.
At the same time, avoid corporate fluff words like "synergy" or "leveraging capabilities". The best messages sound like a smart human wrote them, not a template generator.
Use:
- short sentences
- conversational tone
- direct, honest language
8. Use a Multi-Touch Approach (Without Being Annoying)
One email is rarely enough. Serious buyers are busy and often read messages days later.
A respectful multi-touch sequence might look like:
- Day 0 – first email
- Day 3–5 – short follow-up email
- Day 7–10 – LinkedIn connection request with a brief note
- Day 14 – second follow-up with a small extra insight or offer
Email and LinkedIn are usually enough. Instagram or Facebook are too personal for first contact in most industries.
9. Try to Get a Phone Number – and Use It Carefully
A short, respectful phone call can cut through inbox noise if you have a good reason to call.
Ways to find numbers:
- buyer intelligence tools like Vujis
- company websites and switchboards
- trade fair catalogues
- chamber of commerce listings
If you do call, reference your email, ask if it's a bad time, and keep it brief. The goal is to start a relationship, not pressure them on the spot.
10. Make Sure You're Emailing Real Buyers
Even the best outreach email is wasted if you're sending it to brokers, random traders, or companies that barely import.
Start with verified importers – companies with real shipment history in your HS codes. This is where Vujis is useful: it helps you filter for serious buyers before you invest time in research and outreach.
Side note: Some importing companies don't have an online presence. That's why you may want to try our deep research feature.
11. Track Your Outreach Properly
If you're emailing 30–200 high-value buyers, you need a system. Otherwise you'll lose track of who you contacted, who replied, and who is worth following up with.
Use this free tracking sheet (no opt-in required):
Cold Outreach Tracking Sheet for Exporters
Track at minimum:
- company and contact
- dates of emails and follow-ups
- opens, replies, calls, and samples
- notes on objections and interest level
12. Want Deeper Cold Email Training?
If you want a more detailed breakdown of cold email structure, subject lines and examples tailored for exporters, you can go through this training.
It covers how to write messages that serious procurement people actually respond to – not just what looks good in a template.
Example Email Template
Subject: Quick idea on your [product] sourcing for [Company] Hi [First name], I saw your recent post about [specific topic – e.g. reducing supplier risk / carbon footprint], especially your point about [specific detail]. We manufacture [product] in [your country], and from the shipment data I’ve seen, your team already imports similar specs into [destination country / region]. In a few cases we’ve helped buyers reduce landed cost / lead time because of [shorter routes / duty situation / packaging efficiencies – only if true]. If you’re open to it, I can put together a simple comparison on 1–2 SKUs you already import and show you where we’re competitive and where we’re not. If there’s no real advantage, I’ll say so and leave it there. Would it be unreasonable to ask for a recent spec + your usual Incoterm for [product] so I can check? Best, [Your first name] [Role, Company] [Website]
Final Thoughts
There are only so many serious buyers for your product in the world. You can either treat them like a mailing list, or like the small group of people who decide your export future.
The exporters who win are the ones who combine good data (to find real buyers) with good outreach (to contact them like humans, not email addresses). Vujis helps with the first part; this framework helps with the second.