Marketing Strategies: Handwritten direct mail campaigns
A marketing strategy involving handwritten direct mail has unique advantages. If you want to convey authenticity and create long-lasting and memorable impressions then this slower and more personal approach could work for you.
Less than 17% of all emails are opened, but direct mail boasts a 90% open rate. Handwritten envelopes are even more likely to be opened, and they convey the feeling that someone has gone to the effort of physically writing to you. This is a great way to stand out and differentiate your brand.
As digital marketing has grown, direct mail has decreased. No one sends handwritten letters anymore, despite how many people love receiving them. Households receive less than one piece of handwritten mail each month and this creates an opportunity for impactful direct mail campaigns with high response rates.
Printed direct mail campaigns have been found to have a significant return on investment (ROI) of 112%, higher than email, SMS, paid search and online display ads. Handwritten direct mail campaigns can expect even better results.
Receiving a handwritten note is a pleasant surprise. It’s a sign that there is a real human on the other side of the product. This authentic and human impression is far more memorable than alternative marketing strategies. Handwritten marketing campaigns are unusual, and this novelty has its own value. You can differentiate your brand and build long-lasting brand associations. Customers will link your name with the feeling of value and tactile experience of holding your note in their hands. There are similarities between this and holding your product.
So when should you reach out to people with handwritten notes? Here are a few scenarios:
- When your brand relies on personal connections and you want to reduce churn.
- To let past customers know about a new range of products.
- After a high value transaction—building rapport following a contract or purchase.
Email and social media led many to claim that direct mail was dead. But the fact that most people have stopped using it could help you stand out from the crowd. Handwritten notes and letters have the power to create better customer relationships. Is 2022 the year you start using handwritten notes?