Marketing Letters: Free Templates & Examples

A business without proper marketing strategies will likely have to spend more money advertising its products or services than those with them. An affordable way of marketing is through letters, either by mail or email. Marketing letters focus on a customer’s interests and needs. This attracts potential clients and guarantees an increase in loyal customers, which generates more sales.

With this letter, a business markets its products or services and gets a chance to form a personal connection with customers. 

There are different types of marketing letters that a business can write:

• Follow-up marketing letter
• Marketing sales letters
• Product marketing letter
• Insurance marketing letter
• Marketing proposal letter
• E-marketing letter
• Online marketing letter
• Real estate marketing letter

You can download the following templates for free:

What is a Marketing Letter?

A marketing letter is an official document meant to convince a potential client/customer to purchase products/services from a business.

With this letter, a business person can persuade customers by mentioning the benefits they will receive by purchasing from their business. Moreover, they can use the letter to introduce their business to new customers or advertise new features about their company. Also known as a sales letter, marketing should be educational, entertaining, and enticing for customers. 

Note: Since marketing letters focus on research, they are required in marketing science, consumer research, management, and marketing strategy. The main subjects of the marketing letter should be psychology, choice models, market research, sales and advertising, consumer behavior, or client statistics.

It is essential to know what a business needs to do to dominate the market and remain ahead of its competition. With marketing letters, a business can directly communicate with its customers to show its uniqueness; hence, it can easily create a positive lasting impression.

Before writing a marketing letter, you must consider certain factors, as discussed below:

Identify your target audience

Start by identifying who you are writing to so that you can tailor the letter to suit them. You need to know the audience, their challenges/opportunities, and what you can offer to help them. With these three elements, you are more likely to write a detailed letter that effectively appeals to your target audience.

Envision your brand voice

Secondly, you need to consider how your customers will view your brand based on the tone you use in your marketing letter. The letter can be serious, professional, casual, entertaining, motivational, educational, cautionary, creative, or even sympathetic. Whichever tone you use, ensure that you are consistent to make your customers comfortable and familiar with your business. Also, your tone should always match your target audience.

Determine the purpose of the letter

The purpose of your letter should be more than just generating sales. You can focus on increasing the purchase of a particular product/service, advertising a sale, gaining referrals, informing the audience of a new product/service, or even convincing former customers to purchase once again.

Consult a sample marketing letter 

Ensure that you look for sample letters before writing your own. These documents will guide and remind you of the elements you must include. However, you can also use a downloadable marketing letter template to ease your drafting process.

Below is a detailed step-by-step guide on how to write a marketing letter that will help you generate sales, attract potential clients and make your business successful:

Specify the letter’s intent

Firstly, you need to specify the intent or purpose of writing the letter. Ensure that the recipient knows why you are writing them. You can advertise a sale, launch a product, or even inform them about your discounted rates. Ensure that the letter’s intent is clear and written in a way that will grab the reader’s attention.

For example:

You are welcome to shop at our newly opened and first physical store along River road Highway on Tuesday from 10 am for the official launch. We are at the Usagi Mall, which is next to Total Bank.

Introduce your business

The second step is to introduce your business to the recipient appealingly. You should mention the name of your business, provide details of what you do and what you can offer to them. You can also highlight a specific product/service that you believe will help you create a connection between the recipient and your business. In addition, include special or exciting features about your business without distracting the recipient from the letter’s intent.

For example:

Imperial Shoes is an online store that offers customers a chance to purchase different local and imported shoes. Our main target audience is middle-aged women who are looking to improve their shoe collection. We have opened a new physical store with the latest ‘Royal high-heel shoes.

Highlight the benefits of purchasing from your business

The next step is to highlight the benefits the recipient will receive by purchasing from your business. You can mention the problems your business will solve, include testimonials from other customers, show them how they can save their money or time, and even mention how your products/services will improve their quality of life. As much as you want to convince the recipient, you should avoid lies, exaggerations, unrealistic expectations, and misleading customers.

For example:

With Imperial Shoes, you can get your shoes at affordable prices. Also, we offer free delivery if you purchase seven or more pairs of shoes. The newly opened store has a knowledgeable team that will provide you with exactly what you need.

Answer the reader’s questions

Once you have shared details about your business and what you offer, you need to focus on the questions the recipient might have. You can address the reader’s specific needs, provide directions on accessing your business or making a purchase, and highlight why they should choose you instead of your competition.

For example:

Our stores offer durable shoes for different types of weather and occasion. You can sign up for the customer profile to record your personal details and shoe needs. We can use this information to provide helpful shoe suggestions based on your previous purchases.

Include a reference to your qualifications

For the next step, you need to show your legitimacy by referencing your qualification and experience as a business. You can mention the number of years you have been operating, include customer satisfaction statistics, and even incorporate information from industry experts. In addition, you can include your business’ certifications, awards, and other external recognition.

It is also advisable to mention your personal qualifications and those of your staff. This is meant to establish trust and create a connection with potential clients. If your business has experts’ support, potential clients will likely believe your authority in that particular industry.

For example:

Imperial Shoes has been operating for over five years in the online space to make it easy for middle-aged women to purchase shoes. We have three different podiatrists who examine our shoes before we sell them. Mr. Mucking of the United Long-wing says, “Imperial Shoes have comfortable, supportive, stable shoes for your daily life that will help you with existing pain and prevent heel pain in the future.”

Create a sense of urgency

At this point, you have already captured the reader’s attention. For this step, you need to create a sense of urgency by convincing them to reply and purchase immediately. Motivate the recipient to take action since they might forget about the letter if they wait. You can convince them by setting a deadline for what you are offering, suggesting that the prices will likely go higher later on, or appealing to them with great sales they will not reject.

For example:

Our physical store offers discounted prices (25% off) for all types of shoes with free professional advice for one month. You are all welcome to enjoy this limited offer here at Imperial Shoes.

Provide an incentive

Ensure to include an incentive in your marketing letter. You need to convince these potential customers that you are valuable and worth doing business with them. You can offer free or trial services or show them how they will benefit from your business. Even an attractive product or service needs to have an incentive for people to be interested in your business. Ensure your offer is outstanding and hard to resist, as this will set you above your competitors.

For example:

All customers visiting our physical store will receive these great benefits and even receive appreciation gifts for visiting. For online customers, you can gather points by referring others to our physical store and informing them about us. These points will help you to enjoy discounted rates too while shopping online.

Give instructions for the next step

Once you capture the recipient’s attention, convince them to buy your product/service and encourage them to make the purchase immediately. For this, you need to give them instructions for the next step. You should guide them on finding you, making a purchase, and how your business operates. This is considered a call to action.

In addition, you can ask them to contact you or sign up for a monthly subscription. Ensure that the instructions are clear, simple, and easy to follow. You can also use an action-close statement to inform the recipient that you will contact them again.

For example:

You can find us on our website www.imperialshoes.com where you will find detailed instructions for making a purchase. You can also visit us at our new physical store along River Road Highway, where you will be welcomed and taken care of by professional employees. Feel free to contact us at our email [email protected].

Include a postscript

For the final step, include a postscript in your marketing letter to remind the reader of your main message. This means that if the reader forgets the message, you can still inform or remind them using the postscript. Furthermore, the postscript will encourage the reader to review the letter.

For example:

To enjoy the 25% discount and the free professional advice, do not forget to attend the launch of our newly opened physical store along River road Highway at 10 am. We welcome you all to Imperial Shoes, where we care about your feet.

Pro tip: If you find the above-mentioned process difficult, consider using marketing letter templates and samples to make your work easier.  They will help you save time and attain a proper flow in your letter. 

7 Best Practices to Write an Effective Marketing Letter

Apart from the factors you should consider before writing a sales letter, there are practices you should have in mind if you wish to write an effective one. Below are the practices you should follow when preparing your document:

• Ensure that you read through your marketing letters and compare them with your competitors to determine if they appeal to the audience.
• Your marketing letter should be short and sweet to capture the audience’s attention and fully and clearly communicate the intended message.
• Ensure that you include something interesting in your letter that will maintain the audience’s attention and guarantee that they will read the whole letter.
• You should include your contact information at the beginning and end of the letter when listing the products/services that your business provides.
• You can write the marketing letter yourself or outsource this service to professionals who will help you meet the letter’s needs.
• Apart from just distributing marketing letters, you need to keep track of the number of people who respond to your letter. This way, you will easily collect data and review it to determine if this marketing strategy is successful and effective for your business.
• Avoid jargon, too many graphics, and colors in your letter. Your marketing letter should be simple and easy to understand to prevent it from ending in the trash. Make sure you use a conversational tone (one-on-one discussion) and formal salutation (use their last name). Only use the recipient’s first name if you know them personally or closely.

Marketing is an important part of your business operation. Effective marketing strategies guarantee you will generate more sales by attracting potential clients/customers to purchase from you. An excellent marketing strategy you can use for your business is marketing letters.

When using marketing letters, ensure that your language is simple and clear, appeals to the customer/clients, and can easily convince them to purchase from you. You can achieve this by consulting free marketing letter samples and templates before writing.