中秋是全年最好用的由头——不涉及宗教，什么国家的客户都能发，比圣诞早三个月，正好在你客户快忘了你的时候出现。
去年中秋节我发了 80 封"Happy Mid-Autumn Festival"，回了 3 封。不是客户冷漠，是老外根本不知道中秋节是啥，你祝他节快乐，他一头雾水。
今年我换了写法，下面三封邮件模板加一套贺卡文案，照着抄，把方括号里的换成你自己的就行。
模板一：老客户，只谈感情不谈单
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Hi [Name], Next week is the Mid-Autumn Festival here in China — families get together, share mooncakes, and enjoy the full moon. It is something like your Thanksgiving. No business talk today. Just a big thank-you for the great season we have had working together. I hope the moon looks as good on your side as it does here. Best regards, [Your name] |
这封的关键是"like your Thanksgiving"——用客户自己懂的东西去解释我们的节日，他一秒就明白了。
模板二：潜在客户，借节日破冰
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Hi [Name], This week China celebrates the Mid-Autumn Festival. The story says a lady lives on the moon, and once a year the moon turns its fullest and brightest — that is when families reunite. In China we believe the full moon means "being together". Even though we are thousands of miles apart, I hope one day we can build something together. Happy Mid-Autumn Festival! [Your name] |
跟还没成交的客户，别上来就约 meeting。讲个小故事，留一句"build something together"，分量刚刚好。他现在不下单，但下次要找供应商的时候，第一个想起的就是这个讲月亮故事的中国人。
模板三：寄了礼物的客户，顺丰跟进
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Hi [Name], Mid-Autumn Festival is coming, and we have sent you a small box of mooncakes — the traditional Chinese pastry for this festival. Tracking No.: [XXXX]. Nothing needed in return. It is simply our way of saying: it is a real pleasure working with you. If they taste too sweet, blame us, not the moon. 🙂 [Your name] |
礼物别寄贵的，一盒月饼加一张卡片就够，重在心意到了。这个"blame us, not the moon"的小幽默，很多客户会专门回一句，一来一回，关系就热了。
2 句短祝福，WhatsApp 微信直接发
① Wishing you a full moon and a full year — full of health, happiness, and good business. Happy Mid-Autumn Festival!
② Tonight the moon is at its roundest. In China, we say a round moon means reunion. May we meet under it someday — until then, happy festival from your friend in China!
这里我也做了 6 张中秋节的贺卡，可以在线编辑。
最后三个提醒，比模板本身还重要：
1. 提前 7 到 10 天发，别卡当天。中秋当天邮箱里全是祝福，你的邮件会沉底。提前发，客户才有空回。
2. 祝福邮件里严禁夹带推销。写一句"attached is our new price list"，前面的感情全白培养。要发价格表，等他回复你之后再说。
3. 别 80 个人发同一版。至少把客户名字、行业、上次聊的话题改进去一句。
月亮每月都圆，但一年只有一次中秋。这个不用预算、不用签证、不挑客户的接触机会，别浪费了。模板抄走，今天就把邮件排上日程。
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