数据显示，70%邮件营销和B2B销售人员在第一封邮件没有得到回复就会放弃。这使得他们失去了和更多潜在客户预约会议的机会。然而，如果在写外贸开发信时，能够在第一封邮件后继续跟进第二封邮件，就有25%的机会获得客户回复，并且预约销售会议。
下面是几个撰写跟进邮件对开发外贸客户显得非常重要的原因：
下面我们通过6个外贸跟进邮件模板，分别介绍不同的客户跟进技巧。
有的外贸业务员通过各种渠道取得了潜在客户的电话联系方式以后，会选择直接拨打对方电话。但这种开发客户的方法并不容易，数据显示，每打209个陌生电话才能获得一次约见客户销售会议的机会。在国外，商务电话人们通常都会选择留下voicemail语音消息。这可以提高打电话的效率，但是依然得不到客户回复。
但是， 如果在语音消息后发送跟进邮件给客户，那在24小时内可获得客户80％的回复率。 下面是这类跟进邮件模板：
| Hi [Name], I just called to [Purpose]. In my voicemail, I mentioned that I’m going to offer you something you’ll be interested in. We’ve made an in-depth analysis of your company and are ready to provide you with solutions to cater to your actual needs. Don’t hesitate to take a look at a very short demo showing you exactly how [Prospect’s company] can benefit from [Your offer]. Are you free on [Date] for a quick chat? Thanks! [Your name] |
即使已经和客户做了初次的沟通，达成外贸订单的概率在这个阶段也不会很高。因此需要继续发送跟进邮件，跟进销售进度。和客户完成了初次会议以后，写一封邮件给客户，表示感谢，提供客户在会议中提到的更多的需求材料，提供更多的帮助给客户。
| Hi [Name], Thank you for your time! I enjoyed our conversation and was excited to learn more about your company’s goals and processes. I understand the current issues you’re facing [Challenges discussed in the previous conversation] and how they [Negative impact on a prospect’s company]. As promised, here’s more information about how you can [Positive expectation about using your solution] with our help and [What you can do to solve their business problem]. I’d be very happy to chat again on [Date and time] to answer all your questions and discuss what else we can offer to help you meet your goals for 2021. Best regards, [Your name] |
外贸开发信只发一封、两封都是不够的，对于那些我们势在必得的客户，必须发送至少2封跟进邮件。只要和客户中的3人以上有过接触和沟通，这会把订单成功率提高50%。
下面是一个外贸开发信跟进邮件范例：
| Hi [Name], In the previous email, I sent you some information on how you may increase your productivity with sales automation software [Details of the previous email]. It would be interesting to know whether you are using any tools at the moment. If not, I’d love to share some working tips on how to choose the platform that would fit your business goals. Are you available for a 15-minute chat on [Date and time]? Let me know what works best for you. I look forward to hearing from you, [Your name] |
当然，你也可以让客户确定会议的时间，可以用下面这个开发信范例：
| Hi [Name], I tried to contact you a few times to go over suggestions on increasing your productivity with sales automation tools. I haven’t heard back from you, which tells me you may not be ready to speak about it right at the moment. That’s okay. I don’t mean to bother you. We can have a brief talk whenever it’s most convenient for you. Please, inform me when is the perfect time for you to have a conversation with me and how many minutes you have at your disposal? I look forward to hearing from you, [Your name] |
如果你还没有开始跟踪你的客户开发信，那么该是时候这么做了。 Snov.io提供了一个无限制的邮件跟踪器，这个工具有很强大的邮件跟踪功能：跟踪客户开发信效果，您会发现打开邮件的次数。 并且，如果您发现潜在客户已重新提出您的建议，可以通过Snov.io提前设置跟进邮件发送会议请求。
在这种情况下，请考虑以下范例来为您提供帮助：
| Hi [Name], Two weeks ago I sent you an email with a brief video about how our sales and marketing tool works. You haven’t responded, being busy, I assume, with the month closing procedures. What about having a quick chat on [Date and time]? We may look through this demo together, and I’ll be glad to answer all your questions that may arise. Best regards, [Your name] |
如果你知道客户已经浏览了你的产品和报价，那么可以发送下面这封跟进邮件，打铁趁热，推进销售进度：
| Hi [Name], I’ve noticed your teammates have visited our [Your product] page and pricing plans this week. Our [Your product] helps companies like you [Your product description and advantages]. Do you have 10 minutes on [Date and time] to speak more about our tools your teammates have been researching? Besides, I’ll be glad to clarify our pricing plans and freemium. Looking forward to hearing from you, [Your name] |
参加国外的行业会议，贸易展会以后，外贸业务员一般都会收集到很多客户名片。为了和客户建立业务联系， 回到办公室后，通过发送精心设计的跟进邮件来建立这些新客户关系。
你可以使用以下英语邮件模板与业务活动中认识的新潜在客户取得联系：
| Hi [Name], It was a pleasure for me to get acquainted with you at [Business event]. I hope you enjoyed it as much as I did and got some new portion of information about sales automation tools to improve your [Prospect’s current problem]. Boosting your sales team’s productivity must be a top priority for you. That’s why I thought you’d be interested in learning more about [Your product], which companies like yours use to [Your advantage]. I’d love to have a brief conversation with you about your expectations of an effective sales automation tool. What about [Date and time]? Meanwhile, let me send you some insights on how to choose the fitting sales software for your business [Piece of content]. Regards, [Your Name] |
发送以销售为目的的外贸开发信很有可能获得客户的拒绝（如果他们回复的话），但这并不意味着不能继续跟进邮件，建立跟深度的客户沟通。
| Hi [Name], Thank you for sharing this information with me. I see that it’s not the right moment for you to consider my offer. What if we arrange an interview after a while, and I will show you what we are doing and how our service may help. When is a good time for us to chat? Best regards, [Your name] |
邀请潜在客户和你进行简短对话不是一件简单的销售任务，必须考虑下面几个点，不仅限于外贸开发信格式：
很多外贸业务员可能会问：“为什么我不知道自己提供什么？这不是很简单吗。”好吧，毫无疑问，外贸销售必须了解他们的产品。但是记住，你不是在卖产品，而是在出售产品的优点。专注于与潜在客户需求相关的收益。这一点太重要了。
优秀的外贸业务员能够为潜在客户提供有价值的东西。就是那么简单。
在描述你的产品或服务可能会有所帮助的同时，尝试用数字表达出来，让客户容易感知。例如，如果您提到使用您的工具可以为潜在客户节省2,000美元，那么这种说法将比诸如“我们的工具将节省您的预算”之类的含糊其词的表达具有作用。
客户可能会对你的销售信息产生各种反应。有的可能对该报价表示怀疑，大多数客户对报价，特别是初期报价都会显得很冷漠。因此，应该从最初的互动开始尝试理解客户的感受，并根据他们的态度来设置跟进邮件的核心内容。
让我们看一些示例：
如果您发现客户对你的产品有疑虑，应该尽快找出客户这样想的原因，并表明你准备解决这些问题。你可以这样说：
如果你的客户回复的邮件态度比较乐观，你可以更直接地邀请会议：
如果客户的态度模棱两可，你依然可以邀请会议做详细沟通，可以这样说：
安排客户会议应该成为外贸跟进邮件的重要目的之一。外贸跟进邮件格式中，会议邀请的表达应该尽可能个性化， 这可以增加将潜在客户转化为成交客户的几率。
我们希望上述跟进邮件模板将帮助你写更好的外贸开发信，并使客户会议安排工作比以前容易得多。外贸开发信标题、格式、范例值得我们做大量的学习，研究如何提高客户回复的转化率。 如果您需要完美的解决方案来实现外贸开发信跟进邮件自动发送，请使用 Snov.io 作为业务增长的最佳工具。