Once youve built an email list of subscribers, one that has agreed to receive newsletters and other focused communications from you, its time to write an informative letter to them, proposing a product or service that will meet unmet needs you have learned they have, or would be likely to have.

How do you start?

Headlines should show a benefit to them that as an expert, youll provide a solution to problems you know your niche group is facing, that youll teach them something or save them time or frustration. For instance, Success tips and tricks for installing XYZ software rather than Get XYZ running and making you $$$$$ fast!.

Address the email to a person, using their first name. Youre acknowledging that theyre part of your group, and its a warmer more familiar beginning.

Tell them right up front what the email is about recommending a specific product or service that you feel theyll enjoy, that theyll need or want, based upon what you know of your site visitors. Directness counts. If they arent interested, theyll still understand why you sent the email and be glad you didnt waste their time.

Tell them if youve used the product or service, or if you created it, why you did so. Tell them how it solved a problem. If you wouldnt sell it to your sister, dont try selling it to them. You want longevity and that means selling quality and not overstating benefits.

Use short sentences, and partial sentences. Keep it conversational, and when youre done, wrap it up and say no more.

Try differing styles of emails, perhaps one with a formalized product review. See what works for your specialized audience, and keep perfecting it.