Whether through a simple introduction to a potential client or as a detailed promotional letter, e-mail is one of the fastest and best ways of grabbing the attention of your target market, if it’s done responsibly. Sending unsolicited e-mail is not a good idea and usually brings with it unpleasant consequences. It is suggested that you do whatever you can to bring attention to your business by way of your web site, search engine placement, writing articles, publishing e-zines, sending out press releases and making offers at your site that encourage inquiries. The important point is to do whatever you can to build your own e-mail lists, which you can begin by promoting an e-zine, offering e-mail newsletters or writing an e-book.
Having made you aware of the hazards of marketing through unsolicited e-mail, I will suggest that e-mail is still a great way to grab the attention of potential clients, particularly if they have expressed an interest in your product or service. In exchange, when a person subscribes to your newsletter or requests information once visiting your site, you simply ask the user if you can keep their name and e-mail address on file. If they agree, you can add it to your own personal e-mail list.
When Sending E-Mail Letters
In preparation of sending sales, marketing or introductory e-mails, there are a few things to consider that are often overlooked. The following suggestions will assure a positive response.
1) Start by creating a dynamic headline both in your e-mail subject heading and at the top of your letter. Headlines, when used correctly can be the key that invites new business. More often than not, it is the selling point in almost all written communication.
2) Because e-mail was initially intended for the purpose of allowing quick responses, it is often thought that throwing together a hastily prepared e-mail is acceptable. Of course keeping e-mail brief and to the point is usually the best approach, but long or short, a carefully written e-mail is of primary importance.
3) When composing your e-mail, write it as if it’s going to the most important person in the world. In fact, if you’re sending it to a potential client or customer, you ARE sending it to the most important person.
4) If you’re thinking of introducing your product to a wider audience, consider an introductory letter. This type of communication should not be confused with marketing and sales letters for they both have their own specific time and place. Often the introductory letter is used as a soft sales approach rather than an aggressive sell. It’s a great way to inform your e-mail list if you have a new product or service to offer.
5) Frequently the best way to reach an audience is to share a small sampling of your product or service by omitting any promotional aspect. If your audience is interested they’ll more than likely respond to your letter by asking for more details. At that time you should send a good marketing or sales letter sharing the benefits of your product.
6) The fundamental prerequisite of a successful marketing or sales letter requires thoughtful preparation. Even if you have a fabulous product or service to sell, simply wanting to sell your product is not enough. You have demonstrate why someone would want your product or service. Your job is to convey a message that shows your product as the best on the market.
7) First impressions are lasting so no matter what you’re communicating, write your sales letter as if you’re writing to only one person. The goal is to positively influence all that receive your e-mail, assuring that they will respond.
Finally, as much as we want to believe that we express ourselves clearly and effectively in e-mail, unfortunately there are times that the receiver misinterprets the e-mail. Not having the tonality of voice behind the words may cause the message to be misconstrued, therefore it is crucial that before hitting the send button, the e-mail is checked several times. As a suggestion, read it aloud as well as silently to hear how it might sound to the receiver. After you’ve completed your e-mail communication, leave it alone for a few hours or review it the next day. You’ll have gained a new perspective on the words you’ve used and will be in a better position to polish it to perfection. Above all else, make sure it is free of spelling errors and poor grammatical phrases.
Charlene Rashkow brings 15 years of experience as a Writing Stylist and Author to her creative efforts as a freelance business writer/consultant. She has successfully helped companies and individuals reach their objectives by writing outstanding press releases, bios, articles of interest, business plans, resumes, web site content and all other forms of marketing material. To speak with Charlene you may contact her at http://www.allyourwritingneeds.com or write her at info@allyourwritingneeds.com. You can also call her directly at (310) 514-4844
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