外贸开发信，好的标题很重要，这让你的目标对象感兴趣，并且打开你的邮件来读，而不是直接作为垃圾邮件而删除。标题要独特，醒目，同时也要照应你推广的内容。就贵公司经营的产品业务而言，课试用类似标题：

1. Stay Cool With Us----XXX air-conditioner

2. Your air, we care----XXX air-conditioner Cold so fast, 3XXX refrigerant gas

3. Freeze! Freeze! Yes, XXX refrigeration oils

4. God plan us for you, trust Him, trust us (外国很多人信奉上帝，用上帝吸引他们的注意)

5. 直接用 RE: 或者多个。RE:RE:RE: + title 作为开头，第一时间引起客户注意。如果客

户每天收发很多邮件，他不会在意你这样做的。

7. 写开发信都是在充分熟悉客户网站的基础上，观察他们网站的标语，然后就把相应的重要的放上去，人家一看这个标题很熟悉，就会打开来看的了。不管是谁，对自己企业的口号类标语总是会多看几眼的

1.

Dear Sir or Madam,

I am writing to you on behalf of the XXX Company, which is a trading company in Hong Kong. We owe your name and address to the Commercial Counselor’s Office. We avail ourselves of this opportunity to approach you for the establishment of trade relations with you.

We are a trading company, mainly engaged in refrigerant gas, refrigeration oils, air-conditioning and generator and so on, the main sales market is the Middle East, Africa, South America and Asia and other regions.

Should any of the items be of interest to you, please let me know. We shall be glad to give you our lowest quotations upon receipt of your detailed requirements.

In our trade with merchants of various countries, we always adhere to the principle of equality and mutual benefit. It is our hope to promote, by joint efforts, both trade and friendship to our mutual advantage. We look forward to receiving your enquiries soon.

Yours Faithfully, XXXXX 2.

Dear Mr. XX,

Wish you enjoy a great day!

I would like to introduce myself, I am XX and I am writing this letter on behalf of the XXX Company in Hong Kong, China. I was referred by friend in Middle East retail business who is familiar with your corporation.

As a professional company, I would like to introduce our products to you and offer you a quote.

We mainly engaged in refrigerant gas, refrigeration oils, air-conditioning and generator and so on, the main sales market is the Middle East, Africa, South America and Asia and other regions. The catalogue I attached includes just some of our high quality products. And you could visit our web site at ……（写自己公司的网址）.

We have passed through ISO9001:2000; ISO14001:2004, our products are quality assured. It would be our pleasure to begin a business relationship with you.

Yours Sincerely, XXXXX 3.

Dear Sir or Madam,

We get your name and email address from your trade lead on . We would like to introduce our company and products, hope that we may build business cooperation in the future.

We are a foreign trade enterprise in Hong Kong, the main products are refrigerant gas, refrigeration oils, air-conditioning and generator and so on, and the main sales market is the Middle East, Africa, South America and Asia and other regions. We run a very high quality of products, and our price is very competitive. You are welcome to visit our website (改为自己公司的网址) which includes our company profiles, history and something latest designs.

Should any of these items be of interest to you, please let us know, we will be happy to give you details.

Wishing you every success in your future. We look forward to hearing from you.

Yours Sincerely, XXXXXXX 4.

Dear Sir or Madam,

Good day! This is XXX from Hong Kong, China. We are writing to you to establish long-term trade relations with you.

From your company web, we get to know that your company is an influence company in your business and your production and business needs, such as refrigerant gas, refrigeration oils, air-conditioning, etc. We would like to take this opportunity to introduce our company and products.

We are a leading company with many years' experience in export business. We mainly engaged in refrigerant gas, refrigeration oils, air-conditioning and generator and so on, which enjoy popularity in the Middle East, Africa, South America and Asia and other regions. You may also visit our online company introduction, which includes our latest product.

Should any of these items be of interest to you, please let us know. We will be happy to give you a quotation upon receipt of your detailed requirements. We look forward to receiving your enquires soon.

Yours Faithfully, XXXXXXX

Dear Sirs：

We got your name and address from internet and knew that you are one of the largest importers in Electrical Industry，which is within the scope of our business.

Take this opportunity，we introduce our company，as one of the biggest trading of Electrical Industry in Hong Kong，China．mainly operate refrigerant gas、refrigeration oil、air conditioner and generator etc．We export large quantity to The Middle East, Africa，South America and Asia, our products are proved to be high quality and always in reasonable price. We are ready to refer you our favorable price and relative samples, for quality evaluation and marketing activities.

Enclosed please find an OFFER SHEET from us, including product picture，price，packing info and other details. We believe some of them will have chance to fall into your business line.

Should you have interest of items in the OFFER SHEET, kindly let us know by return mail. For getting all the detailed information, you are invited to visit our web site:(公司网址). We are sincerely looking forward to hearing from you soon.

Best regards

xxx(发信人姓名)

TEI（公司电话）:

FAX（传真）:

URL（网址）:

 

第二篇：成功的外贸开发信范例,绝对值得学习!

成功的开发信案例：当时的背景是，公司有个意大利客人要找一款铝合金LED手电筒，款式比较特别，包装是彩盒包装，外加白色邮购盒。老板让我找工厂，我找了，公司也投了钱打了六个样品，寄了3个给客人，很可惜，客人最终没下单，剩下的3个样品就一直在我手里。那时我就想，能不能把这3个样品利用起来，开发开发别的客人看？如果别的客人有兴趣，那我也有现成的样品可以寄，只要客人能到付运费，我就免费提供样品。（当时的心态很简单，只要新客人肯提供到付帐号的，我就会认为这个客人很有诚意，我们提供免费的样品，就有成交的希望了。一直到现在，我还是报有这个心态。）然后我开始在google上搜索了，因为考虑到最早的意大利老客人指定这款产品，虽然没做成，但说明一点，这个产品的外形肯定是适合欧洲人品味的。所以我搜索的重心也是别的欧洲客人，大概花了一下午搜索和筛选，在google各个分站去看，比如.dk（google丹麦站），.uk（google英国站），.se（google瑞典站），.it（google意大利站），.fi（google芬兰站）等等，去掉一些有网站没邮箱的，再去掉一些小的零售商和大的进口商，我最终把目标锁定在6个欧洲进口商身上。他们都是不大的客人，因为网站上可以看到他们的公司简介和邮箱，而且他们都是做礼品促销品的，再加上他们的网站上都有类似的手电筒，其中两个意大利的，一个英国的，一个瑞士的，一个波兰的，还有一个瑞典的。目标客户一但锁定，接下来就是开发信了。因为我是有特定产品要推销的，所以开发信就写的很有针对性。因为这6个进口商的网站上都是有姓名和email的，所以我分别写的6个人，除了名字不一样，内容完全一样。Hi Kelvin,Glad to hear that you're on the market for flashlight and other promotional items.This is C from *** Ltd in China. We specialized in flashlights and premiums for 10 years, with the customers of Coca-Cola, Craft, Pepsi, etc., and hope to find a way to cooperate with you!Please find the pictures with models and different packaging in attachment. An American guy purchased this model in BIG quantity last year. I would like to try now, if it's suitable for Europe.FREE SAMPLES can be sent on request. Call me, let's talk more! Thanks and best regards,C*** LtdTel: ***Fax: ***Mail: ***当时一共写给6个不同的客人这样一封开发信，内容完全一样，只是对方姓名不同。所谓的某美国客人下过大单，完全是编的，只是给客人一个感觉，美国佬很喜欢这款产品，下过很大的订单哦，你们看看，是不是欧洲市场也能卖一点？最后一句“Call me, let's talk more”是我故意这样写的，因为很少有客人会打

电话给一个陌生人，但是这句话写上去让人感觉会大大不一样，首先就是这个人很有自信，其次就是他是有诚意的，不是群发的邮件。这6个人里面有4个是没回的，有一个回了一句“thank you, not this time. bye.”，剩下的最后一个瑞典客人回复了，就是这个Kelvin。他的邮件如下：Looks nice! What about the price?就一句话，没有抬头，没有落款，语气貌似也很不客气，是吧？当时只有这个瑞典客人Kelvin有回复，但是也是不太客气的一句话：Looks nice! What about the price? 尽管回复了，但并不是一个很好的现象，因为客人的邮件让我揣测到，他并不是特别感兴趣，很可能只是随口一问。但不管怎么样，总算是个不算太好的好消息，需要研究一下，看能不能进展下去。我当时的回复如下：Hi Kelvin,So pleased to get your prompt reply! Regarding this model, pls find the details with offer as follows:Model: Promotional 14 LED aluminum flashlight w/gift boxItem No.: *** (涉及到以前的公司，不方便透露)Bulb: 14*white LEDsLuminosity: more than 15,000MCDSize: 39mm(dia of head)*102mm(length)*37mm(dia of end)Weight: 95g (w/o batteries); 115g(w/batteries)Color: all accepted, pls give us PANTONE codePhoto: pls find the details in attachment (我提供了3张图片在附件)Logo: silk printing or heat transfer printingLogo charge: FREEOperating battery: 3*AAA battery (NOT INCLUDED)Packaging: 1pc/polybag/gift box/white mail order boxPcs/ctn: 100pcs/ctnCtn size: 75*40*65cmGW/NW: 12kg/11kgQ'ty/20'FCL: 14,000pcs; Q'ty/40'FCL: 28,000pcsPayment terms: T/T(with 30% deposit); L/C at sightLoading port: Shanghai/NingboSample charge: FREESample lead time: 1-3 daysOrder lead time: 30-35 daysFOB price: EUR2.20/pcPlease kindly check and revert at your earlist! Free samples will be sent on request.Comments please, any questions will be appreciated!Best regards,C那一阵子人民币升值很厉害，美元又略微贬值，大家都比较恐慌，而欧元那阵子正好也在稳步升值，甚至兑人民币都出现1：12，所以大部分贸易公司都尽量对欧洲客人寻求欧元报价，以规避风险，我也是如此。后来几个月以后欧元大跌，比美元还不如，这就不是我们能预见到的了。还好我当时收汇进来，一直到结汇，欧元都在一个最高关头，运气算是不错了。我不喜欢加附件报价单，喜欢把所有的信息都放在邮件里面写清楚。那时因为考虑到很多客人可能比较懒，懒得去打开附件的word或excel，所以仅仅在附件里添加了几张图片，包括产品单独的图片，带包装的图片，还有一张效果图，上面标注上尺寸重量之类的重要信息！！！这封邮件其实比较简单，就是围绕价格的，我故意突出免费样品，和最后的报价，特意用

红色标注在邮件里，就是特意强调给客人看的。尽管这个价格我报得并不便宜，但是我前面的描述里也指出了，亮度是15,000MCD，而当时同类的在欧洲卖的手电筒，一般都在11,000MCD左右。更何况我用的是礼盒包装，外加白色邮购盒，这一来就明确地突出了自己的产品定位，就是中高端市场，所以这个价格应该也是可以冲一下的，看看客人反应再说。。。这封邮件发出去后，等了整整五天，等得我都绝望了，也没想好是不是要继续跟进一下的时候，客人的邮件终于千呼万唤始出来，还是简单的一句话，但是终于有了个抬头，也让我多烧感觉到有点欣慰。Dear C,I'm sure your product holds high quality, but the price was too high as well. Maybe next time.Rgds,Kelvin看来是价格的问题，也有可能是客人随口以价格为理由的委婉拒绝。不管怎么样，既然客人有反应，自然要跟下去了。我接着回复：Hi Kelvin,Thank you so much for your kind mail!Sure, our models with top quality, and think all of them meet the quality level in your local market! If the price is not suitable in your price range, could you pls accept to do a little change? The price will be reduced 3%. That is, EUR2.13/pc.Looking forward to your early reply. Thanks.Kind regards,C告诉客人，如果价格和您的价格范围是有差距的，我们可以略作改动，价格可以下调3个点，希望可以有机会合作。这里我故意不说明白，具体怎么改动，从而节约成本，这是故意留的一个陷阱，也可以说是悬念，就是为了吊起客人的胃口，让他主动来问我。我当时的目的就是希望能和客人多互动交流，来来往往的邮件越多，最终拿下订单的可能性就越大。果然，客人很快就回了：C,What change is ok? Will it effect the quality?Kelvin这表明客人的兴趣在增加，否则他不会仔细去问具体的改动在哪里。而且他提到质量的问题，很明显客人对品质要求很高，不希望因为价格的因素而降低品质。看来有戏，客人还是在我设定好的圈子里打转。我连忙回复：Dear Kelvin,Pls don't worry about the quality. Price is important, but quality counts for much more!Here is just a little change, the original length of the flashlight is 102mm, and now we just make it short, 89mm instead! And then, the total cost will be reduced 3% because of the material saved!All the luminosity and the body look the same! I think it's workable for both of us. Any comments?Best regards,C现在告诉客人，其他都不会改动，也不会影响质量，只是把电筒的长度稍微做短一点点，价格降3个点下来。接着客人没了消息，一直到两天以后，才有新的邮件过来，这次是真正的好消息！！！C,Pls give me back C&F air Stockholm.Kelvin客人这回明确

指出需要报C&F的价格，而且是空运到斯德哥尔摩的！ 第二天我连忙问几家货代询价，比了比价格后，决定给客人回复了：Hi Kelvin,Already checked the freight cost with forwarder, and was informed the air freight from Shanghai to Stockholm would be EUR2.9/kg. That is, EUR0.35/pc will be added on the basic price.Therefore, the C&F cost is EUR2.13+EUR0.35=EUR2.48/pc.Please confirm the above details, and I'll send you the proforma invoice.Looking forward to your reply!Thanks and best regards,C等了一天，客人没回，两天，还是没回，三天，还是没回。第四天我等不住了，又跟了封邮件。Dear Kelvin,Sorry to trouble you again. Because the busy order season is coming, pls confirm the details soon.We need to arrange the mass production asap, to keep the delivery on time!Thanks.Kind regards,C客人依然无消息。我忍不住了，打了电话过去，客人终于说，他最近比较忙，会尽快回我的，然后就挂了。过了10分钟，邮件就来了。看来电话还是有用的。Dear C,Try the price on EUR2.20, you may consider it as an order.Rgds,Kelvin这个价格挺狠的，几乎是我的底价，也就是说，答应了，就差不多没钱赚了。我只好回复：Sorry Kelvin,Please consider more about the quality, would you like to evaluate the sample in advance? And we can talk about price later. Okay?C客人回复：Dear C,No, pretty urgent. Just photos enough. Pls do it on EUR2.25, I pursuade customer give me order.Best,Kelvin这封邮件让我看到了曙光，客人居然主动愿意加5分钱？奇怪了，难道订单真的很急？我当时的想法是，客人其实已经拿下订单了，但是希望谈一个好价格，所以在跟我磨。我接着回复：Dear kelvin,Thank you for your kind mail! But unfortunately, this price also unworkable for us.I sincerely hope to have business with you, pls realize our position. 2 suggestions as below:1) everything keep the same, EUR2.45/pc, C&F air Stockholm2) everything keep the same, EUR2.60/pc, with 3*AAA battery, C&F air StockholmComments, please. Thank you!Rgds,C这时为了绕开价格，就给客人两套方案，因为他要求2.25，而我前面报2.48，这样就只能先降一点点，给他EUR2.45/pc的价格；同时给出另一套方案，配上3节7号电池，EUR2.60/pc，看看他的反应。客人回复了：Hey C,Good idea to put the batteries together. The price would be reduced to EUR2.53/pc, my customer will confirm the order, 20,000pcs.Sincerely,Kelvin很明显，他对配上电池兴趣很大，但是价格还是接着砍。但是我前面的邮件里故意拖了个尾巴，就是不说明用什么样的电池，虽然说AAA（中文是7号电池）但并没有说明是碱性还是碳性，价格差别可是相当大哦。碳性的只要2毛人民币，碱性要5毛多，

相差1.5倍呢。如果这个时候同意客人目标价，用碳性电池，EUR0.08相当于1.2人民币呢（电池有退税哦），反而在电池上又赚了100%。我连忙回复：Dear Kelvin,Great! My boss finally confirmed your target price. You're a so good negotiator!!!Please find our PI in attachment, and sign by return today. Also pls arrange the wire transfer of 30% deposit soon!Thank you!Kind regards,C既然同意他目标价，PI不等他问，就第一时间发过去，让他没有借口不签。因为目标价是你给的，我同意了，那等于合同就生效了。呵呵，PI里面我就注明了3*AAA super heavy duty battery included，意思就是包含3节碳性电池，付款方式是TT（with 30% deposit），交期订40天，附件里还加了我们的银行信息。结果一连等了一个礼拜，客人都没有回复，如石沉大海一般。接着写下去，把这个瑞典客人的案例写完。上次提到，最终答应客人目标价，同时发PI过去后，客人就没消息了，没有任何回复。一个礼拜后，我等不下去了，发了封邮件过去：Hi Kelvin,No news from you for one week? Any problems?Kind regards,C还是没消息。第二天我算好时差，打了电话去他公司，但是一直没人接。又过了一天，我又跟进一封邮件，主题上也加了top urgent!!! 的字样。Dear Kelvin,Any update? I phoned your office yesterday, but nobody answered.What's up now? We need your urgent confirmation to arrange the mass production.By the way, did you already arrange the wire transfer of 30% deposit? Pls send me the bank receipt. Thank you!Best regards,C又等了整整一个礼拜，都当我绝望的时候，客人的邮件终于来了：Dear C,Here you are! Sorry for late reply. I went for travelling to Swiss and just back.Kelvin原来客人度假去了，其实订金他几天前就安排了，附件里面就是银行水单。北欧人比较懒散，能把工作丢一边就去旅行，这很正常。我让财务查了下账，原来这订金一个多礼拜前就已经到帐了，说明客人当时收到我PI，已经在安排付款了，只是后来他去度假，我没联系上他，就简单地以为他没有确认，其实不是的！当初只要我稍微让财务查一下，事情就完全清楚了！我自己需要检讨，为什么就不能想到，先通知财务，让他注意最近瑞典过来的欧元？只要有，就立刻通知我，就不会有这种顾虑了。这个客人真的不错，订单既然确定了，就不会再盯着，所有的事情都交给我处理，他挺放心的，什么都没有过问，样品也没有要，只是凭几张图片就确认了订单，真的不错。我到今天还觉得，这是个很好的客人。后来工厂发生问题，交货期拖延了下来，因为本来就是空运的，需要到欧洲法兰克福转机，5天时间到stockhol

m机场。但是这个时候已经超过客人交货期1个礼拜了，我联系了UPS，他们有专机，可以空运，但是价格要比普通的空运高2000欧，我问了客人，客人也同意了，而且立刻把剩下的余款和这2000欧一起TT过来，让我尽快安排出货。这个时候我很感动，毕竟货都没出呢，我已经收足了100%全款，而且因为我们的原因延期，客人不但没说什么，而且还付了2000欧的额外费用。我只是和他第一次做生意，大家都没见过，更夸张的是，客人居然下单前都没有要求看样品！出货前也仅仅凭我几张大货完成的装箱照片和唛头图片，就毫不犹豫地付了全款，还有额外的空运费。再后来，我找到了一家更便宜的货代，价格比原来的低很多，时间上同样需要5天左右，但是价格比原来的更便宜450欧。就是说，不但不需要额外的2000欧，原来的PI价格里还可以去掉550欧。我马上联系客人，让他选择，如果走UPS时间上快3-4天，费用高2550欧。如果走普通空运，虽然慢了3-4天，但是2550欧我会退给他，请他提供他的银行帐号。客人立刻回复，要求走普通空运，给了我帐号，同意手续费由他承担。后来2550欧打回过去，大概50多欧银行费用内扣，客人收到退给他的2490多欧，很满意。一个多月后，突然收到客人的一封感谢邮件：My friend,All the nice items are out of stock now. Customers are happy!Thank you!Kelvin