发送开发信是我们外贸人每天必做，也是做得最多的事情，但也会遇到各种各样的问题，其中最大的问题就是：无法得到客户的回复。往往我们发送几百封邮件，能得到回复的只有那么三两个，所以如何提高客户的阅读率和回复率便成为我们必须不断思考和亟待解决的事情了。今天阿连就跟大家伙浅谈自己的经验，如何利用开发信吸引客户？
Sending development emails is necessary work everyday and we do it most. But some problems may occur while the biggest problem is: no reply. Usually, we send hundreds of emails, but only several ones will reply. Hence, how to increase the customer's reading rate and reply rate becomes the matter we need to concern and solve. Today, I want to share my experience on: how to attract customers by development emails?
记得阿连曾经在[《海量客户资料中筛选你的“真爱”》](海量客户资料中筛选出你的“真爱”Make Best Use of Customer Information【第610期】 http://mp.weixin.qq.com/s?__biz=MzA4NjEwMjMyMQ==&mid=211277276&idx=1&sn=361aa254261b888f57d3d39eb356f25b&scene=21#wechat_redirect)的文章中曾经说过，对于海量普通开发信的客户，发送开发信的时候，首先要做好两件事情：
I have mentioned on an article named Make Best Use of Customer Information, as for large amount of customers who receive our development emails, we should do these two aspects well when sending emails:
首先是标题必须包含公司名称，产品信息，但是不能过长，否则容易被筛选为垃圾邮件。
First is that the company name and product information must be included in title but not be too long, otherwise it may be regarded as spam email.
第二，是邮件内容应该尽量详细，当然不是让你长篇大论，废话连篇，要抓住公司和产品的优势，言简意赅，并突出重点地写，适当的地方可以通过扩大字体，并利用其他颜色做特殊标记，以便引人注目，一针见血，但同时也不能够过于花里胡哨，否则更显得自己不专业，从而给人留下不好的印象。
Second, the content should be as much detailed as possible, certainly, you don’t need to talk nonsense but highlight advantage of the company and the products concisely and comprehensively. Properly, you can use bold fonts or different colors to directly emphasize key words so as to attract customers. But don’t make it too colorful, or else, it reflects unprofessional and leaves bad impression.
其实这样的正文安排有两个目的：
In fact, the two purposes of main body are :
对于任何一个在收到海量邮件，还能打开我们的邮件查看的客户，我们都要抓紧机会，有些客户可能对我们的产品很感兴趣或者直接就是目标客户，他可能会打开邮件仔细查看我们的信息，这时候如果你能够做到详细描述，那么客户必定能够详细了解你的信息，有他真的兴趣的话，更何愁客户不回复呢？
For any customer who reads our email among a variety of emails, we should seize the opportunity because some of them are interested in our products or are our target customers. They may open our emails to check information, at this time, if you have detailed description, they must know you clearly. Once he is quite interested, how can he has no reply?
另外一种情况则是，有些客户有这种购买打算，而又没有时间详细查看我们的邮件的时候，如果他点解进去查看，而你有做重点标注，这时候他一眼扫过去，那他必定能留下深刻的印象。等他有时间再找回你时，便更加容易，而这个时候，你的标题设计便能起显著作用了。
Another case is that some customers have purchase intention, but have no time to read our mail in detail. If he reads it and you have highlighted the key point, when scanning quickly, he must impress deeply. It’s easier for him to find you again, this time, the design of the title must play a significant role.
利用好“已读回执”：
Make a good use of “read receipt”:
刚认识的客户，头几次设置好“已读回执”，如果你能多次得到客户的回执，建议可以把客户纳入重点跟踪客户的名单当中，因为这部分客户极有可能是你的终端客户，当然在这个环节当中，我们的内容设计也是需要技巧的，那便是开发信不能千篇一律，第一封可以是总概括性的信息，单从第二封开始就需要每次介绍不同的产品款式，因为这样才能更加精确我们上边的判断。如果始终得不到客户的回复的话，通过打电话确认便更行之有效了。
For customers who just know each other soon, you ought to set “read receipt”. If “read receipt” can be received for many times, listing him into the key following-up list is suggested because some of them are quite possible to be terminal customers. Certainly, in this part, the skill of content design is that development emails mustn’t always be the same. The first one is to summarize and the second one can add introduction of different models, so that it can confirm our judgment. When failing to receive reply all the time, an effective way is making a phone call.
当然对于你每天或者长时间都会发送信息的客户，则不建议设计“已读回执”，因为如果你每次都要客户发回执，一旦客户觉得厌烦，以后不查看你的邮件，那麻烦就更大了。所以首先我们要做好分类。
Of course for those customers you send emails everyday or for long-term, setting “read receipt” is not suggested on account of being sick if each “read receipt” is required. Once he is sick of you, a big trouble appears if he won’t read your email. Therefore, having classification is necessary.
对于上述一类客户如果我们长时间得不到客户的回复，是否还有别的办法可用呢？阿连就自己的经验为大家讲几个办法，效果还不错哦：
For the above customers, is there any other method when we fail to receive reply for long time? With my own experience, I want to share with you several useful methods:
比如你可以在标题当中加入Re:, 让客户误以为这是一封回复邮件而查看你的信息，从而回复，如有必要你甚至于可以再多加几个Re:Re:RE:。或者直接在标题中标明：Just hope could get ur reply 或者 Just want ur reply, 然后后面加上简单的公司产品信息，相信会得到不错的效果。
For example, add Re: in title so customers mistakenly think that this is a reply email and then reply it. If necessary, even you can add more Re:Re:Re:, or add in the title: Just hope could get your reply or Just want your reply, the simple products information can be added after that. In this way, there may be a good result.
而对于一些很明确的目标客户发送开发信，如果是第一次通过电话取得关键人的联系方式，建议你把标题写成We talk by phone just now, We talk on phone yesterday...会比你直接用公司名称结合产品信息得到的回复率要高出许多。
And for some clear target customers, when sending a development email, if you obtain contact way of key person by phone, you’d better make the title be “We talk by phone just now, We talk on phone yesterday...”...that must bring higher reply rate than using company name with products information.
总之，只要你不断发掘，思考，相信必定能想到更多的吸引客户的方法。
In short, as long as you continue to develop and think, you must find more ways to attract customers.
原创作品，欢迎转载，请标明出处：外贸连（微信号：LWG-8888)