电子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。
但方法总比问题多！在本文中，我们将为您提供一份现成的开发信模板，并指导您如何灵活使用，使其能针对您的目标客户，提高您邮件的个性化程度和回复率。
电子邮件营销可以为您的业务带来巨大的改变。
您知道它仍然是投资回报率（ROI）最高的营销方式吗？在电子邮件营销中投入的每一美元，表现最好的公司能获得大于70美元的回报，而平均投资回报率为每1美元的投入换取38美元的回报。
不仅如此，根据 Barriliance 的数据，仅在2021年，在点击过邮件的人群中，平均电子邮件转换率为15.22%，而对于所有发送的电子邮件，这一比率为1.33%。
此外，根据 Marketer Email Tracker 2021 报告，在所有与客户进行联系的方式中，72%的企业仍然选择电子邮件，而92%的客户同样将电子邮件列为与他们最喜欢的品牌接触的首要渠道。
来源： Marketer Email Tracker 2021
我们来看看 MailMunch 通过电子邮件营销获得的当前收入和预期收入。
来源：MailMunch
以下是其他一些应该认真对待电子邮件营销的原因：
如果您对电子邮件营销感兴趣，有几个术语您应当知道。
有一种邮件营销方式叫做集客式电子邮件营销，即向那些已经对您的业务表现出某种兴趣的人发送电子邮件，这些人也许已经订阅了您的电子报，要求获得更多信息，或订阅了您的电子邮件列表以获得额外折扣或免费产品试用。
另外，还有一种出站式电子邮件营销，这种营销方式是针对那些尚未对您的业务表现出兴趣的人，在某种程度上类似于陌生电访（cold call），它针对的是那些对您的公司不熟悉或对您的产品和服务知之甚少的受众。
集客营销和出站营销与集客销售和出站销售都是息息相关的。
从概念上讲，它们非常接近，因为在集客式营销中，潜在客户会来找您，他们通常会通过搜索可以帮助他们解决痛点的信息、阅读博客、参加网络研讨会、甚至预定免费咨询，了解到您的一些产品或服务。
在出站式营销中，您会使用外贸开发信或 cold call 等方式首先接触到潜在客户，而这些客户通常没有很强的意愿，因此参与度较低。
虽然有些公司可能会为要在集客或出站营销之间做出选择感到压力，但两者并没有谁一定比谁好这一说。
最好的策略是根据您的行业、公司类型和客户的需求，结合使用这两种营销策略，关键是要为您的受众提供与他们有关的内容和价值，并确保您的信息发送给了正确的人。
撰写集客式营销的电子邮件模板是一件很容易的事，因为您已经知道收件人对您的业务感兴趣。无论是要求免费试用您的产品，还是订阅了您的电子报、或者想要获得您作为用户吸铁石（lead magnet）设置的折扣，他们都已经上钩了。
集客式营销的电子邮件模板的主要目标是培养客户，并促使他们成为回头客。那么，是什么让它们与出站式模板不同呢？
销售人员采用随机“轰炸式”电子邮件的招数已经不管用了。如今，这类行为可能直接违反了基本的《通用数据保护条例》（GDPR）。
为了使您的模板更加具体和有针对性，您应该精确地细分您的目标客户群，这将使您能够对电子邮件进行微调，以提高转化率和点击率。您可以使用 CRM 技术，根据受众的以下情况，轻松地划分受众名单：
值得庆幸的是，所有这些潜在客户都已经准备好与您做生意了，所以他们更有可能转化。
| Subject line: We’re excited to share [Product Name]’s new feature! Hi [Prospect Name], We wanted to share some exciting news – we’ve just added [Feature] to our [Product Name], and we think your team will appreciate these new developments when bringing their lead generation process to a brand-new level. Here’s a quick breakdown of the benefits:
Don’t hesitate to reach out if you have any questions. All the best, [Your Name and Title] |
您是否希望提升您集客式电子邮件的水平？这里有一个很好的建议：让它们在视觉上具有吸引力，并且容易通过社交媒体被分享。
根据 Wistia 的数据，带有信息图表和视频内容的电子邮件的点击率和打开率可以提高55%。当人们只是听到某些信息时，三天后他们可能只记得这些信息的10%。但如果配上相关的图片，人们可能会保留65%的记忆。
因此，为什么不尝试加入视频或信息图来使您的集客式电子邮件模板具有视觉吸引力？通过添加一个链接，引导您的读者看到您网站上的内容，他们可以在几秒内轻松地与他们的同事或任何可能对此感兴趣的人分享这些内容。
| Subject line: X helpful blog posts about [Prospect’s pain point] Hi [Prospect Name], Hope you benefited from downloading our fresh guide on using advanced email lookup tools. I just wanted to reach out and give you some extra ideas on where to find more quality leads using the tools you’ve already discovered in our guide:
When you have a few minutes, check them out and let me know your thoughts! I think they provide strong insights into [Blog post topics]. Thank you, [Your Name and Title] |
集客式电子邮件是与潜在客户联系并展示您的产品价值的有力方式。一个关键的做法是回答您潜在客户的一些最迫切的问题，指出您的产品与其竞品相比的优势，并提供有用的信息，以改善客户的工作流程。
“提供信息”的策略是您培养与潜在客户关系的巧妙方式，这将自然而然地帮助您达成交易。
| Subject line: Can I help with [Product Name]? Hi [Prospect Name], I noticed that you recently requested a demo of [Product Name], and I wanted to reach out to let you know that I’m here to answer any questions you may have and give additional context behind this demo and why it can be helpful for you. Our demo offers [Description of what the demo provides] and can help you achieve things like:
Are you available for a 15-minute call this week to discuss the demo in more detail? I’m confident we can help you take your workflow to the next level, and I’d love to learn more about your specific needs. Please let me know if that works for you, and I’ll send over a few available times! Best regards, [Your Name and Title] |
如果您是做销售的，那么您一定知道第一印象就是一切。这就是为什么创建一份量身定制的集客式电子邮件模板是必须的！
不言而喻，您所有的集客式邮件都应该是个性化的，以使您的潜在客户感到被关注和重视，这可以让您与他们建立更深的联系。您还可以根据触发客户购买动机的事件（customer trigger）或自然的销售周期来微调您的跟进邮件的发送时间。
| Subject line: All sorted! Hi [Prospect Name], Thank you for your prompt feedback regarding our free [Product Name] trial. Your input was extremely valuable, and I’m happy to let you know that we’ve fixed the issue affecting your account. You can now start using the feature right away! We’ve also added an extra 50 credits to your account to show our appreciation for your patience. That’s right – 50 free credits to keep using [Product Name] you’ve been testing out. If you have any questions or need further assistance, please don’t hesitate to reach out. Our team is always here to help. Thanks again for your valuable feedback, and happy hunting! Kind regards, [Your Name and Title] |
在快节奏的数字营销世界里，即使是对最忠诚的客户，您的方法也不能总是一成不变。客户的兴趣和需求每天都在变化，您应该密切关注这些变化，并将其反映在您的模板中，与时俱进以保持您的优势。
| Subject line: Let us know! Hi [Prospect Name], At [Company Name], we’re committed to delivering the most relevant and informative content to our blog subscribers. But we know that everyone’s needs and interests are different, and we want to ensure we meet your expectations. That’s why we’re running a quick survey to gather your feedback on the content we’ve been sharing. We want to know how we can improve and provide you with even more valuable insights into the industry.
We’re open to any and all suggestions, so don’t be shy – speak your mind! Your opinion matters to us, and we appreciate your time in helping us improve our content strategy. Thank you for being a part of our community and your ongoing support. Best regards, [Your Name and Title] |
作为一名销售人员，您知道一个精心设计过的电子邮件模板可以带来天壤之别。邮件营销成功的关键是要有一个明确的目的，并在开头就将它清晰地展现出来。
| Subject line: You asked, we deliver! Hi [Prospect Name], Thank you for reaching out with your request for information about our [Product Name]. I’m excited to share the many features that make our platform a top choice for sales teams. With our [Product Name], you can streamline your sales process, improve your team’s collaboration, and stay organized with ease. Our free trial gives you access to all of these features and more. Here are just a few of the ways our [Product Name] can help you succeed:
But don’t just take my word for it – give it a try yourself with our free trial. I’ve included a link below for your convenience. [Link] If you have any additional questions or requests, don’t hesitate to reach out. Sincerely, [Your Name and Title] |
集客式电子邮件模板总是在跟进客户以及保持客户粘性。如果您仍在纠结是否有必要用额外的跟进邮件来叨扰您的受众，请记住，他们已经自愿与您分享了他们的邮箱地址，所以他们是不会介意更多地了解您的产品的。
| Subject line: Re: Let’s optimize your prospecting and lead search Hi [Customer Name], I wanted to follow up on my previous email regarding your interest in [Product Name]. Are you interested in a consultation on optimizing your prospecting and lead search using [Product Name] features? If you’re available this week, I would love to chat with you. Alternatively, I’ve attached a link to my calendar for you to schedule a demo at your convenience. [Link] [Product Name] has a lot in store for your business, and I’m here to help you navigate it. Let’s explore its potential together and see how it can benefit your business. Looking forward to hearing back from you. Kind regards, [Your Name and Title] |
| Subject line: Re: Let’s optimize your prospecting and lead search Hi [Customer Name], I wanted to follow up on my previous email regarding your interest in [Product Name]. Are you interested in a consultation on optimizing your prospecting and lead search using [Product Name] features? If you’re available this week, I would love to chat with you. Alternatively, I’ve attached a link to my calendar for you to schedule a demo at your convenience. [Link] [Product Name] has a lot in store for your business, and I’m here to help you navigate it. Let’s explore its potential together and see how it can benefit your business. Looking forward to hearing back from you. Kind regards, [Your Name and Title] |
| Subject line: Put your lead search on auto-pilot for free Hi [Customer Name], I’m checking in again about the [Product Name] demo we discussed before. Did you have the time to check the available dates for scheduling a meeting? I understand how busy things can get, but I’m hoping to assist you with automating your lead search and outreach efforts with ultimate ease. If you’re still interested in testing our [Product Name], I’ve included the link try it out for free. [Link] We value your opinion, so please let us know how it goes. We’re here to assist you in any way we can. Kind regards, [Your Name and Title] |
出站式电子邮件模板是接触潜在客户的重要工具，这些客户以前可能没有听说过您的业务。
作为一个数字时代的cold call，它们往往不那么被大众接受。这就是为什么要确保您的收件人是您的目标客户之一，并有可能从您的产品或服务中受益。
那么，什么样的出站式电子邮件模板才是有效的？让我们来了解一下！
当向一个不认识的人发送外贸开发信时，邮件标题的作用便不言而喻了。
您的邮件标题应该是简短的、口语化的，并与您的潜在客户相关，以便能在他们繁杂的收件箱中脱颖而出。说起来容易做起来难，但一个醒目的主题行是让您的营销邮件生效的基本保证。
不要玩一些糟糕的把戏，比如用“Re: ”开始您的标题，以假装是在回复接收者的邮件。这显得您不诚实，会毁掉您给潜在客户的第一印象。
| Subject line: Are you prepared to overcome [Challenge]? Hi [Prospect Name], I recently saw your question on [Social media channel] about the best [Product] for automated lead generation. As a company like yours, investing in the right lead generation tools is essential, and we believe our [Product Name] can meet your requirements, including:
Our [Product Name] offers a free trial that provides insights into [Overcoming challenge]. Please let me know if you’re interested in trying it out! Best Regards, [Your Name and Title] |
每个人都希望感觉自己是特别的，您的潜在客户也不例外。
在撰写您的出站式邮件时，向他们展示您已经花了时间去了解他们是谁以及他们需要什么。您需要清楚地表明，这封邮件是专门为他们量身定做的，是专门为解决他们的挑战而设计的解决方案。
如果您的邮件不能让收件人理解“您为什么要联系他们？”这个问题，那么是时候重写了，直到让对方明白您的目的。
| Subject line: You’ll love this! Hi [Prospect Name], I’ve seen your LinkedIn comment on failed email drip campaigns due to untimely dispatch and decided to reach out. Wouldn’t it be great if you could schedule your emails according to different time zones? Well, say no more. We have designed a new email scheduler just for you. If you’re interested in giving it a try, just reply to this email, and we’ll set you up with a free trial. Best regards, [Your Name and Title] |
您需要简短地向您的潜在客户表达您了解他们的问题，这样他们能够立即明白您在说什么。
不仅要关注他们的痛点，还要为他们提供解决方案。研究您的潜在客户业务中的问题，以使您看起来是懂行的。一个值得一试的方法是将客户的问题与特定的决策者或利益相关者联系起来，这样他们能更快地注意到您的电子邮件。
| Subject line: Let’s overcome [Problem A], [Problem B], and [Problem C] together Hi [Prospect Name], As a [Your job role] at [Your company name], I wanted to reach out to you specifically regarding [Company function] at [Prospect’s company name]. I recently spoke with [Mutual connection name], and they mentioned that you might be the go-to person for this area. I’d love to get on a call next week to discuss how we can help you overcome:
We specialize in [Service 1] and [Service 2] that can help businesses like yours overcome these exact issues. If you’re not the right person to approach this, could you please refer me to the decision-maker responsible for [Company function]? Thank you for your time, and I hope to hear from you soon. Best regards, [Your Name and Title] |
您有一个很好的产品，并想让所有人都知道它。但在撰写第一封电子邮件时，短小精悍才是正道。最有效的开场白通常是用事实包装的、简洁的、具体的、吸引人的，并且能激发您的潜在客户的好奇心的。
| Subject line: Boost your follow-up success rate today Hi [Prospect Name], Did you know that 44% of salespeople give up after just one follow-up? Crazy, right? But with [Product Name], you can swoop in and save the day. Our tool will help you land in your prospects’ inboxes and get the follow-up you need to make the sale. Are you ready to get ahead of the game? Let us know, and we’ll be happy to help. Looking forward to working with you! Cheers, [Your Name and Title] |
想让您的出站式邮件直击目标？
请使用一贯的号召性用语（call to action），以告诉您的潜在客户您希望他们做什么，并友好地邀请他们在社交媒体上关注您的企业、订阅您的电子报或博客。
您可以根据您的潜在客户的实际状况来给他们发送可以触发他们购买行动的电子邮件 — 这是一个能与他们保持对话的好方法。
| Subject line: Ready to take [Prospect’s product name] game to the next level? Hi [Prospect Name], Did you know that [Add exciting facts related to your business?] We found it hard to believe, too, when we first heard that! But it is possible. We here at [Your company name] have crafted the perfect solution to [Problem]. If this sounds like something you’d be interested in, simply reply to this email, and my team and I will be happy to set up a demo call. We’ll walk you through the process and show you just how [Product Name] can take your game to the next level. Don’t miss out on this opportunity to elevate your business. We’re looking forward to hearing from you! Best, [Your Name and Title] |
为了得到回应，您不得不发送大量的外贸开发信。但即使这些邮件石沉大海，您也不必灰心丧气！
将整个过程自动化可以使您的邮件营销效果产生巨大的不同，它能确保您的每个潜在客户得到相同数量的接触点。
现在，您可能会想，“发送多少封电子邮件才是合适的？”答案是，这取决于您的潜在客户的行业或背景，但大多数情况是在第三次跟进后，响应率会增加。关键是要调节您发送邮件的频率，以免变得恼人。
使用像 Snov.io 邮件自动化营销这样的工具，您可以创建具有自动跟进功能的个性化营销邮件，并有效地管理您的潜在客户。
凭借其直观的、可视化的拖放式构建器，以及基于收件人行为的流程，您可以轻松地建立起为客户量身定做的电子邮件营销，并根据他们的行为，确保将正确的电子邮件发送给正确的人。这可以最大限度地提高您的电子邮件发送率、打开率和回复率，并最大限度地减少转换时间。
此外，通过免费的 API 功能，您可以对潜在客户列表、营销活动进行一系列操作，并查看实时的统计数据。
当您真正关心您的客户和他们的问题时，转化才会出现。您的电子邮件模板应该展现出想要帮助您的潜在客户找到最佳解决方案的愿望，当您把他们的利益、痛点和成长放在第一位时，转化率就会随之而来。
无论是使用集客式或出站式营销作为您的主要销售策略，您的电子邮件模板都应该体现您的真实意图，来帮助您的客户找到他们问题的最佳解决方案。
成功的销售来自于与客户之间建立起的信任，以及表现出希望您的客户成功的真诚心愿。在一个充满伪善的世界里，真诚是超越竞争对手的唯一途径。如果您对自己的产品有信心，那么即使是在一封质朴的电子邮件中，您的真诚也会使它大放异彩，并且得到来自客户的回馈。