品牌海外客户运营，外贸新手如何发推广邮件？

本文讲述了品牌海外客户运营，外贸新手如何发推广邮件？
前  言
一开始接触正规的英文邮件，还是毕业后第一家公司的老板Ray，开始英文读写也一般，也得亏遇到了一位靠谱的老板，带着去参加了一些微软、高通的会议，接触一些还比较大的手机客户，邮件也是一字一句地帮忙修改，现在想来，职场上有这么一位领路人，也是幸运。
进入工作以来，严重意识到自己英文水平的不足，啃的第一本英文书是原国家开发银行行长陈元写的一本书Aligning State and Market，关于国家民生，解决企业实际问题的记录，其中有提到对华为、中兴的投资，是中国十几年宏观经济的发展介绍的缩影。
再后来几乎就每个月一本英文书了，the Facebook effect, Sapiens, Shoe Dog, Steve Jobs, Elon Musk, PourYour Heart Into It, Sam Walton, The One Thing, The Lean Startup, Bad Blood, etc.
人从书里乖，一边读英文书的同时，一边发现对外国人的理解更深刻了些，回馈到工作中来的，是更加自信、熟练的英文表达。
跟一个做了多年B端外贸的同事聊天，问她对客户的邮件中有没有什么经验，她总结了一句话：搞清楚客户想看到什么，然后打给他。
客服服务的本质是什么？
让客户开心起来！
你不懂客户，如何让他开心？
邮件很专业，解决了客户的疑问，客户自然开心； 邮件很精炼，有客户一眼想看到的内容，客户也会开心。
不巧的是，还是有些海外品牌并没有重视客户邮件服务的功效，反倒是将很多的精力投放在了Facebook广告、Google广告上面，殊不知客户口碑和开发信、订阅邮件也是一个重要的获客渠道。
长远来看，品牌的树立和沉淀一定是基于良好的口碑，广告只能带来短期的销售，而客户服务和口碑能带来长期的价值
一、客户购买产品之后应当发给客户的三封邮件

01 发出产品

Dear Veronica,

Thanks a lot for your order on www.amazon.com! (感谢客户在自己的平台上买东西)

Your products has been shipped out via DHL and the tracking number is XXXXXXXX, it will arrive at your place within 5 business days. You could also track the shipment process on http://www.dhl.com/en.html. (告知客户产品大概是什么时候到，快递在哪里查询)

Should you have any query, please tell us freely. Thanks again for your kind support. （再次感谢支持）

02 客户收到产品后的邮件

Dear Veronica,

Hope this email finds you well.

Could you please let us know if you have received the XX product? (询问客户是否收到产品，如若没有，告知他快递进展情况，帮他解决问题)

If there anything we can be of help, please let us know freely. Thanks again for your kind support on XX.

03 邮件三：15个工作日之后的回访邮件, 邀请好评

Dear Veronica,

Wish you a good experience with XX product.

Your product review is very important to us. Your review encourages us to improve our products and gives potential buyers confidence in buying this product. Could you please leave a review on https://www.trustpilot.com/review/xxxxxxxx.com? (邀请客户在测评平台上留下真实评论)

If you have any suggestion on XX product please tell us freely, we will provide you the best possible service.

Many thanks for your kind support on XXX again.

所有的邮件要加上电子签名，也是品牌的一个宣传，例如：

Best regards,
Alan
Marketing Manager
Muyumu Team
Facebook/Instagram/Pinterest (这里留下品牌的社交媒体链接)
https://www.XXXXX.com （官网链接）

二、关税、货件地址有关的邮件

01. 需要收件人清关和付关税的邮件

Dear Maja,

Thank you for your support on XX products and we are glad to count you as a team member.

However, there is a problem that needsto be solved.

According to previous experience, your parcel will involve import taxes or customs charges in Croatia. Are you willing to pay for it and could you finish the customs clearance by yourself?

Lookingforward to your reply. Thanks a lot.

Havea nice day!

02 需要收件人提供税号（尤其是意大利地区）

Dear Maggie,

Thanks a lot for yoursupport on XX products. We are glad to count you as a team member.

As we promise, we offer free shipment and use DHL to offer the fast delivery. However, according to the newest policy of DHL, all packages sent to Italy require the tax number of the recipients. So could you please offer us your tax number to arrange the shipment? Then you can get the watch as soon as possible.

Looking forward to yourreply.

Have a nice day!

03 留PO BOX邮箱地址，需要更改地址

Dear Borja,

Thank you for your recent order on www.xxxxxxx.com. We're excited to count you as a team member.

According to the notification of DHL/UPS/FEDEX, the PO BOX address you provided is invalid. We can't ship your watches to you with this PO BOX address.

Could you please provide us with another normal address for shipment?

Looking forward to your reply. Thanks a lot.

Have a nice day!

04 城市和邮编对不上

Dear Miranda,

Thank you for your recent order on www.xxxxxx.com. We're excited to count you as a team member.

May I know your city name is Neualage or Hague? Because DHL found the postal code doesn't match the city Neualage.

Could you please let us know the correct postal code and city name for shipment?
Looking forward to your reply. Thanks a lot.

Have a nice day!

三、下单未支付、新品上市发送给客户的邮件

01 下单未支付

Dear Susan,

Many thanks for your kind support on XX products.

We noticed that you wanted to place an order on our official website but the payment didn't go through successfully.

Are there some problems wecan be of help?

If you have any queries,please feel free to contact with us. We will try the best to handle it. Thanks again for your preference on XX product.

Have a nice day!

02 新品上市

Dear Matthew,

We are very glad to countyou as a customer on XX product.

Nowadays we released a new producton our website which may match your style appropriately, to express ourgratitude to your kind support on XX, hereby we provide you a 15% discount which can be used on the new style: MUYUMU2020NEW15.

Here's the link of the newstyle: http://www.XXXXXXX.com/new/15.

Thanks again for your kindsupport on xxx product, wish you a prosperous and happy year!

关于售后的邮件可以针对客户的具体问题分析之后回答，邮件的内容不要求有多富丽堂皇，用最简单的语句把客户的问题解决就好了，做海外品牌的客户来源于世界各地，英语水平也参差不齐，但这并不代表语法和单词可以出错，这是英文邮件最基本的要求。

用邮件获取客户还有一个很好的渠道，那就是EDM，通过订阅邮件来让用户更多地了解品牌，并实时地提供折扣，进行转化。

基本上做海外品牌的网站上都会有订阅的选项【Subscription】，而且是在首页比较明显的位置。

很多时候，用户并不是第一眼看到你的产品信息就会购买，所以品牌需要多维度多次曝光才有达成转化，知名度高的品牌两到三次的浏览就可能转化下单，而没听过的品牌客户可能要逛七八个页面或多次浏览。

订阅邮件就是缩短这一路径的手段之一。

做品牌

• 订阅邮件的标题尽量简短，尽量不要带广告词，例如 Up to 50 USD OFF onBlack Friday!

• 发送订阅邮件时尽量用企业的付费邮箱，带有hotmail.com, gmail.com,http://yahoo.com后缀的邮箱很容易被服务器认定为垃圾邮件，用户可能根本就收不到。

• 尽量让用户第一眼看到的是一张高清吸引人的图片，带例如Discover More 之类的按钮，在视觉上吸引到用户之后将他们引向品牌网站。

• 做完订阅邮件之后一定要进行测试，尤其是手机端的效果，现在很多的浏览及购物习惯都是在移动端。

• 发订阅邮件时可以采取A/B测试法，用不同的标题发送同样的邮件数量，测试哪个标题效果好，同样的方法也可以用于图片测试。

不同于国内多种的工作沟通方式，国外工作中还是经常用到邮件的，而且一般公司重大事件都会通过邮件来发布。

在写客户服务邮件的时候，一定谨记一个原则：邮件主题要具体，内容要聚焦，case by case，站在客户的角度考虑，什么样的邮件他收到后才会眼前一亮，愿意回复或者与你互动。

作为外贸新手，如何开拓客户是一个头疼问题。现今网络发展日新月异，很多客户资料都能在网上找到。但有了客户联系信息，如何跟进也是个难题。

上文就是小编为大家整理的品牌海外客户运营，外贸新手如何发推广邮件？

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