EDM郵件營(yíng)銷: 高回復(fù)的開發(fā)信應(yīng)該怎么寫？

隨著社交網(wǎng)絡(luò)的快速發(fā)展，EDM營(yíng)銷被提及的越來(lái)越少了，但是這仍然是一項(xiàng)最有效有快的外貿(mào)營(yíng)銷方法，《EDM郵件營(yíng)銷》課程就有具體的介紹，今天我們先普及一下：

EDM營(yíng)銷（Email Direct Marketing）也即：Email營(yíng)銷、電子郵件營(yíng)銷。企業(yè)向目標(biāo)客戶發(fā)送EDM郵件，建立同目標(biāo)顧客的溝通渠道，向其直接傳達(dá)相關(guān)信息，用來(lái)促進(jìn)銷售。

一、EDM營(yíng)銷核心

1,選擇郵件服務(wù)商

不論您選擇哪一個(gè)郵件營(yíng)銷服務(wù)商，你需要了解它們是如何進(jìn)行列表的管理，并且自動(dòng)清洗列表，最詳細(xì)的郵件報(bào)告，強(qiáng)大的整合性以及內(nèi)建的模板（可以讓您自己上傳圖片以及編輯的模板）。

2，尋找出您的客戶需要的郵件內(nèi)容

您的客戶可能需要您發(fā)送季度新聞，電子優(yōu)惠券，假日促銷信息以及活動(dòng)邀請(qǐng)，公司領(lǐng)導(dǎo)的信，甚至發(fā)送給內(nèi)部員工的信息。這將決定具體在您的郵件營(yíng)銷平臺(tái)中有多少個(gè)不同的管理列表，并且針對(duì)每個(gè)列表具體有多少個(gè)模板。這就需要您和您公司對(duì)于每一個(gè)列表的理解以及最終的推廣模板的設(shè)計(jì)。

3，了解您的市場(chǎng)目標(biāo)以及銷售目標(biāo)

如果您發(fā)送直復(fù)郵件到您的不同列表類型的客戶，比如分地區(qū)，分行業(yè)，或者甚至分企業(yè)名稱，您應(yīng)該考慮在您的數(shù)據(jù)庫(kù)中建立這些不同的類別（只要這樣可以讓您的郵件訂閱列表顯得不是怎么太繁瑣就可以）。比如，如果您的公司屬于貿(mào)易產(chǎn)業(yè)并且發(fā)送有關(guān)貿(mào)易類型的郵件營(yíng)銷，只需要建立一個(gè)數(shù)據(jù)庫(kù)以及一個(gè)訂閱表格將有關(guān)貿(mào)易的重點(diǎn)信息添加進(jìn)去。在進(jìn)行郵件營(yíng)銷之前，這方面考慮的越多，將對(duì)以后的工作開展越有利。

4，對(duì)于不同郵件列表的不同命名

不同的郵件列表中的客戶可能會(huì)希望他們收到您和您公司的郵件是以：newsletter@example#com的形式來(lái)表現(xiàn)，而不是其他的比如：name@example#com來(lái)表現(xiàn)。因?yàn)檫@樣可以提醒客戶這是一封什么郵件，此郵件的類型是什么。選擇合適的郵件名稱可以使您的客戶保持長(zhǎng)時(shí)間持續(xù)的關(guān)注。并且許可式郵件的客戶有助于幫助郵件成功通過(guò)垃圾郵件的過(guò)濾。

5，郵件相關(guān)信息的隱私政策

這一點(diǎn)至關(guān)重要，如果您是依靠第三方郵件服務(wù)平臺(tái)來(lái)進(jìn)行郵件營(yíng)銷而不是在本公司的服務(wù)器上建立郵件服務(wù)列表，應(yīng)該及時(shí)的與郵件第三方服務(wù)平臺(tái)簽訂郵件相關(guān)信息的隱私政策。這應(yīng)該是所有公司以及郵件營(yíng)銷平臺(tái)所應(yīng)該遵守的，并且時(shí)刻應(yīng)該被提醒。如果客戶發(fā)覺(jué)自己的郵件信息被泄露，并且通過(guò)泄露的渠道發(fā)現(xiàn)泄露的源泉是您的公司，那么具體的后果也就無(wú)需多說(shuō)了。

6，API的整合性

一些公司喜歡將自己的數(shù)據(jù)庫(kù)放在自己的房間內(nèi)因?yàn)檫@樣他們可以保持所有系統(tǒng)的集中性。所以你可能需要將您的數(shù)據(jù)庫(kù)與您的郵件營(yíng)銷服務(wù)通過(guò)API整合在一起。API整合性會(huì)要求一些程序上的工作以及許多的測(cè)試。確保您的計(jì)劃具有足夠的時(shí)間。我們的建議是在一段時(shí)間內(nèi)通過(guò)人工整合幾次，您可以在進(jìn)程中感受到整合的兼容性。

二、如何寫一個(gè)高回復(fù)率的郵件呢？

1、必須先了解客戶：發(fā)開發(fā)信之前，我們都是需要將客戶的背景調(diào)查清楚，比如網(wǎng)站、社交信息（是否有Facebook,Twitter, lINKEDIN等） 大家一定要利用好自己知道的所以信息，比如郵件去查FB跟Linkedin以及Skype, 電話去查Whatsapp跟Viber等。 如果有的話，要在開發(fā)信中說(shuō)（I have sent you message on XXX, please kindly check) 兩種方法一起用。郵件跟即時(shí)聊天工具并行。

2、字體設(shè)置：一般藍(lán)色（商務(wù)色）重點(diǎn)價(jià)格等可以標(biāo)紅強(qiáng)調(diào)。大小中號(hào)，字體可以是Arial也可以是Verdana（千萬(wàn)不要用成什么宋體，Times News那個(gè)）

3、個(gè)性簽名：在郵箱中設(shè)置，設(shè)置一個(gè)圖片版上傳?？梢愿叽笊闲┳鲆粋€(gè)二維碼（很簡(jiǎn)單的制作），也可以加上公司主營(yíng)產(chǎn)品（最好公司的都是統(tǒng)一格式的）

4、主題設(shè)置：這一點(diǎn)特別重要，一個(gè)好的郵件標(biāo)題很關(guān)鍵人都是有回答問(wèn)題本能的，可以設(shè)置 Would you like to get a good Chinese Supplier? Do you want to save cost? Re: New products updating How I help you to find a good supplier?

5、稱呼：針對(duì)你對(duì)客戶的了解選擇Mr還是直接Hi，XXX。 不了解的，用Mr.XXX

6、圖文并茂：第一次不要帶附件，鏈接也少帶。 圖片要插入郵件，這樣就打?yàn)槔]件可能性小。 做一些精美的圖片。

A. 新客戶開發(fā)

Hi, there. This is Millissa from 公司名稱. I have concerned the progess of our cooperation, if you haven't identified the supplier, please take us into consideration. We can not only offer products of high quality and competitive prices but also We can offer: 1. BOSCH/DENSO/SIMENS/Delphi ********************** 2. 12 cylinders diesel injection pump test benches(具體型號(hào)) 3. Spare parts such as **************, etc,. 4. Reparing tools such as measuring tools, common rail repairing tool set(such as 重點(diǎn)推薦), nozzle testers etc,. 5. Injector testers and pump testers such as 具體型號(hào) etc,. Thanks for your reading. 如果有查到 I have sent you message on Skype and Whatsapp, please kindly check it. We may talk more details there. 如果沒(méi)查到 May I know your Skype or Whatsapp account? We can talk more details there. Best Regards,Nacy

B. RFQ報(bào)價(jià)郵件再跟蹤：

Dear Mr XXX, This is Nacy from 公司名稱. I noticed that you want to purchase a testing machine on Alibaba. We sell test benches for Bosch/Delphi/Denso/Siemens and other brands common rail injectors and can be tested by our tes benches. We can test VE series like （具體型號(hào)）, ‘P’ type pumps such as （泵的具體型號(hào)）, etc. Could you pls tell me which machine are you interested or the type of your injector or moto? Then i can give a more detailed quotation. The information below is about my company. FYI. Our company was founded in 2003.  We have an annual production capacity of XX,000 sets and annual revenue of around US$XX,000,000.  We have been exporting to North America since 2009,  We also have a number of clients in Russia, Australia, Latin America, East Asia. For more information on us  -- including third party information  Thanks for your reading. 如果有查到 I have sent you message on Skype and Whatsapp, please kindly check it. We may talk more details there. 如果沒(méi)查到 May I know your Skype or Whatsapp account? We can talk more details there. Best Regards, Nacy

C. 周年慶大回饋（針對(duì)老客戶、如果不是很熟的、可以適當(dāng)簡(jiǎn)化內(nèi)容）

Hi, threre, This is Nacy from 公司名稱. Number 12 is of very important meaning in Chinese culture, like we have 12 anminals to present the year. I was born in Horse Year. This year is our 12th anniversary of our company. In order to celebrate it, we do great reward to old customers. The information is below. 1. EPS200 common rail injector tester FOB price: XXXXusd/set(XXXXusd orignal)  Delivery time: 10 days after your payment  Besides, if you add XXUSD, you may get one set injector adjusting shims:  DENSO(400PCS)---Price XXXUSD orignal  BOSCH(600PCS)---Price XXXUSD orignal  （插入圖片、不要太大） 2. Fcar car scanner  Fcar G and Fcar D has stopped production, there are few sets in stock.  We do great discount now!  A. Fcar G(For both diesel and gas cars)  FOB price: XXXXusd/set(XXXXusd orignal)  Delivery time: 3 days after your payment B. Fcar D(For diesel cars)  FOB price: XXXXusd/set(XXXXusd orignal)  Delivery time: 3 days after your payment （插入圖片、不要太大） Thanks for your reading. 如果有查到 I have sent you message on Skype and Whatsapp, please kindly check it. We may talk more details there. 如果沒(méi)查到 May I know your Skype or Whatsapp account? We can talk more details there. Best Regards, Nacy

D. 信保開發(fā)信（針對(duì)阿里客戶）

Dear XXX, This is Nace from 公司名稱。 We are a member of Trade Assurance in Alibaba, and we have reached to  .  That is new service of Alibaba, which can provide buyers with a number of trade safeguards to protect buyers' payment to suppliers, and to fulfill their obligations regardsing delivery time and product quality. We can offer: 1. BOSCH/DENSO/SIMENS/Delphi ********************** 2. 12 cylinders diesel injection pump test benches(具體型號(hào)) 3. Spare parts such as **************, etc,. 4. Reparing tools such as measuring tools, common rail repairing tool set(such as 重點(diǎn)推薦), nozzle testers etc,. 5. Injector testers and pump testers such as 具體型號(hào) etc,. Thanks for your reading. 如果有查到 I have sent you message on Skype and Whatsapp, please kindly check it. We may talk more details there. 如果沒(méi)查到 May I know your Skype or Whatsapp account? We can talk more details there. Best Regards, Nacy

大家也可以根據(jù)自己的產(chǎn)品和公司情況做相應(yīng)的改進(jìn)，給自己在開發(fā)客戶的時(shí)候，備好一份模板，這對(duì)于提高效率也是很有幫助的。

開發(fā)信寫得好不好，直接影響到點(diǎn)開率和回復(fù)率的，并且在發(fā)發(fā)信的時(shí)候一定要注意里面的一些細(xì)節(jié)，以免自己辛苦寫好的內(nèi)容只能發(fā)到客戶的垃圾箱里去！

（來(lái)源： 外貿(mào)的那點(diǎn)事）

以上內(nèi)容屬作者個(gè)人觀點(diǎn)，不代表雨果網(wǎng)立場(chǎng)！如有侵權(quán)，請(qǐng)聯(lián)系我們。