Follow-up of foreign trade development letters: How to grasp the best timing and communication points!

Customer follow-up is one of the most critical elements in international trade. Industry data shows that well-planned and strategically executed follow-ups can increase response rates by more than 40%. But how do you know when to reach out, what to say, and how to build lasting trust with global buyers?

Based on the real-world experience of top salespeople and industry research, this guide details the best practices for follow-up in B2B international trade, focusing on timing, communication strategies, and execution details.

Timing is everything: Make smart follow-up plans

The first follow-up email should be sent within 3-5 days of initial contact . Sending it too soon may seem pushy, while sending it too late may cause your message to be forgotten.

For customers who don’t respond, consider keeping “easy touch” by sending quarterly updates with industry insights or new product information . This helps keep your brand top of mind without seeming obtrusive.

Also, consider time zones and cultural preferences:

• Europe and the US: Send emails during business hours (e.g. 15:00-23:30 in Europe, 21:00-5:00 in the US).

• Middle East and Southeast Asia: Avoid Fridays, as they are often religious holidays.

• India: Use a subject line that emphasizes cost-effectiveness, such as “Affordable solutions for your business.”

• Brazil: Highlight the free sample in the subject line to grab attention.

Communication strategy: delivering value and building trust

Each follow-up email should have a clear purpose. Instead of using generic phrases like “I look forward to hearing from you,” use a specific call to action (CTA) that encourages customers to engage immediately.

• First follow-up: “Can you share your feedback on the sample by next Wednesday?”

• Follow-up: “Would you like us to send a preliminary quote for your review?”

As the conversation progresses, gradually lower the barrier to participation. Start with a video call, then move to email confirmation or document sharing.

Personalization is key. Here are some suggestions:

• Subject line: Avoid generic subject lines like “Re: Our Meeting.” Try “Add this to your inbox - Custom Packaging Solutions.”

• Content: Reference a previous conversation and emphasize its value. For example, “Our XXX certification documents can help you comply with EU regulations.”

• Attachments: Use descriptive names, such as “Market Analysis_Customer Name.pdf” instead of “Quote.pdf.” This can increase open rates by up to 3 times.

Keep your tone professional and respectful. Avoid sounding complaining or desperate. Instead, focus on empathy and clarity:

Instead of: “Why haven’t you responded yet?”

Try saying something like, "We know you're busy. We just wanted to ask if there's anything else we can do to help you."

Keep your email short and concise — between 80-120 words. Use bold or bullet points to highlight key points and make the email easy to scan.

Implementation details: From broad outreach to targeted engagement

Effective follow-up is more than just sending emails, it’s about managing relationships strategically. Use a CRM tool like AB CRM (basic version is free) to categorize contacts based on factors such as purchase volume, interaction frequency, and potential.

Combine email with social media. Post a customer case study on LinkedIn and tag the relevant purchasing managers. Then, follow up with an email that includes a link to the post.

When sending samples, please include two business cards (one of which should be marked "For Your Colleague") and secure the quotation with a paper clip. These small details can significantly enhance your professional image.

Track metrics like email open rates and attachment downloads. Test different subject lines and content styles to find the best results. If a customer hasn’t responded after three emails, consider changing the contact person or adjusting the product recommendation.

Common Mistakes to Avoid

Don’t rely on templates. Make each follow-up email unique, with a fresh subject line, a personal lead, and up-to-date resources . Avoid using fake subject lines like “Meeting Summary” to trick recipients—it can backfire and damage your credibility.

Pay attention to time zones. Before sending an email, be sure to double-check the local business hours. For example, the best time to contact Australian customers is between 6:00 am and 2:00 pm Shanghai time.

Top salespeople also use unconventional tactics. For example, they may openly acknowledge that a product is more expensive but emphasize its superior quality and provide test reports to back it up. This builds trust and demonstrates confidence.

Final Thoughts: Build Trust, Not Just Make Sales

The goal of following up isn’t just to get a response, it’s to build a long-term relationship. Every email, every call, every interaction should add value to your client’s business.

Keep these points in mind:

• Timing: First follow-up is 3-5 days, adjusted for time zone and culture.

• Content: Every email should have a clear goal and prompt the customer to take action.

• Details: From title to packaging, every step must reflect professionalism and differentiation.

• Tools: Use AB CRM system (smart follow-up) and social media to turn passive leads into active partners.

By following these steps, you’ll not only increase your response rate, but also lay the foundation for long-term business success. Act now – Your next big sale may be just one well-timed follow-up away.