How to Write an Effective Sales Letter That Recipients Will Read

The author applied knowledge acquired at the higher education institution in the diploma thesis.

Solution and Method

The author applied knowledge acquired at the higher education institution in the diploma thesis. A detailed study was made of the modules business communication and marketing. The focus was on communication in the marketing mix, specifically in direct marketing. Sales letters are one of the tools that still establish and maintain contact between sellers and buyers.

Due to the increasing and diverse range of services and products on the market, the growing difficulty in finding new customers, and the exceptional popularity of the internet and electronic communications, direct marketing is not dying out but is regaining importance. For effective communication with customers, it is therefore necessary to exploit all the advantages of direct marketing and the rules and tools such as sales letters.