開發(fā)信一直都是外貿(mào)人的謀生工具，可以說能否寫好一封外貿(mào)開發(fā)信注定一名外貿(mào)人是否能在這個(gè)大行業(yè)里生存下去。當(dāng)然開發(fā)信的質(zhì)量也跟業(yè)績(jī)互相掛鉤。

上一篇講述了開發(fā)信失敗不能做的事情，這篇講述開發(fā)信可以做的事情

「能做」

標(biāo)題：Exceed your [客戶目標(biāo)] by 20x in 10 minutes

文案：Hey [客戶名稱],

I can explain to you in 10

minutes how you can increase your [目標(biāo)] by 20 times margin.

With this technique, I was

able to help our clients [競(jìng)爭(zhēng)對(duì)手] gain momentum within three months.

[客戶], I want to share this technique with you,so let's make a quick 10 minutes chat ASAP. Let me know now what time worksbest for you.

-[你的名字]

CTA按鈕 [引導(dǎo)潛在客戶回復(fù)]

這封簡(jiǎn)單易懂，不拐彎抹角的開發(fā)信獲得了57%的打開率、21%回應(yīng)、以及增加了16名SQL銷售合格線索。

接下來，我們來分析這封開發(fā)信成功的原因：

[if !supportLists]1.   [endif]激起好奇心的標(biāo)題

"Exceed your [客戶目標(biāo)] by 20x in 10 minutes"

開發(fā)信的標(biāo)題是潛在客戶決定打開與否的關(guān)鍵點(diǎn)。

所以我們應(yīng)該用60%時(shí)間來測(cè)試不同的標(biāo)題。

好的標(biāo)題是可以用數(shù)據(jù)說話，這樣才能引起對(duì)方的注意。

實(shí)在想不到好標(biāo)題可參考以下例子：

勾起好奇心

[if !supportLists]l  [endif]$50,000 is How Much one of Our Clients has made by using Our Service/Products

[if !supportLists]l  [endif]The Most Underrated Product with Huge Profit Potential

[if !supportLists]l  [endif]All you need is 8 minutes to Start Rebuilding Your Business

社交證明/社會(huì)認(rèn)證

[if !supportLists]l  [endif]100 New Companies Have Entrusted Us Just Last Month

[if !supportLists]l  [endif]Top 3 Reasons Why Our Clients Don't Churn

[if !supportLists]l  [endif]Hey You! Thank You For Believing In Us

帶有一點(diǎn)幽默感

[if !supportLists]l  [endif]Only For Horrible Bosses (Ah...Fudge It)

[if !supportLists]l  [endif]Hey You! The Next Steve Jobs (When He Was Alive)

[if !supportLists]l  [endif]Lighten up Buddy! Here's a Joke for you ;)

[if !supportLists]2.   [endif]提供價(jià)值

"I can explain to you in

10 minutes how you can increase your [目標(biāo)] by 20 times margin."

無論你的產(chǎn)品/服務(wù)/方法是否真的能幫助潛在客戶獲得20倍的增長(zhǎng)率，20x的詢盤，或者20倍的流量，重點(diǎn)是我們需要爭(zhēng)取一個(gè)可以跟潛在客戶說話的機(jī)會(huì)。

[if !supportLists]3.   [endif]個(gè)性化

這封開發(fā)信里提到了兩次客戶的名稱，用了兩次「technique」和兩次「10 minutes」。

理由很簡(jiǎn)單，因?yàn)槲覀兿Ｍ@名潛在客戶會(huì)愿意花10分鐘時(shí)間聽我們講解究竟是什么策略。

開發(fā)信的語氣不要過于嚴(yán)肅，你是怎樣給你的親朋好友發(fā)信息的，就怎樣給你的潛在客戶發(fā)信息。

這么說可能不夠清晰，所以請(qǐng)參考以下：

[if !supportLists]l  [endif][潛在客戶的名稱], don'tmiss out!

[if !supportLists]l  [endif][潛在客戶的名稱], Ipromise not to waste 1 minute of your time.

[if !supportLists]l  [endif][潛在客戶的名稱], are youfree this weekend?

[if !supportLists]4.   [endif]社交認(rèn)證/社會(huì)證明 

"With this technique, I

was able to help our clients [競(jìng)爭(zhēng)對(duì)手] gain momentum within three months."

上面提到用數(shù)據(jù)說話，意思就是利用我們的已有客戶（而且最好是與潛在客戶相同行業(yè)）作為證明。

任何人看到陌生信息時(shí)都會(huì)有防備，所以最有效率的說服就是來自已有客戶的成功數(shù)據(jù)。

所以我們必須預(yù)先準(zhǔn)備好案例，當(dāng)客戶回復(fù)郵件時(shí)，我們就會(huì)充分的準(zhǔn)備好進(jìn)一步的說服。

[if !supportLists]5.   [endif]CTA（Call to Action 行為號(hào)召） 

"[客戶], I want to share this technique with you,so let's make a quick 10 minutes chat ASAP. Let me know now what time worksbest for you."

如果對(duì)方感興趣，我們只希望對(duì)方有一個(gè)行為，就是回復(fù)。

所以沒有必要添加你的公司介紹鏈接，或者詳細(xì)產(chǎn)品線鏈接，除非你的開發(fā)信是圍繞著該話題進(jìn)行說服，不然我們要盡量簡(jiǎn)化文案。

下面有更多例子：

[if !supportLists]l  [endif]Offer End Tomorrow! Save An Additional 15% Now.

[if !supportLists]l  [endif]Pay 30% Now And Start Your Success Today.

[if !supportLists]l  [endif]Last Chance to Grab This Amazing Offer!

開發(fā)信模版

不要說我們只講理論，不給實(shí)操案例。

以下模版你可以隨意修改，多按邏輯結(jié)構(gòu)寫幾次你就會(huì)找到感覺了，后續(xù)連模版都不需要。

[if !supportLists]1.   [endif]通過開發(fā)信詢問對(duì)方要關(guān)鍵決策人的聯(lián)系方式

Appropriate person

Hi [潛在客戶名字],

I am writing in hopes of

finding the appropriate person who handles [相關(guān)部門]? I also wrote to [聯(lián)系人 A, 聯(lián)系人 B, AND 聯(lián)系人 C] in that pursuit. If it makes

sense to talk, let me know how your calendar looks.

Dealmap.Cloud helps increase

the revenues of Fortune 500 companies by marketing to Chinese-speakers. Each

month we reach 25 million Chinese speakers with an audio message they must

hear. We insert 30-second audio and SMS advertisements into phone calls made on

calling cards. The benefit to users is they make their call free. The benefit

for our clients is they can increase store revenue by providing text message

coupons. Typical redemption is 3%. You can measure results online and with

store sales. Advertisements can target specific ethnic groups and geographies.

Some clients include McDonalds, P&G and Taco Bell.

If you are the appropriate

person to speak with, what does your calendar look like? If not, who do you

recommend I talk to?

Thanks,

[你的名字]

[if !supportLists]2.   [endif]通過開發(fā)信建立友好關(guān)系

Congrats on the new role. Re: call follow-up.

Hi [潛在客戶],

Just left a quick message at

the office for you. I chuckled a little bit when I got an automated email this

morning from your predecessor, [前同事名稱] who we worked with briefly, and before her, [另外一個(gè)前同事名稱], who we worked with as well …

First and foremost, congrats

on coming into this new role! I’m sure you’ve got a lot going on – so this

conversation might be timely or not. If you’re stressed, this is my

go-to :)

My role here is working with

businesses (in the area) on how they can effectively and efficiently drive more

traffic to their website, increase conversions, and nurture leads into

customers.

How has your first month

kicked off so far?

– [你的名字]

[if !supportLists]3.   [endif]提供價(jià)值的開發(fā)信

Helping your team accomplish [目標(biāo)]

Hi [潛在客戶],

I saw you recently downloaded

a whitepaper about [目標(biāo)]. I’ve

worked with similar companies in [相關(guān)行業(yè)] and I thought

I’d reach out.

[潛在客戶的公司] looks like a great fit for [你的企業(yè)名稱] and I’d love to understand what your goals are for this year.

We often help companies like

yours grow with:

[if !supportLists]l  [endif][解決方案一]

[if !supportLists]l  [endif][解決方案二]

[if !supportLists]l  [endif][解決方案三]

 If you’d like to learn how [你的企業(yè)名稱] can help you reach [目標(biāo)],

feel free to book time on my calendar here: [日歷鏈接]

Thanks,

[你的名字]

[if !supportLists]4.   [endif]介紹自己的開發(fā)信

Resource for [相關(guān)行業(yè)] questions

Hi [潛在客戶],

I’d like to introduce myself

as your resource here at [你的企業(yè)名稱]. I work with businesses in the [行業(yè)名稱]

industry, and noticed you visited our website in the past.

This inspired me to spend a

few minutes on [潛在客戶的公司名稱] website to learn

more about how you’re approaching [產(chǎn)品線、銷售策略、市場(chǎng)營(yíng)銷、客服方式].

I noticed some areas of opportunity and decided to reach out to you directly.

[你的企業(yè)名稱] is working with similar companies in your

industry, such as [潛在客戶的競(jìng)爭(zhēng)對(duì)手], to help them accomplish

[目標(biāo)/價(jià)值], and giving them the [解決方案] to succeed.

Do you have 15 minutes to

discuss [潛在客戶的公司名稱] this week?

If so, you can book time

directly onto my calendar here: [日歷鏈接]

Looking forward to meeting,

[你的名字]