開(kāi)發(fā)信的重要性不言而喻，但很多銷售發(fā)現(xiàn)自己的開(kāi)發(fā)信發(fā)出去之后都石沉大海。為什么？從某種程度來(lái)說(shuō)，這取決于潛在客戶是否愿意打開(kāi)，打開(kāi)后是否感興趣，是否愿意與你聯(lián)系。
而既然我們想要老外打開(kāi)這封郵件，就得了解他們的喜好，對(duì)癥下藥。以下11封開(kāi)發(fā)信模版是他們認(rèn)為的“好開(kāi)發(fā)信”，一起來(lái)看下：
首先需要了解的是，這些受歡迎的開(kāi)發(fā)信模版的共同特征：
標(biāo)題：瞬間“吸睛”
簡(jiǎn)介：簡(jiǎn)明扼要，有重點(diǎn)
正文：提供對(duì)客戶有價(jià)值的產(chǎn)品和服務(wù)
call-to-action：明確清晰
其他：相關(guān)認(rèn)證，相關(guān)經(jīng)驗(yàn)
1
offering business value
提供業(yè)務(wù)價(jià)值
｛contact.firstname｝
in working with other <>, one of the key issue they're struggling with is <>
this past year we helped numerous companies to <>, resulting in <>.
if this is something you're challenged with too, let's set up a quick call. i have some idesa that might help.
all the best,
{contact.owner_name}
這是一封由jillkonrath寫(xiě)的開(kāi)發(fā)信模版，簡(jiǎn)潔明了，但是內(nèi)容有料。你的潛在客戶可以在不到100字的敘述中看到對(duì)他們而言很有價(jià)值的內(nèi)容。
為什么開(kāi)發(fā)信的長(zhǎng)度很重要？現(xiàn)在大家都很忙，因此很少有人有足夠的時(shí)間和耐心去看完你的長(zhǎng)篇大論。
從上面的調(diào)查可以看出，相對(duì)較短的郵件得到的反應(yīng)率反而更高。
2
asking the right questions
提供正確疑問(wèn)
hello {name}
what would it mean to your top-line revenue if you saw a 70% increase in contact rates, 50% improvement in closes, and 40% increase in quota-hitting sales reps?
let's find a few minutes to talk about how insidesales.com is providing these results to our clients.
i'm avaiable tomorrow {insert 2 times you're available}. can we sync up?
如果你想要了解潛在客戶公司當(dāng)前的運(yùn)營(yíng)現(xiàn)狀，那么這個(gè)開(kāi)發(fā)信模版將很有幫助。它的特點(diǎn)是內(nèi)容簡(jiǎn)短但詳細(xì)。
此外，我最喜歡的是簡(jiǎn)潔明了的cta（call-to-action），你可以通過(guò)給與對(duì)方不同的時(shí)間選擇，來(lái)使這封郵件更具針對(duì)性。畢竟好的cta模式能夠帶來(lái)很好的轉(zhuǎn)化率。
不過(guò)這就意味著你得花時(shí)間去想怎么寫(xiě)，不然很有可能因此得罪客戶，甚至讓對(duì)方覺(jué)得你“圖謀不軌”。
3
providing advice
提供建議
hey {prospect},
your website's design is absolutely brilliant. the visuals really enhance your massage and the content compels action. i've forwarded it to a few of my contacts who i think could benefit from your services.
when i was looking at your site, though, i notices a mistake that you've made re:search engine optimization. it's a relatively simple fix.
would you like me to write it uo so that you can share it with your web team? if this is a priority, i can also get on a call.
regards,
{your name}
這封郵件從一開(kāi)始就贊美了客戶的網(wǎng)站，這樣的語(yǔ)句很“吸睛”。然后在贊美之后提出自己的疑問(wèn)，并給與對(duì)方自己的建議和解決方案。沒(méi)有人會(huì)拒絕能給自己帶來(lái)幫助的信息。
但要注意的是，不要太“耿直”的指出客戶的問(wèn)題，太過(guò)直接會(huì)讓客戶覺(jué)得你是來(lái)找茬的，畢竟雙方的關(guān)系還沒(méi)有那么近。所以表達(dá)疑問(wèn)和解決方案的時(shí)候建議斟酌語(yǔ)氣。
此外，從上面的調(diào)查可以看出，針對(duì)性的發(fā)送郵件比群發(fā)郵件的回復(fù)率高很多，所以盡量避免“群發(fā)”。
4
showing a connection
展示聯(lián)系
subject line:{company name} + {your company}
hi {name}
my name is {name} with {your company}. we help {specific company type} with {one liner}.
i wanted to learn how you handle {thing your company handles} at {company name} and show you what we're working on.
are you available for a brief call at {time options}.
[your name]
從這封郵件的主題行可以看出，這兩種業(yè)務(wù)之間可能存在聯(lián)系。使用“+”號(hào)更能突出這一點(diǎn)。此外，當(dāng)看到一個(gè)主題行涉及不同元素時(shí)，往往會(huì)引起讀者的好奇心，促使看郵件的人打開(kāi)。
在這封郵件的正文中，發(fā)件人介紹了自己及所做的工作，并且提到了所有他曾合作過(guò)的公司。在下一行，他把內(nèi)容核心拋向了客戶，讓客戶來(lái)主導(dǎo)而不是一直吹噓自己的相關(guān)業(yè)務(wù)。
整個(gè)郵件可以說(shuō)是面面俱到。而且我們還應(yīng)該注意到，這些郵件基本都保持在100字以內(nèi)。
5
referred outreach
推薦
subject line: terry fisher says you're interested in better lead gen strategies
{name},
terry fisher told me today that you two were talking about how tough it is these days to get new leads in the door. it's a big inssue that all consulting companies face right now.
after looking at your website and registering for your white paper, i have some thoughts regarding where you may be losing people in the process.
and， i've got some ideas you can implement fairly easily that should have a positive impact on lead conversion rates.
let's schedule 30 minutes to talk some more about this.
regards,
接下來(lái)要說(shuō)的就是推薦客戶了，我不止一次的提到推薦客戶對(duì)于銷售而言有多重要，但事實(shí)上，我們很驚訝的發(fā)現(xiàn)，只有10%的銷售會(huì)要求自己的客戶推薦。
造成這種情況的最大原因可能是恐懼，大多數(shù)銷售都不想給客戶留下討厭煩人的印象。但是這個(gè)模版也許可能會(huì)讓你得到一些新客戶。
這封郵件的重點(diǎn)在于郵件中提到的人名，千萬(wàn)不要忘記。顯然，潛在客戶跟這個(gè)人是認(rèn)識(shí)的。
而從這個(gè)圖表我們可以看出，推薦后的客戶成交率高達(dá)70%。如果你想發(fā)送這一類型的開(kāi)發(fā)信，不妨試試這個(gè)模板。
6
full transparency + social proof
坦誠(chéng)+認(rèn)證
hi（contacy.firstname),
i'll be honest, this is not another sales pitch from (your company name), i'd like to send you a 2-minute demo video of (value prop): (video link)
we are (social proof - who's your investors, how much have you raised?)and our key customers include (vanity customers),ect.
one of our core value props is(value prop tagline)and we would like to offer everyone a 1-on-1 with our customer success experts to simply discuss best practices(value props).
who is the best person to speak with about? (let us know if there's someone else who heads up those efforts.)
all the best,
contact.owner_name
這幾乎可以說(shuō)是一封“全裸”的郵件。就是將自己的一切都擺到臺(tái)面上跟客戶說(shuō)，比如告訴他你的投資人是誰(shuí)，目前有多少資金，合作對(duì)象是誰(shuí)等等。提供一對(duì)一的客戶服務(wù)其實(shí)是很好的，我們發(fā)現(xiàn)大多數(shù)企業(yè)采購(gòu)產(chǎn)品會(huì)因?yàn)閷?duì)方的服務(wù)讓人滿意。
因此，某些時(shí)候大方的提出自己曾經(jīng)合作過(guò)的客戶以及成就更能有效證明自己的價(jià)值，也更能提升在客戶心中的份量。
我們發(fā)現(xiàn)這封郵件比其他郵件內(nèi)容要長(zhǎng)，但它的效果仍然是很好的。因?yàn)樗w的領(lǐng)域非常多，也非常適合那些“難搞”的客戶。所以不妨試試。
7
striking whilst the iron is hot
趁熱打鐵
hi (contact.firstname)
you recently visited our website and downloaded <>. did you downlaos the piece just to learn more about <>? or, are you looking for a cost-effective solution to <>?
i actually did some research on {!lead.company}and have the following tips:
-<>
-<>
have you thought of doing this?
all the best,
contact.owner_name
無(wú)論什么時(shí)候如果潛在客戶在你的網(wǎng)站上留下一點(diǎn)“痕跡”，都是你給他們發(fā)郵件的好時(shí)候。這個(gè)時(shí)候?qū)Ψ较肓私庀氩少?gòu)，而你恰巧能提供信息和服務(wù)，成交的概率就被大大提高了。
而你主動(dòng)出擊，提出正確有效的建議，那么自然能在潛在客戶的郵箱中脫穎而出。這還會(huì)讓對(duì)方覺(jué)得你很有禮貌，采購(gòu)商往往都非常開(kāi)心能收到這樣的郵件，因?yàn)檫@對(duì)他們而言不是“促銷”，而是“價(jià)值”。
8
adding bullet points
劃重點(diǎn)
hi (contact.firstname),
i hope this email finds you well! i wanted to reach out because [explain how we got their contact information and how we relate to them]:talked to a colleague, saw your company,etc].
[name of company]has a new platform that willhelp (your team at)[organization name].[one sentence pitch of benefits]. we do thidd by:
benefit/feature 1
benefit/feature 2
benefit/feature 3(optional)
let's explore how[name of your software]can specifucally help your business. are you avaiable for a quick call[time and date]?
cheers,
{contact.owner_name}
切勿使用大量的文字去描寫(xiě)產(chǎn)品的功能和優(yōu)勢(shì)，因?yàn)檫@不僅讓客戶看起來(lái)感覺(jué)雜亂無(wú)章，還會(huì)分散他們的注意力，最終導(dǎo)致客戶直接“拉黑”你。
針對(duì)這一點(diǎn)，這個(gè)模版很有效果。增加郵件的要點(diǎn)有助于讓產(chǎn)品的功能和優(yōu)勢(shì)更加突出，也會(huì)讓客戶一秒抓住核心要點(diǎn)，不會(huì)因?yàn)閮?nèi)容過(guò)長(zhǎng)而使注意力分散。
9
picking on pain points
抓住痛點(diǎn)
subject: bookkeeping sucks, let us handle it.
{name}
bookkeeping sucks, and you have a business to run.you created companyname out of a passion for doing something great,unique,and game0changing.
not to spend your limitless talents and limited time on day-to-day bookkeeping tasks.
acuity complete's bookkeeping professionals want you to focus your time and efforts on growing companyname into an empire; not worrying about whether your books are reconciled correctly.
if your core business conpetency isn't bookkeeping, let's talk. i'd love to find out more about companyname and how we can help eliminate this headache for you.
do you have any current issues that we can help answer?
cheers,
{contact.owner_name}
這封郵件是關(guān)于抓住客戶痛點(diǎn)并提供解決方案的。通常業(yè)務(wù)員在推銷產(chǎn)品的時(shí)候，總是會(huì)“自賣自夸”，但卻很少有人能說(shuō)出為什么自己的產(chǎn)品適合客戶的公司。
但這封開(kāi)發(fā)信采取了不同的方式，它涉及到潛在客戶如何經(jīng)營(yíng)業(yè)務(wù)，為什么項(xiàng)目沒(méi)有進(jìn)展，問(wèn)題出現(xiàn)在哪里，并且最終提出一個(gè)可行的解決方案。
需要注意的是在使用這個(gè)模版套在你的產(chǎn)品和潛在客戶身上時(shí)，注意關(guān)鍵是告訴他們可以幫他們節(jié)省多少時(shí)間和成本。
此外，要注意主題行的文字長(zhǎng)度，從上面的圖標(biāo)我們發(fā)現(xiàn)，當(dāng)涉及標(biāo)題時(shí)，字?jǐn)?shù)很重要，它會(huì)直接影響郵件的打開(kāi)率和點(diǎn)擊率。
10
the power of ten
十倍效果
subject: 10x{conpany}[result]in ten munites?
hello {name},
i have an idea that i can explain in 10 minutes that can get{company}it's next[100 best clients].
i recently used this idea to help our client {competitor}almost triple their monthly run rate.
{name}, let's schedule a 10-minute call so i can explain. when works best for you?
cheers,
{contact.owner_name}
如果你喜歡用數(shù)字來(lái)說(shuō)服客戶，那么可以看看這封郵件模版。它簡(jiǎn)明有效，重點(diǎn)在于指出如何通過(guò)10分鐘的溝通獲得10倍的效果。但得說(shuō)明10分鐘的通話價(jià)值，畢竟你得給他們一個(gè)愿意聽(tīng)你說(shuō)明的理由。
最關(guān)鍵的一點(diǎn)是，郵件中提到了給自己競(jìng)爭(zhēng)對(duì)手提供建議，這一點(diǎn)通常會(huì)讓客戶十分感興趣。
11
quick follow up
快速跟進(jìn)
hello {name},
i'm writting to follow-up on my email. i didn't hear back from anyone on the team. if it makes sense to talk, let me know your calendar looks.
if not, who is the appropriate person for me to talk to?
thanks for your help.
{contact.owner_name}
據(jù)調(diào)查，我們發(fā)現(xiàn)70%的未回復(fù)郵件都沒(méi)有后續(xù)跟進(jìn)，你會(huì)覺(jué)得很驚訝嗎？是的，但這完全可以理解。很多銷售人員會(huì)臆想客戶收到郵件卻沒(méi)回復(fù)是因?yàn)榭蛻舨桓信d趣，如果再發(fā)可能會(huì)讓客戶厭煩，所以他們不再繼續(xù)跟進(jìn)。
但仔細(xì)想一下，人們每天都會(huì)收到大量的電子郵件，那么客戶沒(méi)有回復(fù)很有可能是忘記了你的建議或者因?yàn)樘](méi)時(shí)間回復(fù)。堅(jiān)持是一個(gè)很好的品質(zhì)，畢竟在采購(gòu)商決定下單之前，銷售人員至少要跟進(jìn)5次，這樣的“追蹤”很有必要。
通過(guò)上面的圖表我們發(fā)現(xiàn)，48%的業(yè)務(wù)員在1次跟進(jìn)后就停止了。能做到3次以上跟進(jìn)的業(yè)務(wù)員只有10%。而成功的銷售基本上都會(huì)有5到12次的跟進(jìn)。
看完這些模版，你是否對(duì)開(kāi)發(fā)信有了新的思路和想法呢，不妨試試，堅(jiān)持不懈總有一種可以打動(dòng)客戶！
也請(qǐng)牢記一個(gè)根本原則：“有效的開(kāi)發(fā)信一定是獲知客戶的痛點(diǎn)并準(zhǔn)確傳達(dá)產(chǎn)品價(jià)值，只有被打動(dòng)的客戶才會(huì)回復(fù)你。”