我们大部分人的开发信在老外眼里是这样的！

不少外贸人在给老外发开发信的时候都喜欢用模板，因为这样省事，一天可以发几十上百封。如果手上有很多邮件地址，公司又有开发信任务的话，基本上都是一个模板就完事了。

于是发了一圈之后，发现开发信都石沉大海了，根本没有客户回复，很多人就会放弃开发信这个传统开发客户的方法。

其实我刚出来工作那会也会这样操作，不过我是同时准备几个模板，针对客户咨询产品的不同，在发出去之前修改一下客户名称再发的，大多数也是没有回复，只有少部分会在写了两三封之后有反应。

那么我们发的开发信都去哪了呢？难道客户真的没收到吗？今天就来看一下，在老外的眼里，我们大部分人的开发信是什么样子的？

下面是老外的原话，如果是做外贸的，这些都是能看懂的英文，大家可以读一下：

It's so generalized. Most of the time they don't even write your name. They say hello friend, hello boss, or they mix up my name because they don't understand, which is my last name and which is my first name. because of different culture thing, and then they write something in the message like: hello, we are this kind of company. First of all, I never heard of you and I will not care what kind of company you are and then you are talking about, I'm sorry to bother you, and then don't write me if you're sorry to bother me. and sometimes you send your email from suki but later you see the signatures. It's again another name and it's always like a big mess. You have like your sales peoplele to have the [e-mail] or [e-mail] is like the email address. and something have numbers. and I understand that the reason behind it, it replace the people this and that. but we in the west, we never do that.  in the west, we always have the name of the people, and if you have the sales, is really unpersonalized, and these are like this little kind of details where we pay attention to which they don't care and they think it not a big deal.

And the biggest mistake to do and this is really like data driven is like they don't do customization. Customization is the most important part to get positive response rates, especially in the day today.  when I open an email and I read the first sentence and it doesn't make click. It's done. Forget it. That's, that's really a major part. So you need to do customization. What means customization is when you write them. For example, they post a blog about, I don't know like their latest battery technology. Then I can say like hey Danail I saw you recent blog about this, that battery and then I can say something about it. then the other Danial thinks like hey, you really read my blog article. when I read it, I will finish that email out and then you pitch and then I will get it and what value you will bring me. You know what all the Chinese emails say? You always said we have the best price, the best service, yeath thank you. But you need imagine I get thousand emails in this way. You all have the best price. So who is it now? This guy or that guy all have the best price.

I just mean like it's always the same, be different. That's like pretty important. So it's customization, which is important. And another mistake they do is like, when you open my email folder, you will see that probably of this outbound emails is 99% all in spam folder. though all your efforts are worthless, they don't understand how to prevent the span folder. because they sent the same message to 1000 different addresses. They don't understand how to warm up an email, that's very important. How to warm up your email address, so you will pass these filters and be successfully delivered. I think cold emails and cold calls work fantastically, especially because the competition is so weak. People don't understand what is a good email, how to make an email successfully delivered and the same with a call. You know how many times I see that they call you on your phone and then then they pitching is like a bum, advertisment bum. you need have the right lines depending on your product line and give them a reason to listen to you.

读完之后，不知道上面讲到的这些让老外很反感和讨厌的方式，你有没有中招呢？虽说都是一些细节，有些国家的客户就是会特别在意。上文的老外是瑞士的，他反映我们的开发信主要有几个问题：

第一，就是太多千篇一律的内容，没有定制，仿佛都是一个模板复制粘贴，所以基本上这种邮件99%都进入了他的垃圾邮箱里。

第二，邮件没有称呼，直接是boss,或者是friend。在老外看来每个人都会有名字，无论是收件人还是发件人，这是他们非常看重的部分，而发邮件的你们反而觉得是小事一桩，这让他们觉得非常不被尊重。

第三，由于文化差异，我们有时候还会把客户名字和姓搞错。这是一种非常低级的错误，在他看来只要你稍微用心点都不会出现，也有很多邮件不会先测试就直接带附件发送！

那么开发信要怎样才能抓住客户的心呢？有人说不知道怎么写，现在很多时候都会借助AI，如果你无法找到客户最近的需求，就算是AI给你写了不太一样的内容，一样是无法引起客户的关注。

开发信我们首先在确保对方邮箱有效的前提下，其次说白了就是差异化对待，有针对性的先做调查再就客户关心的点切入，为客户提供价值。

即使是模板套用，那最好也要在标题上稍微用心，比如加上客户的名字和客户关心的关键字。