用這樣“老掉牙”的郵件開(kāi)發(fā)客戶，難怪沒(méi)訂單！

作為外貿(mào)員，開(kāi)發(fā)客戶和接訂單一直是工作的核心。這其中離不開(kāi)溝通，而郵件又是我們與客戶間常用的溝通方式。其重要性自不必多說(shuō)，但小助理發(fā)現(xiàn)很多外貿(mào)小伙伴并沒(méi)使用的很好。那么正確的郵件“打開(kāi)”方式是怎樣的呢？



先來(lái)看一下，下面的這封郵件：

Hello Mr. Jame White,
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How are you?
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We know your company from the internet and we know that your market is in the LED lighting field in Poland.
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We would like to take this opportunity to introduce our company and products. This is Alice from ABC Company. We are one of the largest manufacturers in this field in China, and I hope to cooperate with your company.
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Please allow me to introduce our products to you. We have many items such as LED lamps, outdoor and indoor bulbs, and LED strips. We have much experience in this field. I will give you more details about our products if you are interested in them.
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We will offer you the best price and quality. Please go to our website for more details, www.***.com.
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Can you introduce your company to us or your target products market? Thank you.
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We look forward to your specific enquiries and hope to have the opportunity to work together with you in the future.
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Best Regards, ?
Alice
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這是較為老的一封開(kāi)發(fā)信的郵件模板，在7-8年前這樣的郵件還是不錯(cuò)的，但放在2024年就有些不夠看了。我們不妨先來(lái)找一下“茬”：
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首先，郵件整體結(jié)構(gòu)有些混亂，信息傳遞不夠清晰。公司介紹和產(chǎn)品信息過(guò)于籠統(tǒng)，缺乏具體的產(chǎn)品特點(diǎn)、優(yōu)勢(shì)，或客戶成功案例，難以引起客戶的興趣。此外，直接要求收件人介紹公司和目標(biāo)市場(chǎng)，顯得過(guò)于冒昧，不夠禮貌。更為恰當(dāng)?shù)淖龇ㄊ且愿竦姆绞揭龑?dǎo)客戶提供信息。
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同時(shí)，郵件還缺少明確的下一步行動(dòng)建議，簽名也不完整。這些問(wèn)題都會(huì)影響郵件的效果。下面是經(jīng)過(guò)修改后的版本：
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Hi Mr. James White,
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I hope this email finds you well.
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During my research into the LED lighting market in Poland, I came across your esteemed company. Given your expertise in this field, I wanted to introduce our company and explore potential collaboration opportunities.
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My name is Alice, representing ABC Company, one of the leading manufacturers of LED lighting solutions in China. We specialize in a wide range of products, including LED lamps, indoor and outdoor bulbs, and LED strips. With extensive experience and a proven track record in the industry, we pride ourselves on delivering high-quality products at competitive prices.
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We believe that our innovative solutions can add significant value to your offerings. I would be delighted to provide more details and discuss how we can meet your specific needs.
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You can learn more about our products and services on our website: www.abc.com
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Could you please share some information about your company's focus and target products? This will help us tailor our proposal to better suit your requirements.
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I look forward to your response and hope to establish a fruitful partnership with your company.
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Best regards, ?
Alice ?
Sales Manager, ABC Company ?
Email: alice@abc.com ?
Phone: +86-123-456-7890 ?
Website: http://www.abc.com
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修改后的郵件內(nèi)容更加完整，語(yǔ)言表達(dá)更為流暢，并在無(wú)形中引導(dǎo)客戶進(jìn)一步聯(lián)系。但需要注意的是，這并不是一個(gè)萬(wàn)能模板，每家公司都有獨(dú)特的產(chǎn)品和客戶群體，開(kāi)發(fā)信也應(yīng)根據(jù)這些特點(diǎn)進(jìn)行個(gè)性化定制。只有這樣，才能讓開(kāi)發(fā)信真正為你帶來(lái)豐厚的回報(bào)。
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市面上并沒(méi)有100%能保證回復(fù)的郵件，甚至沒(méi)有人能保證30%的回復(fù)率。因此，沒(méi)有所謂的標(biāo)準(zhǔn)化郵件，一封郵件是否有效關(guān)鍵在于能否切中客戶的痛點(diǎn)，滿足他們的需求或化解他們的顧慮。只有這樣才能引起客戶的興趣并建立穩(wěn)定的聯(lián)系，這時(shí)再獲取訂單還不是指日可待。