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标题:瞬间“吸睛”
简介:简明扼要,有重点
正文:提供对客户有价值的产品和服务
Call-To-Action:明确清晰
其他:相关认证,相关经验
01Offering business value
提供业务价值
{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}
这是一封由JillKonrath写的开发信模版,简洁明了,但是内容有料。你的潜在客户可以在不到100字的叙述中看到对他们而言很有价值的内容。
为什么开发信的长度很重要?现在大家都很忙,因此很少有人有足够的时间和耐心去看完你的长篇大论。
从上面的调查可以看出,相对较短的邮件得到的反应率反而更高。
02
Asking the right questions
提供正确疑问
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?
如果你想要了解潜在客户公司当前的运营现状,那么这个开发信模版将很有帮助。它的特点是内容简短但详细。
此外,我最喜欢的是简洁明了的CTA(Call-To-Action),你可以通过给与对方不同的时间选择,来使这封邮件更具针对性。毕竟好的CTA模式能够带来很好的转化率。
不过这就意味着你得花时间去想怎么写,不然很有可能因此得罪客户,甚至让对方觉得你“图谋不轨”。
03
Providing advice
提供建议
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}
这封邮件从一开始就赞美了客户的网站,这样的语句很“吸睛”。然后在赞美之后提出自己的疑问,并给与对方自己的建议和解决方案。没有人会拒绝能给自己带来帮助的信息。
但要注意的是,不要太“耿直”的指出客户的问题,太过直接会让客户觉得你是来找茬的,毕竟双方的关系还没有那么近。所以表达疑问和解决方案的时候建议斟酌语气。
此外,从上面的调查可以看出,针对性的发送邮件比群发邮件的回复率高很多,所以尽量避免“群发”。
04
Showing a connection
展示联系
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]
从这封邮件的主题行可以看出,这两种业务之间可能存在联系。使用“+”号更能突出这一点。此外,当看到一个主题行涉及不同元素时,往往会引起读者的好奇心,促使看邮件的人打开。
在这封邮件的正文中,发件人介绍了自己及所做的工作,并且提到了所有他曾合作过的公司。在下一行,他把内容核心抛向了客户,让客户来主导而不是一直吹嘘自己的相关业务。
整个邮件可以说是面面俱到。而且我们还应该注意到,这些邮件基本都保持在100字以内。
05
Referred outreach
推荐
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,
接下来要说的就是推荐客户了,我不止一次的提到推荐客户对于销售而言有多重要,但事实上,我们很惊讶的发现,只有10%的销售会要求自己的客户推荐。
造成这种情况的最大原因可能是恐惧,大多数销售都不想给客户留下讨厌烦人的印象。但是这个模版也许可能会让你得到一些新客户。
这封邮件的重点在于邮件中提到的人名,千万不要忘记。显然,潜在客户跟这个人是认识的。
而从这个图表我们可以看出,推荐后的客户成交率高达70%。如果你想发送这一类型的开发信,不妨试试这个模板。
06
Full transparency + social proof
坦诚+认证
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
这几乎可以说是一封“全裸”的邮件。就是将自己的一切都摆到台面上跟客户说,比如告诉他你的投资人是谁,目前有多少资金,合作对象是谁等等。提供一对一的客户服务其实是很好的,我们发现大多数企业采购产品会因为对方的服务让人满意。
因此,某些时候大方的提出自己曾经合作过的客户以及成就更能有效证明自己的价值,也更能提升在客户心中的份量。
我们发现这封邮件比其他邮件内容要长,但它的效果仍然是很好的。因为它涵盖的领域非常多,也非常适合那些“难搞”的客户。所以不妨试试。
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