A business letter is a written piece of formal business communication that is often templated. A business letter should follow a standard business letter format and include a header, recipient information, short greeting, concise body and formal closing. Common reasons to send a business letter include formal introductions, sales promotions, thank yous and more.
One of the best ways to manage your business letters is through a customer relationship management (CRM) tool like Freshsales. The CRM can populate business letter templates automatically with contact fields as well as account numbers and can help you keep track of when business letters were sent to customers, prospects or vendors. You can try out Freshsales for free today with their 30-day trial.
Types of Business Letters
| Introduction Business Letter | Use this letter as a cover when sending product samples or company marketing material |
| Sales Promotion Letter | Invite prospects and/or existing customers to take advantage of a time-sensitive sales opportunity |
| Business Event Letter | Invite business contacts to an upcoming event hosted by your company |
| Sales Proposal Cover Letter | Send this letter as a cover to multi-page, bound or otherwise complex formal sales proposals |
| Letter of Intent | Send to let a vendors or applicants know that they have been hired or will be awarded business |
| Thank You Letter | After you have completed a project or transaction from another company/supplier/vendor |
| Apology Letter | Send if there is going to be a delay in the completion of a certain task, project or commitment |
| Applicant Rejection Letter | Send this letter to applicants seeking employment who will not be moving further in the hiring process |
| Proposal Request Rejection Letter | Letter sent in response to a request for a proposal when the opportunity does not fit with business goals |
| Change of Company Address or Name letter | Use when you need to notify your contacts of changes to your contact or billing details |
| Site Closing or Other Goodbye Letter | Use when going out of business or other cessation of partnership or service |
Download All Business Letter Templates
Standard Business Letter Format
A standard business letter can be stylized to reinforce your company’s unique tone, color scheme or professional branding. However, it should always follow a basic business letter format, beginning with a heading that includes your contact information and specifies the intended recipient and a respectful closing that reiterates a call to action and invites continued conversation.
The standard business letter format includes the following elements:
Heading
The heading is the topmost section of a business letter and should include information such as your company name, your company’s address and logo. You should also list contact information in the header as well as include the date the letter is sent. If you do not already have you a professional logo, you can visit our article on Business Logo Design for our recommendations for best service providers.
Source: FitSmallBusiness
Recipient’s Address
The recipient’s information follows the header in a business letter. This section includes the recipient’s company name and address, followed by your contact’s name as well as anyone who should be included on the letter’s copy list. Be sure to include any relevant information such as a quotation number or customer account number that relates to the body of your business letter.
Source: FitSmallBusiness
Salutation
Open your business letter with a personalized greeting or salutation. If possible, avoid the phrases such as “Dear Sir/Madam” or “To whom it may concern.”
Toofr is an email finder and verification service that gives you the option to look up contacts by job title, company name or website domain. Toofr then searches through public information to find the first name, last name and email address of people matching your search parameters and can be a great tool for salespeople sending messages to new prospects.
Body of the Letter
The body of your letter should be short and to the point, ideally less than a page, and detail the purpose of the communication. The body should use language relevant to the recipient’s role and industry. If you are asking the reader to take an action, be sure your request is clear with action words such as “call,” “download” or “schedule.” It is often a good idea to use bold text or bullet points to draw attention to specific information contained within the body of the letter.
The body of the letter will depend on the type of letter being sent, but should always be framed around a benefit to the reader. For example, the body of an introduction business letter should include information such as a business’ value proposition. The body of a letter inviting a recipient to a business event should include details related to the time and location and also explains what the recipient stands to gain by attending.
Source: FitSmallBusiness
Formal Closing
Include a respectful formal closing statement like “regards” or “warm wishes” and be aware of your audience. For example, when sending a letter to an international contact, consider how your words would be translated into another language. A closing remark may not have the same meaning in another country may not have the same meaning there as it does where you are located.
Signature
End your business letter with a signature. For this section, leave a space for a handwritten signature, but also include a printed name below it. Your signature should also include your professional title as well as the names of anyone else at the company the person receiving the letter can contact if they have any questions related to the letter’s contents.
Source: FitSmallBusiness
“When creating a business letter, it is important to consider the layout. No matter what type of layout you do choose, make sure it is consistent. You want to come across as professional, so consistency is key.” — Andrew Rawson, Chief Learning Officer, Traliant
Often, business letters are sent in bulk as part of a marketing campaign or general update. Freshsales works with Gmail, Google Docs and Zapier to help automate the sending of bulk business letters while also recording the date the document was sent. You can get started using Freshsales for free for 30-days to see how it can speed up your formal communications.
11 Business Letter Templates for Any Situation
While every organization is different, there are several situations requiring formal communication that are common to almost all businesses. We have created several templates of business letters which you can download and adjust for your specific requirements and then send as a formal correspondence through standard mail or as less formal email.
1. Introduction Business Letter
The introduction letter is the copy letter you send along with either samples or marketing materials. If sent to a cold lead, this letter introduces you and your company’s goods or services. If sent to a warm lead, the purpose of the letter is to explain why you are sending the samples or marketing materials. In either case, the letter should explain why the materials have been sent and what you hope the recipient will do with them.
Introduction Business Letter Template
[Your Company Name]
[Your Company Address]
[Company Contact Information]
[Date of Letter]
[Contact Name]
[Contact Title]
[Contact Address]
Dear [First Name Last Name],
[Include a personalized compliment]
We understand companies like yours often [define pain point]. Which is why in the past year we’ve worked with [similar companies] to help them [clearly describe your value proposition] and was thinking we might be able to do the same for you as well.
I don’t know if this is an issue for you, but if it is, I would like to have a more in-depth discussion. I’ve included [supporting information about you, your product or your service or description of your samples] for your reference. You can also learn more about us at our website at [website link].
Regards,
[Your Name]
[Your Title]
[Your Company Name]
[Your Contact Details]
CC: [Names of contacts at your company who can help answer questions]
Download this template in Google Docs, Docx or PDF file
2. The Sales Promotion Letter
The promotional invitation letter is what you sent to customers or potential customers inviting them to take advantage of an exclusive offer. The purpose of this letter is to encourage a sale. Therefore, this letter should contain either time-sensitive language that will entice a customer to take advantage of the offer quickly or should include a code that can be applied on a future order removing risk.
Sales Promotion Letter Template
[Your Company Name]
[Your Company Address]
[Company Contact Information]
[Date of Letter]
[Contact Name]
[Contact Title]
[Contact Address]
[CC Contact List, if applicable]
[Document Reference]
Dear [First Name Last Name],
We consider our customers as partners and would like to thank you for your continued business. In order to show our appreciation, we are reaching out to customers who [complimentary description of recipient], such as yourself, to let you know about an exclusive opportunity just for you.
For the [length of time the offer is valid], we would like to give you [value of offer].
In order to take advantage of this offer, all you need to do is [description of what the recipient needs to do]
Thank you again, and we look forward to many years of continued business together.
Regards,
[Your Name]
[Your Title]
[Your Company Name]
[Your Contact Details]
Download this template in Google Docs, Docx or PDF file
This template is designed around offering a deal to your best customers. However, it can also be adapted to incentivize new prospects into placing an order more quickly. Freshsales CRM gives you insights such as deal age or time taking to close deals that you can use to identify which deals are closing quickly and which deals are dragging. You can check out Freshsales’ reporting functionality for free for 30-days by signing up for a risk-free trial.
3. The Business Event Invitation
The business event invitation letter is what is sent to customers, prospects, vendors or other contacts inviting them to participate in an upcoming event such as a supplier day, customer appreciation day or other events like a sponsored golf tournament. The purpose of this letter is to drum up excitement. As these events typically require scheduling considerations, it is best that they are sent out more between 30 to 60 days prior to the event.
Business Event Invitation Template
[Your Company Name]
[Your Company Address]
[Company Contact Information]
[Date of Letter]
[Contact Name]
[Contact Title]
[Contact Address]
[Event Name]
Dear [First Name Last Name],
On behalf of [Your Company Name], I would like to personally invite you [and number of guests, if applicable] to participate in our upcoming [Event Name], which will be held [Location of Event] in [City of Event], [State of Event] on [Date of Event]. We are asking all our [reason contact has been invited] to attend this event and would love to see you there.
Enclosed you will find additional details about the venue as well as the event itself and why we are so excited to have you be a part of it.
Afterward, we will [describe next steps and why the recipient will benefit from attending the event].
Please mark [date of event] on your calendar and let us know if you will be able to attend by [date for RSVP].
We look forward to seeing you then,
Regards,
[Your Name]
[Your Title]
[Your Company Name]
[Your Contact Details]
CC: [Names of Contacts at your company who can help answer questions]
Download this template in Google Docs, Docx or PDF file
4. Sales Proposal Cover Letter
The sales proposal cover letter is the cover page sent with a multipage sales proposal. This letter should be no more than a page in length and include sincere thanks for your proposal consideration. It also should refer a quote number or a prior conversation you have had regarding your pricing, goods or services or highlighting one or two of the potential benefits the recipient might expect to see within your proposal.
Sales Proposal Cover Letter Template
[Your Company Name]
[Your Company Address]
[Company Contact Information]
[Date of Letter]
[Contact Name]
[Contact Title]
[Contact Address]
[CC Contact List, if applicable]
[Re: Quotation Number or Proposal Reference]
Dear [First Name Last Name],
Thank you for the opportunity to bid on your [project name]. Enclosed, please find our proposal, which offers you the chance to [clearly describe your value proposition and its benefit to the recipient]
If you have any questions, please don’t hesitate to reach out and ask.
I look forward to discussing our proposal with you further,
Regards,
[Your Name]
[Your Title]
[Your Company Name]
[Your Contact Details]
CC: [Names of Contacts at your company who can help answer questions]
Download this template in Google Docs, Docx or PDF file
Freshsales CRM gives you the ability to automatically set up follow-up events such as when a deal reaches a certain stage in your process. This automation can help to ensure you are following up with prospects in a timely fashion while helping you manage other deals that are in process. You can give Freshsales a try for free for 30-days by signing up for a free trial.
5. Letter of Intent
The letter of intent is a formal letter used to inform another person of your acceptance of an offer or intention to do business with them in the future. These letters also serve as your acceptance of terms and conditions as well as confirmation of start and stop dates. The purpose of this letter is to inform vendors that a formal purchase is following, which gives them the incentive to start preparations for work sooner.
Letter of Intent Template
[Your Company Name]
[Your Company Address]
[Company Contact Information]
[Date of Letter]
[Contact Name]
[Contact Title]
[Contact Address]
[CC Contact List, if applicable]
[Re: Quotation Reference]
Dear [First Name Last Name],
Based upon our discussions over the last several days, and the formal proposal we received on [date proposal was received], we have agreed to move forward under the terms outlined by [quotation number or proposal title].
Per this proposal, we expect [describe first deliverables] beginning on [start date] with [description of follow up deliverables and service dates or service schedule] and are entering into this agreement in good faith.
Please accept this letter as our formal acceptance of your recent proposal.
Regards,
[Your Name]
[Your Title]
[Your Company Name]
[Your Contact Details]
CC: [Names of Contacts at your company who can help answer questions]
Download this template in Google Docs, Docx or PDF file
6. Thank You Letter
The thank you letter is the formal letter sent to a prospect or customer following a business award or closed sale and paves the way for a future deal. This letter can also be used to remind a customer about the power of a positive review or give them a reason to become a vocal advocate for your company. This letter should be sent within a week of a successful completion of a deal in order to be most effective.
Thank You Letter Template
[Your Company Name]
[Your Company Address]
[Company Contact Information]
[Date of Letter]
[Contact Name]
[Contact Title]
[Contact Address]
[CC Contact List, if applicable]
Dear [First Name Last Name],
Thank you for your recent purchase with us! We look forward to serving you and continuing to grow our relationship in the future. If at any time you have any concerns, I hope you don’t hesitate to let us know.
The best advertising is word of mouth. We have enclosed a number of coupons which you can give to a friend. A similar discount will be given to you on your next order for each first-time customer you send our way.
Regards,
[Your Name]
[Your Title]
[Your Company Name]
[Your Contact Details]
CC: [Names of Contacts at your company who can help answer questions]
Download this template in Google Docs, Docx or PDF file
Regularly review view awarded deals to identify the characteristics of your ideal customer. When you know the characteristics, it’s easy to identify similar prospects using a tool like Toofr. Toofr offers curated lists of contacts that have been segmented into categories like Startups in Palo Alto or Florida Home Builders and General Contractors. These lists can offer names of prospects and can be purchased for as little as $19.
7. Apology Letter
The apology letter informs customers of service disruptions or is a response to a recent less-than-perfect customer service experience. In the case of service interruptions or events that could jeopardize a project’s schedule, it is a better idea to send a notification to affected customers in advance if possible so they have time to adjust their internal schedules accordingly, rather than hope for the best and wait until the last second.
Apology Letter Template
[Your Company Name]
[Your Company Address]
[Company Contact Information]
[Date of Letter]
[Contact Name]
[Contact Title]
[Contact Address]
[CC Contact List, if applicable]
[Document Reference]
Dear [First Name Last Name],
I am reaching out to [inform you of an issue that has the potential to disrupt our regular service, delay our project deliverables, or apologize for a recent incident].
[Description of the issue].
In order to minimize the impact on you, we have taken the following corrective actions:
- [Describe your corrective actions and implementation dates]
While we apologize for the inconvenience caused by this issue. We remain committed to providing you with [the highest level of service, or description of deliverable] and will continue to look for ways to serve you better.
If you have any questions or concerns related to this issue, I hope you don’t hesitate to call.
Regards,
[Your Name]
[Your Title]
[Your Company Name]
[Your Contact Details]
CC: [Names of Contacts at your company who can help answer questions]
Download this template in Google Docs, Docx or PDF file
8. Applicant Rejection Letter
This is the letter you send to applicants who have applied for an open position in your company but will not be invited to the next round of the interview process. This letter is typically sent via email rather than through regular mail in order to provide interested candidates with a quick a response out of respect for their time but can still be issued as a formal letter if an email is not an option.
Applicant Rejection Letter Template
[Your Company Name]
[Your Company Address]
[Company Contact Information]
[Date of Letter]
[Contact Name]
Dear [First Name Last Name],
Thank you for your interest in the open position for a [Job Title] here at [Company Name]. We appreciate the time you took to apply, however, we have chosen to move forward with other candidates at this time.
We will hold onto your resume for a period of six months and will reach out if we determine there is a better fit for your skill set within our company. You are also welcome to apply again in the future as new positions open up.
Regards,
[Your Name]
Download this template in Google Docs, Docx or PDF file
9. Proposal Rejection Letter
Proposal rejection letters, or no-bid letters, are sent from businesses to potential customers in response to request for proposals for opportunities that fail to offer sufficient margin potential, do not fit their core competencies or require unachievable schedules. These letters turning down immediate business but can help create trust and credibility, provided they include defendable reasoning, which can pave the way to a chance to bid on opportunities that are a better fit in the future.
Proposal Rejection Letter Template
[Your Company Name]
[Your Company Address]
[Company Contact Information]
[Date of Letter]
[Contact Name]
[Contact Title]
[Contact Address]
[CC Contact List, if applicable]
[RE: Request for Proposal Document Number or Summary Statement]
Dear [First Name Last Name],
Thank you for considering us as a partner for your upcoming [project name]. We appreciate the show of confidence this opportunity represents and look forward to the opportunity to continue to serve you.
We value our relationships with our customers and want to be viewed as a reliable and trustworthy partner. For this reason, on occasion, we must regretfully pass on opportunities where we are not in a position to add value. While we are not able to bid on this particular opportunity, we look forward to the possibility for collaboration in the future.
Regards,
[Your Name]
[Your Title]
[Your Company Name]
[Your Contact Details]
CC: [Names of Contacts at your company who can help answer questions]
Download this template in Google Docs, Docx or PDF file
10. Change of Address or Company Name
The change of address letter is the letter you send when your office is moving to another physical location or if there are changes that can affect prompt receipt of deliveries or invoice payments. Address changes may affect incoming deliveries and billing cash flow. Therefore, it is a good idea to send it to customers and vendors a minimum of 30 days ahead of the change.
Change of Address or Company Name Template
[Your Company Name]
[Your Company Address]
[Company Contact Information]
[Date of Letter]
[Contact Name]
[Contact Title]
[Contact Address]
[CC Contact List, if applicable]
Dear [First Name Last Name],
Thank you for your continued business.
We here at [Company Name] are excited to announce that as of [effective date of change] we will be [calling a new address home, or doing business as New Name]
After [effective date of change] you will be able to contact us at:
[New Company Name]
[New Company Address]
[City], [State] [Zip]
Please make a note of our updated contact information in your records.
I look forward to continuing to grow our relationship in the future,
Regards,
[Your Name]
[Your Title]
[Your Company Name]
[Your Contact Details]
CC: [Names of Contacts at your company who can help answer questions]
Download this template in Google Docs, Docx or PDF file
11. Closing or Other Goodbye Letter
The closing letter or goodbye letter is the one you send to thank customers for their support prior to a company shutting its doors for good. This letter can be used to introduce your customers to another company in cases of a business sale or to invite customers to purchase goods or services one last time.
Closing or Other Goodbye Letter Template
[Your Company Name]
[Your Company Address]
[Company Contact Information]
[Date of Letter]
[Contact Name]
[Contact Title]
[Contact Address]
[CC Contact List, if applicable]
Dear [First Name Last Name],
After [number of years your business has been in operation], I must regretfully, inform you that we will be closing our doors.
[Your Company Name] made it its mission to [description of mission statement]. Over the years we have [describe highlights or list achievements].
But, we wouldn’t have been able to do any of that without partners like you.
Our last functioning day will be [effective date]. On this day, we would like to invite you and [number of guests] are invited to join us in say goodbye and celebrating the last [number of years of service] years by [description of closing event including location and time].
Regards,
[Your Name]
[Your Title]
[Your Company Name]
[Your Contact Details]
CC: [Names of Contacts at your company who can help answer questions]
Download this template in Google Docs, Docx or PDF file
Tips for Creating Your Own Business Letters
The overall look and feel of your formal business letter should mirror the style and color scheme of your corporate branding strategy. Business letters should encourage conversation as well as a call to action. You should also assume your letter will always have more than one reader, so prepare accordingly.
Choose a Specific Layout and Style
The style and layout of your letter can affect your reader’s perception of your company. Therefore, you want to make its overall look and feel as professional in appearance as possible. Text needs to be written in a legible font that is easy to read, and the paper you choose should reflect your company’s values with regards to quality.
When creating your own business letters, consider the following:
- Text spacing: Text should be single-spaced using a legible, nondecorative font
- Margin: In order to avoid the appearance of cramping, the top and bottom page margins should be set between 1 inch and 1.25 inches
- Page layout: If possible, center the body of your business letter so that there is equal white space between the page header as well as the page footer
- Paper: Business letters should be printed on paper with a paperweight between 20 pounds and 32 pounds for formal communications
While you can print your formal business letters using an office printer, there are occasions, when you may wish to utilize a quality third-party service for your business’ printing needs. Vistaprint is a great option for businesses that need marketing materials, bound proposal or business cards printed up with an easy-to-use interface and digital proofs and quick turnaround.
Encourage Conversation
The goal of any message should be to encourage additional conversation. By showing you want to build a relationship and not just conduct a quick sale, the client will be more likely to consider you as a trustworthy partner.
Ways to encourage conversation include:
- Ask open-ended questions: Avoid asking questions that can be answered with a quick yes or no as a more lengthy response can often provide you with details related to their pain points
- Match their style: If your clients are typically data-driven, use facts in your letters; if they are more relationship driven, be more personal in your tone
- Respect their time: Keep your messages short and to the point; you can always close it with an offer of a follow-up appointment or phone call to discuss further
Assume You Have More Than One Reader
While your business letter may be addressed to a single individual, there is a good chance your letter will be shared with at least one other person. Make sure you are using language that is in line with the values of your company and does not give away any secrets that can be seen as violating privacy agreements.
Describe How You Can Help Meet Their Needs
Always frame your benefits in terms of how your solution benefits the recipient. If your letter will be targeted to newer clients or leads higher up in your sales pipeline, such as an introduction letter, it is also a good idea to include mention of relevant customer testimonials or endorsements.
Include a Call to Action
The call to action is a statement designed to result in an action by the reader. The most effective calls to action are clear and direct instructions and typically start with a command verb like “Click,” “Download” or “Call” and give your readers a reason why they should take the action. Calls to action are also a great way to encourage additional conversation.
Bold text can also call attention to your request. The call to action, however, should never be inserted in a sales message before you have established your value. This is especially true in introduction emails.
The Bottom Line
Business letter templates can be built to support situations found within every stage of your sales process. They can help accelerate sales growth by allowing you to reduce the amount of time needed to draft common messages. If written correctly, templates can also help to ensure each message sent includes a call to action designed to move a lead along in the sales process.
You can manage your leads as well as your email templates in a single tool, depending on the CRM you choose. Freshsales is a CRM that quick-starts your business letters with its integrations with tools such as Google Docs and allows you to see exactly when an account has last been contacted. Start using Freshsales for free.
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