Writing a mail shot letters
Use the technique with care: ensure that you use a 'P.
Listen to your prospects when you speak to them. End with a call to action, telling the reader what to do next; make it easy eg by including an email or web address, freephone number or reply-paid card. A mailshot is used to communicate a message to potentially a large group, most frequently mailshots are used to sell goods and services but can be used for other purposes too e. Make the letter as long as it needs to be Long copy outperforms short, as long as it is relevant. Think about the business vocabulary too; senior decision-makers and company directors are concerned mainly with making money and saving money. Forget about long passages of text — short paragraphs and snappy sentences will help to make sure your customer reads everything. Mailshot printing requires specialist printing equipment and will only be suitable for organisations with very large-scale print facilities.
Be aware of topical links to outside events and your other marketing activities For example, exhibitions or an advertising campaign. Incentives There are lots of reasons to send out a mailshot and many of your recipients may be interested in what you have to say.
Finding a simple, powerful way to say what your product or service does for people is usually the best approach. Ask someone who does not know your product or service to check through what you've written. Avoid using this for senior contacts because it can be seen as gimmicky, and generally if in doubt don't use it.
You can achieve a lot on the phone - especially rapport-building, and understanding their issues and needs - people respond well because it shows you respect their time, and your own. Example Sales Introduction Letters This sample letter is very brief and concise.
Finally, you need cost-effective and reliable distribution — a service that will ensure your mailshot actually gets to your target audience and at a reasonable price.
Show the reader how your story is different and unique, and what sets it apart. In many cases they are essential prior to attempting telephone contact with senior people.
If response is poor, get help from a professional. What are their drivers and motivation to buy? A few seconds is all anyone takes to decide whether to read a letter or discard it. The safest way to discover the correct contact details is to telephone the secretary or p. Get to the point immediately and avoid waffle. Re-mailing the same mailing list often works well, as long as you are careful to remove the people who have already responded or unsubscribed. Personalise your mailshot wherever possible Apart from the letter and envelope, you may be able to pre-print names on reply cards and order forms. Finally, you need cost-effective and reliable distribution — a service that will ensure your mailshot actually gets to your target audience and at a reasonable price. Quick-thinking senior decision-makers especially: they need your letters to help them absorb and understand data as quickly as possible. You can enclose leaflets, price lists, case studies, photographs, testimonials, newspaper cuttings and order forms. The letter should look like a letter , rather than a printed leaflet. Consider providing a freephone or low call cost number. But there are exceptions--when I suggested to some of my students and Su-City Pictures clients who didn't have any film- or writing credits, to briefly include information about their personal backgrounds, some did receive requests to read their scripts. You can vary the wording and vary the offering to see which approach gets the best response. Whatever else you do, make sure that you only produce mailshots of the highest quality, using quality colour printing and materials that really stand out.
What do they want to hear about your product or service? Focus on a single theme and result - do not try to list lots of benefits. Signpost Get guidance on advertising regulations or bespoke copy advice from the Committees of Advertising Practice. Getting professional help with your mailshot Should you write the mailshot yourself?
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