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)人是否能在這個大行業(yè)里生存下去。當然開發(fā)信的質量也跟業(yè)績互相掛鉤。
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
標題：Exceed your [客戶目標] 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] by 20 times margin.
With this technique, I was
able to help our clients [競爭對手] 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 [引導潛在客戶回復]
這封簡單易懂，不拐彎抹角的開發(fā)信獲得了57%的打開率、21%回應、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]激起好奇心的標題
"Exceed your [客戶目標] by 20x in 10 minutes"
開發(fā)信的標題是潛在客戶決定打開與否的關鍵點。
所以我們應該用60%時間來測試不同的標題。
好的標題是可以用數(shù)據(jù)說話，這樣才能引起對方的注意。
實在想不到好標題可參考以下例子：
[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
[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
[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 ;)
"I can explain to you in
10 minutes how you can increase your [目標] by 20 times margin."
無論你的產(chǎn)品/服務/方法是否真的能幫助潛在客戶獲得20倍的增長率，20x的詢盤，或者20倍的流量，重點是我們需要爭取一個可以跟潛在客戶說話的機會。
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」。
理由很簡單，因為我們希望這名潛在客戶會愿意花10分鐘時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。
[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?
"With this technique, I
was able to help our clients [競爭對手] 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都會有防備，所以最有效率的說服就是來自已有客戶的成功數(shù)據(jù)。
所以我們必須預先準備好案例，當客戶回復郵件時，我們就會充分的準備好進一步的說服。
[if !supportLists]5. [endif]CTA（Call to Action 行為號召）
"[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."
如果對方感興趣，我們只希望對方有一個行為，就是回復。
所以沒有必要添加你的公司介紹鏈接，或者詳細產(chǎn)品線鏈接，除非你的開發(fā)信是圍繞著該話題進行說服，不然我們要盡量簡化文案。
[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，不給實操案例。
以下模版你可以隨意修改，多按邏輯結構寫幾次你就會找到感覺了，后續(xù)連模版都不需要。
[if !supportLists]1. [endif]通過開發(fā)信詢問對方要關鍵決策人的聯(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]
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]
Helping your team accomplish [目標]
Hi [潛在客戶],
I saw you recently downloaded
a whitepaper about [目標]. I’ve
worked with similar companies in [相關行業(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],
feel free to book time on my calendar here: [日歷鏈接]
Thanks,
[你的名字]
Resource for [相關行業(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、市場營銷、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 [潛在客戶的競爭對手], to help them accomplish
[目標/價值], 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]
閩公網(wǎng)安備 35010202001226號
