I’ve written several blogs about email marketing but nothing that simplistically explains how to write an email sales letter. That’s why I had to share this with you when I found it. The Houston Chronicle’s website recently posted an article with six simple steps for crafting a sales letter that captures the reader’s interest, and helps you stand out from the email crowd.
Step 1: choose a subject line that will catch attention but will not inspire the recipient to hit the delete key. Avoid exclamation points or overselling. Avoid words like FREE as that usually lands in a spam folder. Do consider personalizing the subject with the company name. Find more tips on this in my blog called Irresistible Email Subject Lines.
Step 2: Personalize the content of the email. A one-size-fits-all message comes across impersonal and may flag email filters to deposit your email in the spam folder. Try to mention the company or individual you are writing in your email as well.
Step 3: Ask questions. Asking questions in the email shifts focus from you to your customer. Questions encourage customers to consider how your product or service may benefit them.
Step 4: Provide concrete examples about solving a customer problem. Explain how you would increase their profits; increase their efficiency, etc. Give examples as to how you helped similar businesses or individuals, or provide quotes from satisfied customers. Concrete evidence such as this carries more weight than vague sales promises.
Step 5: Create a call to action. An effective sales letter, whether sent via email, faxes, or through postal service asks to take an action. “Call today to schedule an appointment” or “Send your order today” is examples of effective calls to action.
Step 6: Be brief. Busy people do not have time to read long emails. Ideally your email should not require the reader to scroll down repeatedly. Instead, include links to a website that offer more details.
Some additional articles I posted regarding email include: A Checklist before hitting SEND, Email Tips for SMB, Improve your Email Marketing with Direct Marketing Principles, Effective Email Marketing Tips, and CAN-SPAM Compliance…what you need to know.