There is nothing more annoying than letters that contain irrelevant offers. Perhaps only pop-up ads with a sudden and loud sound are worse. So, let’s get back to the letters. When a user receives a letter, the essence of which is clearly uninteresting to him, it is subconsciously perceived as spam. Even if you did everything correctly from a technical point of view, in the user’s subconscious, you are a spammer and it is not clear where you came from.

Therefore, before creating and sending out anything, make sure that you work with leads and only with leads.

Once you have made sure that your target audience is ready to at least listen to you, it is necessary to segment your users depending on what stage of the sales funnel and the stage of making a purchasing decision they are. Of course, this is not worth making a direct offer to someone who left your address only yesterday — first, you need to establish trust through a chain of welcome and fact-finding letters. Conversely, you can sell more if you offer potentially interesting products to your regular customers, taking into account their purchase history and other personal and non-personal data.

Hint! AI can help with this task.

After you segment your users, it is necessary to personalize each. And a simple call by name is just the tip of the iceberg. We already started this conversation a little in the previous paragraph, and the main idea should be clear – you need to get into users’ expectations as precisely as possible.

If you did everything right in the previous steps, now the headline will determine your success or failure. The headline is the first impression of the user, and if it does not seem attractive to him, then your letter will simply be deleted.

Unfortunately, it is not possible to give a universal instruction on how to create a converting headline. Perhaps the most appropriate advice is to try on the user’s shoes and think about what you would like to see on this line so that it motivates you to open a letter.

And here again, you need to consider at what stage your relationship with each specific recipient is. It is possible to use jokes, humor and a more friendly style with regular customers, but it is always necessary to observe reasonable boundaries in the first stages of acquaintance.

In fact, this is a real art – to convey the essence in simple words. This approach is similar to minimalism in web design – you need to maintain maximum meaning with a minimum of user load. This is ideal if you manage to put all your thoughts in several meaningful sentences that will be logically interconnected with each other.

By the way, do you still remember the rules for writing academic essays? The
structure of your letter should be of the same logic – introduction, hook, thesis,
essence, completion. And it’s all.

The times when users read the text are long over. Now, at best, they are reading lists. In all other cases, they watch photos, infographics, and videos. Therefore, the visual component of your letter is required. Studies have shown that the presence of video in a letter increases conversion by 300%.

Therefore, for example, if you write a sales letter and add a link to your product, then it makes sense to immediately add a video review or instructions for use in a video format.

Yes, of course, you know about it. Fortunately, more and more letters come already adapted for mobile, but UX continues to limp in most cases. Therefore, evaluate your mobile version of the letter with a sober look and answer the question – did I manage to deliver all the necessary information being limited by the small screen size? If not, optimize the result to get a positive answer.

This is obvious, right? Some companies also think that it is obvious to the user what he needs to do next. But in reality, this is not so. Therefore, if the headline was the tool of the first impression, then the call to action is one of the last tools of motivation to perform the target action. And here the previous tip also works – make it as simple as possible.

Plus, remember one more rule – one letter should contain one call to action. That is, you do not need to offer to go to the site, download the book and use the promotional code in one letter. Create different occasions for all these ideas.

So, this is the final touch in our marketing letter. The thing is that a professional signature with the logo of the company and the name of the sender also creates the impression of reliability and trust. When people see your name in the signature, they understand that they are communicating with a real person, and not with a spam bot. This creates confidence that they have someone who can ask a question and get advice. And this is one more reason for interaction – and most likely, this is what you need, is not it?

This is an old marketing trick that has been selling since time immemorial. A sense of urgency and limited supply are selling. However, this only works with regular customers, or at least with those with whom you have already had several transactions. Semi-cold leads that came to you yesterday will understand your intention to sell faster – and they won’t buy it.

And of course, all these actions do not make sense without the analysis of the results, A / B testing, one more analysis, the right conclusions, changes – and again from the beginning. Therefore, be sure to keep track of all the indicators, ask users to give you feedback and hone your sales letters writing skills.