《商务英语文体分类阅读》01 Business Letters Sales Emails and Follow-up Emails

BusinessLetters:SalesEmailsandFollow-upEmailsModuleOneGenre-basedBusinessEnglishReadingLearningObjectivesPre-readingReadingPost-readingFurtherReading2learnsometermsaboutbusinessemails3getfamiliarwiththeformatandcontentsofsalesemailsandfollow-upemails4knowthebasicsaboutbusinessgenres5practicethewritingofbusinessemails1knowhowtowriteabusinessemailLearningObjectivesPre-readingReadingPost-readingFurtherReadingWatchthebusinessnewsfromCNN,thentrytoanswerthefollowingquestions.LearningObjectivesPre-readingReadingPost-readingFurtherReading1.Whatarethesuggestionsregardingthesubjectline?2.Isitlegaltobuythelist?3.Whenshouldyoustartsegmentingyourlist?A.Usenumbers.B.Usesecondpersonlike“you”or“your”.E.g.:5reasonswhyyouneed...C.Ifpossible,personalizethesubjectlinebyusingtherecipient’sname.No.Youshouldbuildyourlistorganically,thatis,tobuildlistthroughsocialmedia,etc.FromDayOne.LearningObjectivesPre-readingReadingPost-readingFurtherReadingPartOneGetYourselfPrepared:theBasicsI.Getyourselffamiliarwiththeterms.Thefollowingtermsarefromthepassageyouaregoingtoread.Readthedefinitionstogetyourselfpreparedforthecomprehensionofthepassage.►1.budgetforecasting:►2.emoji:►3.spam:forecastsoffinancialperformancebasedonhistoricaldataandcurrentbusinessconditionsasmalldigitalimageoriconusedtoexpressanideaoremotionadvertisingmaterialsentbyemailtopeoplewhohavenotaskedforitLearningObjectivesPre-readingReadingPost-readingFurtherReading►4.coldemail:►5.junkfolder:►6.logo:►7.attachment:email

senttoapotentialclientthatdoesn’thaveanexistingconnectiontoyouaplaceusedtostoreunwantedincominge-mailsothatitstaysoutofauser’sinboxaprinteddesignorsymbolthatacompanyoranorganizationusesasitsspecialsignadocumentthatyousendtosb.usingemailLearningObjectivesPre-readingReadingPost-readingFurtherReadingII.Testyourselfwiththeterms.FillintheblanksinsentenceslistedinColumnBwiththetermsinColumnA.ABbudgetforecasting1.All

the

main

project

details

can

be

found

in

the

.Pleasereadthe

attachment

file

to

have

all

the

details

required.emoji2.A

well-thought

design

can

effectively

use

a

simple

icontoleavea

deep

enough

impression

for

the

public.spam3.

islikeadartthrowninthedark.Sometimesitmighthit,sometimesitmaynot.coldemailIf

they

givea

wrong

answer,

or

the

inquiry

is

bounced

back

asundelivered,theirmailgoes

into

the

and

they

areaddedtothe

blacklist.junkfolderOn

average,

each

user

receives

at

least

eight

messagesaweek,

questionnaires

show.logoAlthough

haveaddedalevelofexpressiontotexting,thewrittenmodeofcommunication

stillfallsshortofsayingwhatyoureallyfeel.attachmentSince

is

more

an

art

than

a

science,

revenue“surprises”arecommon.attachmentlogoColdemailjunkfolderspamemojibudget

forecastingLearningObjectivesPre-readingReadingPost-readingFurtherReadingPassage1HowtoWriteaBusinessEmailMaryCullen/blog/business-email

Businessemailsareapillarofmoderncommunication.Onanygivenday,theaverageofficeworkerreceives

over80emails.That’salotofcommunication.

Thisarticlewill

bestpracticesandwalkyouthroughaneffectivebusinessemail,step-by-step.By

thesemethodsintoyouremailpreparation,youwillwritebetteremailsandimproveoverallcommunication.突出；强调

toemphasizesth,especiallysothatpeople

giveitmoreattentionintegrate:（使）合并，成为一体

combinetwoormorethingssothattheyworktogether;tocombinewithsthelseinthiswayintegratinghighlightLearningObjectivesPre-readingReadingPost-readingFurtherReadingFourKeyQuestions

Therearefourquestionsthatyoumustconsiderasyoubeginto

abusinessemail.

1.WhoisMyAudience?

Inallbusinesswriting,theaudienceisthetopconsideration.

Who

youarewritingforwilldetermine

how

youwriteyouremail.Thereaderwilldeterminethetone,

,andcontentofthecommunication.draftbalancesheetformality正式形式formalstyleofwriting,behaving,etc.起草；草拟

towritethefirstroughversionofsthsuchasaletter,speechorbookLearningObjectivesPre-readingReadingPost-readingFurtherReading

Youremail’sreadermaybeyourcolleague,client,orsupervisor.Eachreaderwillhaveadifferentbackground,projectknowledge,and

.Youcanuseproject

withacolleaguewhohasthesamedeepprojectknowledgeasyoudo.However,thosesameacronymswillbeconfusingtoanexecutivewhoneedsanupdateforbudgetforecasting.prioritiesacronyms首字母缩略词

awordformedfromthefirstlettersofthewordsthatmakeupthenameofsth,forexample‘AIDS’isanacronymfor‘acquiredimmunedeficiencysyndrome’优先事项；首要事情

somethingthatyouthinkismoreimportantthanotherthingsandshouldbedealtwithfirstLearningObjectivesPre-readingReadingPost-readingFurtherReadingLearningObjectivesPre-readingPost-readingFurtherReadingReading

Theaudienceincludesallthepeopleincludedinthesenderfields.ThisincludestheTo:,

:.and

:fieldsbutmainfocusshouldbeonthoseintheTofield.

The‘To:’fieldisforthedirectaudiencewhoneedstoreplyortakeactionfromtheemailcontent.The‘CC:’fieldisforreaderswhoneedtoreceivetheemailconversationforreferenceorclarity,butdonotneedtotakeactionnorreply.The‘BCC:’fieldisfortheaudiencewhoonlyneedstoseetheinitialemailandnoneofthelaterchainofreplies.UsetheBCCfieldveryjudiciously.Oftenit’sbesttoforwardanemailseparately,withabriefstatementonwhyyou’resendingthisinformation.CC抄送（用于商务书信和电子邮件，表示副本同时发送给另一人）carboncopy:usedonbusinesslettersandemailstoshowthatacopyisbeingsenttoanotherpersonBCC密送

blindcarboncopy:aduplicateofanythingwrittenortyped,oracopyofanemailorotherelectronicdocument,thatissenttosomeonewhosenameisnotvisibletotheprimaryaddressee.LearningObjectivesPre-readingReadingPost-readingFurtherReading2.WhatisthePurpose?

Anemailmusthaveapurpose.And,itmusthaveonlyonepurpose.Thisemailpracticeiscalledthe‘onethingrule’:Eachemailshouldcoveronlyonespecificitem,task,orrequest.

Covering

actionsinoneemailcancauseconfusionandinefficiency.Oneemailshouldnotincludebothclientreportrevisionnotesandaschedulingquestionforthe

meeting.Thisscenariocallsfortwoseparateemails.Bylimitingemailstoonething,theemailiseasierfortherecipienttounderstand,process,andactupon.Thisclarityincreasesunderstandingandproductivity.

Inpractice,wesometimeshavetoaskforseveralpiecesofinformationrelatedtothesametopic.Inthiscase,useanumberedlisttoclarifyforyourreaderthattherequesthascomponents.Thiswillhelpyourreaderrespondeasilyandensureyoureceiveallthespecificsyouneed.quarterlymultiple数量多的；多种多样的

manyinnumber;involvingmanydifferentpeopleorthings季度的；每季的producedorhappeningeverythreemonthsLearningObjectivesPre-readingReadingPost-readingFurtherReading3.IsThisEmailNecessary?

Thereisatendencytoover-communicatebyemail.Whileemailisefficientandprovidesanelectronicpaper-trail,notallcommunicationshouldoccuroveremail.Askyourself:

“Isthisemailreallynecessary?”

Perhapsaquickphonecallorapingonthecompanymessengerismoreappropriate.Ifyou’reexpectingalotofback-and-forthonthetopic,ashortconversationcaneliminatealengthy

emailchain.Choosetherightchanneltosendinformation.Emailisgreat,butit’sonechannel.LearningObjectivesPre-readingReadingPost-readingFurtherReading4.IsEmailAppropriate?Emailcanbeusedinmanyscenariosbutisnotalwaysappropriate.Ifyouaredeliveringbadnews,dosoinpersonorbuffertheemailthoughtfully.Anemailisimpersonalandisdifficulttoconveyor.Sensitiveinformationsentbyemailrunstheriskofbeingaccidentallyshared.Thereareplentyofcasesof

emailmishaps,rangingfromfunnytoserious.Whethertheinformationispersonalcontactorpersonalopinion,considerwhetherit’sappropriateforanemail.Ifyouwouldn’twantitaccidentallyshared,beverythoughtfulabouthowitissentinthefirstplace.empathycompassion同感；共鸣

theabilitytounderstandanotherperson'sfeelings,experience,etc.~(forsb)同情；怜悯

astrongfeelingofsympathyforpeoplewhoaresufferingandadesiretohelpthemLearningObjectivesPre-readingReadingPost-readingFurtherReadingEmailStyle

Businessemailshaveaveryspecificstyle.Theyareprofessionalbutbrief.Theyshouldbewrittentobeskimmed,butwithenoughinformationtoallowacompleteresponse.ToneFindingthecorrecttonecanbethebiggestheadacheindraftinganemail.Thetonechangesbasedonyouraudience.Itcanrangefromformaltofriendlybutisalwaysprofessionalandshouldalwaysbematchedtoyouraudience.Wordypolitenesscanoftenbeoverlookedineffortstobebriefinemails.However,“please”and“thankyou”shouldbeincludedanytimeitisappropriate.Also,writinginallcouldrouteyouremailtothespamfolder.Ifyouwouldn’tshoutthestatementinperson,don’tshoutitinanemail.Instead,useitalics,underlining,orboldtoemphasizeimportantpoints.caps大写字母

capitallettersLearningObjectivesPre-readingReadingPost-readingFurtherReadingAvoidexcessiveuseofpunctuationoremojis.Exclamationpointsshouldbeused!Emojiscontinuetohavealargerroleindigitalcommunicationandseveralstyleguideshaveapprovedtheir

useinbusinesswriting.Ifollowtheruleofonlyusingthemaftertheotherpartyhassentone.Theyshouldneverbeusedinformalbusinessemails.PartsofaGreatEmailLet’sdissecteachsectionofabusinessemailtohighlightbestpracticesforyoutoimplementinyourwriting.sparingly很少地insmallquantities审慎而明智的；有见地的carefulandsensible;showinggoodjudgementjudiciousLearningObjectivesPre-readingReadingPost-readingFurtherReading1.SubjectLineThesubjectlineisthemini-summaryofyouremail.Itprovidesthebiggestopportunitytoensureyouremailgetsread.Thegoalofasubjectlineistogetyourreadertoopentheemailwithouttrickingthem.Thinkofitasyouremail’sheadline.Itshouldbea3-to8-wordoverviewofthecontent.Subjectlinesthataretoobriefortoolengthycauseconfusion.Ifitmakestheemailseemdifficultorconfusingtoreplyto,therecipientmaynotopenitimmediatelyoratall.Emailclientswillalsoreviewthesubjectlineforsignsofspam.Thisisespeciallyimportantforsalesteamswhomaybeclients.Certaintermsare

flagsforspam

andmaybefilteredtoaJunkfolder.Avoidusingwordssuchas‘Sales’,‘Pleaseread’or‘Profits’,orhavingone-wordsubjects.algorithmscold-emailing算法

asetofrulesforsolvingproblemsordoingcalculations,especiallyrulesthatacomputerusescoldemail:to

sendanemailtoapotentialclientthatdoesn’thaveanexistingconnectiontoyouLearningObjectivesPre-readingReadingPost-readingFurtherReading2.GreetingYourgreetingshouldbeprofessionalandconcise.Itisalwayspreferabletoaddresstherecipientusingtheirname,butitmaynotalwaysbepossible.3.BriefPleasantryIfyou’reemailingsomeoneforthefirsttime,youropeninglinecouldbeashortconnectingyouandtherecipient.Onesentenceshouldbeenough.Indicatehowyouconnected.Ifyou’vereceivedsomethingfromtherecipient,offeryourthanks.Itcouldbeathankyouforanofferofassistance,foraninterestingpieceofcontenttheysharedorevenforsimplyreadingtheemail.Omitapleasantgreetingifyou’verecentlyorfrequentlycommunicatedwitheachother.pleasantry客气话；客套

afriendlyremarkmadeinordertobepoliteLearningObjectivesPre-readingReadingPost-readingFurtherReading4.PurposeAspreviouslynoted,eachemailshouldaddressjustonething,onepurpose.Thistask,requestorinformationshouldbepresentedclearlyanddirectlyafterthepleasantry.ThisistheB.L.O.T.—

bottomlineontop.Beconciseanddirect.Don’thideyourrequestoritcaneasilybeoverlookedorignored.LearningObjectivesPre-readingReadingPost-readingFurtherReading5.CalltoAction

Neartheendoftheemail,includeaspecificcalltoaction.Theemailisbeingsenttoonetask.Thecalltoactionshouldleavenoconfusionastoyourrequest.Donotassumethereaderunderstandsthedesiredresultfrompriorinformation.Emailscaneasilybemisinterpretedifthereisanygrayarea.Thisstatementshouldincludethespecificactionandthetimeline.Ifyouaresendingtheemailtomultiplepeople,clarifytaskresponsibilitybydirectlynamingtheintendedperson.Ifyouwouldlikeaconfirmation,youcanphrasethecalltoactionasaquestion.Ifthecalltoactionisanotificationthatdoesnotnecessarilyrequireareply,youcanstructurethecalltoactionasastatement.accomplish~sth

完成

tosucceedindoingorcompletingsthLearningObjectivesPre-readingReadingPost-readingFurtherReading6.ClosingMessage

Theclosingmessagesimplyindicatesthattheemailiscomplete.Whileitisnotarequirementinmodernemailwriting,abrief,politephraselike“thankyouforyourtime”willnicelyroundoutyouremail.7.Sign-off&SignatureTheendoftheemailincludesasign-offofyourname.Thephrasingshouldmatchtheformalityoftheemail.Youremailsignatureisatypeofelectronicbusinesscardthatistoyouremail.Itshouldincludethemostimportantcontextandcontactdetailsforyourreader.Imagesandlogoscanbeuseful,butbeawareofthesizingandhowtheywillappearonmobiledevices.appended~sth(tosth)（在文章后面）附加，增补

toaddsthtotheendofapieceofwritingLearningObjectivesPre-readingReadingPost-readingFurtherReading8.AttachmentsAnyreferencedattachmentsorlinksmustbeincludedintheemail.Eithernamethefilesothatitisclearlyidentifiedorincludethedocumenttitleinparenthesisimmediatelyafteryoumentionitintheemail.Ifanattachmentwassenttotherecipientpreviously,attachitagainanyway.Thisway,theycaneasilyaccesstheinformationratherthansearchingthroughtheirinbox.Ofcourse,thatthefileisattachedandcorrect.Forgettingtoincludeanattachmentrequiresanunnecessary(andembarrassing!)replyrequestingit,whichcandelaythework.Thevolumeofemailwereceiveandsendcansometimesourmotivationtowriteaneffectivebusinessemail.Writeitinawaythatisconciseyetclearlyconveystheinformationandrequesttothereader.Yourreader(andtheirinbox)willappreciateit.double-checkdiminish复查tochecksomethingforasecondtimesothatyouarecertainitisright减少；（使）减弱，降低

tobecomeortomakesthbecomesmaller,weaker,etc.LearningObjectivesPre-readingReadingPost-readingFurtherReadingCheckyourcomprehension.Decidewhetherthefollowingstatementsaretrueorfalse.WriteTfor“True”andFfor“False”.T/FStatements____1.Themostimportantquestiontoaskinallbusinesswritingis“whoismyaudience”becausetheanswertothisquestiondeterminesmanyotherthingsinbusinesscommunication.____2.Amongthethreetypesofaudienceofyouremail,the“CC:”fieldistheonewhoneedstoreplyortakeaction.____3.Forefficientcommunication,itisbettertoincludedifferenttopicsinoneemail.____4.Face-to-facecommunicationwouldbebetterthanemailindeliveringbadnews.____5.Thesubjectlineofanemail,whichisliketheheadlineorsummaryoftheemail,shouldnotbetoobriefortoolengthy.TFTFTLearningObjectivesPre-readingReadingPost-readingFurtherReadingCheckyourcomprehension.Decidewhetherthefollowingstatementsaretrueorfalse.WriteTfor“True”andFfor“False”.T/FStatements____6.Pleasantryisalwaysnecessaryforabusinessemail,evenifyouareinclosecontactwiththerecipientrecently.____7.Thepurposeoftheemailshouldbeplaceddirectlyafterthegreetingwords.____8.Ifyouremailissenttodifferentrecipients,itisnecessarytospecifythetasksforeachoneinconcernwhenyoucallthemforaction.____9.Tokeepitconcise,attachmentsshouldnotbesentagainiftheyhavebeenincludedinpreviousemails.FTFTLearningObjectivesPre-readingReadingPost-readingFurtherReadingPartTwoSampleSalesEmailsGetyourselffamiliarwiththeterms.Mmotion2.offer3.brochure4.bulkorder5.merchandise6.salesreport7.submission______A.asmallmagazineorbookcontainingpicturesandinformationaboutsth.oradvertisingsth._____B.a

document,etc.thatis

formally

sent

toa

personorgroupinauthoritysothattheycanmakea

decision

aboutit______C.anorderforalargequantityofproductsorservices______D.activitiesdoneinordertoincreasethesalesofaproductorservice3741LearningObjectivesPre-readingReadingPost-readingFurtherReading______E.arecordofsalesactivityoveraparticularperiodoftime______F.anamountofmoneythatsb.iswillingtopayfororsellsth.______G.motion2.offer3.brochure4.bulkorder5.merchandise6.salesreport7.submissionLearningObjectivesPre-readingReadingPost-readingFurtherReadingCheckyourcomprehension.Therearesomequestionsandunfinishedstatements.BeneatheachofthemtherearefourchoicesmarkedA,B,C,andD.Choosetheonethatbestcompletesthesentenceoranswersthequestion.D1.Salesemailsnormallyhasabout

percentresponserate.A.1B.2C.3D.52.Accordingtothepassage,howshouldyoustartyouremail?A.Byintroducingyourself.B.Bysayingsomethingabouttherecipient.C.Bytalkingabouttheproduct.D.Byenvisioningthefuture.A.1B.Bysayingsomethingabouttherecipient.LearningObjectivesPre-readingReadingPost-readingFurtherReadingCheckyourcomprehension.Therearesomequestionsandunfinishedstatements.BeneatheachofthemtherearefourchoicesmarkedA,B,C,andD.Choosetheonethatbestcompletesthesentenceoranswersthequestion.D3.HubSpot’sstudyshowsthat

isnotagooddayforsendingsalesemail.A.MondayB.TuesdayC.WednesdayD.Friday4.ThemostattractivepartaboutthemobilephoneRyanpromotedis_______.A.thefreememorycardB.thesmartpouchC.themegapixelcameraD.theaffordablepriceD.FridayD.theaffordablepriceLearningObjectivesPre-readingReadingPost-readingFurtherReadingCheckyourcomprehension.Therearesomequestionsandunfinishedstatements.BeneatheachofthemtherearefourchoicesmarkedA,B,C,andD.Choosetheonethatbestcompletesthesentenceoranswersthequestion.D5.Whichofthefollowingisnotoneoftheadvantagesof“Vanish1second”?A.Ithasbeendevelopedwithmedicalsupport.B.Ithasaveryvastcustomerbase.C.Itisveryeffective.D.Itissoldtoretailersatattractiveprice.6.WhichofthefollowingisnotmentionedinthebusinesssalesreportpreparedbyTinaRoberts?A.Theforecastofofsubmissioninthefuture.B.Totalsalesamount.C.Rewardedsalesmen.D.Customercomplaints.D.Itissoldtoretailersatattractiveprice.A.Theforecastofofsubmissioninthefuture.LearningObjectivesPre-readingReadingPost-readingFurtherReadingPartThreeSampleFollow-upEmailsGetyourselffamiliarwiththeterms.Thefollowingsentencesaretakenfrompassage3.Therearetwosuggestedmeaningsforthewordsinitalics.Choosethecorrectoneusingthegivencontextandword-buildingskills.1.Youmaycontactnewclientsor…beginyourcadenceoffollowupemailsinhopesof

strikingadeal(A.交易B.处理).2.Problemis,sendingageneric,“justchecking-in”followup

email(A.跟进邮件B.开发信)typicallyisn’tgoodenough.A.交易A.跟进邮件LearningObjectivesPre-readingReadingPost-readingFurtherReadingPartThreeSampleFollow-upEmailsGetyourselffamiliarwiththeterms.

3.

Andnowyourheadisspinningthinkingaboutallofthewaysyou’llspendyourcommission(A.委任

B.佣金)check.4.Then,theysawan

80%emailopenrate,earning$4,386,000inadditionalrevenue(A.税收B.收入).5.Whenyouattendatradeshow,conference,networkingevent,oranyotheroccasionrelatedtoyourcorebusinessproduct,service,ortargetcustomer(A.目标客户B.潜在客户),you’reboundtomakesomeimportantconnections.B.佣金)B.收入A.目标客户LearningObjectivesPre-readingReadingPost-readingFurtherReadingCheckyourcomprehension.Readthefollowingstatements.EachstatementcontainsinformationgiveninoneofthepartsmarkedAtoJinthepassage.Identifythesourceofthestatements.Writedownthecorrespondingletterbeforeeachstatement.______1.Afollow-upemailshouldbesenttosecuretheconnectionsyoumadeataconference.______2.Itisimportanttogetyourprospectcustomerfeelpositiveaboutyouinyourbreakupemail.______3.Thepersonwhoyouhadapleasantconversationwithinameetingmaynotrespondtoyouremails.______4.Thebest-performingemailistheonewhichasksthereceiver’spermissiontoclosehisfile.FIBJLearningObjectivesPre-readingReadingPost-readingFurtherReadingCheckyourcomprehension.______5.Whenyourfollow-upemailreceivesnoresponse,sendanotherone.______6.ThesmallchangesmadebyKreuzbergerinthesalesprocessgenerategreatextrarevenue.______7.Whenapotentialcustomerchecksyouremailagain,itisagoodtimeforyoutowriteafollow-upemail.______8.Sendingafollow-upemailafteravoicemailwillgreatlyincreasetheresponserate.HDCELearningObjectivesPre-readingReadingPost-readingFurtherReadingPartFourLanguageInformationBusinessGenresWhataregenres?

InGenreRelations:MappingCulture(2014),MartineandRosedefinegenresas“staged,goalorientedsocialprocesses”.Thisinotherwords,meansgenresare“recurrentconfigurationofmeanings”.Insimplerwords,genresarecategoriesoftextsthatsharethesamefeatures:theyhavethepattern,andorganizedinthesameway,andforthesameaudience.Somecommongenresincludestories,poems,newsreports,etc.LearningObjectivesPre-readingReadingPost-readingFurtherReadingPartFourLanguageInformationBusinessGenres

Eachgenrehasrecurrentlocalpatternswhicharecalledschematicstructures.Forexample,therecurrentpatternsofstoriesincludefourphases:elaboration,extension,enhancementandprojection.Inelaboration,settinganddescriptionphasesareincludedtopresentordescribeidentities,locationsoractivities.Thesecondphaseinvolvessuccessiveeventswithoutconsequenceorconcession.Thethirdphaseprovidesthecounter-expectedproblemsandsolutions:problemscreatetensionwhilesolutionsreleasethetension.Thefinalphaseincludescommentandreflectionwhichislikeprojectionofideas.LearningObjectivesPre-readingReadingPost-readingFurtherReadingPartFourLanguageInformationBusinessGenresWhatarebusinessgenres?

Businessgenresare

differentcategoriesofbusiness-relatedcommunications.Businessgenreshaveclearerrecurrentpatternsthanfictionalgenres.Itcanbesaidthatabusinessgenreconsistsofaformatandastructure.Formatreferstothespatialorvisualdesignofadocument.Whenyoupicturethevisualdesignofabusinessletter–withtheaddressofthereceiver,theaddressofthesender,thedate,salutation,message,a