很多“新生代”的外貿(mào)業(yè)務(wù)員會(huì)覺(jué)得開(kāi)發(fā)信是老一套的手法，低端且無(wú)效！更受喜歡的都是各種社媒營(yíng)銷(xiāo)，自建站，地推......等等。

不可否認(rèn)，在現(xiàn)在的外貿(mào)市場(chǎng)環(huán)境下，塑造好個(gè)人(公司)IP，是全方位有助于進(jìn)行新市場(chǎng)拓展，客戶(hù)開(kāi)發(fā)，持續(xù)成交。

但是，這并不代表開(kāi)發(fā)信是過(guò)去式。相反，開(kāi)發(fā)信依然是一個(gè)成本極低且有效果的外貿(mào)客戶(hù)開(kāi)發(fā)方式之一。

當(dāng)然，怎么寫(xiě)好開(kāi)發(fā)信？是你要不斷思考揣摩的問(wèn)題。

如果你還在抱怨自己發(fā)了很多開(kāi)發(fā)信，可收到客戶(hù)回復(fù)的卻寥寥無(wú)幾時(shí)，你要停下來(lái)思考自己的開(kāi)發(fā)信寫(xiě)得如何？

請(qǐng)記?。?strong>“有效的開(kāi)發(fā)信一定是獲知客戶(hù)的痛點(diǎn)并準(zhǔn)確傳達(dá)產(chǎn)品價(jià)值，只有被打動(dòng)的客戶(hù)才會(huì)回復(fù)你。”

今天，分享3個(gè)優(yōu)秀思路的開(kāi)發(fā)信模板優(yōu)化進(jìn)階和修改點(diǎn)評(píng)，幫助你真正從思維上理解如何寫(xiě)好開(kāi)發(fā)信，如何提高回復(fù)率。

開(kāi)發(fā)信模板一

修改前：

Re: New Energy Saving Iron( 或者其他)

Dear Smith,

Leading companies such as XXXX, now use XXX as their reliable supplier for XXＸ products.

For a cost equating to XXX, your customers will be able to save energy cost by %.

The remarkable XXXX Iron uses (工藝) to:

和客戶(hù)相關(guān)的成果1

和客戶(hù)相關(guān)的成果2

和客戶(hù)相關(guān)的成果3

To test XXX’s effectiveness, you can arrange a free no-obligation trial now, by just replying this email. We will reply you immediately to arrange it.

Best regards,

XXX

修改后：

一般簡(jiǎn)短的開(kāi)發(fā)信三段就夠了。

第一段：我能帶給客戶(hù)什么好處？(客戶(hù)為什么要看這封開(kāi)發(fā)信？)

第二段：客戶(hù)憑什么可以相信我？

第三段：引導(dǎo)客戶(hù)應(yīng)該怎么進(jìn)展？

要讓文字背后是思想和靈魂，所以這三個(gè)問(wèn)題，你自己一定得要想清楚，然后用最簡(jiǎn)潔有力的語(yǔ)言把它說(shuō)出來(lái)，這樣你的開(kāi)發(fā)信就有力度了。否則沒(méi)有內(nèi)涵，再漂亮的語(yǔ)言都是浮華不實(shí)的句子堆砌。

Re: Saving your purchasing cost for quality XXXX

Dear John,

When you next consider your arrangements for XXX products, I would welcome the opportunity to understand your requirements and situation.

Our customer include (XXX,XXX), who have found our XXX is superior in quality while saving them % cost from working with us.

I will send you more detailed information regarding this product in another email. When you receive it, can you please email me your requirement for this product?

Best regards,

XXX

這個(gè)標(biāo)題的切入點(diǎn)很重要，針對(duì)不同類(lèi)型的客戶(hù)，他們關(guān)注點(diǎn)是不同的。

比如小企業(yè)主，你可以和他說(shuō)，幫他賺錢(qián)，但對(duì)于一個(gè)職業(yè)采購(gòu)經(jīng)理，他對(duì)這個(gè)興趣就不大，他的職責(zé)是幫公司省錢(qián)，省了錢(qián)就有功勞有獎(jiǎng)金，所以你說(shuō)可以幫他省錢(qián)，他會(huì)更關(guān)注。

零售商，批發(fā)商，網(wǎng)店等各類(lèi)不同的客戶(hù)，他們?nèi)绾芜\(yùn)營(yíng)他們的生意，業(yè)務(wù)員最好能有所了解。比如，一個(gè)大超市，他們的貨架對(duì)于他們來(lái)說(shuō)是最值錢(qián)的東西，他要求貨品不僅要價(jià)格便宜，而且還要有很大的市場(chǎng)。一個(gè)產(chǎn)品上架需要一年甚至更多時(shí)間，你如果用一個(gè)臨時(shí)促銷(xiāo)活動(dòng)的低價(jià)去吸引他，肯定不靈光的。

開(kāi)發(fā)信模板二

修改前：

Have a good day!

This is Sam from ABC factory producing Gloves. I am gald to know that you are a leading wholesaler of gloves. Hope to establish a good business relationship with you.

點(diǎn)評(píng)：這個(gè)開(kāi)頭談不上錯(cuò)誤，但是過(guò)于平淡。不能讓客戶(hù)立即感受到和你做生意會(huì)有什么好處，或者說(shuō)沒(méi)有建立客戶(hù)和這封郵件的關(guān)聯(lián)。

Our factory is one of the biggest glove factories in China with already 10 years’ history. We can provide you good quality gloves with good price and service. We have a lot of advantages for all kinds of Glove styles, Ladies, Men’s, Kids. Attached are some pictures of our products and workshops for your reference. Please check and let me know what kind of gloves you are interested, or you can show your styles for our offering.

點(diǎn)評(píng)：這個(gè)公司介紹部分是典型的以product feature來(lái)介紹的，同樣不能讓客戶(hù)產(chǎn)生關(guān)聯(lián)感，也無(wú)法讓客戶(hù)感受到能給他帶來(lái)什么好處。另外空泛缺少支撐，因?yàn)槟愕耐幸餐瑯佣紩?huì)對(duì)客戶(hù)說(shuō)：“我是最好的?！?/p>

We would like to take this opportunity to establish business relationship with you.If you want to know more about us, you can add me on your Skype or E-mail or visit our website as below my E-Business card. Maybe it is a start of our business. If you are interested in our goods, pls let me know . If you will attend the coming Canton Fair at April,2018 , pls don't hesitate to contact me at any time . we will waiting for you there and show our more good samples for your reviewing.

點(diǎn)評(píng)：不夠簡(jiǎn)要，同時(shí)也沒(méi)能給出充足的理由和動(dòng)力引導(dǎo)客戶(hù)給你回復(fù)。

Any questions, Pls let me know at any time. Looking forward to your earlier reply!

Best regards,

Sam

修改后：

Dear John,

一定要找到合適的聯(lián)系人，Dear sirs和Dear John的回復(fù)率有幾倍的差異。就比如你對(duì)著一群人說(shuō)：“請(qǐng)去把門(mén)關(guān)一下。”和你說(shuō)：“張三，請(qǐng)去把門(mén)關(guān)一下?！毙Ч峭耆煌?。

Dear sirs,客戶(hù)無(wú)法感受到自己和這封郵件有什么關(guān)聯(lián)，而Dear John,那這封郵件就是寫(xiě)給自己的，關(guān)聯(lián)自然就產(chǎn)生了。

Good morning!

I just visited your web site, and know that you are the leading wholesaler in Poland for fashionable gloves, with prestigious reputation for the quality.

一開(kāi)始就談客戶(hù)的情況，讓客戶(hù)與郵件進(jìn)一步建立起聯(lián)系。

You may be happy to find a new reilaible source of gloves with superior quality & Reasonable prices. You can select from an abundant variety of premium quality Jeans with stylish originaldesigns updated every 6 monthes.

點(diǎn)出客戶(hù)切身的實(shí)際利益。

Our factory has a capacity of XXXX gloves monthly, probably the largest in China. Since 2009, we have passed ISO9001, and all our products has CE certificate. I attach the certificate images in the next email,please find them.

自信的展現(xiàn)出自己的實(shí)力。

Our satisfied customers include XXX, XXX & XXX. I am confident that when you work with us, you will have the same satisfaction like them. To enable you to get a good understanding of our quality and service, we would like to extend a very special offer for your first sample order, with 15% (only limited to the first container).In the next email, I will attach you the product catalogs. Please tell me what items are more salable for you.

給出客戶(hù)采取行動(dòng)的理由和動(dòng)力。

Best regards,

Sam

PS: We are also very capable to custom make for you. Please just tell me the styles you select.

進(jìn)一步敦促客戶(hù)采取行動(dòng)。

其實(shí)開(kāi)發(fā)信的關(guān)鍵就在于如何從標(biāo)題就能吸引住客戶(hù)打開(kāi)郵件，正文部分要繼續(xù)能抓住客戶(hù)的注意力，讓客戶(hù)保持這個(gè)興趣一直讀下去，在這個(gè)過(guò)程中被你的產(chǎn)品或者offer所打動(dòng)，并最終積極引導(dǎo)客戶(hù)采取行動(dòng)回復(fù)你的郵件。

開(kāi)發(fā)信模板三

修改前：

Dear **

Glad to know you from your website,that you are the leading company in Japan for machine vision system.

點(diǎn)評(píng)：后面應(yīng)該再追一句概述他的業(yè)務(wù)性質(zhì)，特色等的話(huà)，表示你對(duì)他們慎重研究了。比如：I just notice that you pay much attention to lower your cost for quality machine vision system.

This is ***company here.

點(diǎn)評(píng)：這句話(huà)有些生硬，過(guò)渡不自然，缺少人情味。May I introduce myself to you ? I am XXX, from XXXX. 這樣會(huì)更人情味一些。

I am sure we are the right one for you to seek vision solution, Industry information,customizing products on your request.

點(diǎn)評(píng)：這后面一句太突然，沒(méi)有過(guò)渡。

Maybe we can help you to save at least 10% cost saving with more high quality service.

點(diǎn)評(píng)：Maybe這個(gè)詞沒(méi)有力度，不自信，猶豫不肯定。

Some of our new models,such as Machine vision Lens/ Bi-Telecentric Lens /HD XGA Industrial Cameras,have a bright market at home and abroad.

點(diǎn)評(píng)：have a bright有點(diǎn)歧義，不如就用good,注意用最簡(jiǎn)單的英語(yǔ)，很多日本人包括其他母語(yǔ)不是英語(yǔ)的國(guó)家客戶(hù)，他們的英語(yǔ)并不好。

Could you please do me a favor to tell me what items are more salable for you?

點(diǎn)評(píng)：這句同樣是讓客戶(hù)的感覺(jué)很突然，很莫名其妙。

Best regards,

Ling

修改后：

Dear XXX,

Good morning!

I am very glad to know you from your professional website, you are the leading company in Japan for machine vision system. I also notice that you pay much attention to lower your cost for quality machine vision system. That is where I can be of help.

May I introduce myself to you? I am XXX, from XXXX. We have been in machine vision system industry for more than XXX years. I am confident that we are capable to meet your quality standard, while cutting your cost by at least 10%. Please be sure, we are also very capable to custom produce with your drawings.

To enable you to evaluate our quality, may I invite you to visit our factory?(或者：may I send you a sample?)

Best regards,

XXXX

由于實(shí)際情況不一樣，不一定就合用，貼這個(gè)例子，是希望大家通過(guò)對(duì)實(shí)際案例的運(yùn)用，來(lái)思考和了解開(kāi)發(fā)信應(yīng)該怎么寫(xiě)，只看理論會(huì)讓人有點(diǎn)迷糊。

以上針對(duì)3個(gè)優(yōu)秀思路的開(kāi)發(fā)信模板進(jìn)行了優(yōu)化進(jìn)階和修改點(diǎn)評(píng)。不建議大家直接套用模板，而是希望能從優(yōu)化和修改點(diǎn)評(píng)的內(nèi)容里深度思考：我發(fā)給客戶(hù)的開(kāi)發(fā)信有沒(méi)有可以改善的地方？

用案例說(shuō)話(huà)，教你如何寫(xiě)出有吸引力的開(kāi)發(fā)信以及主題

高回復(fù)率的開(kāi)發(fā)信都有這些共同點(diǎn)

作為外貿(mào)客戶(hù)開(kāi)發(fā)，一定要多渠道實(shí)施，保持良好的開(kāi)發(fā)信習(xí)慣非常有必要。

更多外貿(mào)干貨知識(shí)，請(qǐng)關(guān)注微信公眾號(hào)：外貿(mào)原力