[hawkharris]

The advice in this post is excellent. I would only add that it can be more effective to open by mentioning the other person's work and / or achievements (instead of pitching yourself and your company in the first paragraph). Most people are selfish and they want to know what's in it for them, even if that something is just recognition.

[waterside81]

I think your point about making your pitch about the other person is bang on, but for different reasons. The whole reason why someone would use your software/product is because it benefits them. So starting off by saying something like "Our product X can help increase your sales by 10%" is just good salesmanship.

[asdfologist]

Many smart people would see right through it.

[hawkharris]

See through what? If you're inclined to contact a person or company, you probably do admire that person or organization's work. If you genuinely appreciate it, let them know sooner rather than later. And if you don't, don't contact them.