A sales promotion letter is a written communication sent to customers (potential and existing) via snail mail or e-mail to notify them of a new promotion at your company. The purpose is to boost sales in the short or long term. Before drafting a sales promotion letter, take the time to fully develop the offer and gather all available information about the product or service.
- Skill level:
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Things you need
- Sales offer
- Word processing program
Address the letter to each customer by name (if you have a list) or simply greet the reader with "Dear Customer."
Separate the letter into three main sections (headings in bold)—"About <Insert Your Business Name>" (about your business), "About <the Product or Service Name>" (about your product or service), and "Special Promotion." Feel free to change these heading titles.
Start the letter off with an introductory line (or two) that describes your business briefly. For instance, discuss how long your company has been in business, the business focus, notable news about the industry or even some award that you've won. This will lend some credibility to your company before you discuss the details of the sales promotion.
Describe the product or service by listing three or four of the most important or interesting features but be brief. If you're holding a promotion for a laundry service, let the customer know that your laundromat has top-of-the-line washing machines, free detergent and is located right next door to a coffee shop where you can sit while you wait.
Explain the promotion in clear terms. Include information on the deal itself (such as a free dryer cycle in the laundromat example, or a buy one get one free offer), the exact items included in the promotion, and when the promotion expires. If the customer has to mention a promotional code in order to get the deal, be sure to add that in this section. Place the offer information (such as buy one get one free) in bold lettering so that it stands out to the customer.
Write a short closing line expressing how much you're looking forward to accommodating the customer soon. Simply state "Hurry, this offer expires soon" or something similar.
Sign the letter with a personal signature (or image of a personal signature) from the owner or sales person. Print the name and title of the sender underneath as well.
Tips and warnings
- Be brief—keep the letter to no more than three paragraphs so you don't lose the customer's attention.
- In most cases, you'll send this sales promotion letter via e-mail or in a direct mail piece, so it isn't always necessary to format it as a formal business letter. The greeting, body, and closing is enough.
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