邮件营销在外贸人的日常工作中,往往扮演着不可或缺的角色,而提到外贸开发信,许多外贸人却经常挫败感满满 — 精心撰写的外贸开发信总是石沉大海,像是拳头打在了棉花上。
很多人甚至认为,通过开发信来开发客户没有用!这完全是因为他们把开发信简单地理解为了邮件群发。其实,你应该在思考如何在开发信中体现出个性化、怎么样从多个角度向国外客户体现价值,这才是开发信的基本原理。在本文中,我将为分享我真实使用的10个开发信模板,并指导你如何灵活使用,使其能针对你的目标客户,提高邮件营销的个性化程度和回复率。
开发信模板的使用错误
很多外贸人在开发客户的时候很随意,没有详细地去制定开发信策略,随意使用网上的开发信模板,邮件回复率自然会很低。从我的10年主动开发的经验来看,开发信需要区分目的,你的每一封邮件,应该带有不同的目的,而现实是,绝大多数人使用的开发信模板,只是单纯地介绍产品、公司的优势,然后在邮件里问客户感不感兴趣,感兴趣的话请回复。
使用这样的开发信模板,不论你发了多少封邮件,你的邮件回复率都会非常低,甚至没有客户回复。为什么?因为,当你发送营销邮件的时候,大多数客户是没有达到感兴趣回复的程度的,但这并不代表着他们对你的产品没有需求。
当你的开发信模板的内容充斥着销售欲望,没有通过多封跟进邮件,从多个角度尝试和客户建立连接,你无法达到让客户“感兴趣”的程度。
不要群发邮件:学习开发信模板的4个不同目的
建立连接
开发信的第一步要达成的目标,应该是建立连接,而不是尝试进行销售。这只是你发送的第一封邮件,你的目的就是为了让国外的客户,采购经理也好,产品经理也好,注意到你和你的公司,并且建立连接。你可能会使用这样的比较轻的英文表达:Trying to connect with you; Explore the possibility to work with your company; Reach out to you等待。不要在你的第一封开发信里问你的客户,你对我们的产品感不感兴趣?你可以问:Any thoughts? 这些都是让你的整个开发信变得更加个性化,不会产生急于销售的印象。
为什么不要在开发信里产生急于销售的印象?
你和客户还没有见过面。这是一封陌生邮件。基本信任都没有的情况下,尝试向对方进行销售,只会让客户失去更多的信任。他会认为你单纯是为了完成销售,可能里面会有很多坑。这是美国的啤酒品牌商大客户采购经理Jose告诉我的。
传递价值
开发信模板的最重要的目的,还是传递价值。你写的邮件,不管写什么,都要从多个角度、层次,向买手传递价值。
既然是传递价值,你当然要深入分析你的公司、产品、供应链的多个维度,在细节上面,有哪些点是买手在意的,是能够帮他减轻工作负担的,是能够给他创造价值的。
关于如何去分析你的供应链和产品的价值,我在这篇文章中有详细的表格分析,请仔细阅读:《外贸开发信成功策略:提升回复率的10个实战技巧》。
体现对国外买手工作的理解
这一点太重要了。在所有的销售都在开发信里推销他们的产品的时候,有一个销售在邮件里体现出了他理解买手的工作流程,买手的痛点,甚至买手的KPI,这会让他觉得这个销售非常专业,这时候信任感比价容易建立起来。
体现共情
虽然你发送的是营销邮件,但是如果你能在开发信中表现出人性化的那一面,毫无疑问,客户会觉得这个人很真实,信任感也能建立起来。
幽默、共情,是在开发信中使用的最好的策略。我们在下面的开发信模板里面会详细讲解。
10个开发信模板示例
#1: 和客户建立连接的邮件模板
模板1:
Subject: A Quick Chat About Your Fabric Needs (I’ve Got Something You Might Like) Hi [Recipient’s Name], I’ve been following your brand and love how you’ve been pushing the boundaries of fashion in Australia. It looks like your designs are creating a real buzz, and I couldn’t help but think how well our fabrics might complement what you’re doing. I’m [Your Name], and I work with [Client’s Company Name], where we focus on manufacturing fabrics that bring both quality and innovation to the table. From sustainable options to custom prints, we aim to help brands like yours bring their creative vision to life. I’m not trying to sell you anything today—I just wanted to introduce myself and see if there’s an opportunity for us to connect. If you’re working on any new collections or have specific fabric needs, I’d love to learn more and explore how we could help. If you have a few minutes next week, I’d be happy to chat about what fabric trends or challenges you’re seeing. Maybe we could collaborate in the future or at least swap some insights. Looking forward to hearing from you when you have a moment! Best regards, |
这封邮件模板的销售性很低,它旨在和客户建立联系,建立初步信任,让客户愿意分享出他当前的一些信息给你。
这封邮件非常适合当作第一封开发信,发给客户。
模板2:
Subject: Could Our Packaging Be a Good Fit for Your Brand? Hi [Recipient’s Name], I hope this message finds you well. I’ve been keeping an eye on your brand, and I must say, the way you’re elevating your product presentation is impressive. It’s clear that your attention to detail really sets your brand apart. I’m [Your Name], and I work with [Client’s Company Name]—a packaging supplier based in China. We specialize in creating custom packaging solutions for brands like yours, with a focus on quality, sustainability, and unique designs that stand out on the shelf (or online). I’m not reaching out to make a hard sell—I’d love to start a conversation. We’ve worked with several US brands already, helping them solve common packaging challenges, from cost-effectiveness to eco-friendly materials. I’d be happy to share a few ideas or simply hear about the direction you’re headed with your product packaging. If you’re open to it, let’s schedule a quick chat when it’s convenient for you. I’m keen to learn more about what’s working (and what’s not) for your packaging and see if we can offer any insights or solutions. Looking forward to connecting! Best, |
这是一个包装厂的开发信模板。同样,这封邮件没有尝试进行强销售,而是意在和客户建立初步连接,建立对话的机会,这样的营销邮件不会引起客户的反感。
#2: 传递价值的英文邮件模板
下面的3个服装面料工厂的开发信模板,分别从环保材料、产品多样性和快速交期3个角度向客户传递价值。
注意:你的每一封开发信,都建议只聚焦1个价值点。这会让你的营销邮件内容更加的容易被阅读和接受。
人的注意力是有限的,特别是对于客户来讲,在收到陌生的营销邮件的适合,他大概率做的是扫读,目光一扫而过,不可能详细阅读。所以,千万不要在同一封英文邮件里想要强调N个产品优势,这会让你的邮件显得特别的长。这样的邮件也不太可能得到客户回复。
模板3:传递产品环保价值
Subject: Fabrics That Keep Both Your Designs and the Planet Healthy Hi [Recipient’s Name], I’ve noticed how your brand stands out by offering premium designs that resonate with today’s eco-conscious consumers. That’s exactly why I wanted to introduce you to our sustainable fabrics. At [Client’s Company Name], we’ve seen firsthand how adopting eco-friendly fabrics can boost both your brand’s credibility and your bottom line. For example, brands we’ve worked with reported a 15% increase in customer retention after switching to sustainable materials. Consumers today expect more than just style—they want to feel good about their purchases. If you’re considering adding sustainability to your upcoming collections, I’d love to show you our range of eco-friendly fabrics that don’t compromise on quality or feel. Best regards, |
模板4:传递产品多样性价值
Subject: Fabrics Tailored to Your Brand’s Unique Vision Hi [Recipient’s Name], Your brand’s distinct design language really caught my eye. I’m guessing you’re constantly looking for ways to make your collections even more unique—whether it’s through textures, colors, or custom prints. At [Client’s Company Name], we specialize in customized fabrics tailored exactly to what you’re looking for. We’ve helped brands produce exclusive textiles, from custom prints to unique weaves, that align perfectly with their vision. One client saw a 30% increase in sales after launching a limited-edition collection using fabrics designed exclusively for their brand. If you’re working on something new and need a fabric partner who can bring your vision to life, I’d love to chat about what we can do for you. Looking forward to hearing from you! |
模板5: 传递产品交期价值
Subject: Fast Turnaround Times Without Compromising Quality Hi [Recipient’s Name], I see that your team is always pushing to bring fresh, high-quality collections to market on time. That’s where we come in—speed and reliability are at the core of what we do. At [Client’s Company Name], we’ve perfected the art of quick turnarounds, delivering premium fabrics faster than most suppliers. In fact, brands that partnered with us saw their production timelines shortened by up to 25%—without sacrificing the quality they’re known for. If you’re looking for a fabric supplier that can keep up with your fast-paced production schedule, let’s talk. We’d love to show you how we can help streamline your supply chain. Best, |
#3: 体现对国外买手工作的理解开发信模板
如果你能够在英文销售邮件里体现出你很熟悉采购的日常工作,他们的痛点和目标,以及你能够怎么样帮助他们在一定程度上解决他们的问题,优化他们的工作,达成他们的目标,甚至,只是让他们的工作变得更轻松一些,这毫无疑问,会提高你的开发信回复率。
试想一下,绝大多数的外贸业务员写的开发信都是我们的产品如何好,如何有优势,但是有多少人能够尝试出对客户的工作和难处的理解?
如果你能在邮件里做到,这是一个极大的优势。
模板6: 体现对买手关于质量控制的关心的邮件
Subject: Say Goodbye to Quality Control Headaches With Our Fabrics Hi [Recipient’s Name], Managing quality control in sourcing is no small task—especially when dealing with varying levels of consistency across suppliers. One batch of materials might meet your standards, but the next could fall short, causing major headaches for your production team. At [Client’s Company Name], we understand the importance of consistent quality—which is why our fabrics are rigorously tested to ensure they meet your exact specifications, batch after batch. We’ve helped brands like yours maintain 100% quality consistency across multiple orders, cutting down on rework and minimizing production delays. If quality control is a challenge you’re facing, I’d love to discuss how we can offer the reliable, consistent fabrics you need to meet your production goals without any surprises. Best, |
模板7: 体现对买手关于准时交货的关切的邮件
Subject: Say Goodbye to Sourcing Delays and Lead Time Issues Hi [Recipient’s Name], I know that tight lead times and unreliable suppliers can really throw off your entire production schedule. When you’re depending on timely delivery to meet your customers’ needs, delays are more than just frustrating—they directly impact your bottom line. At [Client’s Company Name], we understand how essential reliable sourcing is. That’s why we’ve built a robust supply chain that delivers consistent, high-quality fabrics with predictable lead times. Brands we work with have seen a 30% improvement in delivery reliability, which means fewer headaches and more streamlined processes. If you’re tired of dealing with delays and want to ensure your fabrics arrive when you need them, let’s chat about how we can help you stay ahead of schedule. Best, |
模板8: 体现对买手关于成本控制的工作目标的邮件
Subject: Lower Your Packaging Costs Without Compromising Quality Hi [Recipient’s Name], I know how crucial it is for you to keep production costs down while maintaining high-quality standards. It’s a tough balancing act, especially when you’re managing multiple suppliers and constantly looking for ways to streamline the supply chain. That’s why I wanted to reach out. At [Client’s Company Name], we specialize in cost-efficient packaging solutions that don’t sacrifice quality. We’ve worked with brands like yours to reduce packaging costs by up to 20% through our direct-to-manufacturer supply chain, cutting out unnecessary middlemen. By working with us, you can focus more on your creative process and less on squeezing every penny out of your budget. If this sounds like something that could free up some time and resources, I’d love to discuss how we can help. Best, |
上面的3个开发信模板,分别从成本控制、质量控制、和准时交货3个角度体现出你对Buyer的日常工作的痛点的理解,以及你的公司可以怎么样做的和其他供应商不一样。
一定要在你的开发信里体现出,你非常懂得Buyer的日常工作、流程、目标、他们可能遇到的问题,都不用去问客户,你已经知道,这会让买手认可你的专业性。
同样,也是每一封邮件聚焦一个点。打穿、大透,持续用自动化的邮件营销孵化客户。
#4: 体现共情的邮件模板
模板9: 我可以理解你的压力
Subject: I Can Imagine the Pressure You’re Under Hi [Recipient’s Name], It’s clear to me that sourcing and managing your supply chain isn’t just a job — it’s a huge responsibility. You’re probably balancing deadlines, customer expectations, and the constant need to improve efficiency. That’s a lot on your plate, and the last thing you need is another vendor causing headaches. That’s exactly why we’ve built a streamlined process that ensures you never have to worry about delays or unexpected costs. We want to make your life easier and free you up to focus on what you do best. If you’re feeling the weight of those constant demands, I’d love to show you how we can help lighten the load. Whenever it’s convenient, let’s talk. Even if it’s just to explore how we can make things a bit smoother for you. Looking forward to it, |
模板10: 我理解你的收件箱里有很多邮件
Subject: Just Wanted to Make Sure I Didn’t Miss You Hi [Recipient’s Name], I completely understand that your inbox is probably full of endless priorities. It’s easy for emails to slip through when you’re trying to balance so much — I’ve been there too. But I wanted to make sure you didn’t miss the chance to hear about something that could really impact your business. Our clients often mention how much peace of mind they get when they work with us — we make sure the packaging is taken care of, so they can focus on the things that matter most to them: like their designs, their customers, and their next big collection. If you’re open to it, I’d love to talk more about how we could support your work. Even if it’s just to answer some quick questions, I’m here. Warmly, |
请仔细阅读上面的2封邮件,这样的个性化的邮件我从来没有见过有外贸业务员写出来过。而实际上他们非常有用。阅读这2封邮件的买手会比较容易激发起他们自身的共情能力。因为他们感觉到被理解,人在这种情况下是很容易产生行动的:回复你的开发信。
开发信不被忽视的技巧
要想你的开发信不被客户忽视,提高回复率,下面的3个技巧可以迅速见效。
1.发送持续跟进邮件
绝大多数的外贸业务员在开发客户的时候,只会发送1封邮件。如果客户列表里面有1000个人,用一个有邮件群发工具,发给这1000个目标客户。不管有没有客户,他都不会发送后续的跟进邮件。
这种做法非常错误。
你可以这样理解,你每发多1封跟进邮件,你的回复率都会提升一点。
你甚至应该每隔5-10天给所有客户都发送1封邮件,一个月3-4封,一年30-40封。
只有这样,你才能够每周都通过开发信得到客户的邮件询盘。
2.持续优化你的邮件标题
邮件标题是吸引客户打开的第一步。客户在收到邮件的时候,只会看到邮件标题。一个好的标题和一个差的标题的打开率可能相差一两倍。
好的开发信标题的特点有哪些?
- 简短精炼
- 使用个性化、称呼客户名称或公司名称
- 直击客户的利益
- 制造悬念
使用上面的4个技巧去优化你的开发信标题,你的开发信打开率不会差,一般都会在40%-50%左右。
3.在开发信模板中插入视频
是的,你没听错。你可以在开发信里面插入一段视频。
美国的买手Dana Marie在她的博客文章《How to Write a Cold Email that Procurement and Business Professionals Will Respond to!》中提到:她可能不会看销售的邮件,但她很愿意去看一段1分钟的视频!
怎么样在开发信里合理地、安全地插入视频?
你可以使用这个视频营销工具:Bombomb 。你可以使用这个工具来进行视频录制、视频邮件插入,通过Bombom制作的视频会以类似Youtube的视频封面显示在你的开发信里面,对于收件人来讲,这种视频格式看起来非常安全,点击率也会比较高。
自动化跟进客户:用外贸邮件营销工具 Snov.io
上面说过,开发信的最常见错误:就是不发送跟进邮件。这会让你失去非常多的客户询盘回复机会。
但是,如果我的列表里面有1000个人,2000个人,甚至更多,我怎么样持续去跟进他们呢?
国内没有任何外贸软件有这个功能:根据客户是否回复了你的邮件,自动按照设置的时间间隔发送跟进邮件。
可以说,Snov.io是发送自动化跟进邮件的最佳外贸工具。
Snov.io的邮件营销功能允许你通过设置指定的时间触发器,让平台发送自动跟进的邮件。
你可以一次性设置好给1000个客户在2025年全年要发送多少封邮件,每个邮件之间间隔多少分钟,如果客户没有回复你的上一封邮件,就会在指定的时间间隔之后自动发送。
其次,你当然还可以查看客户的邮件打开率、回复率、退回率等常见数据。
甚至,你还可以通过A/B测试、个性化变量等功能去测试你的标题、邮件内容的有效性。千万不要一股脑地把一模一样的邮件发给1000个人,这种邮件群发的做法,在今天已经非常低效了。
对主动开发来讲,这个工具,可以极大地提升你跟进客户的效率。
结语
希望文中的10个开发信模板能给你带来启发。其实,更加重要的是,你要有一套行之有效的开发信策略,结合一个能够自动跟进客户的邮件营销平台,将你的高价值的开发信,持续地发送给客户。这样的开发客户效果才会提升。除了邮件模板以外,你还要注意比如邮件标题、邮件签名等开发信技巧,这些都可以让你的邮件质量提升,最终获得更多的客户询盘。