Emarketer 研究表明，電子郵件的ROI（投資回報(bào)率）為122％，是社交媒體和付費(fèi)搜索等其他營(yíng)銷策略回報(bào)率的4倍以上。這也說(shuō)明了郵件營(yíng)銷（EDM）在外貿(mào)行業(yè)占據(jù)著非常重要的地位。

一、如何用英語(yǔ)，專業(yè)準(zhǔn)確地介紹公司產(chǎn)品

手把手教你如何專業(yè)準(zhǔn)確地介紹公司產(chǎn)品。

作為外貿(mào)人，我們會(huì)經(jīng)常通過(guò)電話和郵件同老外打交道，而雙方溝通的過(guò)程中，一個(gè)很重要的環(huán)節(jié)就是向?qū)Ψ浇榻B你們公司產(chǎn)品。

那么，到底該如何專業(yè)準(zhǔn)確地介紹你們公司產(chǎn)品，才能吸引買家注意力，甚至“誘導(dǎo)”買家購(gòu)買你的產(chǎn)品呢？

分享一下，5類實(shí)用性英文介紹模板，助你高效同老外介紹公司產(chǎn)品。

01

機(jī)器/機(jī)械/打字機(jī)

（1）This model of XX（typewriter） is efficient and durable, economical and practical for your company.

這個(gè)型號(hào)的XX（打字機(jī)）對(duì)貴公司來(lái)說(shuō)，高效、耐用、經(jīng)濟(jì)、實(shí)惠。

（2）As our XX（typewriters） are made of light and hard alloy, they are both portable and durable.

我們的XX（手提式打字機(jī)）是用輕質(zhì)硬合金制造的，故攜帶方便、經(jīng)久耐用。

02

電子產(chǎn)品/計(jì)算機(jī)/家電

（1）The XX（computer） we produced is characterized by its high quality, compact size, energy saving and is also easy to learn and easy to operate.

我們生產(chǎn)的XX（計(jì)算機(jī)）其特點(diǎn)是品質(zhì)好，體積小，低能耗，而且易學(xué)好用。

（2）Owing to its superior quality and reasonable price, our XX（計(jì)算機(jī)） has met with a warm reception and quick sale in most European countries.

我們的XX（計(jì)算機(jī)）品質(zhì)優(yōu)良，價(jià)格合理，深受大多數(shù)歐洲國(guó)家的歡迎，非常暢銷。

03

服裝/手工產(chǎn)品

（1）Our silk garments are made of super pre silk materials and by traditional silks.

我們的絲綢服裝是用傳統(tǒng)工藝做成的，采用的是高檔真絲面料。

（2）The XX（garments） are magnificent and tasteful and have a long enjoyed great fame both at home and abroad.

這些XX（服裝）華麗、高雅，馳名中外、久享盛譽(yù)。

04

皮具/箱包/鞋帽

（1）The XX（hand bags） we quoted are all made of the best XX（leather） and of various kinds of styles and colors in order to meet the requirements of all walks of life in your country.

我們所提供的XX（手提包）均用最好的XX（皮革）制造，式樣、顏色齊全，以滿足貴國(guó)各階層人士的需求。

（2）XX（hand bags ）of this brand are competitive in the international market and are the best-selling products of their Kind.

這種牌子的XX（手提包）在國(guó)際市場(chǎng)上頗具競(jìng)爭(zhēng)力，是同類產(chǎn)品中最暢銷的。

05

其它產(chǎn)品介紹補(bǔ)充：

（1）As our product has all the features you need and is 20% cheaper compared with that of XX make, I strongly recommend it to you.

我們的產(chǎn)品具備了您所需要的各項(xiàng)特色，而且比XX（競(jìng)爭(zhēng)公司、競(jìng)爭(zhēng)區(qū)域）產(chǎn)品便宜20%，所以我們向您極力推薦。

（2）By virtue of this superior quality and reasonable price , this product is often sold out in many areas.

我們的產(chǎn)品因其卓越的品質(zhì)、公道的價(jià)格，在很多地區(qū)經(jīng)常脫銷。

（3） We have the pleasure in recommending you the goods similar to the samples you sent。Hope all of you will enjoy！

我們很高興地向你們推薦這款同貴方樣品很相近的產(chǎn)品。希望你們會(huì)喜歡！

（4）This machine will pay back your investment in six months./This product will pay its own way in a year.

該機(jī)器半年就可收回投資。/ 該產(chǎn)品一年就可收回成本。

二、手把手教你如何修改開(kāi)發(fā)信

案例（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:

• 和客戶相關(guān)的成果1

• 和客戶相關(guān)的成果2

• 和客戶相關(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，我能給你帶來(lái)什么好處，你為何要看這封開(kāi)發(fā)信？

第二段，你為什么要相信我？

第三段，接下來(lái)咱們?cè)趺催M(jìn)展？

要讓文字背后是思想，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，再美的語(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)不同類型的客戶，這個(gè)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，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，省了錢就有功勞有獎(jiǎng)金，所以你說(shuō)可以幫你省錢，他會(huì)更關(guān)注。

零售商，批發(fā)商，網(wǎng)店等各類不同的客戶，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)促銷活動(dòng)的低價(jià)去吸引他，肯定不靈光的。

案例（二）

修改前

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

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

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

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.

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

Best regards, Ling

點(diǎn)評(píng)

Glad to know you from your website,that you are the leading company in Japan for machine vision system. （后面再追一句概述他的業(yè)務(wù)性質(zhì)，特色等的話，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. （這句話有些生硬，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)更人情味點(diǎn)。） I am sure we are the right one for you to seek vision solution, Industry information,customizing products on your request.（這后面一句太突然，沒(méi)有過(guò)渡。）

Maybe (這個(gè)詞沒(méi)有力度，不自信，猶豫不肯定） we can help you to save at least 10% cost saving with more high quality service.

Some of our new models,such as Machine vision Lens/ Bi-Telecentric Lens /HD XGA Industrial Cameras,have a bright （有點(diǎn)歧義，不如就用good,注意用最簡(jiǎn)單的英語(yǔ)，日本人英語(yǔ)不好。） market at home and abroad.

Could you please do me a favor to tell me what items are more salable for you? （這句有點(diǎn)突然。）

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)了解開(kāi)發(fā)信應(yīng)該如何寫，只看理論會(huì)讓人有點(diǎn)迷糊。

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)頭有點(diǎn)平淡，不能讓客戶立即感受到和你做生意會(huì)有什么好處，或者建立客戶和這封郵件的關(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，也不能讓客戶產(chǎn)生關(guān)聯(lián)感，以及給我什么好處。另外缺少支撐，因?yàn)槿巳硕紩?huì)說(shuō)我是最好的。

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，也未能給出充足的理由和動(dòng)力讓客戶給你回復(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。你對(duì)著一群人喊一聲“請(qǐng)去把門關(guān)一下?！笨纯从腥嘶貞?yīng)你嗎？如果你說(shuō)“張三，請(qǐng)去把門關(guān)一下?！毙Ч峭耆煌?。Dear sirs,沒(méi)有人覺(jué)得自己和這封郵件有什么關(guān)聯(lián)，而Dear John,就是寫給自己的，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)始就談客戶的情況，讓客戶建立起聯(lián)系，這封郵件和他是相關(guān)的。

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)出客戶的利益。

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)題就能吸引住客戶打開(kāi)郵件，正文部分要繼續(xù)能抓住客戶的注意力，讓客戶保持這個(gè)興趣一直讀下去，并在這個(gè)過(guò)程中被你的產(chǎn)品或者offer所打動(dòng)，并最終采取行動(dòng)回復(fù)你的郵件。

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