跨境电商客户服务英语 课件 Task 5 如何书写催促付款电邮

跨境电商客户服务英语（第一版）张康

徐俊凌/编著WhatisanAbandonedCart?2.HandlingThePurposeofAbandonedCartEmails3.TheStructureofAbandonedCartEmails4.TheWorkflowofAbandonedCartEmails5.AbandonedCartEmailSubjectLines6.AbandonedCartEmailTemplatesTask5:HowtoAskCustomerCompletetheCheckoutThroughSendingAbandonedCartEmails

待付款提醒邮件书写【内容提要】通过介绍催促付款电邮的概念、目的、结构、工作流程、标题栏设计，并提供多个模版，从而协助学习者顺利解决这一棘手工作任务。

知识目标：理解催促付款电邮的概念和目的，掌握其七大组成部分，以及购物车提醒、后续跟进、促销折扣等三个工作流程。能力目标：通过相关理论学习，能够实施催促付款的最优操作，设计标题栏和书写两种版式的付款电邮。WhatisanAbandonedCart

（待付款/未付款购物车）？An“abandonedcart”isascenario

（情形）wheresomeonecomestoyourwebsite,looksaround,fillsupashoppingcartandgetspartwaythroughthecheckoutprocessandleaves.Thisshoppingcartiscalledanabandonedcart.Abandonedcartemailsoracartabandonmentemailsystemisasystemwhereby

（凭此，借此）thewebsiteCMS

（ContentManagementSystem内容管理系统）willautomaticallyemailpeoplewho’veabandonedthecartremindingthemaboutthecartandaskingthemiftheyneedhelporiftherewasareasontheydidn’tcompletethecheckoutprocess

（付款流程）.Anabandonedcartemailsystemcanprovideahugeamountofvaluetothebusinessownerinuncovering（发现）problemswiththewebsiteandreasonswhypeopledon’tbuy.Thisallowsthebusinesstoimprovethewebsitesothatfuturevisitorsdon’thavethisproblemorobjection.AbandonedCart

（待付款/未付款）CMS

(

ContentManagementSystem):内容管理系统Acontentmanagementsystem,oftenabbreviatedas

CMS,issoftwarethathelpsuserscreate,manage,andmodifycontentonawebsitewithouttheneedforspecializedtechnicalknowledge.Insimplerlanguage,acontentmanagementsystemisatoolthathelpsyoubuildawebsitewithoutneedingtowriteallthecodefromscratch(orevenknowhowtocodeatall).checkoutprocess

（付款流程）:

Thecheckoutprocessisaseriesofstepsthataconsumermustgothroughwhenpurchasingitemsonanonlineshoppingplatform.Itconsistsofseveralphases,includingapplyingpromotionsandcouponcodes,calculatingtaxes,selectingshippingandpaymentmethods,andsoon.

2.ThePurposeofAbandonedCartEmailsTheprimary

goal

（首要目标）istofindoutwhattheobjectiontobuyingorreasonwhytheydidn’tbuy,fixthatproblem,updatethewebsitecontentordowhateveryouneedtodotomakesureitdoesn’thappenagain.Thesecondarygoal（次要目标）istoseeifyoucananswertheirquery

（询问、疑虑）,objectionorfixwhateverproblemitwastheyhadthatstoppedthemfrombuying.Doingitthiswaymeansyouboostyourwebsiteconversionrate

（转化率）longtermandatthesametimereduceyourcustomerserviceoverhead–inotherwords,focusonthebig,easylongtermwinfirst,thentheshorttermwin.primary

goal

（首要目标）

Conversionrate

（转化率）:

Conversionratesareapercentagetypicallyusedindigitalmarketingtoevaluateperformanceofwebsitetraffic,marketingcampaignsand

conversions.Tocalculateaconversionrate,takethenumberofconversionsdividedbythetotalnumberofvisitors.Forexample,ifan

ecommercesite

receives200visitorsinamonthandhas50sales,theconversionratewouldbe50dividedby200,or25%.

3.TheStructureofAbandonedCartEmailsThemessaginginabandonedcartemailsisfairlysimple.Belowisanoutlineofthebasicstructure:Snappy

（简洁活泼）subjectlineIntroductiontextItemsleftinthecartOfferordiscountCheckoutbuttonorcalltoaction

(CTA)ReviewsorsocialproofClosingtextWhilethisoutlineishelpfulifyou'resendingoneabandonedcartemail,youmightconsideradripcampaignforyourcartrecoveryemails.Adripcampaignisaseriesofemailsautomaticallysenttoaspecificcustomeraftertheytakeaspecificaction.

4.TheWorkflowofAbandonedCartEmailsForanabandonedcartworkflow,theemailscouldbestructuredlikethis:Email1:

Cartreminder(sentafewhoursaftercartabandonment)Email2:

Followup(sentafewdayslater)Email3:

Promotionaldiscount(sentafewdaysafteremailtwo)Whetheryousendoneemailorimplementafulldripcampaign,thereareafewbestpracticestokeepinmindwhenplanninganabandonedcartemail.Forexample:Timing

（时机选择）

:

Sendyourabandonedcartemailswithinafewhoursafteracustomerabandonstheircart.Personalization（定制化）

:

Abandonedcartemailsshouldbepersonalizedtothecustomeryou'resendingthemtobyincludingtheitemsthatwereleftintheircartandaddressingthembyname.CTA:

Yourabandonedcartemailshouldencouragecustomerstocompletetheirpurchase.Forexample,theCTAmightbesomethinglike

"BuyNow"

or

"ResumeYourOrder."Copywriting:

Thecopyshouldbesnappy,concise,andcompelling.Greatcopywritingisinterestingenoughtoenticesomeonetocompletetheirpurchase.Subjectline:

Yoursubjectline

shouldbeinterestingenoughtogetpeopletoopentheemail.Forexample,usingsomethinglikediscounts,humor,orquestionscouldintrigue

（引起兴趣）

thecustomerenoughtoclick.Ifyouwantedtoincludeapromotionaloffer,yoursubjectlinecouldbesomethinglike

"20%offallpurchases."Socialproof（社交认证）

:

Youcanusereviewsandtestimonials（推荐）tostrengthenyourbrandingandcreateFOMO

(fearofmissingout错失恐惧症)amongcustomerswhoabandonedtheircart.Forexample,includingreviewsinyourabandonedcartemails

forspecificproductscantemptsomeonetopurchase.Socialproof（社交认证）

Socialproofisatermthatwascoinedbackin1984byauthorRobertCialdiniinhisbook

Influence.Thisphenomenonisalsocalled

informationalsocialinfluence,andessentiallyit’stheideathatpeoplecopytheactionsofothersinanattempttoemulatebehaviorincertainsituations.

Forexample,ifsomeoneisn’tsurehowtoactinasocialsituationtheymaynothaveencounteredbefore,theytakecluesfromthepeoplearoundthem.

Inmarketing,

socialproof

coversasimilaridea–whenpeopleshop,theylookforreviews,recommendationsandwaysthatothershaveusedaproductbeforemakingtheirdecision.

A.UnderstandMainIdeas:1.WhatisanAbandonedCart?Answer:An“abandonedcart”isascenariowheresomeonecomestoyourwebsite,looksaround,fillsupashoppingcartandgetspartwaythroughthecheckoutprocessandleaves.Thisshoppingcartiscalledanabandonedcart.2.WhatarethepurposesofAbandonedCartEmails?Answer:Theprimarygoalistofindoutwhattheobjectiontobuyingorreasonwhytheydidn’tbuy,fixthatproblem,updatethewebsitecontentordowhateveryouneedtodotomakesureitdoesn’thappenagain.Thesecondarygoalistoseeifyoucananswertheirquery,objectionorfixwhateverproblemitwastheyhadthatstoppedthemfrombuying.3.PleaseoutlinethebasicstructureofAbandonedCartEmails.Answer:Snappysubjectline,introductiontext,itemsleftinthecart,offerordiscount,checkoutbuttonorcalltoaction

(CTA),reviewsorsocialproof,closingtext.

4.What’stheworkflowofAbandonedCartEmails?Answer:Sendingemail1:cartreminder(sentafewhoursaftercartabandonment)Sendingemail2:followup(sentafewdayslater)Sendingemail3:promotionaldiscount(sentafewdaysafteremailtwo)

B.UnderstandDetails:1.Whyanabandonedcartemailsystemcanprovideahugeamountofvaluetothebusinessowner？ChoosetheWRONGoneamongthefollowing.A.allowthebusinesstoimprovethewebsiteB.uncoverproblemswiththewebsiteC.savemuchmoretimetodealwithothercustomersD.findoutreasonswhypeopledon’tbuyKey:C

2.WhichisNOTtheprimarygoalofwritinganabandonedCartEmail？A.tofindoutwhattheobjectiontobuyingB.toshowagoodbusinessmannerC.tofixthatproblemsD.toupdatethewebsitecontentKey:B

3.WhichisNOTincludedintheworkflowofAbandonedCartEmails?A.cartreminderB.follow-upC.promotionaldiscountD.enclosedsalesleafletsKey:D

4.Followingtheworkflowofabandonedcartemails,whichemailshouldbesentafewhoursaftercartabandonment?A.cartreminderemailB.follow-upemailC.promotionaldiscountD.specialofferemailKey:A

5.Copywritingshouldbe_____.A.snappyB.conciseC.compellingD.alltheaboveKey:D5.

AbandonedCartEmailSubjectLinesAbandonedcartemailsarethenumberonewaytoencourageshopperstocompletepurchases.

Butfortheseemailstowork,theyneedtobeopened.

Herearesomeinspiringabandonedcartsubjectlinestoensureyouremailsareopened.

👀Youforgotsomethinginyourcart🛒Headingoutwithoutcheckingout?

Stillthinkingitover,[CustomerName]?Hey[CustomerName],completeyourpurchaseintwoclicksYouleftsomethingbehind.

Freeshipping,justforyou[CustomerName]Thepricedroppedforsomethinginyourcart.

Wehave[$X]justforyou!Almostsoldout!Don’tmissout:Only[Number][Product]leftinstock

6.

AbandonedCartEmailTemplatesThisemailshouldgetstraighttothepoint.Justaddresscustomers'mostfrequentconcernaboutyourproduct,andgivethemawaytocompletetheirpurchase.

Whentosend:

Between1hourand1dayafterthevisitorstartsthecheckoutprocess.Givepeoplesometimetocompletetheirpurchase,so

don’t

sendthisemailimmediatelyaftertheyjoinyourlist.

Readytocreateandlaunchyourcartabandonmentemail?Below,you’llfindanabandonedcartemailtemplatesyoucansimplytakeandadjusttothespecificsofyouronlinestoreandyourpreferences.

Template#1

Subjectlineoption#1:

Ithinkyouforgotsomething

Hey

[CustomerName客户姓名],Inoticedyouwerethinkingaboutpurchasing

[nameofyourproduct品名]

butleftbeforecompletingyourorder.Manypotentialcustomersmention

[mostcommonconcernaboutyourproduct关于产品最普遍的顾虑].Iwantedtoreachoutpersonally,justincaseyoufeltthatwaytoo,toletyouknow

[answertothemostcommonconcern对顾虑的解答].Ifyouwanttocompleteyourpurchaseand

[productvalueproposition产品价值主张]

justclickthelinkbelow.Clickheretoget

[nameofyourproduct品名]Ifyouhaveotherdoubtsorquestions,I’dbehappytoanswerthem—justreplytothisemailandI’llgetbacktoyou.Lookingforwardtoseeingyouaround![YourName客服代表姓名][YourCompany公司名称]Template#2Subjectlineoption:

Didyouforgetsomething?

Hithere,[YourName]herefrom[Yourcompany]Inoticedyouputtogetherashoppingcartonoursitebutdidn’tsubmityourorder,wonderingifyouneedanyhelporifyouhaveanyquestionsabouttheorderbeforeyousubmitit?Ifthere’sanythingIcando,justhitthereplybuttonanddropmealine

（给我写邮件）,alternativelyyoucanemailuson***@***.comwithanyproductororderqueries.Yourshoppingcart:

I’veincludedalistofyourshoppingcartcontentsbelow.Youcanclickthislink(insertlinkhere)toloaduptheshoppingcartagain.(PRODUCT1LINK)(PRODUCT2LINK)I’dalsolovetohearifyouhaveanysuggestionsonhowwecanimproveourwebsite,againjusthitthereplybuttonandletmeknow.Ifyouneedtodiscussyourorderinmoredetail,feelfreetocallmeduringbusinesshourson(phonenumber)Cheers![YourName]herefrom[Yourcompany]E:

help@YOURDOMAIN.COM

W:www.YOURDOMAIN.comTemplate#3Subjectline(selectoneofthefollowing):WesavedyourcartforyouYouleftsomethinginyourcartCompleteyour[shopname]ordertodayWesavedyourcart+[discount]%offHi[customername],thanksforcheckingusout!Wenoticedyouleftyourcartbeforecompletingyourpurchase.Herearetheproductsyouleftinyourcart:[ProductOne][ProductTwo]Whenyou'rereadytocomebackandfinishyourshopping,usethislinktorestoreyourcartandcheckout.

Youritemsaren'treservedandwe'dhateforthemtosellout!

OR

We'llkeeptheseitemsinyourcartforthenext[Xhours],somakesureyoucheckoutbythen.Thanksagainforshoppingat[shopname]!Ifyouhaveanyquestions,youcanreachusdirectlyat[phonenumber]or[emailaddress].Best,[Yourname]C.BuildYourVocabularyFillouttheblanketswiththewordsandphrasesbelow.uncovering,intrigue,dripcampaign,secondary,query,checkoutprocess,CMS,FOMO,testimonials,whereby

1.AbandonedcartemailsoracartabandonmentemailsystemisasystemwherebythewebsiteCMSwillautomaticallyemailpeoplewho’veabandonedthecartremindingthemaboutthecartandaskingthemiftheyneedhelporiftherewasareasontheydidn’tcompletethecheckoutprocess.

2.Anabandonedcartemailsystemcanprovideahugeamountofvaluetothebusinessownerinuncoveringproblemswiththewebsiteandreasonswhypeopledon’tbuy.3.Thesecondarygoalistoseeifyoucananswertheirquery,objectionorfixwhateverproblemitwastheyhadthatstoppedthemfrombuying.

4.

Adripcampaignisaseriesofemailsautomaticallysenttoaspecificcustomeraftertheytakeaspecificaction.

5.

Forexample,usingsomethinglikediscounts,humor,orquestionscouldintriguethecustomerenoughtoclick.

6.

YoucanusereviewsandtestimonialstostrengthenyourbrandingandcreateFOMO

(fearofmissingout)amongcustomerswhoabandonedtheircart.D.BuildYourSentencePutthefollowingsentencesintoEnglish.1.“未付款购物车”是一种场景，即，某人关顾你的网站，看了一圈，放了些东西在购物车，付款进行的一半，就离开了。(partwaythroughthecheckoutprocess)An“abandonedcart”isascenariowheresomeonecomestoyourwebsite,looksaround,fillsupashoppingcartandgetspartwaythroughthecheckoutprocessandleaves.

2.催促付款电邮系统在挖掘网站问题和发现放弃购买原因方面，可以为商家带来巨大的价值。(uncoveringproblems)Anabandonedcartemailsystemcanprovideahugeamountofvaluetothebusinessownerinuncoveringproblemswiththewebsiteandreasonswhypeopledon’tbuy.

3.催促付款电邮应根据接受对象情况而定制，包括提到他们未购买的物品，以及用他们的名字相称。(personalize)Abandonedcartemailsshouldbepersonalizedtothecustomeryou'resendingthemtobyincludingtheitemsthatwereleftintheircartandaddressingthembyname.

4.你的标题栏应当足够有趣，使得人们愿意点击邮件。(interestingenoughto)Yoursubjectline

shouldbei