如何写推广EMAIL(中文翻译)
编者按：本文转载自商务外语论坛，作者是活跃网友“educatedbegger”。本文为的中文翻译版本。
前几天发了一篇如何写好推广email的帖子，由于是全英文而且太长了，虽然浏览率超过了1000，但我相信很多的人看到如此长的一片没有间隔的密密麻麻的英文都会没有看完的勇气。有些网友留言要求我翻译成中文，便于观看。我近日工作太忙，但是看到网友的热情，就冲着这个浏览率，我不得不将它翻译完了。
文章摘自美国进口商网，www.americanimporters.org ，感兴趣的网友可以登陆上去看原版。我毕业后第一家公司是一家美资咨询公司，专门销售美国进口商名录，因此对群发邮件的技巧深有感触，所以贴出此帖，希望能对各位网友的业务有所帮助。原文的作者应该是美国人，对电子邮件营销的理解可能和国内同行有所不同，但是我看绝大部分的建议都值得采纳.
由于我的资历尚浅，如有翻译不妥之处，还请各位网友指教，以便我及时改正，共同进步。谢谢。
the internet - where the customers are!
客户在哪里—网络！
e-mail can be a very effective tool for marketing your products to buyers around the world if you know what you are doing and follow certain rules. the important word here is -if-. those who do not know what they are doing or do not follow the rules quickly get a bad reputation and rarely have successful campaigns.
如果你有一个明确的目标，并且遵循一些规律，那么email（下称电子邮件）是你向全球范围内的客户推销产品的有效工具。这里的关键词是“如果”，那些没有明确目标且不遵循规律的人很快就会被人所厌恶，当然也很难有所作为。
some of the companies on the database list of usa importers and wholesalers have included either their e-mail address or their web site address.
某些美国进口商和批发商名录上包含这些公司的email地址和公司网站主页地址。
our exporting to the world, using the internet database list has the email addresses and/or web site addresses of companies around the world (including the usa)
我们向世界出口产品，需要用到有电子邮件和公司网站地址的因特网数据库（即全球进口商名录）
why is e-mail so popular? first of all its easy to get. when you register your url web address with the internet service provider (isp) as mentioned above you automatically get several e-mail addresses. it is important that you have at least three basic e-mail addresses. buyers are looking for them and if you dont have them it raises suspicion about your company.
为什么电子邮件这么流行？首先是因为电子邮箱（email地址）很容易得到。当你通过网络服务提供商（isp）注册一个前面提到过的url（uniform resorce locator，在internet的www服务程序上用于指定信息位置的表示方法）网址的时候，你就自动有了若干个邮件地址。有一点很重要，那就是你的公司至少需要有三个电子邮件地址，客人会比较在意这一点，如果没有，他们会对你的公司产生某些怀疑。
your e-mail address after the "@" sign will be your url that you registered. for example if the url is www.goldentextile.com, this companys e-mail address including the "@" sign will be ……@goldentextile.com. buyers want to know where they are sending their messages. for this reason you should be very specific about where the message is going. [email protected] is a poor e-mail address. it does not give any indication what department the message is going to.
你的email地址“@”后面的部分就是你所注册的url地址。例如，如果某公司网站地址是www.glodentextile.com，那么这个公司的电子邮箱地址将是***@goldentextile.com。客人们通常想知道他们回复的邮件会发到哪儿或者说是会发给谁，如此一来，你的邮件地址就需要特定，以便告诉客人他们的回信发到了你公司的哪个部门或者发给了哪个负责人。因此，[email protected]是一个非常失败的emial地址，因为它使你的潜在客人不知道他们的回信发到了你公司的哪个部门。
every export company should have at least these three e-mail addresses: sales@.., export@.. , and support@.. . the three e-mail addresses for the company above would be [email protected], [email protected], and [email protected]. by using the first two e-mail addresses the buyer knows that the message is going to the sales or export department. having the [email protected] address tells the buyer that there is a department that can help them if they should have a question or problem after the order arrives. having these e-mail addresses at your company greatly improves the chances of a buyer taking your company more seriously. not having them means that the buyer may not know how to contact you.
每一个经营出口业务的公司都应该有以下三个电子邮件地址: sale@.., export@.., and support@..; 那么前面提到的goldentextile公司的三个email地址分别就应该是：[email protected], [email protected]及[email protected]. 前两个地址告诉你的客人他们的回信发到你公司的销售部和出口部，[email protected]这个地址告诉他们有疑问或下单后遇到问题时你的公司有个部门可以帮助他们解决。你的公司有了这三个email地址，更多的买家会认真对待你的公司。而没有这三个地址的话，客人就不知道该怎么联系你。
free e-mail addresses = many lost orders
免费邮件地址（免费邮箱）= 失去许多订单！
you should never, never use a free e-mail address (like yahoo, hotmail, netvigator) for business. never. buyers do not trust these e-mail addresses. always remember that image is more important on the internet than it is face-to-face. when you send an e-mail message to an importer the first question the importer asks him/herself is: does this look like a serious offer or is this person trying to cheat me.
你绝不应该使用像yahoo,hotmail,netvigator等提供的免费邮箱作为业务联系信箱！客人们不太相信此类信箱。切住网上的形象比面对面时的形象更为重要。当你用这种免费邮箱给进口商发推广信时，对方心里的第一个问题就是：这算是正式的发盘吗？这个人是不是想骗我？
having a free e-mail address like yahoo or hotmail is like using a public coin-operated pay phone for your company telephone. using a free e-mail address says to the buyer "we are not serious enough to get our own telephone, but if you call this pay phone number located in the street near our office we will run out of the office and try to answer it." free e-mail addresses are bad news.
用一个yahoo或者hotmail的免费邮箱，就好比用一部投币式的公用电话作为你公司的业务电话，就等于对客人说：“我们公司不太正规，没有电话，如果你打我们电话，我们会尽量跑出去办公室附近的投币公用电话去接！” 免费邮箱带来不了好消息。
another of the many reasons you should not use free e-mails addresses is because of security. buyers will often send confidential information in an e-mail message. this might include credit card information, bank account information, or confidential company information. if this message is sent to a dedicated e-mail address (like [email protected]) the message goes from the buyers computer to the buyers isp, to the exporters isp and then to the exporter?;s computer. the chances of this message being stolen are reduced.
不使用免费邮箱的众多理由中的另外一条就是安全性。客人的邮件中经常会有意无意地夹带些商业机密，这当中可能包含信用卡信息、银行账户信息以及绝密的公司信息。如果这些信息被发给一个专有的企业邮箱，比如[email protected]，则经由客人的电脑到他们的网络服务提供商，再到你公司的网络服务提供商，最后到达你的电脑，信息被人窃取的可能性就被降低了。
if, however, the buyer sends confidential information to a free e-mail address (like [email protected]) it goes through several isps on its way to the exporter. the chances of the message being stolen are greatly increased. for this reason, buyers do not like to use free e-mail addresses.
如果客人给一个免费邮箱如[email protected]发邮件，其中的商业机密通过中间几个网络服务提供商再到达出口商，那么信息被窃取的风险将大大增加，这就是为什么客人们不愿意使用免费邮箱的原因。
having an e-mail address like [email protected] shows that the buyer has registered the url with the local internet service. if there is a problem the buyer can be found through the internet service. companies that try to cheat other people use free e-mail services ([email protected]) because they do not have to officially register. if you complain about this company there is no address on record for follow up.
注册一个企业邮箱如[email protected]意味着客人已经购买了当地的网络服务，如果出了问题，他们可以通过网络服务找出问题。通常骗子公司为了骗人钱财才用免费邮箱，因为免费邮箱不需要正规注册，一旦出了问题，无处可寻。
the bottom line is this, if you have a free e-mail address get rid of it now. register your company url address with a local internet isp and get a dedicated e-mail address. you will notice a dramatic increase in the number of buyers that will contact you.
解决问题的办法是：如果你现在用免费邮箱发推广信，那么停用它。在你的本地网络服务提供商处注册购买一个专属企业邮箱，之后你会戏剧性地体验到联系你的客人越来越多。
the second reason that e-mail is so popular is because it is cheap. it costs nothing more than your time. no paper expense, no postage, no envelope expense.
电子邮箱之所以流行的第二个原因是它廉价。它不需要你投资一分钱，需要投资的仅仅是你的时间，没有纸张、投递和信封的开销。
the third reason its popular is that sending e-mail messages is relatively easy. yes, you must keep a database and make sure it is up-to-date. yes you must compose the message. but anyone who can use a word processor can also write an e-mail message.
第三个原因是发信相对简单。你须有一个数据库（全球进口商名录的电子邮箱地址数据库，国内有公司出售）且必须保证及时更新。接下来就是编辑一封好的推广信。所以，任何一个会用word的人都会发email.
effective if you do it right
若方法正确则行之有效
there is a right way and a very wrong way to market your products by e-mail. first lets discuss the right way.
推广你的产品有两种方法：对的和错的。我们先说对的。
you should always have the persons permission before you send them a sales e-mail message. the common question is "how can i ask them if i can contact them until i contact them?" good question. heres the answer.
go through all the e-mails of prospective buyers that have contacted you in the past. send each of them an e-mail asking if they would like to be on your "mailing list". many of them will say yes.
首先，在发推广信之前你首先要获得对方的允许。也许你会问：“如果我不联系他们怎么知道他们允不允许？”问得很好！答案就是, 整理一下以前联系过你的潜在买家的邮件地址，然后给他们每人发一封邮件，问问他们是否愿意加入到你的“群发名单”里，很多人会回答愿意。
secondly, there are e-mail address lists that you can buy . these are e-mail addresses of companies that might be interested in your product. but you should contact them first and ask for permission to send them a sales message.
the third way to get permission to send prospective buyers an e-mail is have them "opt-in" for your list. on your web site you will announce that you have periodic announcements of your products and if the viewer wants to get on (or opt in) the mailing list that they should contact you.
其次，你可以购买进口商的电子邮件地址目录。就是那些可能对你的产品感兴趣的公司的电子邮箱地址，但你仍然应该先给他们每人发一封邮件问问他们是否愿意接收你的推广信。征求他们允许你给他们发信的第三个方法就是让他们“自投罗网”：在你的公司网站上注明你的公司有定期的新产品发布，如果感兴趣的话，他们会预定你的服务并主动联系你。
as an example, exporters who want to get on a mailing list of a free monthly newsletter offering advice and trends on marketing to the usa should go to www.americanimporters.org/pages/emailfor.html .
例如，想开发美国市场的出口商，如果想每个月得到关于如何开拓美国市场的建议和市场报告的新闻邮件，可以到www.americanimporters.org/pages/emailfor.html上预定。
also add to the list the e-mail addresses of people you meet at trade fairs and got letters from. over time, you will have a very nice list of the e-mail addresses of prospective buyers who want to hear from you.
对于那些你在交易会上搜集的公司和以前给你发过邮件的人，也有必要将他们的邮件地址加入你的“群发名单”里去，久而久之，你就会有一个很好的“群发名单”，他们都可能是你的潜在客户。
if you have a new product that you think the buyers might be interested in you can send a message to everyone on your list. do not send too many messages however. one message every two or three months is enough. less than this and they forget you. more than that and they thin you are sending too many.
如果你开发了新产品，你可以给你“群发名单”的客人都发一封email告诉他们。但是发的次数不要太多。每两到三个月一封就足够了。少了，他们会忘记你，多了，他们嫌你烦。
make the messages you send as interesting as possible. in addition to introducing your new product you should also include some interesting information. buyers will read it if they think they will learn something. they may or may not read it if it is only a sales message.
尽量使你的推广信显得吸引人。别光介绍你的新产品，还应介绍新产品有趣的地方。只有客人觉得能学到东西了他们才会去看你的邮件，如果仅仅是一封推广信，他们就有可能看也有可能不看了。
write your messages just like you would a sales letter. use upper and lower case letters (not all capitals) and complete words (no abbreviations).
让你的推广信看起来像推广信，不要全用大写字母，也不要用缩写，写全称。
how not to do e-mail marketing
怎么样搞砸email营销？
one thing that you do not want to do, never ever, is send a sales e-mail message to someone who has not asked for it. it is one of the worst things you can do.
无论如何不要给一个你没有征得同意的客人发信，这是再糟糕不过的事情！
its very tempting to do. you find the e-mail address of a company that might be interested in your product and you say to yourself, "ill send them an e-mail. what do i have to lose?". the answer is that you have a lot to lose.
sending a sales e-mail message to someone who did not ask for it called "spam". it is considered a very unprofessional and rude thing to do. spam messages are hated by everyone. it is the most offensive and at the same time least effective way to market on the internet.
要将事情搞砸总是非常容易的。有一天你发现了一个公司邮箱地址，然后对自己说他们也许会对你的产品感兴趣：“呃不错。好，给他们发一封邮件吧，不成也没什么损失。” 其实你可以失去的东西很多。发给一个没有征得同意的人的邮件叫做“垃圾邮件”。这是非常不专业和不礼貌的行为。“垃圾邮件”是人们深恶痛绝的，因此，这也是最粗暴同时也是效率最低的网络营销。
in short, sending spam e-mail messages is not an effective way to sell your products. its a waste of your time and that of the person who gets your unwanted message.
简单的说，发垃圾邮件不是有效的营销手段，这是浪费时间，而且浪费的是两个人的时间：你自己的和莫名其妙收到你邮件的那个可怜虫的！
but there is something even worse. sending spam sales messages gives your company a very bad reputation. you become a "spammer" and buyers around the world hate spammers.
比这更糟糕的是：发送“垃圾邮件”对你的公司声誉是很大的伤害。而你也就成了“垃圾邮件制造者”，全世界的公司都会讨厌你。
its this simple. sending e-mail messages to buyers who have asked for it can be very effective. sending spam e-mail message to people who have not asked for is ineffective and destroys your companys reputation. please, dont send spam.
由此可见，给那些你征求过意见的客人发邮件才是有效的。发垃圾邮件是无效而且是有害的，所以，请不要发垃圾邮件。
dos and do nots of an e-mail message
email 推广的“要”与“不要”
do make sure you have permission to send that person the message.
发邮件前要得到对方的允许。
do make the message interesting.
邮件内容要有趣，吸引人。
do have a message at the end of the message telling the buyer what to do if he/she does not want to get your messages anymore.
在邮件的最后要附上一段，告诉别人如果不再想收到你的邮件该怎么做。
do keep your e-mail message short. no one wants to read a long message. give the highlights and direct the buyer to your web site for more details.
邮件要短。没人喜欢看冗长的邮件。弄些超链接让客人直接点进你的公司网站了解更多信息。
do answer all e-mail messages in one business day or less.
客人的邮件一定要在一个工作日内回复。
do use e-mail addresses that identify your company and the department. examples are "[email protected]"
一定要用可以区分你的公司和部门的专用企业邮箱。
dont ever, ever send spam.
绝对不要发垃圾邮件。
dont use all capital letters. it looks like you are shouting or yelling and is rude.
不要全用大写的字母写邮件，这让人感觉你在大叫或者在吼，还很粗暴。
dont use abbreviations. its considered lazy. buyers do not like to do business with lazy people. the question is, if this exporter is so lazy that he writes "b. rgds" instead of "best regards" is he also too lazy to make a good product?
不要用缩写。这是懒惰的表现。客人不喜欢和懒人做生意。他们会想：出口商居然懒到用 b.rgds 代替 best regards, 那么他们肯定也会懒得去做一个好产品。
dont use free e-mail addresses. they are not trusted. examples are [email protected].
不要用[email protected]之类的免费邮箱。不安全。
dont make the sender guess where the e-mail is going. for example, with [email protected] the message could be going anywhere in the company. buyers like to know where the message is going. always have specific addresses like "[email protected]".
不要让你的客人去猜他们的回复会发到哪儿去。例如，如果用[email protected]，那么邮件就有可能被公司的任何部门接收，客人想知道谁收到并且负责处理他们的邮件，一定要用sales@goldentextile的邮箱。
dont use different colors and different font sizes on your message. its considered childish and unprofessional. use one size and all black.
邮件中不要出现彩色字和艺术字，这是幼稚和不专业的表现，通篇用一个字号和黑色。
dont use a colored background. again, its considered unprofessional. in addition, they can be hard to read. always use a white background with black text.
不要用黑色背景（黑底白字），这同样是不专业的表现，而且阅读起来很困难，坚持用白底黑字。