Writing a Mailshot

1. Plan Your Approach

1.1 Know what objectives you want the mailshot to achieve.

• You may want it to sell a product or to generate sales leads.
• You may want to launch a new product or service or break into new markets.
• You may want to drive readers to your website, blog or online shop.
• You may want to enhance your service to existing customers by giving them up-to-date information.

1.2 Identify your readers, so you know what sort of approach is likely to work best.

• What prior knowledge do they have about your product or service?
• Why do they need what you are offering?
• What do they want to hear about your product or service?
• What are their likely objections?

1.3 Choose the right format. Mail and email are the two commonest options but each needs to be written in a different way.

• Most mailings will consist of a pack of one or more items, usually with a letter acting as the central piece.
• A simple letter can work well so don't discount this option.
• Email is instant, can be free and its results are easier to measure and track. HTML messages allow you to use graphics, logos and pictures to make your email messages more interesting. Consider inserting embedded links to take readers directly to your website, blog or online shop. Copy for email mailshots needs to be brief and factual.