A sales letter is a part of direct mail which is intended to influence the person who reads to purchase a specific product or service in the absence of a salesman. It has been distinct as “A form of direct mail in which an advertiser sends a letter to a potential customer.” It is distinct from other direct mail techniques, such as the circulation of leaflets and catalogues, as the sales letter typically sells a single product or product line, and further tends to be mainly textual as contrasting to graphics-based. It is typically used for products or services which, due to their price, are a considered purchase at medium or high value (characteristically tens to thousands of dollars).
A sales letter is often, but not exclusively, the last stage of the sales process before the customer places an order, and is designed to ensure that the prospect is committed to becoming a customer.
Since the arrival of the internet, the sales letter has become an essential part of internet marketing, and typically takes the form of an email or webpage. Unsolicited sales emails are known as spam, although spam typically consists of emails which are much shorter than a normal sales letter. Offline, unwanted sales letters are known as junk mail.
A sale is the act of selling a product or service in return for money or other compensation. Ideally, a seller agrees upon a price at which he eagerly parts with ownership of or any claim upon the item. The purchaser, though a party to the sale, does not carry out the sale, only the seller does that. To be precise the sale completes prior to the compensation and gives rise to the obligation of payment. If the seller completes the first two above stages (consent and passing ownership) of the sale prior to settlement of the price, the sale remains valid and gives rise to an obligation to pay.
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