跨境电商客户服务英语 课件 Task 2 欢迎词、问候语类电邮的书写

跨境电商客户服务英语（第一版）张康

徐俊凌/编著导论目录Contents第一章售前服务电子商务客户服务渠道与客服咨询模板任务1产品描述要点、案例与模板任务7拒绝买家的折扣要求任务2欢迎词、问候语类电邮的书写任务3产品信息咨询任务5如何书写催促付款电邮任务6接受买家的折扣要求任务4

关于价格、折扣、促销、付款方式、运费和关税咨询目录Contents第二章售中服务任务8订单确认函任务14订单取消确认函任务9发货通知任务10发货延误任务12修改发货地址要求任务13发货过程中常见问题的处理：错发、丢件、货物破损任务11关于发货、到货时间的咨询内容提要1.Whatisawelcomeemail?欢迎辞、问候语类电邮（站内信）的定义

2.Whywelcomeemailsmatterfore-commerce

欢迎辞、问候语类电邮的重要性

3.

Structuringyourfirstwelcomeemail

欢迎辞、问候语类电邮的主要构成4.WelcomeEmailSubjectLinesInspiration欢迎辞、问候语类电邮的标题栏设计5.CommonWelcomeEmailTemplates常见欢迎辞、问候语类电邮类型的模版Task2:HowtoWriteWelcomeE-mail任务二:欢迎辞、问候语类电邮（站内信）的书写【内容提要】欢迎辞、问候语类的电邮/站内信，是电商客服在售前阶段的第一项典型工作任务，也是电商客服岗位的必备技能。本节主要介绍该类邮件的定义、意义、主要构成内容、标题栏设计，以及常见六大类型欢迎辞电邮的模版。知识目标：理解欢迎辞、问候语类电邮/站内信的定义、重要性，掌握该类电邮的基本构成部分，以及常用英语词汇和基本句型。能力目标：通过模版学习，能够根据公司和产品基本信息，能够选用抓人眼球的邮件标题，并能够高效书写符合规范，且富有人情味的“欢迎光临”类的电邮。Whatisawelcomeemail?

Awelcomeemail,oftenpartofaseriesofonboardingemails（欢迎加入电邮）,istheveryfirstemailcommunicationyouhavewithashopperorcurrentcustomer.Itisthefirstinteractionyourbusinesshaswithyournewsubscriber

（订阅用户）afterhe/sheconfirmshavinganinterestinyou.

Themaingoalofthismessageistogreetyournewsubscribers,toconfirmanewregistrationandtorespondtocustomer’sreach-outinanykinds.Hence,thiscommunicationcouldbeasubscriptionconfirmationor,insomecases,apost-purchaseemail.

Thewelcomeemailyousendsetsthefoundationfortherestofyourcommunicationswithanewcustomer.Itgivesyouthechancetomakeagoodfirstimpression.Itisyourinroad,yourchanceofbuildingafruitfullastingrelationshipwithyourcustomers.

Youshouldsendthisemailwhenyoursite’svisitorsubmits（提交）

thesignup

（注册）formofyourwebpage.Usually,retailersuseanautomatedworkflow

（工作流）sotheywouldn’tmisswelcominganyoneandsending“thankyouforsigningup”email.

Dependingontheaction—suchasmakingapurchase,orjoiningyourcompanynewsletter—yourwelcomemessageistheonebroadcast

everyonewillsee,whichmeanstheimpressionitleaveswillcompoundovertime.Remember,youcandoitonlyonce.Youmustnailit（搞定）.

workflow

（工作流）A.UnderstandMainIdeas:1.Whatisawelcomeemailinecommerce?B.UnderstandDetails:1.Whatisthemaingoalofsendingwelcomemessage?A.togreetnewsubscribersB.toconfirmanewregistrationC.torespondtocustomer’sreach-outinanykindsD.alltheabove2.WhichisNOToneofthekeyobjectivesinE-commercewelcomeemails?A.increasingtheopeningrateofyourstoreB.adazzlingfirstimpressionC.acontinuousconversationwithsubscribersD.encouragingsubscriberstore-visitandshopatyourstoreWhywelcomeemailsmatterfore-commerceYoumightbesurprisedtolearnthatwelcomeemailshaveamuchhigheropenratethantheaverageemailcampaign.

Validity,oneofthemosttrustednamesincustomerdataqualitydidaresearchwhichshowsthatwelcomeemailshaveanaveragereadrateof34%,whichis

42%higherthantheaverage.Andknowingyou’reworkingwithamorecaptivecustomer

（死忠用户）,youcanaccomplishafewkeyobjectivesinyoure-commerce

welcomeemails,suchas:captivecustomer

（死忠用户）Captivecustomersarethecustomerswhoare“captured“byaproduct/vendorandareresistanttouseanotherproduct/vendorprimarily.

MakeadazzlingfirstimpressionAbeautifullydesignedwelcomeemailthatreinforcesyourbranding,image,

andofferingscanhelpremindcustomerswhytheysignedupinthefirstplace.ContinuetheconversationwithcustomersWelcomeemailsalsoallowyoutostaytopofmind（首要考虑）withcustomersbyopeningupopportunitiesforengagementanddiscovery.DrivecustomersbacktoyourstoreorsiteWithastrongCTA(CallToAction)andanofferthatencouragessubscriberstore-visitandshopatyoure-commercestore,theykeeptraffic（网络流量）flowingbacktoyourwebsite.Withthisunderstandingofwhatwelcomeemailscandoforyourbusiness,readonforalookatsomewaysofcreatingawelcomeemailseriesthatstandsoutfromthecrowd.StructuringyourfirstwelcomeemailYou’llnotice

thatwelcome

emailsarebroadlymadeofthefollowingthreeparts:Tellingthebusiness’sstory(andcommunicatingthebrand).

It’simportanttotellyourstorytohumanize（使人性化）yourbrandandgiveshoppersareasontorallybehindyourbrand.2.Showcasingastore’sproducts.

Attheendoftheday,thegoalofeveryonlinestoreistosellproducts.Onewaytodothatistohighlightyourmostpopularproducts.Remember,

manysubscribers

willnotbeawareofyourentirelineofproducts.3.Makingspecialoffers

（特价）toencourageareturnvisit.

Ifyoushowusersthatyou’llprovidevalue,they’llbemorelikelytotrustyourbrandandreciprocate（报答）.3.Whatshouldwelcomeemailusuallyincorporate?Tellingthebusiness’sstory(andcommunicatingthebrand).

Showcasingastore’sproducts.

Makingspecialofferstoencourageareturnvisit.3.Whatisthepointtotellthebusinessstoryinwelcomeemail?A.Becausethegoalofeveryonlinestoreistosellproducts.B.Becausemanysubscribers

willnotbeawareofyourentirelineofproducts.C.Becausesubscriberswillbemorelikelytotrustyourbrandandreciprocate.D.BecauseIt’simportanttotellyourstorytohumanizeyourbrandandgiveshoppersareasontorallybehindyourbrand.Key:D4.Ifyouneedtowriteawelcomeemailtoshowcaseyourproductorservice,whichtypeoftemplateshouldyouuse?A.TheWelcomeEmailthatComesfromanActualHumanBeingB.The“WelcometoYourTrial”EmailC.TheProduct-FocusedWelcomeEmailD.TheFreeGiftWelcomeEmailKey:CWelcomeEmailSubjectLines（标题栏）InspirationIfyouwanttobealittlemorecreative,herearesomefunwelcomeemailsubjectlinesyoucangetinspiredby.Welcometo…Let’sgettoknoweachother…Hi(name).Nicetomeetyou!Welcometo…(discountinside)WelcomeGift🎁Thiswasagooddecision.You’rein.Welcometo…SubjectLines（标题栏）

CommonWelcomeEmailTemplatesTemplate#1：

TheWelcomeEmailthatComesfromanActualHumanBeingBrandsthatpresenttheirpromotionalemailsascomingfromarealpersonontheirteam(suchasthecompany’sfounderorCEO)experiencehigheruniqueclickrates（点击率）.

Personalizedwelcomeemailscreatethefeelingofa

one-on-onepurchasingexperience

（一对一服务购物体验）,

increasingtrustandloyalty（忠臣度）.Apersonalizedwelcomeemailisaperfectopportunitytoaskcustomersfortheirfeedbackorpreferences,helpingyoutotailor（定制）andsegment

（细分）futureemails.Template:Hey[customername

客户姓名],I’m[founder’sname始创人姓名],thefounderof[companyname

公司名]andI’dliketopersonallythankyouforsigninguptoourservice.Weestablished[companyname公司名]inorderto[mission/valuesofcompany

公司使命/价值观].I’dlovetohearwhatyouthinkof[product产品名]andifthereisanythingwecanimprove.Ifyouhaveanyquestions,pleasereplytothisemail.I’malwayshappytohelp![founder’sname始创人姓名]Theabovetemplateisbestusedsoonafteracustomermakestheirfirstpurchase,preferablyafterapurchaseconfirmationemailhasbeensent.Byestablishingawarm,personaltone（个人语气）,thisemailhelpsyoutosparkaninitialinteractionwithyourcustomer.Template#2：The“WelcometoYourTrial”EmailThefreetrial（免费试用）welcomeemailissenttopotentialbuyerswhohavesignedupforafreetrialofyourproductorservice.Thisemailisnormallyfollowedbyaseriesofemailsencouragingtheusertosignupforapaidplan（付费套餐）.Template:Hi[customername

客户姓名],Welcometo[product/service

产品/服务名].Yourfreetrialstartstoday.Whathappensnext?Keepaneyeonyourinboxaswe’llbesendingyouthebesttipsfor[product/service

产品/服务名].Wanttogetmoreoutof[product/service

产品/服务名]?Chooseaplanbelow…[paidplanlink

付费套餐链接]Cheers！[representative’sname客服代表姓名]Keepaneyeonyourinboxaswe’llbesendingyouthebesttipsfor[product/service].请留意您的收件箱，我们即将给您发去关于我们产品/服务的最好建议。Afreetrialwelcomeemailcanincludelinkstoproductorservicetrainingormoreinformationaboutyourbrand.Keepthesesuggestionssimple;

usersdon’twanttofeeltoooverwhelmed（不知所措）byyourfirstemail.

Youcansendfurtherproduct/serviceinformationinfutureemails,inadditiontostatingthebenefitsofsigningupforapaidversionofyourproduct.Template#3：TheProduct-FocusedWelcomeEmailTheproductintroductionwelcomeemailhelpstoprovidevaluebyshowcasingyourproductorserviceinaformatwhichiseasyforyourcustomertodigest.Usingavideo

orwebinar

（网络研讨会）tointroduceyourproductallowsyourcustomertofeellikethey’regainingone-on-onesupportwithoutthetimeorexpenseofactualone-on-oneguidance.Template:Hi[customername

客户姓名],Welcometo[product/brand

产品/品牌名].We’rethrilledtoseeyouhere!We’reconfidentthat[product/service

产品/服务名]willhelpyou[summaryofkeybenefitorbenefitsofproduct/service

简述产品/服务主要用途].Gettoknowusinour[title

视频名称]video.You’llbeguidedthrough[product/service

产品/服务名]byour[nameofemployeeandwhattheydo

视频中员工名字与其职务]toensureyougettheverybestoutofourservice.Youcanalsofindmoreofourguidesheretolearnmoreabout[product/service

name产品/服务名].Takecare!

[representative’sname客服代表姓名]You’llbeguidedthrough[product/service

产品/服务名]byour[nameofemployeeandwhattheydo

视频中员工名字与其职务]toensureyougettheverybestoutofourservice.我们的***，将引导您了解我们的产品/服务，以确保您享受到我们最佳的服务。Template#4：TheFreeGiftWelcomeEmailSpecialoffersanddiscountsarehighlyeffectiveinencouragingsales,especiallyifyouruserhasjustsignedupforafreetrial.Youcouldofferasimplediscountcodeorafreeproducttoprovideimmediatevaluetoyourcustomers.

Givingyourcustomersanunexpected“gift”alwayshelpstogenerateloyalty.Template:Hi[customername

客户姓名],Thanksforsigningupto[product/service

产品/服务名]!Asaspecialthankyou,we’regivingyou**%offwhenyousignupforapaidplan.Simplyusethecouponbelowatthecheckout.[Discountcode折扣码]Takecare!

[representative’sname客服代表姓名]WhilediscountsareusedofteninB2Cwelcomeemails,theycanworkforB2B,especiallyifyouwishtoprovideaspecialofferorwelcomepackage.Asaspecialthankyou,we’regivingyou**%offwhenyousignupforapaidplan.为了特别鸣谢，在您注册付费方案，我们将为您献上**折优惠。Template#5：The“ThanksforSubscribing”WelcomeEmailThiswelcomeemailisforwebsitevisitorswhocompleteaformtoreceiveacontentresourceorsubscribetoyournewsletter.Offeringcontentdownloadsisaveryeffectivestrategyforbuildingyoursubscriberlist,butyou’llneedto

nurture

（培养）yournewcontactsearlyandoftenifyouwanttoputthemonabuyingpath.Though“thanksforsubscribing”emailscanbekeptverysimple,youshouldstillusethisopportunitytointroduceyourotherproductsoryourbusinessasawayof

weedingout（剔除）thosewhomaybeonlyinterestedinyourdownload.Template:Hi[customername

客户姓名],Thanksforsigningupfor[storename

店名]!Aspromised,hereisthelinkforyourfree[nameoffreeoffering

赠品名].[Link/calltoaction

链接/行动呼吁]Ifyou’dlikemorehelpfultipson[subject特定内容],visitourblogandourresourcepages:[link

链接]Or,visit[websitepage

网页]ifyouwereinterestedinlearningmoreabout[producttypeyouoffer

产品类型].Replytothisemailifyouhaveanyquestions.I’mheretohelp!best,

[representative’sname客服代表姓名]Template#6:TheOnboarding

（加入）WelcomeEmailTheonboardingwelcomeemailisthefirstmessageinaseriesintendedtosteer

（引导）customersintherightdirectionafterapurchase,helpingtoengageandnurturethem.Youcanaskquestionstohelpsegmentyourcustomersforfutureemailsandgivethemaheads-up

（预告）thatyou’llbesendingthemfuturecontent.Template:Hi[customername

客户姓名],Thanksforjoiningusat[nameofcompany公司名].Webuilt[product

产品]as[storybehindit产品背后的故事].We’dlovetoknowwhyyousignedupfor[product产品].Yourfeedbackhelpsustomakesurethatwe’redeliveringexactlywhatcustomerswant.Justhitreplyandletmeknow.Overthenextfewweeks,we’llbesendingyouafewmoreemailstohelpyougainmaximumvaluefrom[product产品].We’llshareourfavoritetipsandprovidesomeexcitingbehind-the-scenesinformation.Thanks!Yourfeedbackhelpsustomakesurethatwe’redeliveringexactlywhatcustomerswant.您的反馈有助于确保我们的服务正式客户所需求的。C.BuildYourVocabularyFillouttheblanketswiththewordsandphrasesbelow.subscriber;captive;loyalty;submits;onboardingemails;automatedworkflow;one-on-onepurchasingexperience;1.Awelcomeemail,oftenpartofaseriesofonboardingemails,istheveryfirstemailcommunicationyouhavewithashopperorcurrentcustomer.2.Itisthefirstinteractionyourbusinesshaswithyournewsubscriberafterhe/sheconfirmshavinganinterestinyou.3.Youshouldsendthisemailwhenyoursite’svisitorsubmitsthesignupformofyourwebpage.4.Usually,retailersuseanautomatedworkflow

sotheywouldn’tmisswelcominganyoneandsending“thankyouforsigningup”email.

5.Andknowingyou’reworkingwithamorecaptivecustomer,youcanaccomplishafewkeyobjectivesinyoure-commerce

welcomeemails.

6.Personalizedwelcomeemailscreatethefeelingofaone-on-onepurchasingexperience,

increasingtrustandloyalty.D.BuildYourSentencePutthefollowingsentencesintoEnglish.1.提供特价产品有助于用户再次光顾。如果你向用户展示你可以提供有价值的东西，那么他们很可能会信赖你的品牌并且给予回报。(specialoffers)Makingspecialofferstoencourageareturnvisit.

Ifyoushowusersthatyou’llprovidevalue,they’llbemorelikelytotrustyourbrandandreciprocate.

2.人性化的欢迎辞电邮能打造一对一的购物体验，并建立信任和忠诚度。(one-on-onepurchasingexperience)Personalizedwelcomeemailscreatethefeelingofaone-on-onepurchasingexperience,

increasingtrustandloyalty.3.用户不希望被第一封邮件就弄的晕头转向。(overwhelm)

Usersdon’twanttofeeltoooverwhelmedbyyourfirstemail.

4.虽然“感谢订阅”类电邮可以写地很简单，但是你因该借机介绍其他产品或者业务，这样你就能剔除那些只对所下载的产品感兴趣的用户。(weedout)Though“thanksforsubscribing”emailscanbekeptverysimple,youshouldstillusethisopportunitytointroduceyourotherproductsoryourbusinessasawayof

weedingoutthosewhomaybeonlyinterestedinyourdownload.

5.你会惊讶地发现，欢迎辞电邮的打开率远高于营销类电邮的平均水平。(emailcampaign)Youmightbesurprisedtolearnthatwelcomeemailshaveamuchhigheropenratethantheaverageemai