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标题: [老外开发信系列]分享一个老外发开发信的经验(翻译更新201608)
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[老外开发信系列]分享一个老外发开发信的经验(翻译更新201608)

以下翻译内容得到福友-轻描淡写一夏的帮助,20160819更新

当发了开发信没有回应的时候,怎么办?

What if you email someone and don’t get a reply?

老外的经验是3~4天后给这个公司的其他人发邮件,他的成功案例是在发给这个公司的第2个和第3个人得到了拜访的机会。老外认为如果继续发给第一个人会有些尴尬,因为这个人可能甚至还没有打开电子邮件或他已经完全忘了你的开发信,更不排除直接删除了你的邮件(福步补充)。

Well, it’s time to email someone else at the same company. Some of my best meetings were with the second or third person I emailed within the same company. I usually wait about 3-4 days before moving on. I used to think it might be a bit awkward if my #1 choice says something, but the truth is that they probably haven’t even opened the email or they totally forgot about it.

那就是时候把邮件发给该公司其他联系人了,我最好的案例就是把邮件发给该公司的第二个或者第三个联系人,但是是在等了3-4周后才开始执行这个动作,我以前总担心会很尴尬如果被第一个收件人知道了,但其实人家可能就没有打开你的邮件甚至已经忘记了



Subject – the more specific and to the point, the better

The subject line I use now is “Server debugging in Scala/ Java at Companyname”. I started with subject lines such as “new product”, “new way to”, “feedback for a startup company”, etc. Didn’t work. It was very interesting to see that once I added the “Scala” or “Java”, depends on what the company is using, it immediately increased the response rate. Adding the company name also helps as it highlights the fact that it’s a personal email and not an automatic one. People like hearing their name and the name of their company.

关于开发信邮件标题,老外认为加入对方的名字或公司名称会更让其注意,而不是看起来像一封群发邮件

现在我使用的主题:例如 “Server debugging in Scala/ Java at Companyname”.以前我喜欢用 “new product”, “new way to”, “feedback for a startup company”等等这些作为主题词汇,完全没有回应有,有趣的是有一次我根据该公司使用的产品在标题上选择性的加了 Scala和Java,这种做法迅速增加了回复率,增加公司名字也强调了该邮件不是私人邮件或者自动发送的群发邮件
客户更愿意在邮件上看到他们的或者他们公司的名字



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一个实例:标题包含了对方公司名称

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You’re emailing a specific person, not a company

One of the main things I learned during my startup days is that there’s no such entity as a company. It’s a group of different people, each one of them has their own goals, interests and thoughts. Your customer is not the company but a person within the company. I usually try to refer to something they wrote about in the past, a talk they gave or a GitHub project they’re working on. If you don’t have something relevant to say, don’t, but usually you’ve decided to reach out to that person because of an interesting GitHub project he’d been working on, past experience, certain expertise and so on. There’s a good reason you’re approaching him/ her; you can mention it.

这个老外是和IT相关的创业公司,他的客户都是和IT技术相关的人群

开发信是邮件发给一个人,而不是一个公司

在我刚开始发开发信的时候我学到的一点就是 公司与其他的单位都不一样,公司有着一群不同的人,每个人都有着自己的目标,兴趣爱好和想法,你的目标客户不是一个公司,而是公司里面的一员,我经常尝试在邮件里面写一些内容关于他们过去写的,他们说的或者他们正感兴趣的一个栏目,如果你没有一个相关的话题,那就不要这样做。但是你可以去了解下他的工作内容,过去的经验以及他的专长等等,这是你和他开展生意很好的谈资



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Why what we do can help your company?

This is not very different from the usual positioning of your product. I always find that focusing on which immediate problems our product can solve works much better than describing the entire product or the technology. I also discovered that adding examples to each scenario we presented helped to get more replies.


为什么我们所做的可以帮到贵司呢?

这些与你产品的定位不会有很大的区别,我发现关注产品可以解决的问题比介绍产品优势或者产品技术起的效果更好,同时我还发现列举我们产品各个场景的案例能够获得更多答复

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开发信一定要简练,没有人喜欢冗长的邮件。尽量不超过2段正文,尽量不带附件,但增加一些链接来帮助了解自己。签名处可以放入公司网址,自己的twitter, facebook或linkedin账号链接

Keep it short but make it easy to find more resources

Nobody likes getting long emails. I usually try not to go over two paragraphs. However, I do want it to be extremely easy for the recipient to find out more without going to Google.

    I add a one-pager and a screenshot. All lightweight files. If you don’t like adding attachments or think it might lead your email to the spam folder, then add them as a link.

    I add a link to our video, embedded in the email itself.

    There are at least 4-5 links in my signature – Twitter, LinkedIn, personal blog, company blog. I think people are always interested in seeing who’s behind the email. If you have a cool Twitter account, an active blog, interesting GitHub projects, etc., it adds some major points.

    I don’t ask the recipient to do anything with the attachments (no “I’ve attached a one-pager”), if they want to read more they’ll find it.

邮件要简练但是能够帮忙获取更多信息

没人愿意看冗长的邮件,我的邮件一般不超过2段,但是我又不想收件人没有通过谷歌而轻而易举的找出很多信息(这句翻译有点争议)

我早邮件里面加了一页附件和一张截图,都是不占内存的文件,如果你不喜欢添加附件或者觉得它会让你的邮件进入垃圾箱,那你可以以链接的方式加进去.

我在邮件上面增加了一个视频的链接

在我的签名里面至少有4-5个链接,推特,领英,个人博客,公司博客,人们都会想去了解邮件里的这个人,如果你有一个很棒的推特账号,一个很活跃的博客,一个很有意思的项目,那会为你增加很多印象分

我从来不要求收件人去查阅附件(但是我已经附上了一页),如果他们想看他们肯定可以找到

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Ask specifically for what you need, don’t try to it cover up

When I started to cold email prospects I asked for feedback, thoughts or advice. It didn’t work. I found out that the more direct I am the more likely I am to get a meeting. If I’m mailing potential users I write that I want them to try out Takipi on their production servers. If I’m looking for advice I try to be as specific as possible (“I wanted to hear your opinion on SaaS vs. on-premises”, for example). When you’re seeking help, people are more likely to answer if they feel they can really help you. When you’re very specific and asking something directly related to their domain there’s a much higher chance they’d be interested in meeting you.

要问客户具体的需求,不要尝试去掩盖它。

在我开始发开发信给客户的时候,我寻求他们的反馈,想法和意见,没有任何回复。
我发现我越直接,我更能获得一个面谈的机会,如果我写邮件给一个潜在用户,我会直接说我想你们在你们的服务器上尝试下我们的takipi,如果我寻求建议,我就会说我想知道你们的建议对于我们某产品VS某产品,在你寻求帮助的时候,人们更愿意去回复你你如果他们觉得自己的回复能够帮到你。当你更直接询问关于他们的域名的话,你获得面谈的几率就更大了

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Who is the best person in the company to send out the cold email from (who should be the sender)?

Do people prefer to receive an email from a techie/ product manager/ community manager/ co-founder or a CEO? For our audience (developers) a co-founder in a technical role worked best. A co-founder brought better results than the CEO or a non-founder employee.

谁是你开发信最佳的收件人?每个公司有不同层次的人,需要事先搞清楚谁是最佳的收件人

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Why now?

You don’t want recipients to feel that cold emails is your go-to-market and that that’s what you’ve been doing every day. There should be a special cause for contacting them at this specific point in time. You may be visiting town, you may have just released a new feature which might be very relevant to them, or you could be facing a business dilemma. Once you have a good reason why you’re contacting them now, it puts the email in a different light.

怎么样让收件人不认为你的这封开发信只不过是你每天都要发的邮件中的一封,怎么样让收件人不认为你的这封开发信只不过是你每天都要发的邮件中的一封,那你就需要找到一个在这个时间段内联系他们的特殊的理由,你将要去镇上拜访,或者你们公司即将推出一款与他们相关的产品,或者你可能需要面对一个经营困境,一旦你有了联系他们的理由,那也会为邮件增分



一个合适的理由,比如你要参加一个展位,你要积极出国拜访他们国家,你有一个新产品推出。

尽量避免让对方感觉你群发了邮件,而他是其中的一个

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Don’t cold email without a great website

This is the first lesson I learned about cold emails – if you don’t have a website (a real one, not a landing page), it’s extremely hard start a conversation with users. Many users do want to be beta users but no one wants to use a product of a company which doesn’t seem ‘real’ and professional. I tried to cold email a bit when we had a very basic mini-site and got zero replies.

如果你没有一个很专业的企业网站,就不要发开发信

这是我发开发信学到的第一课,如果你们公司没有网站,这和难与用户开展一段对话,每个客户都想要最好的使用体验,但是没有用户会使用一个看起来不真实并且不专业的产品,在我们只有一个很基础的网站的时候我发了很多开发信但是得到的回复率很低

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No specific call to action

“Would love to hear your thoughts”, “Show you what we’re doing”, “was very impressed by your post and would love to connect”, etc., don’t really work. What worked best for me was being very specific – scheduling a meeting for a specific week, asking to demo the product and if they’d like to install it on their servers.

“Would love to hear your thoughts”, “Show you what we’re doing”, “was very impressed by your post and would love to connect”, etc这些语句都不会起到什么作用,具体时间具体内容的的会谈安排是最有效果的,询问能不能向他们演示下产品或者他们是否愿意把产品安装在服务器上

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The double/ triple check 再三检查

One of the techniques that other startups shared with me is to email the same recipient once, twice or more before giving up. The second email is usually sent about 3-4 days after the first one, asking if they’ve received the first email and making sure it didn’t land in their spam folder. The third email usually explains why you’re nagging them and why you’re so interested in them or their company. This didn’t work for me, but that may be because I’m targeting developers which are a different kind of audience. I would definitely give it a shot when emailing very busy people.

一个创业者分享给我的,在放弃之前给相同的收件人分别一次,两次或者更多次发送邮件,第二封邮件发送的时间距第一封邮件3-4天,询问他们是否收到邮件了确保邮件没有进入垃圾箱,第三次邮件通常是解释为什么你再三联系他们以及为什么你对他或者他们公司如此感兴趣,这个对我不起作用,但是或许是因为我是针对软件开发者,他们是一个不同的受众,对于很忙的客户我喜欢言简意赅。

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很棒的开发信分享,逐段看了分享一下
http://blog.oribi.io/how-i-got-m ... -using-cold-emails/

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回复 #12 vip 的帖子

不错

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真的很有启发

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