(1) The email is too long.

(2) There is no clear theme. For example, let’s say it is DEF Co. Ltd, a company that makes solar lights. Currently, the company’s largest customer is Home Depot in the United States, although it may be through traders. Yes, it is not a direct cooperation, but it can be used as a bargaining chip to develop new customers! If I want to write a development letter to ABC Inc in the United States (the name is made up), I learned some information about this company from Google. I know that it is an importer from the United States and makes a series of solar lights. I hope to try to develop it. This customer will usually write the subject like this, "Re: ABC inc/Home Depot vendor-solar light/DEF Co., Ltd."

Among them, ABC inc represents the customer's company name, and when writing to He first added his company name to his theme to show respect for his company; Home Depot vendor-solar light clearly stated that it was the solar light supplier of Home Depot, the second largest retailer in North America, which not only showed its strength but also evoked his interest; the last DEF Co., Ltd. represents its own company. In this way, assuming that you find the right person, this is the buyer of ABC Company's solar lights, or one of his supervisors, and suddenly one day you receive an email with such a subject, wow, the supplier of home depot is here. , great, we should see if there are any cooperation opportunities. Is it better than the original supplier? The probability that he will open the email is very, very high! Besides, another advantage of this theme setting is that even if the customer does not reply to the email temporarily and just puts it in the inbox, but one day in the future he suddenly wants to submit a quotation, he can easily find the email! As long as you enter the keyword home depot, you are guaranteed to find it immediately.

3) A lengthy company or factory introduction. Example of failure: It is a certain lighting factory. It is located in the southeast of the beautiful Yangtze River Delta. It has convenient transportation and beautiful scenery. It is only a 2-hour drive from Shanghai and Hangzhou. The company was founded in 2002. It has rich experience in solar lamp production and development and is well-known. Globally, the factory has obtained ISO9001:2000 quality system and strictly follows 5S management. We sincerely welcome you to visit the factory. We hope to establish a long-term business relationship with you and win customers with sincerity and service...". If the company has outstanding advantages , you can write it, but it is best to write it in one sentence. You can write it like this: We supply solar lights for Home Depot with high quality and competitive price. Hope to cooperate with you! Keep it simple, hit the key points in one or two sentences, and attract foreigners. The purpose is achieved by letting him ask various questions in turn. ? ? Complex things are expressed in the simplest words, all using the simplest sentences and the simplest vocabulary, so that elementary school students can understand them.

In fact, it is easy to complicate simple things. It is not easy to simplify things. You need to learn more and imitate the guests' emails, and use the simplest vocabulary to express what you want to express. The essence of foreign trade correspondence is, "simple, simple and simple". If you can express it in one word, you will never use it. If you can write two words or phrases clearly in one sentence, never two sentences. Whoever can express the same meaning in the fewest sentences is the best!

5) Like to use strange words. Weird fonts. The most commonly used fonts are: Arial, Verdana, Calibri, Times new roman. As for the colors, they are usually black or blue. Don’t have multiple weird ones in one email. Color.

Generally, when a customer puts something in bold, capital letters, or red, it must be a special emphasis. For example, one customer’s email is as follows:

6 ) The active voice is used too much. If you carefully consider the writing style of foreigners, they will rarely be full of personal pronouns such as We and I. Instead, use the passive voice more often.

, We'll send you the samples tomorrow. Chinese people like to say We'll send you the samples tomorrow. This sentence is correct, the grammar is correct, and the meaning is clear, but foreigners don't like to say it like this. They usually write: Samples will be sent to. you tomorrow. Used in passive voice, no personal pronoun.

7) Often ask meaningless questions. For example, Do you want our products? This sentence ranks first on the list of stupidest questions.

If the customer says No, how do you respond? Then there will be no further content. And it is for promotion itself, hoping that customers will be interested, and to arouse customers' interest. But this sentence is a big deal, and it is equivalent to forcing the guest to a dead end. He must say yes or no.

There are also meaningless words such as Do you interested in our products? Are you sourcing for *****? How is your business recently? Would you like to cooperate with us?

The development letter should be more direct and tell the customer who they are and what they do. What are the advantages? As long as these three points are clearly stated, it is completely sufficient. We can talk about other things later.

8) Like to use attachments and pictures. Attachments and pictures are not bad, but if there are attachments or pictures inserted when sending a letter for the first time, it will be easily intercepted by foreign servers. Many people like to use quotations when contacting customers for the first time, or package a lot of product pictures, or send electronic samples to customers. The success rate of this is not high, and it will either be defaulted as spam or directly deleted by the customer. There is only one exception. When receiving an inquiry from a new customer, you can insert a quotation or picture when replying.

When contacting a customer for the first time, it is best to use the full text without any pictures or attachments.

Even if it is your first quotation after receiving a customer inquiry, if it is not specified by the customer, try to avoid using excel or word attachments. It is best to write it directly in the email. It is usually written like this:

Item: Solar lantern with soft handle

Model No.: HBC-294847/KT

Description:...... ...........(Write the detailed specifications clearly)

Package: color box

MOQ: 1,000pcs

Pcs/ ctn: 20pcs/ctn

Ctn size: 50*40*1500px

GW/NW: 20kg/18kg

Q'ty/20': .. ..pcs; Q'ty/40': ...pcs

Loading port: Shenzhen

Payment terms: T/T, L/C, D/P, etc.

Valid time: 60 days

FOB Shenzhen: USD2.39/pc

CIF Valencia: USD2.45/pc

Quote Use less words, try to describe it clearly in words, and then add a clear picture of less than 500K in the attachment. The advantage of this is to avoid many lazy customers who do not click on the attached word or excel quotation. Secondly, prevent customers from transferring the quotation to others to set the price. If the customer wants to apply for many products and cannot write them all clearly in the email, then he can only use word or excel to make the quotation. However, it is best to use acrobat to generate the pdf format when completing, so that it is not easy to change. . Because many foreigners are lazy, they spent most of the day making a complete quotation for him. As long as he deleted the price column, he would transfer it to other suppliers for quotations.

9) Like to insert URL links. When many friends write development letters, they always add their company's website address in the content, or add a link under the signature. If you do this, there is also a high probability that it will be intercepted by the server! It's best to insert these when you write an email to the customer for the second time after he or she responds.

10) The tone is too harsh. In fact, emails themselves are relatively rigid. Reading those cold words in front of a computer is completely different from face-to-face conversations or phone calls. Look at the sentence "Pls give me reply today." If this sentence is said face to face, the guest will not think there is any problem and will be happy to say ok or no problem; if it is said on the phone, there will be no big problem; but if Isn’t it a little stiff to put it in an email? If it is changed to "Could you please help to give me reply today?" using a question, adding words like "could, help" will appear very euphemistic, but it will clearly express the accurate intention of getting a reply today.