Final answer:
An e-commerce sales message often uses multiple communication channels, such as social media, emails, and ads. These sales messages combine textual and non-textual media and may include various forms like video presentations or business letters to suit formal correspondence. These channels can effectively engage different customer preferences if used correctly.
Step-by-step explanation:
Unlike traditional direct mail sales letters that utilize a single communication channel, an e-commerce sales message often employs multiple communication channels to reach consumers. These channels may include social media platforms, email campaigns, online advertisements, and company websites. The effectiveness of these channels depends on how they're used. For instance, a campaign might use engaging visuals on social media to attract attention, concise and catchy '30-second sound bites' for easy sharing, and follow-up emails for more detailed information. Additionally, the combination of textual and non-textual media can be highly impactful. The use of videos, images, infographics, alongside well-crafted text can cater to different preferences and increase engagement.
When crafting an online sales message, it's important to consider the target audience's preferences. Some may respond better to a traditional written document, while others might be more receptive to dynamic content like a video presentation or an interactive slide deck. Persistence is key in communication - following up with a potential customer with a phone call, for example, can be effective as long as it's done in a pleasant manner, offering them something valuable.
In adapting to these diverse channels, businesses rewrite traditional messaging to be more versatile, turning complex messages into simpler versions that resonate on different platforms. This does not negate the use of business letters, which can still be appropriate for formal correspondence, such as reaching out to a company or politician. It's about selecting the right method for the message and the recipient.