Summary: what does a good cold email look like?
A good cold email does just five things: the subject names the recipient's specific problem; the first sentence explains why you're writing to "this company"; it covers just one problem they care about, with one verifiable result; the next step is small, such as a 15-minute online call or sending a datasheet first; and the signature is complete, so they can look you up. Ideally, the whole email fits on one phone screen.
5 tips for writing cold emails
Do your homework and write "why you"
Don't open by introducing yourself; explain why you're writing to this company: a new fab expansion, a trade show launch, a job posting, industry news. One sentence tells them this isn't a mass email.
Subject = their problem
Subjects like "Partnership invitation" or "Product introduction" are easily skipped as ads. Rewrite them around what the recipient cares about, for example "Automating the labor bottleneck in OSAT shipping packing."
One problem, one piece of proof
A long list of product features makes it harder to grasp the point. Pick the problem they're most likely facing, pair it with one verifiable result with numbers, and save the rest for the meeting.
Small next step
Asking for an hour-long presentation in the first email is too big an ask. Use requests that are easy to say yes to, like "a 15-minute online call" or "let me send the datasheet first."
Full signature
Include company, title, phone, and website. Technical buyers often check your website or LinkedIn first; if they can find you and understand what you do, trust can take hold.
Chinese template
Replace the text in 〔〕 with your own content. Templates are a skeleton; rewrite at least the "why I'm writing to you" sentence in every email, or it becomes a mass email.
主旨：〔製程／設備〕的〔具體問題〕，〔一句話說明解法〕 〔稱謂〕您好： 我是〔公司名稱〕的〔姓名〕，負責〔產品線〕。看到貴公司〔觸發點：新廠擴建／展會發表／徵才內容〕，想到可能會遇到〔具體問題〕，所以冒昧來信。 我們提供〔產品〕，曾協助〔同業類型，例如：竹科封測廠〕把〔指標〕從〔數字〕改善到〔數字〕。 如果貴公司也在評估這類改善，方便約 15 分鐘線上說明嗎？也可以先寄規格書給您參考。 〔姓名〕 〔公司名稱〕〔職稱〕 〔電話〕｜〔網址〕
主旨：SEMICON Taiwan〔攤位號〕交流後續：〔對方提到的問題〕 〔稱謂〕您好： 謝謝您〔日期〕到〔攤位號〕交流。您提到〔對方的問題或規格條件〕，附上〔對應資料：規格書／應用案例〕供您參考。 針對您提到的〔條件〕，我們的做法是〔一句重點〕，細節可以在技術會議上說明。 方便的話，〔下週二或週四〕安排 30 分鐘線上會議嗎？我們可以帶工程師一起參加。 〔簽名〕
English template
For export sales, the first email is usually in English. Export cold emails should be even shorter and more direct. Addressing people by first name is common; results need numbers, not just "high quality" or "best solution."
Subject: Reducing 〔problem〕 on your 〔process / line〕 Hi 〔First name〕, I noticed 〔trigger: your new fab in ___ / your talk at SEMICON ___〕, so I thought this might be relevant. We make 〔product〕 for 〔industry〕. At 〔type of customer〕, it 〔result with a number, e.g. cut unplanned downtime by ___〕. If 〔problem〕 is on your list this year, would a 15-minute call next week be useful? I'm also happy to send the spec sheet first. Best regards, 〔Name〕 〔Title〕, 〔Company〕 〔Phone〕 | 〔Website〕
Japanese template
Japanese customers value courtesy and accuracy: address the recipient with company, department, and full name plus "様," open with "突然のご連絡失礼いたします," and offer Japanese-language materials proactively. Getting honorifics wrong costs more than leaving them out, so have a Japanese speaker review before sending.
件名：〔工程・設備〕における〔課題〕の改善について（〔自社名〕） 〔会社名〕 〔部署名〕〔氏名〕様 突然のご連絡失礼いたします。 台湾の〔自社名〕で〔製品〕の営業を担当しております、〔氏名〕と申します。 〔展示会名／貴社ウェブサイト〕にて〔製品・工程〕について拝見し、ご連絡いたしました。 弊社は〔製品〕を手がけており、〔業界〕のお客様において〔課題〕を〔具体的な数値〕改善した実績がございます。 貴社の〔工程〕でも同様の課題がございましたら、15 分ほどオンラインでご説明の機会をいただけないでしょうか。日本語の仕様書を先にお送りすることも可能です。 ご検討のほど、よろしくお願い申し上げます。 ―――――――― 〔氏名〕 〔会社名〕〔役職〕 〔電話番号〕／〔URL〕
No reply? Follow-up templates
No reply doesn't necessarily mean no interest; the email may simply have sunk. The common approach is to follow up in the same thread about a week apart, adding one new piece of information each time, and stop after two more emails at most.
主旨：（回覆同一串）Re: 〔原主旨〕 〔稱謂〕您好： 補充一份〔新資訊：同業案例／技術文章／測試數據〕，跟上次提到的〔問題〕有關：〔連結或附件〕。 如果現在不方便，也歡迎告訴我適合聯絡的同事。 〔簽名〕
主旨：（回覆同一串）Re: 〔原主旨〕 〔稱謂〕您好： 前兩封信可能來得不是時候，我就先不打擾了。 之後如果有〔問題〕相關的評估，歡迎直接回覆這封信，我會請工程師準備資料。 〔簽名〕
5 common mistakes
- Company history first→Why them, first
- "Partnership" subject→Their problem
- 20-page catalog→One relevant file
- Mass mailing→Tailor each one
- One and done→Two follow-ups
Legal notes
In Taiwan, collecting and using contact data must comply with the Personal Data Protection Act; you must be able to explain where your list came from, and honor requests to stop contact. For recipients in the EU, the GDPR also applies.
Japan's Act on Regulation of Transmission of Specified Electronic Mail generally requires prior consent for advertising emails; companies or sole proprietors who publish a business email address on their website and elsewhere are an exception, but if they state that they refuse advertising email, you can't send. Every email should include sender information and a way to opt out.
The above is general information, not legal advice; consult a professional about your situation before sending at scale.
FAQ
How should I write a cold email subject line?
Name a specific problem the recipient cares about rather than "Partnership invitation" or "Product introduction." For example, "Automating the labor bottleneck in OSAT shipping packing." The more specific the subject, the less it looks like a mass ad.
How long should a cold email be?
Ideally it fits on one phone screen: why you're writing to them, one problem, one verifiable result, one small next step, and a complete signature. Save other details for the meeting.
How many times should I follow up without a reply?
The common approach is to follow up in the same thread about a week apart, adding one new piece of information each time, with at most two more emails; the last one says you won't bother them further and leaves your contact details.
Can cold emails be sent in bulk?
We don't recommend it. Mass emails lack the "why I'm writing to you" sentence, get low reply rates, and are easily flagged as spam. List target accounts first and rewrite at least the opening of each email; also comply with personal data laws, and for Japanese recipients, the Act on Regulation of Transmission of Specified Electronic Mail.
What should I watch for in English or Japanese cold emails?
English emails should be short, direct, and include numbers; Japanese emails need the correct company, department, and full name plus "様," correct honorifics, and proactively offered Japanese materials. Ideally, have someone familiar with local business culture review before sending.