Follow-up sales letter
A follow-up sales letter is any letter that follows an initial contact and has a sales motivation. A number of studies have shown that sending a follow-up sales letter to a prospective customer can get as good or better results than the initial sales letter.
In fact, the first sales letter or sales contact seldom produces enough results from readers to eliminate them from your follow-up sales list. Many organizations plan a series of sales letters, often four to six, as part of their total sales campaign.
Follow-up sales letters should contain some of the same vital information as the initial sales letter to build on the message already begun. Making this reference helps to build your sales effort.
A progressive number of follow-up letters - a sales-letter ladder - are actually required by some audiences. Many follow-up sales letters also wear another label: thank-you, congratulations, response, invitation, and request.