Sending an email to a company or a person offering a product or service can be a huge challenge. One of the reasons it is so challenging is the fact that you are asking a stranger for money in exchange for a product or service.
My case is a bit different when it comes to reaching out to app publishers. The main difference is that I am offering these publishers a solution that can increase their revenue and improve their overall brand perception (native ads vs. 'pop-ups'). I would compare it to sending an email to someone telling them they have won the lottery. There are a lot of factors at play here:
1) Authenticity - the receiver will probably think it is too good to be true and disregard the email, likely not even opening it.
2) Finding ways to build rapport - It is often ambiguous, especially with cold calls/emails, however, there is a lot of info on the web that can help gain conversational ammunition.
3) Balance between being personal and being professional - You don't want to sound overly eager, or desperate, but at the same time, you don't want to sound robotic and scripted.
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