16 封，覆盖外贸全流程

Subject: {{Product}} — direct from the manufacturer, {{Qty}} MOQ, samples in 7 days

Dear {{Customer}},

I'm writing from Ningbo, where we manufacture {{Product}}. We supply two importers in your segment in Germany, so I think there may be a straightforward overlap with {{Company}}.

Three facts, no attachments:
· {{Price}}/pc at {{Qty}}, {{Incoterm}}
· {{LeadTime}} lead time; samples in 7 days
· CE and RoHS on file, 3-year warranty

If it's useful, reply with the specification you buy most and I'll send a matching quotation within one working day.

Best regards,
{{MyName}}

不要在第一段写「we are a professional manufacturer with 20 years' experience」。客户判断你的方式是三条具体事实，不是三个形容词。

Subject: Quotation — {{Product}} / {{Qty}} (valid to {{ValidDate}})

Dear {{Customer}},

Thank you for your inquiry. We can supply {{Product}} as specified, and the quotation is attached.

Key terms:
· {{Price}}/pc at {{Qty}}, {{Incoterm}}
· MOQ 300 pcs; {{LeadTime}} after receipt of deposit
· 30% T/T deposit, balance against copy of B/L
· Valid until {{ValidDate}}

Two points to confirm before we book production: the colour temperature (4000K or 5000K), and whether the cartons should carry your own label.

If you confirm by {{ValidDate}}, we can still hold the {{LeadTime}} schedule.

Best regards,
{{MyName}}

Subject: Following up — quotation for {{Product}} ({{OrderNo}})

Dear {{Customer}},

I'm following up on the quotation I sent on 12 March. I understand you may still be comparing offers, so let me add two points that usually matter at this stage.

First, our price is fixed until {{ValidDate}}.

Second, we hold stock that would let us ship within 10 days instead of {{LeadTime}}.

If either point helps, tell me which version you'd like and I'll send the revised PI today. If the timing isn't right, just let me know when to check back.

Best regards,
{{MyName}}

这封的作用是把「催」换成「补充信息」。结尾两个出口，任何一个都能换来一句回复。

Subject: RE: Quotation — {{Product}} (two options at your target)

Dear {{Customer}},

Thanks for being direct about the target. At {{Qty}}, your figure is below our material cost on this specification, so I can't get there without changing something. Two ways forward:

Option A — larger quantity at a lower unit price. The volume lets us buy components at a better tier.
Option B — same quantity at a lower price, with a shorter warranty and our standard component instead of the premium brand.

Both are {{Incoterm}}, {{LeadTime}} after deposit. If neither fits, tell me your annual volume and I'll quote a frame agreement — that's usually where the real gap closes.

Best regards,
{{MyName}}

把自己能接受的两条路先摆出来，客户只需选 A 或 B，比让他继续压价容易得多。

Subject: RE: Price for {{Product}} — where the cost sits

Dear {{Customer}},

I understand the target — most of our European buyers start there, and I'd rather explain the gap than simply repeat our price.

Of the {{Price}}/pc, about 62% is the LED chip and driver, and both have risen three months running. We absorbed that in the last two orders; at your target we would be selling below cost.

What I can do: at {{Qty}} we hold {{Price}}, and I can waive the setup charge for your own packaging (normally USD 350). That's a real cost to us, but it doesn't touch the unit price.

If the budget is fixed, tell me the ceiling and I'll propose a specification that fits it.

Best regards,
{{MyName}}

只讲一条最有说服力的依据（成本构成），然后给一个「不动单价」的让步。列出五条理由等于在找借口。

Subject: Order confirmation — {{OrderNo}} / {{Qty}} {{Product}} (please confirm 3 items)

Dear {{Customer}},

Thank you for the order. This is to confirm it as follows; please check items 2, 4 and 5 and reply "confirmed" so we can start.

1. Product: {{Product}} — {{Qty}}
2. Price: {{Price}}/pc, total {{Total}}, {{Incoterm}}
3. Payment: 30% deposit, balance against copy of B/L
4. Delivery: {{LeadTime}} after deposit and artwork approval
5. Packing: your own colour box, 6 pcs per carton

The PI is attached. If anything here differs from your understanding, tell me before Friday — after production starts, changes cost both of us time.

Best regards,
{{MyName}}

Subject: Deposit reminder — {{OrderNo}}, {{Total}} (due {{ValidDate}})

Dear {{Customer}},

Just a reminder that the 30% deposit for {{OrderNo}} ({{Total}}) falls due on {{ValidDate}}. The PI and our bank details are attached again for convenience.

Once the deposit arrives we can book the production slot, which keeps us on track for {{LeadTime}}.

If your finance team needs anything else — a stamped PI, a different invoice format, or a bank confirmation letter — tell me and I'll send it today.

Best regards,
{{MyName}}

最后一句是这封信的关键：把「你该付钱了」变成「我帮你把付款障碍清掉」。

Subject: Payment overdue — {{OrderNo}}, {{Total}} (15 days past due)

Dear {{Customer}},

Invoice {{OrderNo}} for {{Total}} fell due on {{ValidDate}} and remains unpaid. We have sent two reminders, on 13 and 18 March, without a confirmed payment date.

Unless payment is received by 30 March, we will have to hold the next shipment and apply the late-payment clause in our contract. I would rather not do either.

Could you confirm today one of the following: (a) the payment date, or (b) the person in your finance team I should contact directly?

Best regards,
{{MyName}}

硬话必须有依据：日期、金额、已催次数、合同条款。三项齐了才叫立场，缺一项都像情绪。

Subject: Shipped — {{OrderNo}}, {{Qty}} {{Product}} (ETD 8 Apr / ETA 12 May)

Dear {{Customer}},

Your order left Ningbo today. Details:

Vessel: CSCL ATLANTIC 026E · Container: CSLU 214 883 7 · Seal: 0091742
ETD Ningbo 8 April · ETA Hamburg 12 May
Shipped: {{Qty}}, 167 cartons, 4.2 cbm, 1,180 kg

Attached: commercial invoice, packing list and the B/L copy. Originals will be couriered tomorrow — I'll send the tracking number.

No difference from the confirmed order. I'll check with the carrier on 5 May and update you if the ETA moves.

Best regards,
{{MyName}}

Subject: Shipment delay — {{OrderNo}} now ETD 18 Apr (was 8 Apr)

Dear {{Customer}},

I'm sorry to tell you that the ETD has moved from 8 April to 18 April. The new date is confirmed with the carrier.

The driver batch failed our incoming inspection on 26 March and had to be replaced. We chose to replace it rather than ship a batch we weren't confident in.

What we've done: re-ordered drivers with a 7-day expedite, and booked the 18 April vessel with a 10-day buffer before your installation window.

I know this affects your schedule. If it helps, we can air-freight part of the order to arrive around 12 April at our cost, so your team can start.

I'll update you every Friday until the goods are on board.

Best regards,
{{MyName}}

Subject: RE: Quality issue — {{OrderNo}} (we're on it, reply by Thursday)

Dear {{Customer}},

Thank you for flagging this, and I'm sorry the batch didn't arrive as expected. I've opened a case with our QC team and will come back to you with a proposal by Thursday.

To make that proposal specific rather than generic, could you send four things:
1. The batch code printed on the carton
2. The number of units affected, out of how many received
3. Two or three photos in daylight, plus one of the carton label
4. Whether any units have already been installed

If it's urgent for your line, tell me how many units you need to keep running this week and I'll look at an emergency shipment separately.

Best regards,
{{MyName}}

「by Thursday」是你给自己设的时限，也是这封信最能让客户冷静下来的部分。

Subject: RE: Claim for {{OrderNo}} — our findings

Dear {{Customer}},

We've checked your photos against our pre-shipment inspection report, and the cartons left the factory intact. This points to transit damage rather than a production fault, which under {{Incoterm}} falls to the carrier rather than to us.

I don't want to leave you stuck, though. Two things we can do:

1. Send replacement units with your next order at our cost, so your line keeps running.
2. Prepare the carrier claim documents with you — we have the loading photos and the seal record, which usually speeds it up.

Tell me which you prefer and I'll start today. For the claim I'll need the delivery receipt and two photos of the pallet before unloading.

Best regards,
{{MyName}}

Subject: Price update — {{Product}} from 1 April (+3.2%)

Dear {{Customer}},

From 1 April 2026, prices on {{Product}} will increase by 3.2%. Copper and driver costs have risen for three consecutive months, and we've absorbed them so far.

Two things to note:

1. Orders confirmed before 31 March will be invoiced at current prices, even if production runs in April.
2. If you can commit to a quarterly volume, we can fix prices for the next two quarters.

The new price list is attached. Happy to go through it on a call if that's easier.

Best regards,
{{MyName}}

Subject: 30 min call — {{Product}} and your Q3 volumes?

Dear {{Customer}},

We've exchanged enough emails on {{Product}} that a 30-minute call would probably save us both a week.

Would either of these work?
· Thursday 21 March, 15:00–15:30 CET
· Friday 22 March, 09:00–09:30 CET

I'll send an agenda 24 hours ahead: your Q3 volumes, the two specification points still open, and pricing at 3,000 pcs. If neither slot works, send me two that do and I'll fit in.

Best regards,
{{MyName}}

给两个具体时段 + 一份议程，回复率远高于「when are you available」。议程本身也是专业度的证明。

Subject: Artwork approval needed — {{OrderNo}} (holding production)

Dear {{Customer}},

We're ready to start {{OrderNo}}, but production is waiting on the packaging artwork. Your {{LeadTime}} lead time starts from approval, so each day here moves the ETD by a day.

If it helps, I can send a low-resolution proof with our printer's dieline so your designer can check the layout before final files.

Could you confirm by Friday 22 March? If the artwork needs more time, tell me and we'll re-plan the shipment date instead of holding the slot.

Best regards,
{{MyName}}

Subject: Quick check — how did the {{Product}} perform?

Dear {{Customer}},

Your last shipment ({{OrderNo}}) has been in use for about three weeks, so I wanted to ask one question: did the units perform as expected on site?

If yes, I'll keep your specification on file and let you know when the next production run is scheduled — that's usually the cheapest window for a repeat order.

If not, tell me what you're seeing and I'll get our engineer involved before it becomes a claim.

Either way, thanks for the order.

Best regards,
{{MyName}}

这封邮件的真实目的是拿反馈，不是推销。但「下一批排产窗口」这句，往往就是复购的起点。