写好开发信（英文版，带翻译）_外贸论坛

Having an e-mail address like
[url=mailto:[email protected]][email protected][/url]
shows that the buyer has registered the URL with the local internet service. If there is a problem the buyer can be found through the internet service. Companies that try to cheat other people use free e-mail services (
[url=mailto:[email protected]][email protected][/url]
) because they do not have to officially register. If you complain about this company there is no address on record for follow up.

注册一个企业邮箱如
[url=mailto:[email protected]][email protected][/url]
意味着客人已经购买了当地的网络服务，如果出了问题，他们可以通过网络服务找出问题。通常骗子公司为了骗人钱财才用免费邮箱，因为免费邮箱不需要正规注册，一旦出了问题，无处可寻。

The bottom line is this, if you have a free e-mail address get rid of it now. Register your company URL address with a local internet ISP and get a dedicated e-mail address. You will notice a dramatic increase in the number of buyers that will contact you.

解决问题的办法是：如果你现在用免费邮箱发推广信，那么停用它。在你的本地网络服务提供商处注册购买一个专属企业邮箱，之后你会戏剧性地体验到联系你的客人越来越多。

The second reason that e-mail is so popular is because it is cheap. It costs nothing more than your time. No paper expense, no postage, no envelope expense.

电子邮箱之所以流行的第二个原因是它廉价。它不需要你投资一分钱，需要投资的仅仅是你的时间，没有纸张、投递和信封的开销。

The third reason it's popular is that sending e-mail messages is relatively easy. Yes, you must keep a database and make sure it is up-to-date. Yes you must compose the message. But anyone who can use a word processor can also write an e-mail message.

第三个原因是发信相对简单。你须有一个数据库（全球进口商名录的电子邮箱地址数据库，国内有公司出售）且必须保证及时更新。接下来就是编辑一封好的推广信。所以，任何一个会用word的人都会发email.

Effective IF You Do It Right

若方法正确则行之有效

There is a right way and a very wrong way to market your products by e-mail. First let's discuss the right way.

推广你的产品有两种方法：对的和错的。我们先说对的。

You should always have the person's permission before you send them a sales e-mail message. The common question is "How can I ask them if I can contact them until I contact them?" Good question. Here's the answer.

Go through all the e-mails of prospective buyers that have contacted you in the past. Send each of them an e-mail asking if they would like to be on your "mailing list". Many of them will say yes.

首先，在发推广信之前你首先要获得对方的允许。也许你会问：“如果我不联系他们怎么知道他们允不允许？”问得很好！答案就是, 整理一下以前联系过你的潜在买家的邮件地址，然后给他们每人发一封邮件，问问他们是否愿意加入到你的“群发名单”里，很多人会回答愿意。

Secondly, there are e-mail address lists that you can buy . These are e-mail addresses of companies that might be interested in your product. But you should contact them first and ask for permission to send them a sales message.

The third way to get permission to send prospective buyers an e-mail is have them "opt-in" for your list. On your web site you will announce that you have periodic announcements of your products and if the viewer wants to get on (or opt in) the mailing list that they should contact you.

其次，你可以购买进口商的电子邮件地址目录。就是那些可能对你的产品感兴趣的公司的电子邮箱地址，但你仍然应该先给他们每人发一封邮件问问他们是否愿意接收你的推广信。征求他们允许你给他们发信的第三个方法就是让他们“自投罗网”：在你的公司网站上注明你的公司有定期的新产品发布，如果感兴趣的话，他们会预定你的服务并主动联系你。

As an example, exporters who want to get on a mailing list of a free monthly newsletter offering advice and trends on marketing to the USA should go to

.

例如，想开发美国市场的出口商，如果想每个月得到关于如何开拓美国市场的建议和市场报告的新闻邮件，可以到

上预定。

Also add to the list the e-mail addresses of people you meet at trade fairs and got letters from. Over time, you will have a very nice list of the e-mail addresses of prospective buyers who want to hear from you.

对于那些你在交易会上搜集的公司和以前给你发过邮件的人，也有必要将他们的邮件地址加入你的“群发名单”里去，久而久之，你就会有一个很好的“群发名单”，他们都可能是你的潜在客户。

If you have a new product that you think the buyers might be interested in you can send a message to everyone on your list. Do not send too many messages however. One message every two or three months is enough. Less than this and they forget you. More than that and they thin you are sending too many.

如果你开发了新产品，你可以给你“群发名单”的客人都发一封email告诉他们。但是发的次数不要太多。每两到三个月一封就足够了。少了，他们会忘记你，多了，他们嫌你烦。

Make the messages you send as interesting as possible. In addition to introducing your new product you should also include some interesting information. Buyers will read it if they think they will learn something. They may or may not read it if it is only a sales message.

尽量使你的推广信显得吸引人。别光介绍你的新产品，还应介绍新产品有趣的地方。只有客人觉得能学到东西了他们才会去看你的邮件，如果仅仅是一封推广信，他们就有可能看也有可能不看了。

Write your messages just like you would a sales letter. Use upper and lower case letters (not all capitals) and complete words (no abbreviations).

让你的推广信看起来像推广信，不要全用大写字母，也不要用缩写，写全称。
How NOT to do E-Mail Marketing

怎么样搞砸Email营销？

One thing that you do not want to do, never ever, is send a sales e-mail message to someone who has not asked for it. It is one of the worst things you can do.

无论如何不要给一个你没有征得同意的客人发信，这是再糟糕不过的事情！

It's very tempting to do. You find the e-mail address of a company that might be interested in your product and you say to yourself, "I'll send them an e-mail. What do I have to lose?". The answer is that you have a lot to lose.

Sending a sales e-mail message to someone who did not ask for it called "SPAM". It is considered a very unprofessional and rude thing to do. SPAM messages are hated by everyone. It is the most offensive and at the same time least effective way to market on the internet.

要将事情搞砸总是非常容易的。有一天你发现了一个公司邮箱地址，然后对自己说他们也许会对你的产品感兴趣：“呃不错。好，给他们发一封邮件吧，不成也没什么损失。” 其实你可以失去的东西很多。发给一个没有征得同意的人的邮件叫做“垃圾邮件”。这是非常不专业和不礼貌的行为。“垃圾邮件”是人们深恶痛绝的，因此，这也是最粗暴同时也是效率最低的网络营销。

In short, sending SPAM e-mail messages is not an effective way to sell your products. It's a waste of your time and that of the person who gets your unwanted message.

简单的说，发垃圾邮件不是有效的营销手段，这是浪费时间，而且浪费的是两个人的时间：你自己的和莫名其妙收到你邮件的那个可怜虫的！

But there is something even worse. Sending SPAM sales messages gives your company a very bad reputation. You become a "SPAMMER" and buyers around the world hate spammers.

比这更糟糕的是：发送“垃圾邮件”对你的公司声誉是很大的伤害。而你也就成了“垃圾邮件制造者”，全世界的公司都会讨厌你。

It's this simple. Sending e-mail messages to buyers who have asked for it can be very effective. Sending SPAM e-mail message to people who have not asked for is ineffective and destroys your company's reputation. Please, don't send SPAM.

由此可见，给那些你征求过意见的客人发邮件才是有效的。发垃圾邮件是无效而且是有害的，所以，请不要发垃圾邮件。

Do's and Do nots of an E-Mail Message

Email 推广的“要”与“不要”

Do make sure you have permission to send that person the message.

发邮件前要得到对方的允许。

Do make the message interesting.

邮件内容要有趣，吸引人。

Do have a message at the end of the message telling the buyer what to do if he/she does not want to get your messages anymore.

在邮件的最后要附上一段，告诉别人如果不再想收到你的邮件该怎么做。

Do keep your e-mail message short. No one wants to read a long message. Give the highlights and direct the buyer to your web site for more details.

邮件要短。没人喜欢看冗长的邮件。弄些超链接让客人直接点进你的公司网站了解更多信息。

Do answer all e-mail messages in one business day or less.

客人的邮件一定要在一个工作日内回复。

Do use e-mail addresses that identify your company and the department. Examples are "
[url=mailto:[email protected]][email protected][/url]
"

一定要用可以区分你的公司和部门的专用企业邮箱。

Don't ever, ever send SPAM.

绝对不要发垃圾邮件。

Don't use all capital letters. It looks like you are shouting or yelling and is rude.

不要全用大写的字母写邮件，这让人感觉你在大叫或者在吼，还很粗暴。

Don't use abbreviations. It's considered lazy. Buyers do not like to do business with lazy people. The question is, if this exporter is so lazy that he writes "B. Rgds" instead of "Best Regards" is he also too lazy to make a good product?

不要用缩写。这是懒惰的表现。客人不喜欢和懒人做生意。他们会想：出口商居然懒到用 B.Rgds 代替 Best Regards, 那么他们肯定也会懒得去做一个好产品。

Don't use free e-mail addresses. They are not trusted. Examples are
[url=mailto:[email protected]][email protected][/url]
.

不要用
[url=mailto:[email protected]][email protected][/url]
之类的免费邮箱。不安全。

Don't make the sender guess where the e-mail is going. For example, with
[url=mailto:[email protected]][email protected][/url]
the message could be going anywhere in the company. Buyers like to know where the message is going. Always have specific addresses like "
[url=mailto:[email protected]][email protected][/url]
".

不要让你的客人去猜他们的回复会发到哪儿去。例如，如果用
[url=mailto:[email protected]][email protected][/url]
，那么邮件就有可能被公司的任何部门接收，客人想知道谁收到并且负责处理他们的邮件，一定要用
[url=mailto:sales@goldentextile]sales@goldentextile[/url]
的邮箱。

Don't use different colors and different font sizes on your message. It's considered childish and unprofessional. Use one size and all black.

邮件中不要出现彩色字和艺术字，这是幼稚和不专业的表现，通篇用一个字号和黑色。

Don't use a colored background. Again, it's considered unprofessional. In addition, they can be hard to read. Always use a white background with black text.

不要用黑色背景（黑底白字），这同样是不专业的表现，而且阅读起来很困难，坚持用白底黑字。