What is an open letter on foreign trade and how to write it?

Opening letters in foreign trade is a topic that can't be avoided by old foreign trade guns and novices who have just entered the business. From a big perspective, letter opening is a necessary means to continuously acquire customers and expand business scale. Opening letters to novels is the basic skill of foreign traders. The letter is not introduced until it is written.

First of all, we should make clear the definition and purpose of opening a letter.

Opening a letter, as its name implies, is the first time that a foreign trader comes into contact with a customer's mail or information, with the purpose of developing this potential customer, hoping to establish business cooperation, harvest orders and expand business. Whether it is sent by email, social media comments, private messages, etc. Is to effectively convey information to potential customers.

Secondly, how important it is to open a letter.

Comments and private messages are mostly written communication, which can not carry rich pictures and videos, and the cost of communication is high, so it is impossible to leave communication records. Although it is a good way to use social software for daily communication after establishing initial contact with customers. However, among many ways to send an open letter to customers, the most valuable one is an open letter sent by email. E-mail is the fastest, most economical, most adequate, most effective and not easy to misunderstand communication.

Finally, since it is so important, how can we write an effective letter?

Before we begin to discuss how to write, let's recall how you read emails:

Open your usual email inbox, have you been screened by marketing, notification and member email? In these emails, do you browse the keywords quickly to pick out the interesting open browsing, or locate the emails in the corresponding time period by time reversal/order. What's your opening rate of information that is obviously marketing email and doesn't provide value? How many unread emails do you open at a time? How many letters will you finish reading after opening it?

After this memory, did you find that as a customer, you also have very strict selection criteria for emails? As a foreign trader, you have to go through the first hurdle in writing a letter to a customer, especially writing a title to ensure that the letter is opened by the customer.

First, write a good title to improve the opening rate.

So far, countless people have written the title of the open letter, and various versions have iterated. Combining with many old foreign trade personal teaching experiences, Xiao Ye summed up several methods from his actual combat experience, which greatly improved the reading rate of opening letters-

Mention the key information of the recipient

Mention the recipient's company name/product name/industry/region: industry report specifically for Russian retailers and xxx.

Write down the recipient's name: to Alex/Dear Dan.

Whether you mention the name of the recipient or the name of the industry or company, you should make your open letter contact the customer at the first time. After all, everyone likes to pay attention to things related to themselves. Many partners will say that there are thousands of open letters to be sent every day, and there is no time to optimize the names of recipients and companies one by one. This actually involves customer hierarchical management and fuzzy vocabulary skills. We'll talk about this part next time. Now, as long as you remember the principle of "it's related to me, I like it very much", you can use this principle to extend more information related to customers and reflect this information in the title.

Give a point of interest

Discount or discount: Free delivery/cheap/27% price reduction for spring sales.

Origin advantage: Made in China (origin advantage, representing price advantage).

Direct quotation: quotation

This is the most effective and direct way to attract customers' interest, because we haven't established a stable interest relationship with them at the letter opening stage. Although such a title may not bring many replies in the "casting net" stage, the follow-up efficiency after the reply will be higher, because the customer has been screened once in the letter opening stage. Therefore, giving a clear point of interest is also an excellent opening letter title.

Reflect timeliness

Product/Information Timeliness: Update/News/Recent

Timeliness of discount: last day

Response time: before 6 pm

The opening rate of such titles will be better when used, but we should pay attention to the frequency of use, and don't use such titles frequently, which will cause customers' resentment and affect their impression.

Second, provide customers with value and create opportunities for reply.

Customers usually only have 5 ~ 10 time to decide whether to continue reading. In addition to general company information and product introduction, whether the content of our email can provide value to customers quickly and whether the content can interact with customers at a long distance determines whether the email we have opened will be read continuously and then a reply will be generated.

Altruism, win-win

When writing a letter, I guess everyone's mentality should be "come and buy my product." When a customer receives an email, most of his inner activities can be summarized as follows-

A boss from Brazil complained on Twitter.

In the content of opening a letter, we must avoid homogenization with our peers and provide customers with information that he really cares about. For example, this boss no longer needs to see the content of the blog in the article, but needs practical and specific information, such as delivery cycle and freight mode. The more specific the content, the more interested it is, and the more eager it is to reply to the boss.

When a customer asks for an excavator, he must remember that what he really needs is a hole.

Scenario customer demand

Scenery has been widely used in TO C and domestic internet industry marketing-selling a person's meal, not a meal, but being alone, but not a casual state; The second cup is half price, not that two people are cheaper, but that no matter how you choose, there are people who are willing to accompany you and share the scene together.

In the foreign trade industry, when exploring customers, you can also create corresponding scenes for customers:

Suppose that after the transaction, the customer enjoys 7*24 hours of customer service, updates the logistics information in real time, and gives priority to trying new products iteratively. ...

Third, do a good job in basic work and improve the accurate delivery rate of Kaifeng letters.

Before talking about this method, please reflect on it. Through what channels did you get the email address to send the open letter? Can you know the restriction guarantee of this channel? Are there many partners who start to distribute with the list of industries they bought, no matter which year?

The email address is correct and accurate.

To ensure that the email address is correct and effective, we must have reliable sources of information, and do not take shortcuts or use illegal channels, which not only has legal risks, but also cannot obtain effective and true customer information.

Effective means to develop customers include but are not limited to the following, which are not discussed here: customs data, enterprise yellow pages, search engines, etc.

Don't be intercepted, make sure to visit the inbox.

Friends with low email opening rate should understand that the anti-spam mechanism of foreign mail servers is flexible and very strict. If you want your email to have a response rate, you must make sure to avoid using junk high-frequency words. Because only in this way, customers can receive your letter, and the letter is normally displayed in the inbox, not in the trash can. No matter how gorgeous the letters are, they need to be seen, otherwise they will only be naked zeros. So what are junk high-frequency words? Here are some simple examples:

100% free

family income

100% satisfied with increasing sales

4UJ Increase traffic

Accepting credit cards can increase your sales.

jump into action

An untrustworthy transaction

The advertising information you requested.

As can be seen from the above examples, these rules are similar to the current advertising law in China. Absolute words, exaggerated and eye-catching words should be avoided, and they should be objective and restrained.

To sum up, to write a successful opening letter:

First, write a good title to improve the opening rate.

1. Mention the key information of the recipient.

Step 2 give points of interest

3, reflect the timeliness

Second, provide customers with value and create opportunities for reply.

1, altruism, win-win

2. Scenario customer needs

Third, do a good job in basic work and improve the accurate delivery rate of Kaifeng letters.

The 1. email address is correct and accurate.

2. Don't be intercepted, and make sure to enter the inbox.

Finally, Amway's XTransfer CRM, a small tool to assist in letter opening and improve efficiency, can clearly understand customers' email reading status, provide reliable data feedback for title optimization, keyword optimization and content improvement, and improve the efficiency of letter opening and success.

Thank you for reading. I wish you a high opening rate, a high response rate, and a better transaction rate than the chart.