How to Write an Effective Email Sales Letter by Linda C Smith

The proliferation of marketing companies that utilize the internet for automatic sales letter distribution has been growing right along with the numbers of independent contractors with network marketing and direct selling companies who use them - as well as all types of businesses and even political campaigns that use them. The "sales letter" has been around a long time. It is designed to be half introduction, half interest enticement that will open the door for the sales person to the potential customer. It is part of the philosophy: customers don't know about your products or business unless you tell them. And, customers won't know how they can purchase your products or services unless you tell them. And, unless you tell them, potential customers may not even realize what value your products or services have for them.

Hence, the Sales Letter.

On the internet, unsolicited letters of this ilk are called "spam." It is unlawful* to send sales letters without the recipients prior approval to receive. Marketing companies have methods of generating leads - a word for someone who has indicated some level of interest in a business, product or service - and build these leads into databases of people who do want to receive information, or "opt in." These databases are structured around all kinds of demographic information that will help the sales person to target just the right market segment with just the right letter.

Crafting an effective sales letter for use in email sales campaigns:

1. Personalize the subject line and beware using words that will trigger an alert spam filter: rather than having a subject line that reads: "Hey Mac! Great Products At Great Prices, get a Free Consultation" - write a subject line that reads: "Hi Mac, wanted to let you know that Business B has a product that might interest you."

In the first example, using "Hey" is just rude. Using too many capital letters in a subject line will usually trigger a spam filter as will the word "free." Remember, your recipient has already agreed to receive sales email letters so the second subject line has enough information in it to let him know (a) that the mail is addressed specifically to him - you used his first name; (b) it mentions your business' name; and (c) it says right in the subject line that you have a product he might be interested in. In this case, "Mac" will be more likely to actually open and read the email letter; in the first example, his spam filter may reject it altogether and "Mac" will never have known of it at all.

2. Once the recipient opens the letter, start it politely with either "Hello Mac," or "Hi Mac," then continue with the body of the letter...remember, just because you are utilizing email as the delivery system, your sales letter should still follow the format of a good letter.

3. The body of the letter should begin with you letting the recipient know you won't take much of his valuable time. Write something like, "I won't take but a moment of your time, but wanted you to know that right now..." or "A quick note to tell you just one more thing that is exciting about our new product line...."

With an opening like this the recipient knows at a glance that (a) you value his time, and (b) you have information he doesn't yet know.

4. The main body of the email sales letter should be short and contain only what is necessary: in the case of a new product, for instance, you could have a short paragraph reading something like this:

-"...Business B has launched a new product: New Product. The new product market is huge...especially in the United States. This new product will bring a whole new market segment to Business B retailers...." Add a website address where the letter recipient can find more detailed information.

5. Conclude your email sales letter with the information that you want to be contacted: don't just end it with 'goodbye' and your signature line. Be gracious. You could use:

* -"...Have a great day. Please don't hesitate to contact me if you have questions - I check email multiple times per day as I'm always excited to discuss this business...."

* -"Phone or Email me anytime and let me know a good time to call you and a phone number to reach you. I'd love to talk with you...."

* -Please feel free to contact me anytime via my business email or phone. We might be in different geographical areas, but we certainly can work as a team...." [this works well with network marketing and direct selling independent contractors who sponsor long distance]

6. Use a gracious signature and include all the pertinent phone, email and/or snail mail address and website addresses necessary - you want the letter recipient to have as many ways of reaching you as possible.

* I hope this is a very good day for you.
* Sales Person
* Business B New Product Representative
* Phone: 000-000-0000
* Email: Salesperson at
* National Website: www Businessb
* ______________________
* Business B, New Product Sales
* 1234 Main Street
* Some City, State, 00000

It goes without saying that grammar and spelling would be checked and double-checked before hitting the "send" button on your sales letter.

Doing business utilizing online internet marketing tools is now part of the sales arsenal of every type of business around the world. Competition is fierce. Let your sales letters stand a better chance by writing the very best letters you can.

*The CAN-SPAM Act of 2003 (Controlling the Assault of Non-Solicited Pornography and Marketing Act) establishes requirements for those who send commercial email, spells out penalties for spammers and companies whose products are advertised in spam if they violate the law, and gives consumers the right to ask emailers to stop spamming them. The law, which became effective January 1, 2004, covers email whose primary purpose is advertising or promoting a commercial product or service, including content on a Web site. For more information visit www.ftc.gov/spam

Linda C Smith, author and owner of a home-based business. I write a business blog at http://intlnat.com/ where you can also find links to my business. My joy in business is sharing my passion for my products as well as showing others how they can enjoy the benefits of a home business.