Information letters and their role in email marketing

Sending letters to clients often implies performing a target action, but informational letters are an exception. The author’s task is to tell about changes, draw attention to new services or inform about the beginning of a new stage of cooperation. In other words, an information letter is something that a client, partner or employee simply needs to know.

Features of the design of information letters

Business correspondence with employees and partners complies with corporate culture standards. To familiarize with the innovations, it is proposed to use additional files – images, graphs, diagrams, examples of the contract. Considering that the number of attached documents in an email is not limited, it is supplemented at your discretion.

The transfer of business communication to the Internet space has changed the approach to writing official letters. Among the features:

1. Design. The size of the letter depends on the purpose of creating a mailing list, and can be either a few sentences or a longread. The main thing is to convey information about the changes in the most convenient format.
2. Template writing. In email marketing, you should not use templates, as this harms the company’s reputation. At the same time, you can keep the introductory and final parts without any consequences.
3. Content. An information letter can contain various data about the company’s work. Make sure that the content sent out is useful and informative. Adding graphs or other design elements is welcome.

Sometimes letters from a company are part of a plan for sending out useful content. In such cases, it is permissible to use calls to action, for example, to read the details on the website.

Types of information letters

There are several formats for presenting information in official letters. Depending on the chosen content, mailings can be for notification, reminder, confirmation, statement and advertising.

Notification letter

Before writing an information letter, you need to study the features of the varieties. The notification contains information about receiving bonuses or an exclusive discount. In addition, the company should notify the client about sending a parcel to the addressee if the business is related to the sale of goods. In the content, indicate how the offer can be used and the terms of its validity. For example, when sending a parcel or letter to the post office, inform them of the need to pick it up within the specified time.

Reminder letter

Sending out informational letters in the reminder format is required if the client needs to perform some action – confirm their presence, visit an exhibition, pay for a service.

Confirmation letter

This type of informational letter means that the client’s order has been successfully accepted for processing. The classic option is to notify the user about a purchase in an online store. The purpose of sending is to agree with the recipient on the continuation (start) of cooperation.

Application letter

Information letters are necessary if you are only planning to change the terms of service or sending the goods. In this way, you inform the subscriber that he needs to make a decision about the start, continuation or end of cooperation. The content includes the reasons that led to the changes.

Advertising letter

The purpose of such a mailing is to inform the client about new opportunities. Expanding the range, adding products or recommendations on how to use your offers – this is how this type of informational letter is used. 

Recommendations for writing letters for mailing

One of the obvious differences between informational letters is compliance with certain rules. In this case, you can use both your own standards and generally accepted ones. The features of informational letters also include:

1. Introduction. You remind the client of the agreements between you, using the mailing list for this.
2. The main part. A direct call to action may be absent, since this is an optional component. But you can direct the reader or familiarize them with the changes that have occurred over the week/month/year.
3. Conclusion. This point can be designed concisely – put a signature. Or stimulate the target action, but not aggressively. For example, suggest clicking on the link to find out the details.

What an informational letter should contain is up to you. Share interesting and useful content in the style of the corporate environment.