Research would indicate that consumers don’t know what they’re thinking. According to an article written by Jack Shimell (2002) for Quirk’s Marketing Research Review, Consumers make their decisions and react to advertising based more on unconscious emotional processes than on conscious rational processes.

There appears to be an interplay between conscious and unconscious with unconscious being driving force, when it comes to reactions to advertising and purchase decision making.

There is also a distinct personality / temperament factor involved in consumer thinking and behavior. People with moderate extrovert traits tend to react more positively to advertising, while introverts and people with few extrovert traits would appear to be very difficult to affect through advertising.

Part of this may reside in fact that introverts tend to be energized by solitary activities that are less affected by outside factors while extroverts tend to be energized by outside influences such as social status, social engagement, peer relations, and social value of products or services.

It's a known fact that 75% of visitors don't buy on their first visit and it might take up to 7 follow ups before they buy anything from you.

A well-written follow up letter will do three things:

·improve your response rate ·better your site's ranking with Search Engines ·and increase sales

So, what should you write in your letter that could do all three above?

First, create a headline for your follow up letter. Put yourself in your reader's shoes, would you click on it if it was in your inbox along with some other newsletters your reader may have signed up for? If you would then go with it and make sure that it's easy to understand and yet enticing enough to get a click.

An effective follow up letter is one that is written from first hand, i.e. if you have tried product, it would be easier for you to recommend it, because you would know all benefits of it.