EDM郵件營銷: 高回復(fù)的開發(fā)信應(yīng)該怎么寫？-ESG跨境

隨著社交網(wǎng)絡(luò)的迅速發(fā)展，EDM營銷被提及的越來越少了，但是這仍然是一項最有效有快的外貿(mào)營銷辦法。

EDM營銷（Email Direct Marketing）也即：Email營銷、電子郵件營銷。企業(yè)向目的客戶發(fā)送EDM郵件，樹立同目的顧客的溝通渠道，向其直接轉(zhuǎn)達(dá)相干信息，用來增進(jìn)出售。

一、EDM營銷核心

1,選擇郵件服務(wù)商

不論您選擇哪一個郵件營銷服務(wù)商，你須要懂得它們是如何進(jìn)行列表的管理，并且主動清洗列表，最詳細(xì)的郵件報告，壯大的整合性以及內(nèi)建的模板（可以讓您自己上傳圖片以及編纂的模板）。

2，尋找出您的客戶須要的郵件內(nèi)容

您的客戶可能須要您發(fā)送季度新聞，電子優(yōu)惠券，假日促銷信息以及運動邀請，公司引導(dǎo)的信，甚至發(fā)送給內(nèi)部員工的信息。這將決議具體在您的郵件營銷平臺中有多少個不同的管理列表，并且針對每個列表具體有多少個模板。這就須要您和您公司對于每一個列表的懂得以及最終的推廣模板的設(shè)計。

3，懂得您的市場目的以及出售目的

如果您發(fā)送直復(fù)郵件到您的不同列表類型的客戶，比如分地域，分行業(yè)，或者甚至分企業(yè)名稱，您應(yīng)當(dāng)斟酌在您的數(shù)據(jù)庫中樹立這些不同的類別（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)易類型的郵件營銷，只須要樹立一個數(shù)據(jù)庫以及一個訂閱表格將有關(guān)貿(mào)易的重點信息添加進(jìn)去。在進(jìn)行郵件營銷之前，這方面斟酌的越多，將對以后的工作開展越有利。

4，對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愿望他們收到您和您公司的郵件是以：newsletter@example#com的情勢來表示，而不是其他的比如：name@example#com來表示。因為這樣可以提示客戶這是一封什么郵件，此郵件的類型是什么。選擇適合的郵件名稱可以使您的客戶堅持長時光連續(xù)的關(guān)注。并且允許式郵件的客戶有助于贊助郵件勝利通過垃圾郵件的過濾。

5，郵件相干信息的隱私政策

這一點至關(guān)主要，如果您是依附第三方郵件服務(wù)平臺來進(jìn)行郵件營銷而不是在本公司的服務(wù)器上樹立郵件服務(wù)列表，應(yīng)當(dāng)及時的與郵件第三方服務(wù)平臺簽署郵件相干信息的隱私政策。這應(yīng)當(dāng)是所有公司以及郵件營銷平臺所應(yīng)當(dāng)遵照的，并且時刻應(yīng)當(dāng)被提示。如果客戶發(fā)覺自己的郵件信息被泄漏，并且通過泄漏的渠道發(fā)明泄漏的源泉是您的公司，那么具體的效果也就無需多說了。

6，API的整合性

一些公司愛好將自己的數(shù)據(jù)庫放在自己的房間內(nèi)因為這樣他們可以堅持所有體系的集中性。所以你可能須要將您的數(shù)據(jù)庫與您的郵件營銷服務(wù)通過API整合在一起。API整合性會請求一些程序上的工作以及許多的測試。確保您的籌劃具有足夠的時光。我們的建議是在一段時光內(nèi)通過人工整合幾次，您可以在過程中感受到整合的兼容性。

二、如何寫一個高回復(fù)率的郵件呢？

1、必需先懂得客戶：發(fā)開發(fā)信之前，我們都是須要將客戶的背景調(diào)查清晰，比如網(wǎng)站、社交信息（是否有Facebook,Twitter, lINKEDIN等） 大家必定要應(yīng)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（I have sent you message on XXX, please kindly check) 兩種辦法一起用。郵件跟即時聊天工具并行。

2、字體設(shè)置：一般藍(lán)色（商務(wù)色）重點價錢等可以標(biāo)紅強(qiáng)調(diào)。大小中號，字體可以是Arial也可以是Verdana（千萬不要用成什么宋體，Times News那個）

3、個性簽名：在郵箱中設(shè)置，設(shè)置一個圖片版上傳?？梢愿叽笊闲┳鲆粋€二維碼（很簡略的制造），也可以加上公司主營產(chǎn)品（更好公司的都是統(tǒng)一格局的）

4、主題設(shè)置：這一點特殊主要，一個好的郵件題目很癥結(jié)人都是有答復(fù)問題本能的，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：針對你對客戶的懂得選擇Mr還是直接Hi，XXX。 不懂得的，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，這樣就打為垃圾郵件可能性小。 做一些精巧的圖片。

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) 3. Spare parts such as **************, etc,. 4. Reparing tools such as measuring tools, common rail repairing tool set(such as 重點推舉), nozzle testers etc,. 5. Injector testers and pump testers such as 具體型號 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. 如果沒查到 May I know your Skype or Whatsapp account? We can talk more details there. Best Regards,Nacy

B. RFQ報價郵件再跟蹤：

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）, ‘P’ type pumps such as （泵的具體型號）, 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（針對老客戶、如果不是很熟的、可以恰當(dāng)簡化內(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) 3. Spare parts such as **************, etc,. 4. Reparing tools such as measuring tools, common rail repairing tool set(such as 重點推舉), nozzle testers etc,. 5. Injector testers and pump testers such as 具體型號 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. 如果沒查到 May I know your Skype or Whatsapp account? We can talk more details there. Best Regards, Nacy

大家也可以依據(jù)自己的產(chǎn)品和公司情形做相應(yīng)的改良，給自己在開發(fā)客戶的時候，備好一份模板，這對于進(jìn)步效力也是很有贊助的。

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

特別聲明：以上文章內(nèi)容僅代表作者本人觀點，不代表ESG跨境電商觀點或立場。如有關(guān)于作品內(nèi)容、版權(quán)或其它問題請于作品發(fā)表后的30日內(nèi)與ESG跨境電商聯(lián)系。