1. Build Credibility. Besides mentioning the benefits, you should also put in testimonials of people who have already used and benefited from your product or service. This builds credibility.

2. Make It Memorable For Your Reader. Most unsolicited mails get tucked into the dustbin. Your mailer should have something unique for people to consider spending more time on it. For example, a car repair service might include the top 10 tips for car maintenance and so on.

3. Emphasize Aesthetics. The letter should be user-friendly. It should have attractive visual impact. The aesthetics should be well defined. Also, it should be easily navigable.

4. Include A Call To Action. Include a postcard, prepaid envelope and/or an order form. If not appropriate, supply a toll-free telephone number, an email link, and/or your URL.

5. Always Include An Enticement. The letter should include an incentive for acting promptly – a discount, special offer, gifts, and so on.

6. Resist Doing “Mail Merge.” Technology has made life easier no doubt. But try to avoid writing mass mailers. Customize each letter according to the needs of the reader.

7. Forge Everlasting Connections. Try and forge everlasting relations with your customers. For this you have to “under-promise” and “over-deliver.”

8. Test Market. Whatever technique you intend to apply, always test the market.

9. Hit The Right Chord. Your sales letter should not be too formal and full of jargon. That might inhibit the reader.

10. One Final Tip: Before sending out the mailers, make sure you have calculated all aspects. You would certainly not want to be flooded with offers without having the appropriate resources.

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