给客户写英语邮件

今天我们看看怎么给不认识或新认识的人写邮件，比如潜在客户、社交场合新认识的人、或者给人做邮价介绍；

Today we'll be looking at emails you send to people who you don't know or don't know well.

Those could be to a potential client; or to someone who you just met; or someone introduced to you by another friend.

1. Networking event follow up email 拓展人脉的邮件

Following up with new contacts within 24-48 hours after a networking event will make you standout among the majority of networkers. This is a great template you can use:

邮件主题：

Subject Line: Nice Meeting You At The [...] Event

Hi John,

It was a pleasure meeting you last night at the Social Media Marketing Conference. I remember you said that your company is struggling to get started with social media. I thought you would find this article helpful: “How Any Company Can Get Started With Social Media.”

The company you work for is fascinating and I would like to learn a little more about the role you play at the company. There is a great coffee shop right by your office.

Would you be able to break away for 15-20 minutes this Thursday at 2:00 PM? If not, I am also free all day Friday.

Have a wonderful day,

John

Tips:

Start off by stating why you want to connect with them. 说明你想进一步认识、交流的原因；

This doubles as a compliment, and we all know how important those are. Alternatively, you may point out something you two have in common. If you can catch their attention with a strong lead, they are more likely to continue reading your email. 这样既能让对方觉得被重视，也同时表明了你们的共同点；这样对方也会更有兴趣跟你交流；

Follow with a brief introduction, and reiterate why you would like to meet up with them. 当然，也别忘了再简单介绍一下自己；

Examples  此类邮件最常用的语言:

I am currently doing [role or project] at [company], and am very interested in hearing your experience in this area;

I have only been in [industry] for a year, and would like to know how you [specify].

Usually, you’ll also want to include something about yourself that would be of benefit to the recipient. In this case, the sender has offered free coffee.

Conclude with an acknowledgement of their busy schedule, as it conveys your respect for their time, and suggest a time and day to meet up. Give at most two options;

I know you must be very busy, but thought I’d try my luck. Would you be able to grab a coffee for 20 minutes this Wednesday or Thursday at [time]?

I know you’ve got a busy schedule, but I would love to meet up sometime to hear about your experience. Are you available next Monday for lunch?

2. Making email introductions 介绍、引荐邮件

Making email introductions is a great way to extend your network and help your friends.

Below are some examples of how to make email introductions:

＊Email to introduce two people 你当介绍人，介绍别人认识

From: Ben

To: Jason

邮件主题

Subject: Getting to know Christina

Hey Jason,

We talked about my friend Christina at lunch. I think you’d enjoy chatting with her. Feel free to contact her at: [email protected] and say I recommended you contact her.

Let me know if you end up meeting with her

– Ben

＊Follow up email to an introduction email 如果被介绍，怎么跟进？

If you're Jason, here's how you can follow up after Ben makes the introduction:

From: Jason

To: Christina

CC: Ben

邮件主题

Subject: Greetings from [your name]

Hi Christina,

Ben recommended I contact you. He thought very highly of you and encouraged me to reach out to talk about our respective experiences in the [...] industry.

I would love to follow up and compare notes with you.

Are you available for coffee next Tuesday? [Active question with a question mark] I’d be delighted to come by your office to chat. [Lower status individual offering to come to higher status office.]

Looking forward to hearing from you!

Best Regards,

Jason

Tips for making email introductions:

The most important thing is to clearly communicate how the people being introduced could mutually benefit from each other. 介绍邮件里说明为何引荐，能如何互惠互利；

You should always start the email by complimenting both parties and clearly state why they should get to know each other.

Examples: 引荐邮件最常用的语言

I'm writing to connect you two as you there's great synergy between what you're doing.

Person A is the leading expert in [area]. Person B runs [department] at [company] and is looking for advice in [area], I thought Person A would be a great resource.

I have an old colleague who started his own business in [industry] and I think you two would have a lot to talk about.

She has an interesting perspective that I think you would find useful. Can I make an intro?

He’s always reading about the latest and greatest in SEO strategies. Could I introduce him to you?

Make sure you include both parties' first and last names and a quick bio of each. It gives your introduction context and makes the purpose clear. If you can, include their LinkedIn profile (or at least enough information for either party to get the information). 周全介绍一下双方, 全名、亮点

Keep the introduction concise. 保持邮件简短

Suggest an action for the two people to connect or meet.

建议双方自己聊、或约时间见面

Examples:

Feel free to connect with each other.

Maybe you could meet for coffee and discuss in more details.

3. Email to a potential client 给潜在客户的邮件

Depending on what your job is and what industry you work in, you may frequently need to send these types of emails.

Let’s first look at a short and effective cold sales email.

What makes this email is effective:

The subject line is attention-grabbing. First impressions matter. Spend a significant amount of time coming up with a subject line that will entice the recipient to open the email. You don’t want to sound too spammy, but you definitely want to pique their curiosity. 醒目、能激起对方兴趣的邮件主题

Make an irresistible offer. Give them a simple call to action and a good reason to follow through with it.  邮件里引导对方完成下一步动作，如电话约谈、你上门拜访

Personalize the email. Compose the email as if you were sending it to your best friend. If you’re too formal, you will sound like a stiff salesperson. 先了解对方的业务，定制邮件

Provide proof of success. Mention the results you achieved for one of your clients to help you seem more credible. 提供产品成功的证据

Quantify your achievement and the benefit to your potential customer. Instead of using lengthy descriptions, numbers work much better in convincing your potential client. 用数据说话，比如你的产品用户量、给用户带来什么收益

If you don't get a reply to your first email, how should you follow up?

如果没得到回复，怎么办？

Tips:

Always start the follow-up email stating your last correspondence. 邮件开头说一下第一封邮件

If you are not sure whether the person you're writing to is the right person to contact, ask them to refer you to the appropriate person. 如果不确定是否在和恰当的人联系，可以请对方帮你传递给合适的收件人

Increase the impact of your email by restating what you could do for them. Make sure to quantify results and how it would benefit the recipient. 重申自己产品或服务的价值

Highlight the primary call to action, such as a phone call or a meeting. In general, start with a phone call as it's more likely to get response. 突出下一步期望得到的行为，比如约电话、拜访

Include a secondary call to action for the potential client to find out more information about you. 也给对方一个其它选项，比如能进一步了解你产品或服务的试用页面

4. Invitation emails 活动邀请邮件

When writing an invitation email, the most important things is to be clear from the start that you’re inviting the reader to attend the event.

You could start with “You’re invited to … “. 首先说明你是在邀请对方

Next, move into a short description about the event and why the reader should attend.  You want people who are interested in your event content, not a good cheese platter to attend.

So answer the “What’s in it for me?” question.  You answer that by explaining as clearly as possible the benefits they will they receive by attending.  告诉对方活动对其的价值

Lines like “In this one hour presentation you will learn xxx” is a lot better than “meet our global leader of XYZ or attend a demonstration of our latest product range.”

Last, do not include extra links to anything except an event registration or rsvp link in your invitation email.  Once people click off the email to other sites or locations you may lose them. 不要包括太多外部链接，分散注意力，最多一个确认出席的链接

Here's a great example of an invitation email: 看看模版

Women's Executive Network Roundtable

Crafting a Board Ready CV

Date:      Monday, April 11, 2016

Time:     08:00 – 09:30

Venue:   ...

Cost:      Free (Members Only, By Invitation)

RSVP:    the relevant email address

AmCham Shanghai’s Women’s Executive Network (WEN) is pleased to invite you to a practical roundtable session on writing a strong board CV. This video-conference event will be held on Monday, April 11, 2016 from 08:00 – 09:30 at the [venue]. A light breakfast will be provided.

Dianne Jacobs, Founding Principal of The Talent Advisors will discuss how to structure a strengths-based board CV, the competencies for operating at director level from a nominations committee perspective, the director capability matrix and what will better position your case for future directorships.

Agenda:

08:00 Registration and Networking

08:15 Event begins

08.20 Building the case for your seat at the board table

Please kindly RSVP by [date].

Looking forward to seeing you at the event!

Warm regards,

[your name]

＊这类邮件里，有个重要的词：RSVP, 确认出席的意思，它是动词。用法见模版。

In the past three sessions, we've looked at common situations for work emails.

We hope you found the tips and templates useful. And make sure to use them in your work communication.

If you have any questions or feedback, please let us know. We look forward to hearing from you!