"I don't know what to email" — How to create content for overseas buyers and shift your mentality from domestic marketing

Many export managers feel lost when it comes to what they should include in their emails. "I just translated our company overview and product catalog and sent them out, but I've received zero replies."

I recently heard this from an export manager at an industrial parts manufacturer. They considered attending an overseas trade show but wanted to start by reaching out via email, so they translated their domestic sales materials and sent them to over 30 companies. The result? Zero replies.

When asked what went wrong, I gave them this advice: "It’s not necessarily that your content was bad; it’s that your communication design was still rooted in a domestic perspective."

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The misconception that "translation equals communication"

Materials used for domestic sales are designed for people who share a set of unspoken assumptions.

Phrases like "high quality," "attention to detail," and "a long history" carry specific gravity within Japanese business culture because the recipients share the same context.

However, overseas buyers lack this "unspoken context."

"Even if it says 'High quality product with long history,' the buyer just thinks, 'So what?'"

This is a sentiment I’ve heard directly from overseas partners while supporting Japanese companies in their global expansion.

Domestic marketing works by highlighting product "attributes." Quality, materials, manufacturing processes, and history are valid hooks for domestic customers.

But in B2B sales to overseas buyers, utility within their business context—how it can help them succeed—must come first. This is why you must change the starting point of your design.

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The anatomy of a high-converting cold email for overseas exports

Let’s get straight to the point: effective cold emails to overseas buyers almost always share the same structure.

Start with "their market"

Domestic emails often start with "Our company..." Effective emails to overseas buyers start with "Your market..."

For example, if a functional food company is approaching a Southeast Asian buyer:

❌ Domestic approach: "We are a 50-year-old established manufacturer producing functional foods with carefully selected ingredients."

✅ Buyer-centric approach: "The functional food market in Southeast Asia is showing steady annual growth. We see rising demand among health-conscious 30-40 year-olds, particularly in Singapore and Malaysia. If you are looking for products that target this segment, our lineup might be a great fit for you."

The product is the same, but the starting point is completely different. Showing that you are focused on their business directly boosts response rates.

Provide "proof" with concrete data

"High quality" is not proof. Identifying who guarantees that quality is proof.

Reports from JETRO (Japan External Trade Organization) frequently state that third-party certifications and proven transaction records are essential when approaching overseas buyers.

For example:

• "ISO 9001 certified with shipments to 7 countries."
• "3 years of OEM supply experience with the XXX Group in Germany."
• "Currently supplying to over 150 retail chains in Japan."

These concrete facts help the buyer decide that your company is legitimate. Such data drastically shortens the time required to build trust.

Keep the "ask" small

Asking for a "quote" or "distributor agreement" in the first email is too heavy for the recipient.

Foreign buyers will stop replying the moment they feel pressured by a massive commitment. Contrary to what some might think, this is a universal trait among buyers in the West and Asia.

Limit your call-to-action in the first email to something minor:

• "May I send you a sample?"
• "Could we schedule a 15-minute online meeting?"
• "I would like to send you our product specifications. Would you like to review them?"

Lowering the hurdle for your call-to-action is the fastest way to increase your reply rate.

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Changing how you evaluate content in export marketing

Many managers get stuck here:

"Honestly, I can't think of anything to send besides our product catalog."

It’s not wrong to send a catalog, but it isn't enough on its own. You need to design what goes before and after that catalog.

Add "information that makes the buyer’s job easier"

Import buyers are always asking themselves, "Will there be any trouble selling this in my country?" Regulations, HS codes, and labeling requirements are a hassle to research personally. Simply adding one sentence can change the response:

"The HS code for this product is XXXX.XX. The current import duty rate for Singapore is X% (as of 2024)."

This conveys the attitude of "I’ve researched this on your behalf." It’s an extension of the Japanese value of "consideration for others," adapted for a global stage.

Create an FAQ of "frequently asked questions"

From what we’ve observed, managers with consistently high reply rates almost always attach a one-page FAQ alongside their product info.

Keep it simple:

• Q: What is your Minimum Order Quantity (MOQ)?
• Q: What is your lead time?
• Q: Do you provide custom labeling or OEM?
• Q: What payment terms do you accept (L/C, T/T, etc.)?

If you don't list your MOQ or lead time, you force the buyer to ask, which creates friction and causes your email to be sidelined.

Change one sentence based on the market

Full personalization takes time, but even changing one line based on the country or region changes outcomes.

For example, selling the same Japanese beverage:

• For Thailand: "Japanese products are highly supported in local premium supermarkets, making them ideal for high-end retail."
• For Vietnam: "With the rapid expansion of convenience stores in Vietnam, the visibility of Japanese products on shelves is significantly increasing."

Citing data adds credibility. There are many free resources, like JETRO's market reports. Adding one fact specific to their market gives the impression that you have done your homework.

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Back-calculating from patterns of failure

Common pitfalls that lead to ignored emails:

Too much self-introduction

"Established in 1965, our company has XX employees, ISOXXXX certification, and our main clients are..."

This is standard for a Japanese company brochure but ineffective here. Buyers receive dozens of emails daily and decide within three lines whether a message is relevant. The longer your intro, the faster they close it.

Email attachments that are too heavy

Sending a 10MB+ PDF in the first contact increases the risk of being blocked by spam filters. Just ask, "May I send you our materials?" to bridge the gap.

English that is "too fluent" to identify the sender

Paradoxically, being too polished can strip away the "Japanese manufacturer" identity. Sometimes, a slightly unpolished email that shows real enthusiasm carries more weight than a generic, overly-refined one.

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You only need to "switch" once

If you feel like you have too much to do, remember the goal: switch your starting point. Stop starting with your own company and start by acknowledging the buyer's market. That simple shift changes everything.

Conclusion: What you can change today

1. Start your opening sentence by talking about "their market."
2. Prepare an FAQ addressing MOQ, lead time, and payment terms.
3. Limit your request to a 15-minute meeting or a request to send a sample.
4. Include one piece of market-specific data (e.g., from JETRO) if possible.

Start small. Try changing that one opening sentence today.

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Frequently Asked Questions (FAQ)

Q. Can I send cold emails if my English isn't perfect? A. Absolutely. Sometimes, a slightly imperfect English email that clearly shows a Japanese manufacturer wrote it personally builds more trust. Focus on the message.

Q. How often should I follow up? A. A good rule of thumb is to follow up 5–7 business days after the first email. In each follow-up, provide one new piece of information relevant to their business.

Q. Where can I find buyer lists? A. Use JETRO’s business matching services, local chambers of commerce databases, LinkedIn, and exhibitor lists from international trade shows.

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Start now with Rinda!

Rinda | B2B Global Sales AI Agent for International Expansion

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