You will all be aware of the situation.. you see a page that is simply crying out for your link to be added. You browse the site trying to find a suitable contact person. You end up settling for info@ or support@ and are never really sure if the correct person ever saw it.
"for attention of web development team"
Done that yesterday and got a call this morning this was the third time of trying. Before now it had simple been "site suggetion" or "link request"
"Link exchange",to the point and the people who deal with it know immediately. Although I think now some spam filters are starting to filter them out.
Also females with sexy names get a better response. I have guys from Kurgystan doing links and they are far from sexy :) They are called Brigette and that.
FYI out of all the recips we have in our db info@ is by far the best mail to send it to. webmaster@ is a close second admin is also there but a lot of time admin@ is some smelly system admin who will just throw your email to spamcop because that is the sort of poeople they are.
If you think a site is looking to exchange then "link exchange request" is probably the way to go, but if you know the people who will read your email arent anything to do with the maintainance of the website then you need to be a little persuasive. :)
If you let them know it is intended for someone else then they are less likely to bin it, almost like throwing your next door neighbours postal mail away because the postie put it through your letter box :)