写外洋品牌客户服务邮件的一些感想

一开始接触正规的英文邮件，还是我以前的老板Raymond，开始英文读写也一般，也得亏遇到了一位靠谱的老板，带着去到场了一些微软、高通的集会，接触一些还比力大的手机客户，邮件也是一字一句地帮助修改，现在想来，职场上有这么一位领路人，也是幸运。进入事情以来，意识到自己英文水平的不足，啃的第一本英文书是原国家开发银行行长陈元写的一本书 Aligning State and Market，关于国家民生，解决企业实际问题的记载，其中有提到对华为、中兴的投资，是中国十几年宏观经济的生长先容的缩影。再厥后险些就每个月一本英文书了，the Facebook effect, Sapiens, Shoe Dog, Steve Jobs, Elon Musk, Pour Your Heart Into It, Sam Walton, The One Thing, The Lean Startup, Bad Blood, etc.人从书里乖，一边读英文书的同时，一边发现对外国人的明白更深刻了些，回馈到事情中来的，是越发自信、熟练的英文表达。跟一个做了多年B端外贸的同事谈天，问她对客户的邮件中有没有什么履历，她总结了一句话：搞清楚客户想看到什么，然后打给他。

客服服务的本质是什么？让客户开心起来！你不懂客户，如何让他开心？邮件很专业，解决了客户的疑问，客户自然开心； 邮件很精炼，有客户一眼想看到的内容，客户也会开心。不巧的是，还是有些外洋品牌并没有重视客户邮件服务的功效，反倒是将许多的精神投放在了Facebook广告、Google广告上面，殊不知客户口碑和开发信、订阅邮件也是一个重要的获客渠道。久远来看，品牌的树立和沉淀一定是基于良好的口碑，广告只能带来短期的销售，而客户服务和口碑能带来恒久的价值。一、客户购置产物之后应当发给客户的三封邮件01 发生产品Dear Veronica, Thanks a lot for your order on www.wellymerck.com! Your Welly Merck watch has been shipped out via DHL and the tracking number is 2684034651, it will arrive at your place within 5 business days. You could also track the shipment process on http://www.dhl.com/en.html. Should you have any query, please tell us freely. Thanks again for your kind support.02 客户收到产物后的邮件Dear Veronica, Hope this email finds you well. Could you please let us know if you have received the Welly Merck watch? If there anything we can be of help, please let us know freely. Thanks again for your kind support on Welly Merck watch.03 邮件三：15个事情日之后的回访邮件, 邀请好评Dear Veronica, Wish you a good experience with Welly Merck Watch.Your product review is important to us. Your review encourages us to improve our products and gives potential buyers confidence in buying this product. Could you please leave a review on https://www.trustpilot.com/review/wellymerck.com?If you have any suggestion on Welly Merck watch please tell us freely, we will provide you the best possible service.Many thanks for your kind support on Welly Merck again.所有的邮件要加上​电子签名，也是品牌的一个宣传，例如：Best regards,AlanMarketing ManagerWelly Merck TeamFacebook/Instagram/Pinteresthttps://www.wellymerck.com 二、关税、货件地址有关的邮件01. 需要收件人清关和付关税的邮件Dear Maja, Thank you for your support on Welly Merck watches and we are glad to count you as a team member. However, there is a problem that needs to be solved. According to previous experience, your parcel will involve import taxes or customs charges in Croatia. Are you willing to pay for it and could you finish the customs clearance by yourself? Looking forward to your reply. Thanks a lot. Have a nice day!02 需要收件人提供税号（尤其是意大利地域）Dear Maggie,Thanks a lot for your support on Welly Merck watches. We are glad to count you as a team member.As we promise, we offer free shipment and use DHL to offer the fast delivery. However, according to DHL new policy, all packages sent to Italy require the tax number of the recipients. So could you please offer us your tax number to arrange the shipment? Then you can get the watch as soon as possible.Looking forward to your reply.Have a nice day!03 留PO BOX邮箱地址，需要更改地址Dear Borja,Thank you for your recent order on www.wellymerck.com. We're excited to count you as a team member.According to the notification of DHL/UPS/FEDEX, the PO BOX address you provided is invalid. We can't ship your watches to you with this PO BOX address. Could you please provide us with another normal address for shipment?Looking forward to your reply. Thanks a lot.Have a nice day!04 都会和邮编对不上Dear Miranda, Thank you for your recent order on www.wellymerck.com. We're excited to count you as a team member. May I know your city name is Neualage or Hague? Because DHL found the postal code doesn't match the city Neualage. Could you please let us know what is the correct postal code and city name for shipment? Looking forward to your reply. Thanks a lot. Have a nice day! 三、下单未支付、新品上市发送给客户的邮件01 下单未支付Dear Susan, Many thanks for your kind support on Welly Merck watches. We noticed that you wanted to place an order on our official website but the payment didn't go through successfully. Are there some problems we can be of help? If you have any queries, please feel free to contact with us. We will try the best to handle it. Thanks again for your preference on Welly Merck watch. Have a nice day!02 新品上市Dear Matthew, We are very glad to count you as a customer on Welly Merck Watch. Nowadays we released a new product on our website which may match your style appropriately, to express our gratitude to your kind support on Welly Merck, hereby we provide you a 15% discount which can be used on the new style: WM2019NEW15. Here's the link of the new style: www.wellymerck.com/new/15. Thanks again for your kind support on Welly Merck Watch, wish you a prosperous and happy year! 关于售后的邮件可以针对客户的详细问题分析之后回覆，邮件的内容不要求有多华丽堂皇，用最简朴的语句把客户的问题解决就好了，做外洋品牌的客户泉源于世界各地，英语水平也乱七八糟，但这并不代表语法和单词可以堕落，这是英文邮件最基本的要求。

用邮件获取客户另有一个很好的渠道，那就是EDM，通过订阅邮件来让用户更多地相识品牌，并实时地提供折扣，举行转化。基本上做外洋品牌的网站上都市有订阅的选项【Subscription】，而且是在首页比力显着的位置。许多时候，用户并不是第一眼看到你的产物信息就会购置，所以品牌需要多维度多次曝光才有告竣转化，知名度高的品牌两到三次的浏览就可能转化下单，而没听过的品牌客户可能要逛七八个页面或多次浏览。订阅邮件就是缩短这一路径的手段之一。

订阅邮件的标题只管简短，只管不要带广告词，例如 Up to 50 USD OFF on Black Friday! 发送订阅邮件时只管用企业的付费邮箱，带有hotmail.com, gmail.com, yahoo.com后缀的邮箱很容易被服务器认定为垃圾邮件，用户可能基础就收不到。只管让用户第一眼看到的是一张高清吸引人的图片，带例如Discover More 之类的按钮，在视觉上吸引到用户之后将他们引向品牌网站。做完订阅邮件之后一定要举行测试，尤其是手机端的效果，现在许多的浏览及购物习惯都是在移动端。

发订阅邮件时可以接纳A/B测试法，用差别的标题发送同样的邮件数量，测试哪个标题效果好，同样的方法也可以用于图片测试。差别于海内多种的事情相同方式，外洋事情中还是经常用到邮件的，而且一般公司重大事件都市通过邮件来公布。在写客户服务邮件的时候，一定谨记一个原则：邮件主题要详细，内容要聚焦，case by case，站在客户的角度思量，什么样的邮件他收到后才会眼前一亮，愿意回复或者与你互动。

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