Whether you’re starting a new business or expanding an existing one, having a strong, results-oriented marketing plan is essential. For most businesses, that portion of your marketing will likely include email marketing. for some businesses it will include direct mail. therefore, it is important to create a highly effective, attention-grabbing email or direct mail letter. If you’re looking for sample direct mail letters, read on to see ours.
Here is a sample targeted email or direct mail letter, with comments and notes below.
sample email or direct mail letter
springfield bank775 rancher parkwaytexastown, tx 76010(800) 555-5555
January 6, mrs. jane doe123 lanetexasville park, tx 75237
dear mrs. range:
Would you like to save 20 percent on your computer purchases?
The Springfield Bank/Starlight Computer Credit Card lets you save money on your computer purchases.
“My small business purchases were made with my springfield bank/starlight computer credit card and I accumulated enough credits to save 20 percent on my computer equipment.” —Ken Turman, President, Truman Consulting, Springfield, Texas
This credit card works like any other credit card with one big exception: it saves you money. Every time you use the Springfield Bank/Starlight Computer Credit Card, you earn credits toward your next Starlight Computer purchase.
Call (800) 555-5555 now to receive your springfield bank/starlight computer credit card. an operator will take your information and process your request within 48 hours. then you can start earning credits that will save you money!
sincerely,
[ signature ]harold walkervice president of marketing
p.d. If you sign up before January 31st, you’ll receive a free gift from Springfield Bank!
letterhead
A sales letter should include your company logo, name and address. You can have a printer print your letter on your existing letterhead, print the letter in combination with your standard letterhead design, or print letterhead that has been designed specifically for your direct mail piece.
Related: How to Create High-Response Direct Mail and Targeted Email
recipient
Many direct mail pieces, particularly those mailed from local businesses, don’t personalize each letter. instead, the letter begins with a generic introduction, such as “dear sir” or “dear madam.” If you’re using a generic introduction, try to personalize it as much as possible with greetings, such as “Dear Boston Resident” or “Dear Computer User.” it is preferable to send the letter to a specific person, but it will increase the cost and complexity of the mailing.
If you are purchasing your mailing list from a large mailing list company, they may provide you with names and addresses on a computer disk. most mailing houses will be able to print personalized letters using this disc for an additional charge.
attracts attention
Get the reader’s attention in the first sentence. this is the most important part of the letter. Unless your first sentence is very convincing, most readers won’t read the letter any further.
Related: Successful Email Strategies for Your Business
focus on benefits
You want to focus on the benefits of your product in the body of the letter. Your product has many features that your customers will ask about, but it’s the benefits that will sell them. A feature is something inherent in your product. a benefit is what your customer gets from the product.
Related: How to Create Your Unique Selling Proposition
testimony
A testimonial can be used to add credibility to your company and your product or service. The most important aspect of the testimony is the person who offers it. make sure the person is someone the reader respects.
highlight key phrases
hold the reader’s attention. Some readers will skim your letter and may miss the most important points. highlight key phrases that emphasize the benefits to keep the reader interested in your product.
call to action
Call your readers to action. they need to feel that they must act quickly or they will lose the offer. make it easy for readers to do so by listing a toll-free order number or including a postage-paid reply card.
add a postscript
add a postscript at the end of the letter. many readers skip to the end of the letter for the “bottom line”. a grabber “p.d.” statement will ensure your message is not lost.
Related: Email Marketing: Why Your Business Needs It
legal restrictions on email
In the United States, there are very restrictive laws on email marketing. For starters, you can only send it to people who requested it. Second, you must offer an opt-out option. there are also other restrictions. so if you’re considering using email for marketing, you need to make sure you’re up to date with the latest rules.
about bob adams
bob adams is a harvard mba serial entrepreneur. He has started more than a dozen businesses, including one he launched with $1,500 and sold for $40 million. he has written 17 books and created 52 online courses for entrepreneurs. Bob also founded businesstown, the learning platform for starting and running a business.