Characteristics of Sales Promotion Letters:

Characteristics of Sales Promotion Letters:

1. Timeliness:
Sales promotion letters are issued on special occasions, e.g. Eid, Holiday, introduction of a new
product, etc.
2. Goodwill:
A sales promotion letter is indirect sales invitation. It does not induce the reader to buy but aims at
creating an environment helpful for increase in sales in future.
3. Informal Style:
A sales promotion letter is usually written in informal, friendly and personal style, because it aims
at establishing and maintaining goodwill and good relations. It may, however, suggest the sales of a
service or product.
Uses (Objects) of Sales Promotion Letters:
The uses of sales promotion letter may be grouped into following four categories.
1. Maintaining Contacts:
In a competitive world it is always possible that some regular customers may withdraw their
patronage. It is, therefore, necessary to issue sales promotion letters from time to time carrying
announcements of various services, and greetings with a view to maintain contacts with the existing
customers.
2. Awakening Inactive Accounts:
In spite of the best efforts for maintaining contacts, some of the customers may stop buying for
certain reasons. In such circumstances, sales promotion letters are issued inviting complaints (if any)
and offering adjustments (if possible).
3. Welcoming New Customers:
In addition to handling the existing customers, the new ones should also be entertained. A new
customer should be thanked and informed about services available to regular customers, through a
sales promotion letter.

4. Inviting Business from New Sources:
An expanding business cannot depend on the existing customers only. It must try to find, attract
and invite new customers by offering various services and greetings through sales promotion letters.