如何策划一封邮件和如何利用邮件开发客户资源

第一篇：如何策划一封邮件和如何利用邮件开发客户资源

如何策划一封邮件和如何利用邮件开发客户资源

众所周知，邮件外观设计可提升用户阅读邮件时的视觉效果，带给用户一种美的感受，但用户不是傻子，真正产生兴趣的不是邮件外观而是邮件内容。像那些制作精美、花里花俏而无实质内涵的邮件都是徒有其表，只能给用户带来一定的视觉冲击力，能引起真正共鸣的为数不多。因只有真正对用户有价值的邮件内容才能引起关注，产生购买欲望，这也是营销者该特别注意的地方。

一、怎样进行邮件内容优化才能达到更好的营销效果，我们可从以下四点从发：

1、换位思考。市场人员，最希望收到的EDM邮件群发邮件中包含更多的市场新动态、产品信息，从邮件中获取更多的有价值的市场信息信息;管理层，包含管理策略、最新经济势态、对企业建设有帮助的各类资讯等内容的群发邮件打开阅读的几率比较大;普通用户，对折扣优惠、产品买卖、小知识小建议等对自己有用的信息的兴趣度较大。换位思考，作为邮件发送者，针对不同的目标用户，邮件撰写的内容、语气都要有所不同，要有针对性，不需华丽的辞藻，质朴的常用语言更能拉近与用户之间的距离。这个道理，不管是卖养老保险还是时尚工艺都适用。

2、开门见山。开门见山说的是邮件应当简洁明了，不需长篇的铺垫才说明来意。因为绝大部分收件人是没有足够的耐心把邮件从头至尾的阅读，一般都是一扫而过，抓住一些显眼的、认为重要的点对邮件内容价值进行判断。图片，在邮件里无非相当显眼的，除此之外，不同的字体、颜色、条框也是突出邮件主题的方式，能让收件人迅速的了解邮件的重点所在。所以，在收件人点开邮件的几秒钟内引起用户的兴趣，那么你的邮件营销也就成功了一半。

3、引起共鸣。在邮件中不时的鼓励用户深入对邮件内容进行了解，为其构建一个强烈的Call To Action情境，让用户产生共鸣。鼓励方式有：让用户看到你的产品服务与众不同在哪里，用户采取行动后可获得什么好处，或指出同类产品的不足并说明你的产品是如何进行克服的。在邮件中尽量激发用户的兴趣与好奇，鼓励其点击网站链接继续了解更多的产品信息，同时价格刺激、免费礼品也是促进用户进行链接点击的一个好方式。用户产生了共鸣，就会认同你所说的观点，执行你想要的行动，给你带来更大的效益。

4、邮件测试。成功的营销邮件不是一朝一夕就能设计出来，必须是要通过不断的测试、调查、分析、总结后，方可确定最适用于营销的邮件标题、正文、色彩、风格、布局等。所以说，邮件内容的质量是邮件营销成败的关键，要保证质量，只有通过不断的测试使用、再测试再使用才能找出其中的不足，并进行妥善的处理，这样邮件的质量才会越来越好，邮件营销的效果也越显著。

二、邮件按照营销作用一般分为以下三种

1、新客户的开发，甲方通常的做法是，利用外部数据或者是内容数据的进行营销，继而开发行的客户。

2、老客户的维护，对现有客户进行关怀和激励，促进老客户的二次购买，养成忠诚客户。

3、客户价值最大化、延长客户的生命周期，一般结合公司的CRM，对客户进行细分，并对客户的行为进行收集、整理、分析，然后发送与客户高相关性的内容。

三、如何利用邮件开发新客户?

虽然一封写得比较有煽动性和有看点的邮件有助吸引客户眼球并最终勾引客户兴趣，但由于每个人阅读的习惯和兴趣不同，a认为不错的文字可能b看了不对胃口，所以说我们所能做的也就是根据回复率不

断调整我们信函表达的方式和内容以争取提高广大客户的回复率，但有一点很清楚，我们并无法保证哪种方法是最好的，我们所做的只是提高概率。

首先保证第一封推荐函一定不要群发。在我们平时以纯email方式进行开发业务的电子商务过程中，搜寻客户的方式可能有n种，但如何让客户看了你的广告函后回你信好象也没有人敢可以绝对保证他能做到----但事实上并没有一种方式可以保证你的目标客户一定会理你，我们只能尽量写一封比较对大众胃口的推荐信以提升客户去看信的欲望及打开信后耐心看完信的兴趣并让客户了解介绍的内容后产生某些想法---想法是客户回信的动力，回复才是硬道理。

当然，一封写得再惊天地泣鬼神的信发过去如果被服务器列为spam那也等于零;如果通过了服务器但客户一看标题感觉有垃圾邮件的味道不看直接删除的也等于零;客户看了以后没什么感觉那基本上也宣布等于零;只有客户看了感觉有点价值，虽然没有马上回复但归档处理，理论上说这还有点搞头，因为等他有需要的时他脑海里想起你后还会翻出来联系联系;当然，唯一有意义的就是客户看了你大作之后直接回复你。所以适当地根据回复率调整信函的内容和方式也是满重要的，记得第一封信最好不要写得太长或是太官样文章，最好有点新意不要跟别人发的广告信一样没创意，那谁都不会有兴趣看下去的。

所以，邮件营销最重要的不只是营销或者说发送，是一个整套的营销体系，将营销通道、发送通道、产品通道都合为一体。

（本文来源于珠海泛圈网络：http:///）

第二篇：一封英语邮件

March 17 , 2013 Dear Judy，Time has gone by fast and it is long since we met last time.How is your study going ? Can you get used to the learning environment of the new campus ? I hope you lead a happy life there.As we both are interested in culture tradition , now I want to share a newspaper article that I saw in the morning.Big differences in expressing feeling between Chinese and British.As is well-known , many of us hold the viewpoint that it is the well-time to show our sadness in a funeral.But to my surprise , the British seems to be breath easy and talk straightly in that place , most of them are smiling faces.This phenomenon really confused me.And in another section below , I have been informed that it is a way to see their cultivating moral integrity.All the strong feeling should be mention lightly.As a English saying goes “Keep a stiff upper lip”.If you can not control yourself , it means you will suffer losses.For example , a member of Parliament became more and more unpopular in presidential election only because he said something about his wife tearfully.Form this detail , most of the voters judged that he was lack of self-control.He lose the competition.But there exist another interesting phenomenon.When their friends or neighbors give them a small gift , they will show their great thanks or even kiss them.As for me , it is hard for me to accept the different.Thought with the development of the relationships between various countries , we have take a lot of cultural exchanges.But I get accustomed to the way that I lead.I am support the idea that it is one’s authentic thing to express our real thoughts.If everyone deliberate themselves or always don’t be themselves , it will make people feel that they live in a indifferent society.What do you think of the phenomenon ?

I hope I can see you soon and discuss our problem together.Yours ,Cherish

第三篇：客户开发邮件英语

客户开发邮件英语范文

Dear Sir,Very glad to send E-mail to you, I’m Annie.I have learned your name from the website which shows you are interest in ball chair.First I’d like to introduce our company，which is one of the largest ball chair manufacturers in China, mainly produce ball chair,egg chair,bubble chair and other chairs.We would like to supply high-class products and satisfy every customer's needs.We approach you today in the hope of establishing long

business relations with you and expect, by our joint effects, to enlarge our business scope.It will be a great pleasure to receive your inquiries for any of the items against which we will send you our competitive price with high quality.Your prompt reply will be highly appreciated.Thanks& best regards

Yours faithfully, Steven

XXX CO.,LTD

Website: http://zytime.cnAdd: XXX

Tel: 0086-769-26048888Fax: 0086-XXX

Cell phone: 0086-***E-Mail:xxxxx@hotmail.com

第四篇：邮件范本

Dear Mr ABC,----(指出客户的名称，体现对客户的重视和尊重)

We are pleased to receive your inquiry of Aug.2nd and to hear that you are interested in our plush toys.-----(开篇要指出针对客户什么时间、发送的哪个询盘回复的)

Our company, Universal Trading Co., Ltd, was established in 1998.We have a Toy Department specializing in the export of various toys covering plastic, wooden, cloth and plush articles.They are all fashionable designing and competing well in the world market.-----(第一次联系的客户要简要介绍一下自己公司的历史和业绩等，加强客户对自己公司的信任度)

Here we would like to quote as follows based on per 20’RCL.Quantities less than that are slightly higher.在线联系功能：

Commodity Dalmatian Dog Long Hair Cat Article No.Packing

Cartons per 20’FCL

CIF C3 Amsterdam in USD 6.96/pc KD3498 8pcs/ctn 225 KC2385 30pcs/ctn 105 4.86/pc Model No.: 105023658 Product Origin: China

Price Terms: FOB Shantou Other Price Terms: CIF London Brand Name: DZ Toy Minimum Order: 10ctns Delivery Lead Time: 30 days Certification(s): EN71, EN50088, EMC Shipment: To be effected within 2 months from receipt of the relevant L/C.Payment: By sight L/C, T/T Insurance: For 110% invoice value coving All Risks and War Risks.We will keep this offer valid only for 7 days.-----(信函的中间是最重要的部分，要重点向客户推荐相关产品，以及产品的精美照片、型号、尺寸、国际认证和各项品质规格、价格条款、样品情况、发货时间、最少定货量、装运时间、各种货柜装货量、最大供货量、包装、此次报价有效期等)

As we are receiving orders day to day and our present stocks are nearly exhausted, we would advise you to place an order as soon as possible if deliveries are required to be prompt.We are looking forward to your initial order.----(然后可以重新提醒客户报价以外的其它注意事项，以及问候语等)

第五篇：邮件格式

邮件格式：

标题：XX团队XX本周工作总结及下周工作计划

发送人：李总邮箱抄送给李总助理 邮件内容：

李总： 您好！

内容：要有本周跟进客户数及下周目标开发意向客户数，上周到账业绩数字及下周预计成交客户金额等。

邮件也要提出目前工作存在的问题或相应建议（包含对于团队个人、团队经理、总监等）；

PS：每周五下班前。

落款：业务部XX

2016.11.17