EDM邮件营销,如何写高回复率邮件?
2019-03-14 浏览 普通资讯

随着社交网络的快速发展,EDM营销被提及的越来越少了,但是这仍然是一项最有效有快的外贸营销方法。


EDM营销(Email Direct Marketing)也即:Email营销、电子邮件营销。企业向目标客户发送EDM邮件,建立同目标顾客的沟通渠道,向其直接传达相关信息,用来促进销售。


一、EDM营销核心


1,选择邮件服务商

不论您选择哪一个邮件营销服务商,你需要了解它们是如何进行列表的管理,并且自动清洗列表,最详细的邮件报告,强大的整合性以及内建的模板(可以让您自己上传图片以及编辑的模板)。

2,寻找出您的客户需要的邮件内容

您的客户可能需要您发送季度新闻,电子优惠券,假日促销信息以及活动邀请,公司领导的信,甚至发送给内部员工的信息。这将决定具体在您的邮件营销平台中有多少个不同的管理列表,并且针对每个列表具体有多少个模板。这就需要您和您公司对于每一个列表的理解以及最终的推广模板的设计。

3,了解您的市场目标以及销售目标

如果您发送直复邮件到您的不同列表类型的客户,比如分地区,分行业,或者甚至分企业名称,您应该考虑在您的数据库中建立这些不同的类别(只要这样可以让您的邮件订阅列表显得不是怎么太繁琐就可以)。比如,如果您的公司属于贸易产业并且发送有关贸易类型的邮件营销,只需要建立一个数据库以及一个订阅表格将有关贸易的重点信息添加进去。在进行邮件营销之前,这方面考虑的越多,将对以后的工作开展越有利。

4,对于不同邮件列表的不同命名

不同的邮件列表中的客户可能会希望他们收到您和您公司的邮件是以:newsletter@example#com的形式来表现,而不是其他的比如:name@example#com来表现。因为这样可以提醒客户这是一封什么邮件,此邮件的类型是什么。选择合适的邮件名称可以使您的客户保持长时间持续的关注。并且许可式邮件的客户有助于帮助邮件成功通过垃圾邮件的过滤。

5,邮件相关信息的隐私政策

这一点至关重要,如果您是依靠第三方邮件服务平台来进行邮件营销而不是在本公司的服务器上建立邮件服务列表,应该及时的与邮件第三方服务平台签订邮件相关信息的隐私政策。这应该是所有公司以及邮件营销平台所应该遵守的,并且时刻应该被提醒。如果客户发觉自己的邮件信息被泄露,并且通过泄露的渠道发现泄露的源泉是您的公司,那么具体的后果也就无需多说了。

6,API的整合性

一些公司喜欢将自己的数据库放在自己的房间内因为这样他们可以保持所有系统的集中性。所以你可能需要将您的数据库与您的邮件营销服务通过API整合在一起。API整合性会要求一些程序上的工作以及许多的测试。确保您的计划具有足够的时间。我们的建议是在一段时间内通过人工整合几次,您可以在进程中感受到整合的兼容性。


二、如何写一个高回复率的邮件呢?


1、必须先了解客户:发开发信之前,我们都是需要将客户的背景调查清楚,比如网站、社交信息(是否有Facebook,Twitter, lINKEDIN等) 大家一定要利用好自己知道的所以信息,比如邮件去查FB跟Linkedin以及Skype, 电话去查Whatsapp跟Viber等。 如果有的话,要在开发信中说(I have sent you message on XXX, please kindly check) 两种方法一起用。邮件跟即时聊天工具并行。

2、字体设置:一般蓝色(商务色)重点价格等可以标红强调。大小中号,字体可以是Arial也可以是Verdana(千万不要用成什么宋体,Times News那个)

3、个性签名:在邮箱中设置,设置一个图片版上传。可以高大上些做一个二维码(很简单的制作),也可以加上公司主营产品(最好公司的都是统一格式的)

4、主题设置:这一点特别重要,一个好的邮件标题很关键人都是有回答问题本能的,可以设置 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、称呼:针对你对客户的了解选择Mr还是直接Hi,XXX。 不了解的,用Mr.XXX

6、图文并茂:第一次不要带附件,链接也少带。 图片要插入邮件,这样就打为垃圾邮件可能性小。 做一些精美的图片。


A. 新客户开发

Hi, there. This is Millissa from 公司名称. 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(具体型号) 3. Spare parts such as **************, etc,. 4. Reparing tools such as measuring tools, common rail repairing tool set(such as 重点推荐), nozzle testers etc,. 5. Injector testers and pump testers such as 具体型号 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. 如果没查到 May I know your Skype or Whatsapp account? We can talk more details there. Best Regards,Nacy


B. RFQ报价邮件再跟踪:

Dear Mr XXX, This is Nacy from 公司名称. 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 (具体型号), ‘P’ type pumps such as (泵的具体型号), 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. 如果没查到 May I know your Skype or Whatsapp account? We can talk more details there. Best Regards, Nacy


C. 周年庆大回馈(针对老客户、如果不是很熟的、可以适当简化内容)

Hi, threre, This is Nacy from 公司名称. 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  (插入图片、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 (插入图片、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. 如果没查到 May I know your Skype or Whatsapp account? We can talk more details there. Best Regards, Nacy


D. 信保开发信(针对阿里客户)

Dear XXX, This is Nace from 公司名称。 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(具体型号) 3. Spare parts such as **************, etc,. 4. Reparing tools such as measuring tools, common rail repairing tool set(such as 重点推荐), nozzle testers etc,. 5. Injector testers and pump testers such as 具体型号 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. 如果没查到 May I know your Skype or Whatsapp account? We can talk more details there. Best Regards, Nacy


大家也可以根据自己的产品和公司情况做相应的改进,给自己在开发客户的时候,备好一份模板,这对于提高效率也是很有帮助的。

开发信写得好不好,直接影响到点开率和回复率的,并且在发信的时候一定要注意里面的一些细节,以免自己辛苦写好的内容只能发到客户的垃圾箱里去!

(来源: 外贸的那点事 | 整理:智的跨境人才网)