The majority of international trade communications these days, including selling and marketing, is facilitated through email. It is a highly focused medium which gets your message straight to the target. Being able to utilize email effectively is key to successful selling today. Some tips include:

• Use your subject heading effectively. State the purpose of the email concisely. This will increase the chances of your email being opened and read.
  
  
• Ensure the objective of the sales piece is clear to both you and the recipient. Remember, the heading of the email (at the top of the email when opened) needs to be consistent with the message on the Inbox subject line
  
  
• Your recipients will not read every word of your email. So break it up into sections using headings and bullet points to make it easy to scan.
  
  
• Have one main call to action, which is the thing you want the recipient to do, such as click to open and view a catalog, or express interest in an offer.
  
  
• Always give the recipient the choice to opt-out of emails from you in future.
  
  
• Try to keep the email brief (one screen length).
  
  
• At the foot of every email include your contact details, such as your phone number, email address and any website links you feel maybe be helpful to the recipients of the email, like FAQ or About Us.
  

The sample marketing email below shows the main sections you should include:

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