图片来源@Unsplash，基于CC0协议！
真正有效的开发信应该是首先保证对方能收到，达到正确的人手中。其次是能根据对对方公司、行业或者市场的了解，去找到合适的切入点进行跟进。一个精彩的开发信，两者缺一不可。所以，第一步很重要，那么开发信如何写才能才能避开SPAM过滤词，从而保证对方收到呢？
一、被判定为垃圾邮件的原因
根据国际电子邮件协会的判定规则：
1、未经收件人允许的在一段时间内，发送频率过快，内容重复度过高；
2、对方未订阅但发件人发送附件的；
3、邮件中含有SPAM高频词。
因此，即使你是用模板发送开发信，也请尽量设置多种不同内容的模板，并且不要发的那么频繁。邮件中的词语也是需要十分注意的。
二、案例分析
下面我们来看一个开发信：
Dear xx,
We know your company from alibaba.com. Your company seems sell safety vests, right ? I want to know do you need XXX products?
We are Chinese professional manufacturer specializingsafety products, we can provide various types of safety vests with cheap prices.Hope it’s a good opportunity to work with you.
Enclosed is thecatalog, please check it. If our products meet your need, please feel free tocontact me or call me. I will send you more details. FREE Samples can beprovided.
Thank you very much.
Best regards,
xx
发送之后，收到退信。下面来对这个开发信进行修改：
1、首先一定要拿掉附件Catalog。第一封邮件的价值永远是确保对方能够顺利收到，当然最好能产生兴趣。完全没有必要附上任何图片和catalog，客户可以从你的签名中去看你的网站。
开发信发附件Catalog是非常不明智的，很可能就会被发垃圾邮件系统拦截。另外即使客户收到了你的邮件，可能会顺手来一句。Send me your pricelist of all products.
2、We know your company from alibaba.com. 这句不好，直接就暴露了你是一个unsubscribed sender 或者说 “The Uninvited”。（其实国外对于垃圾邮件的反感以及法律完善度超过我们国人的想象）
3、Your company seems sell safety vests, right? 此句问得很多余。既然对客户公司有了个基本了解，就不必要多问。Sell这个敏感词不要用。
4、Do you need XXX products ? 这句最傻最天真，删除。
5、We are Chinese professional manufacturer specializedin safety products, we can provide various types of safety vests withcheap prices. Hope it’s a good opportunity to work with you.
CHINESE目前还不是Spam词，但天朝的sales如此之多，说不准哪天就被列入Spam，尽量不用。SPECIALIZED, CHEAP, PRICE 以及 OPPORTUNITY 都是SPAM高频词，触目惊心。换用其他表达。
6、Enclosed is the catalog, please check it.If our products meet your need, please feel free to contact me or call me. I willsend you more details. FREE Samples can be provided.
前面说了，拿掉Catalog。另外，CHECK 也是SPAM高频词，换掉或者不用。另外句式稍显啰嗦。CALL ME 这个如果是美国人给美国人发的邮件还好，时差最多也才三小时。物流配送也很方便，电话上谈好网上支付后很快就能发货。但是国际贸易中就不太合适也不正式。
7、FREE，这个是SPAM超高频词！！很多人都有误区！看看国外知名网络服务商Godaddy怎么评价“FREE”这个词的：Keep the tone light. Avoid selling-language -- "Free" is a loser in e-mail marketing
经过修改之后，我们看看这封开发封如何：
Hi xx,
Glad to learn you’re onthe market of labor safety products. （让他摸不清你是不是展会上和他见过，有过一面之缘，或者给他voice mail留过言，或者给他打过一次电话）
We are a leading manufacturerof personal protective workwear, as well as 4 years Walmart’s vendor. Our mainitems are reflective vests （不用safety vests，避免safety单词重复过多。能不重复尽量不重复）
At present, For Germanmarket, our superior type is XXX, quality meet EN471 and ANSI107 standard.
Please contact us if anyquestions.
Best regards,
xx
这算是一封很“安全”的开发信了。对于“PRICE”这个字眼，我们只字未提。原因有二，一是为了尽可能避免SPAM，二是RPICE这个词已经用滥了，你用这个词不是在引导买家顺手回复一句Send me pricelist 吗？
三、与销售有关的SPAM高频词
Free, Discount, Oppotunity, Win, Winner, Cheap, Deal, Debt, Income,Insurance, Loan, Money, Mortgage, Price, Rate, Profit, Save, Merchant, Stock, ActNow, All New, Call Now, Subscribe Now, Million, Dollars, Opportunity, Compare, Check,Cash, Bonus, Credit, Loans, Buy Direct, Get Paid, Order Now, Specializing,Specialized, Offer, Please Read, Don't delete, Special Promotion, SatisfactionGuaranteed, You've Been Selected.
具体SPAM词查询地址： http://www.bloomtools.com/articles/spam-trigger-words-to-avoid.html