EDM营销开发信撰写指南

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。如何写一封能收到回复的开发信？

原则

用公司的企业邮箱或国外邮箱（Outlook、Gmail……）。
发邮件的时间选在客户当地的上班时间（借助定时发送功能）。
注意专有名词的写法，发送之前检查一遍错别字和语法。
使用英文标点符号，并在后面空一格（括号首位空一格）。
不要高估客户的英文水平，拒绝「秀英文」，把复杂的东西用最简单的文字表达出来。

主题

假设

TingTrade Inc. 我的公司，卖番茄（Tomato）的。
MyLife Inc. 我的（My）老客户，美国第二大番茄零售商。
NewLife Inc. 潜在的新（New）客户。

通用模板

NewLife Inc. / MyLife Inc. Vendor - Tomato / TingTrade Inc

NewLife Inc. 提及潜在客户的公司名，表示这不是群发邮件。
MyLife Inc. Vendor - Tomato 表明我们是美国第二大番茄零售商的供应商。
TingTrade Inc 表明发件人是谁。

其他 Subject

到客户网站上找素材
假设网站标语 / 核心价值 / 总裁致辞是 Secure Your Daily Work。Subject 可以是: Secure Your Daily Work, can we involve?
以客户利益为目标，越具体越好
NewLife Inc. – Economy safety products get revenue 20% up – TingTrade Inc.
以主打产品为标题，一目了然
Purchasing – Featured products / Safetyvests – TingTrade Inc.
Hot-Selling Jewelry from VIP Customer of SWAROVSKI
以市场信息为标题
TingTrade Inc.: Nonwoven material rise in April
直接表明意图
How could we be your possible vendor – TingTrade Inc.

正文

技巧

内容简洁明了，客户处理邮件的时间可能只有 3 秒钟
We supply tomatoes for MyLife Inc. with high quality and competitive price. Hope to cooperate with you!
第一次联系客人的时候使用纯文本格式，不要出现图片、链接和附件（防 Spam）。

内容

从哪里得到客户的信息
我是谁，来自哪个公司
公司是做什么产品的（针对客人用得上的产品）
产品参数
产品的优势：专利、证书或者畅销的市场
合作过的大客户：供货能力和质量以及信誉上没问题
设计开发能力：能够满足他们的需求
诉求处理速度：表明合作有效率
交货时间以及付款方式
新客户的优惠以及能够给予哪些支持

语气

语气委婉
Could you please help to give me a reply today?

多用被动语态

被动语态：既定的事实和一些已经达成的决定。突出特点，表现专业性。
✔️ Samples will be sent to you tomorrow.
主动语态：释放情感，展示温度，比如说写延期邮件的时候，用主动语态才更能体现出你的歉意和真诚。
❌ We’ll send you the samples tomorrow.

排版

不用衬线体（sans-serif），多用非衬线体，例如 Arial。
不要花花绿绿，只留黑色（加粗），灰色（正文）和品牌色。
用 CAPITAL（大写）或加粗显示需要强调的信息
LARGEST BUYER of Smartphone
使用列表（Ordered List or Unordered List）陈述 3 到 6 个 USP（Unique Selling Point）
- TWO SWAROVSKI LICENCES.
- Jewelleries made with Swarovski crystals, sterling silver 925, zirconia and pearl.
- More than 120 new arrivals monthly, as well as 15,000 available designs.
- NO nickle, lead and cadmium (REACH No. 1907/2006)

参考来源

如何从外观上写一封漂亮的开发信和邮件 by Master 蔡浩

Salutation

Hi Tim,
Dear Tim,

Greetings

Good day.
Nice day.
Greetings.
Warm Greetings.
How is going?
Hope you are doing well.
Hope you are good.
Hope all fine with you.
I trust all is well.
Trust you are well.
It is nice to write to you.
Thanks for your reply.

Body

We’re glad to hear that you’re on the market for…
Glad to hear that you’re on the market for outdoor gear. We specialize in this field for several years.
Here are details:
To quote better, would you please give me details:
Could you please send me the quotation with the details as below:
We have a few questions and will appreciate your help:

Attachment

Kindly see attached the offer for ***.
Please kindly check the attached photos.
I am attaching here with our best offer for ***
I attached the quote and let me know what you think.
You may refer to the attached document for details.

Ending

使用号召性用语（Call To Action）结尾，客户阅读到最后一句话时，明确知道自己要干什么。

REPLY to get catalog and free samples!
FREE SAMPLES will be sent for your evaluation!
Please copy and paste the questions and answers back to me.
Thank you for choosing us. I would be glad to answer any questions.
Please further advise.
Please let us know if you would like to take the matter further.
I value your feedback, so let me know what you think.
Let me know if you have any questions or suggestions.
Waiting for your details.
Looking forward to hearing from you
Looking forward to your response
Hope to get your updates soon.
Please keep us updated.
Kindly give us your ideas, please.
Will appreciate your quick response.
Any feedback will be much appreciated.
Always happy to hear from you.

注意：

少用 Please：”Please…” 是祈使句，带着命令的口气。我有求于你，你这么做就能够让我高兴。

Closing

It was a pleasure doing business with you.
All the best,
Best Regards,
Kind regards,
Regard with thanks,
Thank you for taking the time,
Thank you for your valuable time.
Thank you in advance for your time,
Thanks in advance and have a nice day,
Many thanks,
Many thanks and look forward to hearing from you,
Thanks and best regards,
Sincerely,
Yours sincerely,
Cheers,

Signature

Tim
- email: tim@tingtalk.me
- WhatsApp: +86 156 1024 1024
- ……

模板

Subject Hot-Selling Jewelry from VIP Customer of SWAROVSKI

Dear xxx Jewelry,

Glad to know you’re co-branding partner with Swarovski, and have a large quantity of stock!

As the LARGEST BUYER of Swarovski crystals (Dongguan 2014), we produce fashion jewelries since 1999, with competitive price.

TWO SWAROVSKI LICENCES.
Jewelleries made with Swarovski crystals, sterling silver 925, zirconia and pearl.
More than 120 new arrivals monthly, as well as 15,000 available designs.
NO nickle, lead and cadmium (REACH No. 1907/2006)

REPLY to get E-catalog and FOC samples!

Thank you,
Master

Dear Christian,

Thanks for your reply.

This is Master from xxx Jewellery (LARGEST BUYER of Swarovski Crystals 2014 Dongguan).

We have full confidence in supporting you to develop your new customers. We proudly make fashion jewellery since 1999 and 100,00+ existing designs.

To quote better, would you please give me details:

Target market
Retail price range
Prefer plating color

Waiting for your details.

Best regards,
Master

Hi Tim,

I know you are busy, so I’ll just cut my bullshit and get straight to the point.

Find happy, find boloparty here, exporting creative and fantastic *** product to make you different in 30 mins.

Call me, let’s talk details.

Jadon

Hi Tim,

I know you are busy, so please allow me get straight to the point.

I want to pitch you with our product ***. After researching your product line for like 40 minutes, I believe we can definitely make you more money.

Here is a sneak peek of my plan (see, I don’t want to waste your time.)

Let’s keep the ball rolling if you are interested.

Thank you for your time.

Jadon

方法

毅冰

BD Email 2.0

Subject: Re: Trader Joe’s – promotional ceramic mugs – TingTrading

Hi Tim,

Glad to hear that you are in the market for ceramic mugs.

This is Jadon from TingTrading in China. We mainly export these items to the US market and have full experience in OEM for heavy branded customers like Pepsi, Costa, and Heineken.

Free samples with a catalog could be provided on request.

Thanks and best regards,
Jadon