What is foreign trade correspondence, how to write?
Opening a letter in foreign trade is an inextricable topic for both foreign trade veterans and newcomers. Broadly speaking, open letter is necessary to continue to obtain customers and expand the scale of business. Writing novels and letters is the basic skill of foreign trade people. Only after writing the letter, you can start.First of all, let's be clear about what the definition and purpose of sending a letter is.
Opening a letter, as the name suggests, is as a foreign trade person's first contact with the customer's mail or message. The purpose is to develop this potential customer, hoping to establish business cooperation, harvest orders and expand business. Whether it is sent by email, comments on social media, private messages, etc.. , it's all about effectively delivering a message to the prospect.
Secondly, how important is the open letter.
Comments and private messages are mostly text-based exchanges that can't carry rich image and video content, and the cost of communicating back and forth is too high to leave a record of the exchange. While using social software is a great way to communicate on a daily basis after establishing an initial connection with a customer. However, of all the ways to email your customers, the most valuable is email, which is the fastest, cheapest, fullest, most effective and less likely to be misinterpreted form of communication.
Finally, if it's so important, how can you write an effective letter?
Before we start discussing how to write, let's recall how you read email:
Open your usual email inbox, is it sifted by marketing, notification, membership emails? Of those emails, do you quickly skim through the keywords to pick out the ones of interest, or do you locate emails that correspond to the time period by reverse/chronological order? What's the open rate for emails that are clearly marketing emails and offer no value? Of the hundreds of unread emails, how many do you open each time? How many emails do you read after opening them?
Thinking back on all this, do you realize that you, as a customer, have very strict criteria for selecting emails? As a foreign trade people, send an open letter to the customer to go through the first pass, but to write a good title to ensure that the open letter is the customer to open.
First, write a good title to improve the open rate
By now, countless people have written open letter title, iterated various versions. Combined with the personal experience of many of the old foreign trade people, the small master from their own practical experience summarized a few methods to greatly improve the reading rate of the open letter -
Mention of the recipient's key information
Mention of the recipient's company name/product name/industry/region:Especially for the Russian retailers, xxx's Industry report.
Write the recipient's name:To Alex/Dear Dan
Whether it's the recipient's name, the name of the industry or the company, it's all about getting in touch with the customer in the first place. After all, everyone likes to focus on things that matter to them. Many partners will say, every day to send thousands of open letters, where there is time to optimize the recipient's name, company name one by one, this is actually a skill involving customer hierarchy management and fuzzy wording. We'll talk about that next time. For now, just remember the principle of "it's relevant to me, I like it", you can use this principle to extend more information related to the customer, and reflect this information in the title.
Give points of interest
Or discounts:Spring sale free shipping/cheap/reduced price 27%
Origin advantage:Made in China (origin advantage, which stands for price advantage)
Direct offer:Offer
It's not too early to make a profit. What's more, we haven't established a stable interest relationship with our customers at the letter-opening stage. Attracting with intuitive interest is the most efficient and direct way. Although such a headline may not bring a lot of replies in the "casting a wide net" stage, the follow-up after the reply will be more efficient because the customer has already been screened once in the opening stage. So, giving a clear point of interest is also a good opening letter headline.
Reflecting timeliness
Product/information timeliness:Updates/news/recent
Discount timeliness:Last day
Currency:Before 6pm
This kind of headline will have a better open rate when used but be careful about how often you use it. Don't use this kind of title frequently, which will instead cause the customer's resentment and affect the impression.
Second, provide value to the customer and create opportunities for defense.
When a customer opens an email, it usually takes only 5~10 seconds to decide whether to continue reading. In addition to regular company information and product introduction, whether the content of our emails can quickly provide value to customers, whether the content can interact with customers empty, these all determine whether we open the mail will be read on and then reply.
Altruism and ****win
When writing the content of the email, I guess the mindset should be "come buy my product". Much of the inner workings of a customer's mind when they receive an email can be summarized as follows-
One owner from Brazil complained on Twitter.
In terms of the content of the letter, it's important to avoid homogenizing it with your peers while giving your customers information they really care about. For example, this boss, he no longer needs to see eye-candy content in the text, but actual, specific information, such as: shipping lead time, shipping methods, etc.. The more specific the content, the more it can arouse the boss's interest and desire to reply.
When a customer asks for an excavator, it is important to remember that what he actually needs is a hole.
Scenario customer demand
Scenario has been widely used in TOC and domestic Internet industry marketing - selling a meal for one is not a meal, it is alone, but not a casual state; the second cup half price. Two isn't cheap, but no matter the choice, there's always someone willing to keep you company and share the scene.
In the foreign trade industry, the development of customers, you can also create the corresponding scene for the customer:
It is assumed that after the transaction the customer enjoys 7 * 24 hours customer service, real-time update of logistics information, iterative prioritization to try new products...
Third, do the groundwork to improve the accurate delivery rate of letters.
Before talking about this method, please reflect on it. What channel did you use to get the sender's e-mail address? Can you know the limitations of this channel guaranteed? Are there a lot of partners who take a list of industries they've bought and start sending it out, regardless of the year the list is from?
Email addresses are correct and accurate.
To ensure that the email address is correct and valid, there must be a reliable source of information. No shortcuts or illegal channels. Not only will there be legal risks, but you will not be able to get valid and authentic customer information.
There are, but not limited to, the following effective means of developing customers, which will not be discussed here:Customs data, enterprise yellow pages, search engines, etc..
Don't get intercepted, make sure it gets into the inbox.
Friends with low mailbox open rates should understand that the anti-spam mechanism of foreign mailbox servers is flexible and strict. If you want your emails to have a response rate, you have to make sure that you avoid using spammy high-frequency words. Only in this way, customers can receive your emails, and the emails will be displayed normally in the inbox, not in the trash can. Even the most ornate letters need to be seen, otherwise they will just be bare zeros. So what are spammy high-frequency words? Here are some simple examples:
100% Free
Household Income
100% Satisfaction Increases Sales
4UJ Increases Traffic
Accepting Credit Cards Can Increase Your Sales
ACT NOW
Unbelievable Deals
Your Requested Advertising Message
As you can see from the examples above, these rules are similar to our current advertising laws, so you need to avoid absolutist words, hyperbole, and eye-catching words, and be objective and restrained.
In short, writing a successful letter involves:
First, write a good headline to increase the open rate
1. Mention the recipient's key message.
2. Give points of interest.
3. Reflect timeliness.
Second, give value to the customer and create an opportunity for a defense.
1. altruistic, win-win
2. customer demand scenarios
Third, do the groundwork to improve the accurate delivery rate of letters.
1. Email address is correct and accurate.
2. Don't get intercepted, make sure it goes to your inbox.
Finally, I'd like to introduce a small tool to help improve the efficiency of email delivery: XTransferCRM. The email tracking function can provide a clear understanding of the customer's email reading status, and provide reliable data feedback for header optimization, keyword optimization, and content improvement to improve the optimization and success of the efficiency of email delivery.
Thanks for reading. Wish you have a super high open mail rate, high response rate and excellent closing rate.
What days of the week are foreign trade development letters sent?
Foreign people prefer to enjoy life, so choose weekdays to send!
Is the foreign trade customer development system reliable?
The foreign trade system is still available. 1, copying is not so cumbersome, the foreign trade novice in terms of getting started faster. 2, now is the use of foreign trade development letter to develop customers is a more common way, the future is also a development trend. 3, the development of the system also has a foreign trade salesman to do after-sales assistance, do not understand that can be a very good answer to you. 4, the development of the system can be used to develop customers, the development of the system can be used to develop customers.