外贸开发客户，要如何写好邮件？

做外贸，有一种死法叫做见光死，也就是收到客户询盘之后，我们的第一封邮件回复大部分石沉大海，或者开发信一发出去就石沉大海，了无音讯。

究其原因我猜有可能是因为，你的邮件太普通了，还停留在简单的回复客户问题的阶段。比如：开发信标题太普通，不够有吸引力，内容千篇一律，客户询盘时，把所有报价单全部发过去，根本就根据客户的需求有针对性的去发开发信或者回复，又或者......

在Evas制服黑客追回13万美金的故事中，很多人都说她运气好，遇见的是个有信仰的骗子。其中Evas说到一点是很重要的：我自认我对中文的能力驾驭能力很强，其实我对我英文的驾驭能力也不弱。所以好的表达能力，会说话是一种能力。

其实在Evas故事中，如果她再专业谨慎一点，和每个客户第一次合作的时候，在每封邮件下面写一段话提醒客户，付款时及时通过电话、及时聊天工具、或者传真跟客户保持联系确认，尽可能的去避免呢？

Important NOTE: If there is anything about the important information(payment,account and so on)to be changed, I will confirm with you by phone（****）and fax（****）. If there is only email, but no phone or fax, Please don’t make any reaction.

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言归正传，做外贸的朋友都知道，邮件一般是由5个部分组成，我想说小细节大学问。

好的表达方式，好的邮件，直接决定你邮件的回复率，是否留住你的老客户，让你事半功倍，抛砖引玉，举一反三为己所用。

◆邮件5个部分◆

1. 邮件主题：
不可空白不写，要简短，能表明邮件的主要内容及重要性

2.开头：称谓+礼貌用语

3.正文：
简单扼要的说清楚事情，要段落清晰，明确易懂；如具体内容确实很多，正文应只做摘要介绍，然后单独写文件作为附件进行详细描述；附件不宜超过四个，超过四个最好打包压缩；同时邮件一定要记得提示收件人查收附件。

4.结尾：问候语、或相应的节日祝福语

5.签名档：

Tips
1. 签名档一般都应该有姓名，职位，公司名，公司地址，网址，电话，传真，邮件地址；有的还有公司logo, Skype/Whatsapp/ 手机等。

注：Skype/Whatsapp/ 手机等私人信息，一般欧美人是不喜欢加在签名档里的。

Email可以写也可以不写，因为邮件里面就有地址，但是为了客户方便查阅最好写上，另外要注意的就是不要把自己yahoo,gmail, hotmail等私人邮箱都放上。

2. 签名档是不是一定要有？
No. 和客户是非常熟悉的老熟人可不用；手机或Ipad等回复客户时可不用。

◆邮件标题的9个技巧 ◆

Tips

1. 在标题中使用公司的名字

2. 换位思考：把自己当成顾客，而不是营销者

3. 是告知内容不是销售产品

4. 巧用截止日期or Top urgent

5. 避免一个开发信标题同一个客户经常重复使用

6. 在标题中出现客户网站熟悉的产品用词

7. 标题强调邮件的重要性

8. 标题显示与客户有过电话或展会，拜访往来字眼提升点击率

9. 标题是此邮件的核心概况

◆邮件注意事项 ◆

Tips

1. 邮件内容需要注意保密性

2. 明确主送人和抄送人

3. 及时性

4. 简洁简洁再简洁

5. 明了明了再明了

6. 多用被动句

7. 多用We而不是I

接下来分享中东客户开发信，失联客户邮件，谈判借力3个邮件给大家一起学习借鉴。

中东客户开发信：

Dear XXX,

BEFORE READING MY EMAIL, PLS BE SURE THAT AM REALLY HOPE WE CAN BE FRIENDS EVEN WE DONOT HAVE ANY BUSINES. (首先用一种舒缓感觉拉近客户间的距离）We ABC Silicone 10years Professional with Middle EAST Market, We Have served many of biggest company around the world such as A公司, B公司, C公司 etc.（客户鉴证显示公司实力和产品质量）and we are top in condensation and addition cured silicone filed.

We trust you will like our quality and our service. We can offer you very perfect price with very nice quality. And also we can sign contract with you to be more safe. And we can full refund money back to you if there is any quality problem. We trust that with us your money will be in safe and your business will be in safe. As quality is our culture , so hope you give us a chance to serve you and we believe that you will be happy with us. I send you some of our best seller data sheet . Pls check it as follows------

Contact me if you need any help in China, and pls remember am really hope we can be good friends even your don’t do business with us, pls remember this is Joy.

Tks&B.R
Joy

中东客户：

1.喜欢大写+简单英文

2.喜欢细节详尽一点邮件

3.细节介绍公司和产品

4.最好有直接插入产品图片和规格尺寸

5.价格低

6.慢热型

7.品牌

当客户失联时：

Dear Thomas,

Tks a lot for kindly to check my email. i think you must too busy to reply me or do you still have something into consideration.

1. if the MOQ problem
- we can support you 100kgs as the first cooperation to try the market

2. If the shipping cost of the sample
- A. you can just transfer us some deposit, we'll return it to you when you confirm the order.
- B. in order to show our sincerity,, we can bear half of it and you afford the balance, how's your idea?

3. If the price
You can test our sample at first, after getting the good feedback, shall we discuss price again basic on it's real values?

4. If the payment terms
We can support you 50% T/T in advance, balance against the B/L at sight.
Also L/C will be also acceptable

Or do you still have any other worries, pls be frankly let me know so that we could know how to help you.

Tks&B.R
Joy

Tips：客户失联时，直接罗列解决方案让客户舒缓的说出自己的最终顾虑

当我们谈判进入僵局时：

Dear Stefan,

Good Morning!

This is Joy, Ms Jesse's manager from ABC Silicone Co.,Ltd.
Thanks very much for your kind support to our company and our work!
We feel greatly honored to have the chance to offer you service on RTV-2 Silicone Rubber Material.
Thanks for your good news on the sample test. Nothing is much more important than the pratical values that our products can bring your market. Right?

Regarding to the Quotation Record Jesse discussed with you on last week---
EXW 20.18xx$/kg basic on your qty=3tons

To be frank, Jesse already did her best to support you. since the 3rd plenary session of the 18th of Chinese CCP just finished, and there are a very important new policy for us. In order to keep Chinese silicone supply of essential.Government will restrict silicone and it's export amount from next Year. so all the export tax rebating of silicone will be canceled, thus, all the price of silicone raw material will go up on Jan of 2014. in order to survive, we also have no choice to adjust the price from 1st of Jan, 2014. and i think you can find a large scale suppliers relative silicone filed increasing his price under this policy forced, pls kindly noted. (虚实结合给客户紧迫感）

We know your big holiday Xmas is at hand, so, time is urgently for both of us to confirm this order. Here, as a sales manager, i don't want to discuss more abt this price with you. EXW 19.98usd/kg is the bottom price I can give you directly If you can order before 23rd December. （有条件的让步）

Pls post your idea, tks in advance!

Tips：谈判时，学会借力，以经理身份跟客户谈价，告诉客户你们最后能给的价格，同时给出一点小技巧让客户尽快确认订单。