標(biāo)題：瞬間“吸睛”

開場(chǎng)：簡(jiǎn)明扼要，有重點(diǎn)

價(jià)值：提供對(duì)客戶有價(jià)值的產(chǎn)品和服務(wù)

Call-To-Action：明確清晰

其他：相關(guān)認(rèn)證，相關(guān)經(jīng)驗(yàn)

今天我們就來分享一下，能叩開業(yè)績(jī)開門紅的開發(fā)信要包含哪些內(nèi)容?

一、開發(fā)信關(guān)鍵

1.標(biāo)題

1個(gè)好的標(biāo)題就成功了90%，吸引客戶打開郵件，突出價(jià)值或引發(fā)興趣。

簡(jiǎn)潔有力（Concise & Powerful）

突出價(jià)值（Value-Oriented）

制造好奇（Curiosity-Driven）

個(gè)性化（Personalized）

緊迫感（Sense of Urgency）

行業(yè)相關(guān)（Industry-Relevant）

避免垃圾郵件詞匯 （如“Free”、“Discount”、“Best Price”）

恰當(dāng)?shù)年P(guān)鍵詞讓打開率飆升——

①將收件人的姓名加入標(biāo)題

比如說，Hi James、Dear Neal.Han、To Mr.Tom等。

②一些比較好的、有效果的詞匯

News、Urgent/Breaking/Alert、Free delivery、Daily、Don’t Miss等，提高開發(fā)信的打開率，比如說"News: genuine natural wood cellphone shell released."

③產(chǎn)品+用途

這種標(biāo)題比較直接。例如：“Labeling machine for Water Bottles”，強(qiáng)調(diào)是用于水瓶的貼標(biāo)；“Rattan Table and Chairs for Outdoor Using”，強(qiáng)調(diào)是戶外使用。

④問句式，勾起好奇心

“How to choose/ pick the durable LED light? ”，強(qiáng)調(diào)我們的燈飾耐用；“How to get the fadeless custom shirts? ”，強(qiáng)調(diào)衣服來樣定做，印刷不會(huì)退色。問句式標(biāo)題，勾起客戶好奇心。

⑤展現(xiàn)優(yōu)勢(shì)

誰會(huì)拒絕有獨(dú)特優(yōu)勢(shì)的公司呢？比如：“Installation for the Blowing Machine in Turkey”，告知己經(jīng)在士耳其完成吹瓶機(jī)安裝；“Final hours! Will you save you 50%?”，節(jié)約成本。

⑥交貨時(shí)段+規(guī)格+產(chǎn)品

這里推薦有交貨優(yōu)勢(shì)的產(chǎn)品突出交貨時(shí)長(zhǎng)。在外貿(mào)市場(chǎng)，一個(gè)較短的交貨時(shí)長(zhǎng)更能讓買方注意到我們。

⑦We are supplier of 某某大公司

客戶一看是大公司合作過的，會(huì)產(chǎn)生興趣，畢竟有大公司做品牌背書，至少質(zhì)量和服務(wù)是不錯(cuò)的，不然大公司肯定是不會(huì)選擇我們的。如果在標(biāo)題上直接加了大型合作商，印象加分。

⑧Trendy/ Popular + 產(chǎn)品 in +買方所在國(guó)家/地區(qū)

這個(gè)也比較好理解，外貿(mào)人總是會(huì)時(shí)刻關(guān)注市場(chǎng)新動(dòng)向和新需求。

⑨【Free Sample】+產(chǎn)品

這樣寫的前提是能提供免費(fèi)樣品，那么90%這封信會(huì)被打開并得到回復(fù)，但是這類寫法成本較高。再者要確認(rèn)發(fā)函的企業(yè)對(duì)象值得我們提供樣品（成單量大/企業(yè)知名度高等），最后比較有把握在提供樣品后可以進(jìn)一步的推進(jìn)。要花錢的事嘛，總是要做好篩選，以免造成損失。

2.開場(chǎng)破冰

通過友好的開場(chǎng)白拉近距離，同時(shí)進(jìn)行自我介紹。

表達(dá)興趣或贊賞

“Your leadership in [specific field inspires us at [Company name], where l work as a Your Position] focused oninnovative solutions for the stationery market.”

提問引導(dǎo)

“How do you see [industry trend[ shaping the future of [specific market]? At [Company name], where l serve as [Your Position], we've been analyzing its impact on [specific area]."

類似客戶案例

“We recently supported a client in [industry] to address [specific challenge], achieving [specific result]. As [Your Position] at [Company name], I’d be thrilled to explore similar opportunities with you.”

輕松自我介紹

“As a [Products name] enthusiast and [Your Position] at [Company name], I couldn’t help but admire your innovative designs!”

強(qiáng)調(diào)公司優(yōu)勢(shì)

“Our [product/service] has proven transformative for companies in [industry]. I’m [Your Name] from [Company name], and I’d love to share how we can support your goals.”

3.核心價(jià)值傳遞

把“我的優(yōu)勢(shì)”變成“客戶的好處”，客戶不在乎你的工廠有多大，只關(guān)心“這對(duì)我有多大好處”。例如“這臺(tái)機(jī)器能讓您接利潤(rùn)更高的精密訂單——上周泰國(guó)客戶用它拿下了醫(yī)療設(shè)備大單，利潤(rùn)率比普通產(chǎn)品高出40%。”

這種陳述方式，能讓客戶迅速明白你的產(chǎn)品對(duì)他們的實(shí)際意義，更容易引起興趣。

想要客戶放心，成功案例是最有說服力的，所以在寫開發(fā)信的時(shí)候?qū)W會(huì)用案例、成功故事來說話。這樣的開發(fā)信更能打動(dòng)客戶，一方面讓客戶知道你是有能力的，另一方面提升客戶的好感度。比如：We sell it nicely to Walmart.They like the finish and patterns so much that they repeat the item several times a year with a quality from 8000 to 10000pcs every order.

除了成功案例能凸顯你的專業(yè)性以外，還要學(xué)會(huì)展現(xiàn)自己的核心競(jìng)爭(zhēng)力，否則你有我有大家有，客戶不會(huì)覺得有什么特別的。

4.CTA（Call To Action）

Call To Action，引導(dǎo)客戶采取明確的下一步行動(dòng)。

在外貿(mào)開發(fā)信中，Call to Action 是引導(dǎo)客戶采取下一步行動(dòng)的關(guān)鍵部分。一個(gè)有效的CTA應(yīng)簡(jiǎn)潔明了，突出行動(dòng)的價(jià)值，并降低客戶的行動(dòng)門檻。

超高回復(fù)率的10種CTA類型：

邀請(qǐng)客戶進(jìn)行具體互動(dòng)

提供樣品或資料

請(qǐng)求客戶反饋

鼓勵(lì)客戶采取小額承諾

激發(fā)客戶緊迫感

引導(dǎo)客戶明確合作意向

提供多選項(xiàng)行動(dòng)

提出明確行動(dòng)獎(jiǎng)勵(lì)

提供知識(shí)或教育價(jià)值

請(qǐng)求具體的客戶數(shù)據(jù)

二、開發(fā)信模板

提供正確疑問

Hello {name},

Have you ever considered the impact on your top-line revenue if you could achieve a remarkable 70% increase in contact rates, a 50% improvement in closing deals, and a 40% rise in the number of sales representatives meeting their quotas?

I'd like to schedule a brief discussion to explore how InsideSales.com consistently delivers these exceptional results to our clients. Are you available tomorrow for a quick chat? Let's sync up and delve into this exciting opportunity.

Best regards,

[Your Name]

提供建議

Hello,

Your website's design is absolutely brilliant. The visuals truly enhance your message, and the content compels action. I've already forwarded it to a few of my contacts whom I believe could benefit from your services.

While reviewing your site, I couldn't help but notice a minor issue related to search engine optimization. It's a relatively simple fix. Would you like me to draft it for you so that you can share it with your web team? If this is a priority, I'm also available for a quick call.

Best regards,

[Your Name]

展示聯(lián)系

Hi {name},

I'm [Your Name] from [Company]. We specialize in assisting {specific company type} with [specific services or solutions]. I'm eager to understand how you currently manage {thing your company handles} and share some insights on the solutions we're developing.

Could we arrange a short call to discuss this further? I have availability at the following times: {time options}.

Looking forward to connecting,

[Your Name]

推薦

Subject line: Terry Fisher says you're interested in better lead gen strategies

Hi {name},

I recently spoke with Terry Fisher, who mentioned your ongoing discussion about the challenges of acquiring new leads. It's a common issue that many consulting companies are grappling with these days.

After visiting your website and downloading your white paper, I've identified some areas where you may be losing potential leads in the process. Additionally, I've come up with some practical ideas that can be implemented relatively easily and should positively impact your lead conversion rates.

Could we set aside 30 minutes for a further discussion on this topic? I believe there's valuable insight to be shared.

Best regards,

坦誠(chéng)+認(rèn)證

Hi [CONTACT.FIRSTNAME],

I'll be straightforward; this isn't just "another sales pitch" from [YOUR COMPANY NAME]. Instead, I'd like to share a brief 2-minute demo video showcasing [VALUE PROP]: [VIDEO LINK].

We are [Your Company], and some of our most valued clients include [Key Customers, e.g., Company A, Company B, etc.]. One of our core value propositions revolves around "[VALUE PROP TAGLINE]." We're keen to offer everyone the opportunity for a personalized 1-on-1 conversation with our Customer Success experts to discuss best practices related to [VALUE PROPS].

Could you kindly direct me to the most suitable person to speak with regarding this? If there's someone else responsible for overseeing these efforts, please let us know.

Looking forward to connecting,

[Your Name]

趁熱打鐵

Hello,

We noticed that you recently visited our website and downloaded <>. Were you primarily interested in gaining more knowledge about <>? Or, could it be that you are actively seeking a cost-effective solution for <>?

In fact, I took the time to research {!Lead.Company} and have come up with a couple of recommendations:

Have you considered exploring these suggestions?

Wishing you all the best,

[Your Name]

劃重點(diǎn)

Hello,

I trust this email finds you in good health. I'm reaching out because [explain how we obtained your contact information and our connection, such as talking to a colleague or coming across your company].

At [Name of Company], we've introduced an innovative platform designed to provide exceptional support to your team at [Organization Name]. This platform offers a host of benefits, including [One-sentence pitch of benefits]. Here's how:

Benefit/Feature 1

Benefit/Feature 2

Benefit/Feature 3 (optional)

Let's delve deeper into how [Name of Your Software] can specifically enhance your business operations. Would you be available for a brief call on [Proposed Time and Date]?

Best regards,