从回复率5%到60%？如何让自己的开发信惊艳到客户

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跨境电商，致力于提供一手资讯、干货知识。

2022-09-06 09:01:37

Emarketer 研究表明，电子邮件的ROI（投资回报率）为122％，是社交媒体和付费搜索等其他营销策略回报率的4倍以上。这也说明了邮件营销（EDM）在外贸行业占据着非常重要的地位。

一、如何用英语，专业准确地介绍公司产品

手把手教你如何专业准确地介绍公司产品。作为外贸人，我们会经常通过电话和邮件同老外打交道，而双方沟通的过程中，一个很重要的环节就是向对方介绍你们公司产品。

那么，到底该如何专业准确地介绍你们公司产品，才能吸引买家注意力，甚至“诱导”买家购买你的产品呢？

分享一下，5类实用性英文介绍模板，助你高效同老外介绍公司产品。

机器/机械/打字机

（1）This model of XX（typewriter） is efficient and durable, economical and practical for your company.
这个型号的XX（打字机）对贵公司来说，高效、耐用、经济、实惠。
（2）As our XX（typewriters） are made of light and hard alloy, they are both portable and durable.
我们的XX（手提式打字机）是用轻质硬合金制造的，故携带方便、经久耐用。

电子产品/计算机/家电

（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.
我们生产的XX（计算机）其特点是品质好，体积小，低能耗，而且易学好用。

（2）Owing to its superior quality and reasonable price, our XX（计算机） has met with a warm reception and quick sale in most European countries.
我们的XX（计算机）品质优良，价格合理，深受大多数欧洲国家的欢迎，非常畅销。

服装/手工产品

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

我们的丝绸服装是用传统工艺做成的，采用的是高档真丝面料。

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

这些XX（服装）华丽、高雅，驰名中外、久享盛誉。

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.
我们所提供的XX（手提包）均用最好的XX（皮革）制造，式样、颜色齐全，以满足贵国各阶层人士的需求。
（2）XX（hand bags ）of this brand are competitive in the international market and are the best-selling products of their Kind.
这种牌子的XX（手提包）在国际市场上颇具竞争力，是同类产品中最畅销的。

其它产品介绍补充：

（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.

我们的产品具备了您所需要的各项特色，而且比XX（竞争公司、竞争区域）产品便宜20%，所以我们向您极力推荐。
（2）By virtue of this superior quality and reasonable price , this product is often sold out in many areas.
我们的产品因其卓越的品质、公道的价格，在很多地区经常脱销。
（3） We have the pleasure in recommending you the goods similar to the samples you sent。Hope all of you will enjoy！
我们很高兴地向你们推荐这款同贵方样品很相近的产品。希望你们会喜欢！
（4）This machine will pay back your investment in six months./This product will pay its own way in a year.
该机器半年就可收回投资。/ 该产品一年就可收回成本。

二、手把手教你如何修改开发信

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 (工艺) to:

和客户相关的成果1

和客户相关的成果2

和客户相关的成果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
一般简短的开发信三段就够了，
第一段，我能给你带来什么好处，你为何要看这封开发信？
第二段，你为什么要相信我？
第三段，接下来咱们怎么进展？
要让文字背后是思想，所以这三个问题，你自己一定得要想清楚，然后用最简洁有力的语言把它说出来，这样你的开发信就有力度了。否则，没有内涵，再美的语言都是浮华不实的句子堆砌。

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

这个标题的切入点很重要，针对不同类型的客户，这个关注点是不同的。比如小企业主，你可以和他说，帮他赚钱，但对于一个职业采购经理，他对这个兴趣就不大，他的职责是帮公司省钱，省了钱就有功劳有奖金，所以你说可以帮你省钱，他会更关注。

零售商，批发商，网店等各类不同的客户，他们如何运营他们的生意，业务员最好能有所了解。比如，一个大超市，他们的货架对于他们来说是最值钱的东西，他要求货品不仅要价格便宜，而且还要有很大的市场。一个产品上架需要一年甚至更多时间，你如果用一个临时促销活动的低价去吸引他，肯定不灵光的。
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

点评

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业务性质，特色等的话，表示你对他们慎重研究了。比如：I just notice that you pay much attention to lower your cost for quality machine vision system. )
This is ***company here. （这句话有些生硬，过渡不自然，缺少人情味。May I introduce myself to you ? I am XXX, from XXXX. 这样会更人情味点。） I am sure we are the right one for you to seek vision solution, Industry information,customizing products on your request.（这后面一句太突然，没有过渡。）
Maybe (这个词没有力度，不自信，犹豫不肯定） 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 （有点歧义，不如就用good,注意用最简单的英语，日本人英语不好。） market at home and abroad.
Could you please do me a favor to tell me what items are more salable for you? （这句有点突然。）

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

由于实际情况不一样，不一定就合用，贴这个例子，是希望大家通过对实际案例的运用，来了解开发信应该如何写，只看理论会让人有点迷糊。

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.
点评：这个开头有点平淡，不能让客户立即感受到和你做生意会有什么好处，或者建立客户和这封邮件的关联。
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.
点评：这个公司介绍部分是典型的以product feature来介绍的，也不能让客户产生关联感，以及给我什么好处。另外缺少支撑，因为人人都会说我是最好的。
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.
点评：不够简要，也未能给出充足的理由和动力让客户给你回复。
Any questions, Pls let me know at any time. Looking forward to your earlier reply!Best regards,
Sam
修改后
Dear John,
一定要找到合适的联系人，Dear sirs和Dear John的回复率有几倍的差异。你对着一群人喊一声“请去把门关一下。”看看有人回应你吗？如果你说“张三，请去把门关一下。”效果是完全不同的。Dear sirs,没有人觉得自己和这封邮件有什么关联，而Dear John,就是写给自己的，关联自然就产生了。
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.
一开始就谈客户的情况，让客户建立起联系，这封邮件和他是相关的。
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.
点出客户的利益。
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.
自信的展现出自己的实力。
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.
给出客户采取行动的理由和动力。
Best regards, Sam
PS: We are also very capable to custom make for you. Please just tell me the styles you select.
进一步敦促客户采取行动。
其实开发信的关键就在于如何从标题就能吸引住客户打开邮件，正文部分要继续能抓住客户的注意力，让客户保持这个兴趣一直读下去，并在这个过程中被你的产品或者offer所打动，并最终采取行动回复你的邮件。