GUIDELINES
- You should not forcefully market your product through this letter because the customer is already buying from you. You should just inform the client that you want to do further business with him/her. Usually, this letter advertises the products or services the customer has not bought from you before. Mostly, clients overlook other products while buying the regular ones. The tone of this letter will be different for each customer. Use a friendly and a bit informal tone for significant and older clients. For the lesser-known clients, just stick to the formal tone.
- Express your interest in doing further business with the client in the very first statement.
- Introduce the product you want to sell to the customer. Emphasize on its benefits.
- Offer any extra incentive to the client to persuade him/her to buy the product, if it suits you.
- Provide guidance on how to place the order.
- End on a thank you note.
SAMPLE LETTER
[Address line]
[State, ZIP Code]
[Letter Date]
[Address line]
[State, ZIP Code]
[Subject: Normally bold, summarizes the intention of the letter] -Optional-
Dear [Recipients Name],
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As a loyal customer of ours, we are now offering you the chance to avail of this excellent software with a 25% discount. How about that? Simply pick up the phone and dial 333-3333 to order one today!
Sincerely,
[Senders Name]
[Senders Title] -Optional-
[Enclosures: number] - Optional -
cc: [Name of copy recipient] - Optional -
Promotional letter offering discounts to long-term clients.
Further things to consider when writing direct marketing letters to clients
Direct Marketing Letters
Direct marketing letters are letters written to persuade the recipients to purchase products or services in the absence of salespersons. If drafted correctly, direct marketing letters can be one of the most effective marketing tools for your business. They have been used by businesses to cut the cost of advertising and to inform their loyal customers about discounts and special offers. In most cases, they usually advertise single service or product line, especially one that is considered to generate great profit to the business. Direct marketing letters allow you to reach prospective customers and generate business.
Direct marketing letters should be sweet and to the point. Begin the letter with a provocative idea that captures the recipient's attention and makes him/her want to keep reading. Clearly state the top benefits of the product or service you are selling, giving practical and real life examples. If necessary, include testimonials from customers who have used the product or service. Write in a conversational style and use short paragraphs. Use an active voice too and interesting phrases that encourage the recipient to continue reading. Conclude the letter with a strong statement or argument that compels the recipient to respond or take the necessary action.
Letters to Clients
Letters to clients are letters a person or organization writes to other people and/or organizations that benefit from the senders' products or professional services. These could be welcome letters to welcome the clients to the organization, introduction letters to introduce a product or service to the clients, or thank-you letters to appreciate clients for their continued support. They could also be response letters to respond to clients' queries or inform letters to notify the clients of important matters like discounts on products and services, relocation of offices, etc. Basically, a letter to a client can be just about anything, as long as whatever you are communicating is business-related.
Letters to clients are business letters, and therefore, they should be formal and professional. Start the letter with a proper salutation. Clearly state the purpose of your letter. If a client is required to take a certain urgent action, make sure to specify exactly what he/she is supposed to do. Be brief and straightforward and avoid adding irrelevant details. Close the letter by warmly inviting the recipient to respond or to take the necessary action. Sign the letter and provide your contact details. Print the letter on the company's letterhead.
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