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类型阿里巴巴国际站&OKKICRM:外贸邮件营销白皮书-一书带你玩转邮件营销(2022)(34页).pdf

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    1、12345邮件营销的认知误区:邮件营销垃圾邮件说起邮件营销,大部分外贸人第一反应可能是:一次性收集大量的邮箱地址,再设置几个固定的邮件模板,然后通过自动工具向外大量发送邮件。这样的方式运气好可能会收到几个回复,但 99%的概率是直接变成垃圾邮件。但实际上,邮件营销垃圾邮件!电子邮件营销 EDM,即“Email Direct Marketing”的缩写,是在用户事先许可的前提下,通过电子邮件的方式向目标用户传递价值信息的一种网络营销手段。它有 3 个基本因素:用户许可、电子邮件传递信息、信息对用户有价值。这 3 个因素缺少一个,都不能称之为有效的邮件营销。注意到没有,一切都始于请求许可。当你的邮

    2、件不被用户许可、信息对用户没价值,才会被标为垃圾邮件。这样不仅会影响营销的效果,甚至还会影响发件人的声誉。邮件营销的三大优势:成本低、个性化、范围广早几年,市场上就传播着“邮件营销已死”的论断,但对外贸行业而言,这种认知实在过于草率。因为在国内许多工作沟通、文件接收都可以通过微信或钉钉来完成,而在国外,邮件被认为是更符合工作场景的沟通方式。曾就读于博洛尼亚大学大众传媒与政治专业的亚历山大索尔达蒂(Alessandro Soldati)说:“电子邮件可能不是最好的沟通方式,但当你需要正式且非个人的沟通时,它就是完美的方式。”邮件营销仍然是开发维系客户投资回报率极高的重要渠道,在于它有以下三大优势

    3、:成本低相比谷歌等平台营销推广的广告费用,邮件营销可以说是低成本、高效率的流量获取方式。如果你群发的6数量不多,甚至只需要注册一个邮箱就可以来进行了。个性化根据需要,邮件营销可以制定个性化内容,内容形式多种多样,可以包含产品、公司介绍等丰富信息。相对关键词搜索来讲,邮件需要更加主动一点。范围广只要你拥有足够多的 Email 地址,就可以在很短的时间内向数千万目标用户发布广告信息,营销范围囊括全球各地。78如何靠邮件内容占领客户心智?标题策略:书写基本原则、标题模板参考在邮件营销中,一个好的邮件标题是成功的一半。一个吸睛的标题,加上天时地利人和,会极大增加客户打开邮件的可能性。同理,如果你的邮件

    4、标题非常糟糕,那么客户甚至不会去看一眼你的邮件内容。邮件标题书写的基本原则在分析了大量邮件标题后,OKKICRM 总结归纳了邮件标题书写的基本原则:简短明了 简短明了标题长度控制在 3040 字符内(在手机端只能显示 25-30 个字符)。突出重点 突出重点50%以上的邮件会在移动端打开,邮件关键词一定要放在明显的位置。确保关联性 确保关联性避免标题与内容风马牛不相及。格式正确 格式正确慎用标点和大写,选择国际通用字体,如:Rial、Verdana、Calibri、Times New Roman。站在客户角度考虑 站在客户角度考虑针对小语种国家,比如日本、南美国家可以用“谷歌英文-小语种翻译”

    5、。推陈出新 推陈出新标题不能一成不变,需要不断更换出新意。仔细检查 仔细检查9发出前仔细检查标题拼写、语法,留下好印象。标题书写模板参考(1)Re:产品名称+Supplier+其行业大头(或其可能的竞争者)如:Re:Hair Curler supplier were Walmart supplier(2)To 采购决策人+市场信息分享如:To Mike Hot sale hair curler in Munich Beauty Forum(3)To 采购决策人+市场信息分享+其行业大头(或其可能的竞争者)如:To Mike Hair Curler which be promoted by Je

    6、nnyhouse for more than 100k注意:能借力的大买家最好是国际出名的零售商,且最好是曾经合作的,而不是最近正在合作的,可以是你产品的销售下家,千万不要直接借力进口商(这是非常严重的商业机密)。内容策略:方便阅读、揣摩客户心理邮件正文的内容部分也很关键,有上文提到的标题策略做勾引,客户打开邮件,如果邮件内容不能打动客户,客户也是不会回复的。OKKICRM 给大家分享一些提高邮件内容吸引力的策略:方便阅读有些外贸人会在邮件里面插入很多信息,把自己公司的产品从头到脚都说了一遍,包含“公司发展历史、专利技术、优势、团队案例、荣誉、产品资质”等等,这样做会让收到客户失去阅读的兴趣。

    7、OKKICRM 建议,如果是第一封邮件,简短地进行一个公司产品的介绍,并且询问对方采购意向。第一段:开头+目的,Quickly state the purpose,1-2 句话带过。第二段:正文核心内容,把该说的说清楚,3-5 句话内,每句话不要太长。State the value and benefits,价值展示,你能为客户带来什么;Cite previous clients to demonstrate credibility,引用之前做过客户做证明。第三段:收尾,call to action,即客户看了你的邮件后需要做什么。10以下是一个邮件正文范例:Hi xxx,Nice day.I

    8、m writing to recommend you our top-rated LED lamp in Europe,and I have an idea that can helpyou get your next 100 customers.(表明你能为客户带来什么)I recently used this idea to help some clients(xxx in France),(xxx in Netherlands),(xxx in Italy)(行业大客户或潜在客户的竞争对手)and they got a good benefit.Please feel free to c

    9、ontact us and I can share this idea with you.(Call to action)Best regards,your name注意,每行不超过 10 个字,每段不超过 2-3 句话,适当搭配一些精美的图片。如果对方有意向,再发送报价以及目录给对方。另外,最好避免带附件,保证信息简单易找,减少客户阅读邮件的负担。如果一定要带附件,也要再邮件里标明附件的重点内容,类似下面这样:Please find the following documents in the attachment.1.Declaration of Conformity2.Technical

    10、 datasheet3.EU Rep agreement4.Letter of registration揣摩客户心理OKKICRM 建议外贸人写邮件前花一些时间去做客户和市场调研,分析客户的性格、采购经验、需求习惯、谈判风格,揣摩客户的心理和关注点,再有针对性地发邮件。11 跟随客户风格 跟随客户风格简单来说,就是和客户保持同频,照顾客户的习惯。如果客户热情主动,就不能惜字如金;如果客户直奔主题,就不能花太多篇幅寒暄和暖场。尽量跟客户发邮件的字体一致,例如客户发邮件用的字体 Verdana,你回复也尽量用此字体。还可以通过客户风格、邮件时间等细节来判断客户职位,可以去 Facebook/Lin

    11、kedIn 上验证,看看对方公司的性质等。让客户有“赢”的感觉 让客户有“赢”的感觉设置一些思路,给客户营造一种占便宜的感觉,或者是叫“赢”的感觉。举个例子,在样品等小的方面不纠缠,并不跟客户斤斤计较。或者说客户对一些问题提出质疑批评,在邮件里面也非常大气地去承认和接受客户的质疑,并且给出非常中肯的一些修改意见等等。时间策略:上午时段最好一般而言,国外采购人员一般在上午八点到九点上班时打开邮箱查看邮件,然后用 1 个小时左右去处理回复邮件,剩下时间处理公司内部采购事宜,下午六点之后就会下班。所以,要抓住客户工作期间进行邮件营销,才提高邮件的打开率。OKKICRM 提醒外贸人,各国时间存在时差,

    12、千万不要把邮件在中国白天时间发出去,对应的欧美时间往往是晚上或者凌晨。在这里,推荐外贸人使用 OKKICRM 进行邮件营销,编辑邮件的同时,就会在邮件编辑栏底部显示客户所在的当地时间,提醒外贸人避免选错时间发送邮件。12图片来源:OKKICRM 测试账号如果邮件发送的时间不在客户当地的工作时间,OKKICRM 还会提醒你选择合适的时间发送,并设置定时发送邮件。图片来源:OKKICRM 测试账号视觉策略:设计模板提高邮件“颜值”在这个凡事看颜值的时代,邮件是否美观也会影响客户的决策。接下来,OKKICRM 为各位介绍邮件营销的视觉策略,帮助外贸人游刃有余地设计出高质量精美的邮件。13掌控颜色,俘

    13、获客户颜色能够影响人的情绪,甚至驱动人的行为。当设计邮件时,记住从公司和行业的角度,确定邮件的主色调。OKKICRM 总结了几种常用颜色的特性,给外贸人一些参考:蓝色 蓝色与可靠性和安宁性相关。客户总是在寻找值得信赖和可靠的产品或服务,一些科技类品牌可以通过蓝色提升客户对产品的信任。绿色 绿色与健康和自然有关。建议一些自然农产品、有机化妆品行业选择绿色。红色 红色给人紧迫感。如果是打折季、节日季,可以用红色来增加旺季的销量。邮件框架,排兵布阵通常来说,最常规的邮件设计样式为“头部+导航+内容+底部”的形式。头部区域 头部区域主要摆放品牌 Logo、分享、在线地址等。导航区域 导航区域与品牌网站

    14、导航的设计风格、内容保持一致性。内容区域 内容区域大致包括了文案利益点、促销内容、产品、说明、价格、图片及相关活动等。OKKICRM 建议,如果有近期热门产品、或促销力度大的产品可以放置顶端。底部区域 底部区域一般放置个人姓名和联系方式。14邮件模版,灵活选用对一些小型外贸公司而言,每次邮件营销自己设计邮件太过费时费力,有一些现成的邮件模版直接选用当然是最好的。OKKICRM 拥有近百款精心设计的邮件模板,涵盖产品/公司介绍、新客户开发、老客户维护、节假日/疫情问候、会议/直播邀约等大大小小的业务类别,方便你在不同的场景触达不同的客户。图片来源:OKKICRM 测试账号除了数量多、分类全以外,

    15、邮件模板的使用十分简单易上手,简单修改就能做出大片范儿的精美邮件。15总体而言,要做好邮件营销,标题、内容、时间、视觉,每一个细节都不能放松。也许你不经意间忽略的细节,正是拿下大单的机会呢?如何提升邮件营销效果、促使客户下单?速速提高邮件送达率的方法辛辛苦苦做的邮件营销看不到效果,你以为是内容不好、标题不够吸引人?或许是你的邮件压根没有送到客户的邮箱,而是送到了垃圾箱,直接就被对方的邮箱系统给拦截了。那么,该如何避免成为垃圾邮件,提高邮件的送达率呢?OKKICRM 为你解惑:避免使用垃圾邮件触发词电子邮件服务提供商,如 Outlook、网易邮箱等,都会在其系统中放置过滤器,以保护其用户免受不必

    16、要的邮件侵害。OKKICRM 建议外贸人仔细起草邮件,如果邮件内容中包含“FREE”,“Order now”,“Make$”等字眼,或者有太多的感叹号!、大写字母、多种颜色、过多的 HTML 等,都有可能会引起垃圾邮件过滤器的警觉而被过滤掉。以下是一些 SPAM 高频词。供外贸人参考:Free,Discount,Opportunity,Rate,Profit,Save,Merchant,Stock,All New,Call Now,SubscribeNow,Million,Dollars,Opportunity,Win,Winner,Please Read,Dont Delete,Specia

    17、l Promotion,Cheap,Deal,Debt,Income,Insurance,Loan,Money,Mortgage,Price,Compare,Check,Cash,Bonus,Credit,Loans,Buy Direct,Get Paid,Order Now,Specializing,Specialized,Offer,Satisfaction Guaranteed,Youve Been Selected.16不要大量群发,而是针对性地发邮件大量群发的拦截率会超高,而且也不太尊重客户。一天发上千封邮件,倒不如发几十到一百封的针对性邮件。应该向那些和自己产品相关的客户发邮件,并

    18、且在发之前,要大概了解客户的情况。但每天要跟进的客户那么多,一个个发太低效,有什么两全其美的方法吗?OKKICRM 建议在想要群发邮件时,在法律允许的范围内,可以使用 OKKICRM 的群发单显,客户收到邮件后只会显示自己的收件邮箱,看不到其他群发对象的邮箱,给客户的体验感更好。而且,群发单显这个功能还在持续优化,通过黑科技手段让群发的送达率更高。图片来源:OKKICRM 测试账号使用企业邮箱更好对外贸企业来说,用企业邮箱可以更好地推广自己的企业和品牌,让客户对你的印象更深刻。如果实在没有企业邮箱的话,可以考虑付费的邮箱,最后再考虑国外的免费邮箱。邮件不要附带大附件或 URL有网址链接的话,很

    19、容易被拦截,因为邮箱系统会认为有潜在威胁。17如果你不得不发网址链接,OKKICRM 教你一个小绝招,把前面的 http 去掉,这样客户还是能够看到我们的网站。链接 http:/ 可用 代替。附件同理,很容易被邮箱系统拦截,如果实在无法避免发送附件,要确保附件大小在 1 MB 以内。让客户可以轻松取消订阅减少被举报为垃圾邮件的一个简单方法,就是让你的客户可以很容易就取消订阅。OKKICRM 建议,在邮件的顶部或底部提供“一键取消订阅”按钮,这样如果客户对你的邮件不感兴趣,Ta 可以快速且无痛地选择退出,而不是将你标记为垃圾邮件。邮件与社媒营销融合,1+12社交媒体的重要性不言而喻,但是对我们真

    20、正有意义的是如何利用它们。OKKICRM 分享一些社媒营销+邮件营销的技巧,希望能帮助外贸人更好地收割流量。社交媒体和邮件互推假设一位客户订阅了你的邮件,如果感到满意,Ta 可能会对你的社媒页面感兴趣。但如果在邮件里你没有提供社媒链接,大多数人都不会亲自去寻找它们。OKKICRM 建议在邮件中加入显著的社交分享按钮、便利的分享标签设置等,让客户能够顺畅的在邮件、Facebook、LinkedIn、Instagram、Tik Tok 等各个渠道中去了解和探寻关于你品牌和产品的更多信息。同理,也可以在社交媒体上推荐订阅邮件,让两边的客户互相导流。分享社交媒体上的优质内容在邮件中增加社交媒体内容,有

    21、助于吸引更多的外贸人关注你的社交媒体。比如,将社交媒体上粉丝发表的好评截图编辑到你的邮件中,增强客户对产品的信任;或者,分享在社交媒体上开展一些有趣调查18的结果。邮件内容与社媒内容的循环利用在邮件营销和社媒营销渠道之间,可以互相循环利用一些优质内容。比如:你可以使用 Twitter 的推文串功能 thread(或 Facebook 帖子)向客户解释一些事情。而当你需要再写一封邮件的时候,你可以直接链接到该解释的内容页面,而不是重新写一篇新的邮件。同样地,这也会促使你的邮件订阅者在社交媒体上关注你。但是注意了,循环利用,不是指在社媒和邮件上都发同样的内容。OKKICRM 建议,你可以在邮件里讲

    22、述深入的产品故事,并在 Twitter 或 Facebook 上变成简短的片段重复使用。邮件动态追踪,了解客户的兴趣程度在邮件发送之后,外贸人将面临的是漫长的等待。相比较明确拒绝而言,更闹心的是客户零反馈“根据客户要求发送了报价邮件之后,却迟迟收不到回音。做其他事情的时候,也总惦记着对方有没有收到邮件、有没有打开阅读,经常不自觉地打开邮箱看是否有新消息.”针对外贸人的这一焦虑,OKKICRM 推出了邮件动态追踪功能,在法律允许的范围内,可以追踪每一封发送的邮件是否被收件人查阅,查阅的时间、地点、IP、查看次数,是否被回复。图片来源:OKKICRM 测试账号19东莞市昱霖科技有限公司创始人 Am

    23、anda 对此十分赞许。以前,昱霖科技的业务员用普通邮箱给客户发信息,根本无从知道客户是否有看到,而通过 OKKICRM发送邮件,客户每读一遍自己这边都能知道,有时候一封产品介绍及促销邮件客户能反复看上十几遍,这说明客户是非常有意向的。2021外贸开发信模板外贸开发信模版 1Dear xxx,This is your name from ABC Company.Were a company that specializes in choose either yourprimary vertical or a vertical you have experience in to insert a

    24、 typical challenge your clientsface.Im wondering if you might be open to an initial conversation to gauge a fit?Weve working with companies like insert 2-3 clients here relative to the vertical to insert atypical client goal.If you have a minute or two to learn more about us,you can visit our websit

    25、e here at site-link.IfI dont hear from you,I will reach out to you via phone later in a week.Thank you.Best regards,your name外贸开发信模版 2Dear xxx,I hope this email finds you well!I wanted to reach out because explain how you got their contact information and how you linkedto them:talked to a colleague

    26、on LinkedIn,saw your company online,etc.22Our company has a new Product or Service that will help your company One sentence pitch ofbenefits.We do this by:Benefit/feature 1Benefit/feature 2Benefit/feature 3Lets explore how our name of your product can specifically help your business.Are you availabl

    27、efor a quick call time and date?Best regards,your name外贸开发信模版 3Dear xxx,We are the main manufacturer of A product,B product and some other related products here inChina,our products have been exported to Country name market for many years.For moredetails about our company and our products,please kin

    28、dly take a visit to our website at:http:/.For your reference,I have attached our product catalogue here in this mail,please kindly take aview of it.In case you have any interest or inquiry,please feel free to let us know.Sincerely,your name23外贸开发信模版 4Dear xxx,My name is your name and I head up busin

    29、ess development efforts with your company name.I am taking an educated stab in the dark here,however based on your online profile,you appear tobe an appropriate person to connect with.or might at least point me in the right direction.Id like to speak with someone in your company who is responsible f

    30、or handling something thatsrelevant to my products.If thats you,are you open to a 15 minute call on time and date to discuss ways that our productcan specifically help your business?If not you,can you please put me in touch with the rightperson?I appreciate the help!Best regards,your name外贸客户跟进邮件模板外

    31、贸客户跟进邮件模板 1Dear xxx,Quickly following up on my email from yesterday.I tried to call you,but was unable to connect.Hope to set up a call to introduce my company,ABC Company.Do you have 10 minutes anytime24early next week that would work?I thought you might find some interest in our cooperation with c

    32、lient name.We helped themachieve goal resulting in ideally you have a%to use here,but any meaningful result will suffice.You can read the whole story here:Provide case study link.As a reminder,were a Outline the main business company,specializing in the Describe morespecifically category.Weve workin

    33、g with name 2-3 clients in your country,and we help manyothers to achieve goal.I look forward to hearing from you soon.Best regards,your name外贸客户跟进邮件模板 2Dear xxx,As Ive gotten to know your company better,Ive come to believe that our company satisfies bothyour companys immediate needs and ultimate go

    34、als well.We can offer product or service that will allow you to solve specific problems theyre facing.Wewill provide different tactics compared with our competitors,including differences from othercompanies in your area.Weve consistently been recognized for our exceptional product quality and servic

    35、e,like specificaccomplishments you can reference.We were able to help one of our customers reference aspecific,relevant customer story.25Given how well our product or service suits your needs,I think we could do some great worktogether.Engaging question to wrap things up?Best regards,your name外贸客户跟进

    36、邮件模板 3Dear xxx,Hope you had a good weekend.Not sure if youve been really slammed or youve decided to hold off for now,but I wanted to seeif you might have any feedback on our proposal?Certainly,no rush on our end I dont want to become a pest if youd prefer I hold off on contact.I also thought you mi

    37、ght have some interest in a recent post on a post specific to the prospectscategory,or if you dont have one,a category-specific,third-party article.You can read it here:link.Look forward to hearing from you.Best regards,your name26外贸客户跟进邮件模板 4Dear xxx,Ive tried to reach out a few times now without a

    38、 reply.Usually when this happens,it means myoffer is not a priority right now.Is it safe for me to assume thats the case here?If it is,I wont bother you anymore.If youd rather I follow up in a month or two when you have morebandwidth,Im happy to do that as well.Thanks for your time.Best regards,your

    39、 name询盘回复模板询盘回复模版(产品信息较为明确)Dear xxx,Thanks for your below inquiry.This is your name,the sales manager of ABC Company.Product name is our main product,andour product has been exported to Country name market for many years with huge quantities.As per your request,wed like to give you our quotation for

    40、 the Product name as below.I am alsoattaching the formal Quotation List with more details in this mail,please kindly take a view of theattached file.27QuotationLooking forward to hearing from you soon.Sincerely,your name询盘回复模版(产品信息不太明确)Dear xxx,Thanks for your below inquiry.We are a professional man

    41、ufacturer of Product name here in China,our product has beenexported to Country name market for many years.For more details,please take a visit to ourwebsite:http:/.In order to give you our offer precisely,could you please let us know the below information:1.Which product do you need?2.What is your

    42、quantity demand?3.Do you have any specific requirement about the product?4.Do you need us to give you the quotation with freight charge?If yes,please let us know thename of your destination port.Looking forward to hearing from you soon.Sincerely,your name28询盘回复模版(要求提供产品目录)Dear xxx,Thank you for your

    43、 interest in our Product name.We are excited to hear from you.In response to your enquiry,Ive attached our product catalogueto this email.We hope the information provided in it answers your query.Please do not hesitate to contact usfor further clarification if need be.We look forward to your patrona

    44、ge.Best regards,your name报价跟进邮件模板报价跟进邮件模版 1Dear xxx,In order to enable you to have a better understanding of our product,I have attached somepictures of our product here in this mail,please kindly take a view of it.Please note that the pictures attached here are for your reference only,we will make

    45、theproduction strictly according to your specific requirements.Looking forward to hearing from you.29Sincerely,your name报价跟进邮件模版 2Dear xxx,For your further reference,I am attaching the Specification Date Sheet of our Product name herein this mail,please take a view of the attached file.Hope these in

    46、formation will be helpful for you.Sincerely,your name客户下单前讨价还价的邮件模板客户下单前讨价还价的回复(不能降价)Dear xxx,Thanks for your email.You know,except for giving you our lowest possible price,we need to use the best material toguarantee the quality of the product,we are a company focusing on long term cooperation inst

    47、eadof doing one time business,we need to give you and your clients the best-quality product with the30best material.The price we quoted for you is already our bottom price,and we cant compromiseon the the quality of material,so we are unable to reduce the price now.But,if you can increase the quanti

    48、ty to one 40HQ,the unit logistic cost will be lower,and we willbe able to give you 1%discount.You could find the PI for both one 20GP and one 40HQ enclosed.Please compare the difference and let us know your decision.By the way,because of Chinese New Year holiday,our factory will stop working from 8t

    49、h Feb 5th March.If your deposit could be made within this week,we will do our best to make the deliverybefore our new year holiday,although it is quite a difficult job.If you are going to place the orderlater on,most probably the shipment could only be made when we get back to work after the newyear

    50、 holiday,which will be in the middle of March.Waiting for your information.Sincerely,your name客户下单前讨价还价的回复(适当降价)Dear xxx,Thanks for your fast reply.We do appreciate your efforts on this tender,we hope you can win it and we will spare no effortsto assist you to win this tender.You know,except for giv

    51、ing you our lowest possible price to win this order,we need to use the31best material to guarantee the quality of the product.We are a company focusing on long termcooperation instead of doing one time business,we need to give you and your clients the bestquality product with the best material.There

    52、fore,we cant compromise on the material,and it willbe very difficult for us to reduce the price.But considering this is a tender and in order to start our cooperation from now on,wed like to giveyou our“cost price”and leave no profit margin in our side to assist you in winning this tender.Please find our rock bottom quotation with“cost price”attached:We hope our efforts could help you win this tender,and hope to hear from you soon!Sincerely,your name323334

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