Sending a hand addressed envelope has always been an effective direct mail strategy—almost all hand addressed mail gets opened and read—but many businesses are now embracing a variety of handwritten mail solutions to increase customer engagement. By utilizing personalized handwriting in innovative ways, you can create mail pieces that don’t just get opened, but also…
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The internet has truly revolutionized how we buy and sell things—anyone can buy practically anything with just a few clicks—but the convenience of online shopping has also created unintended hurdles: decision fatigue and marketing fatigue. Too Many Choices: Decision Fatigue In the pre-internet era, consumers were usually limited to whatever was available in local stores.…
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The digital advertising market is booming—businesses spend over $500 billion every year to show trillions of ads to internet users. That’s a lot of ads, but most of us are just tuning out. We’re scrolling past the ads to get to the content we actually want to see, and around 40% of computer users have…
Read moreSending a hand addressed envelope has always been an effective direct mail strategy—almost all hand addressed mail gets opened and read—but many businesses are now embracing a variety of handwritten mail solutions to increase customer engagement. By utilizing personalized handwriting in innovative ways, you can create mail pieces that don’t just get opened, but also resonate with your target audience and increase response rates.
Most consumers receive plenty of marketing letters with handwritten signatures, but few of us ever receive a personalized letter that’s completely handwritten. Though these letters take more time to create, the results can be dramatic—businesses routinely report that response rates double or even triple after sending fully handwritten letters as part of their direct mail campaign.
Why do these letters work? Because a personalized letter shows that you’re committed to offering excellent service and that you value relationships with your customers. It also lets them know that there’s a real person ready to answer their questions and guide them to the right product or service. This is particularly important if you’re offering something that’s complicated to figure out your own, like medical insurance or financial planning services.
You might not need to send a full-length letter if a quick note will get your message across. This is a great tactic when appealing to younger audiences, who may view letters as long and old-fashioned. A short, handwritten note that encourages recipients to call or email you is effective and efficient. They aren’t bogged down in a long message, but you’ve demonstrated that you appreciate their business and want to personally connect with them—something that’s become increasingly rare in the digital age. And customers are more likely to remember your ad if it features a handwritten note, even if they don’t need your service right away.
Short notes are also a great way to connect with existing customers. Most of us get many marketing emails every day, but customers are just skimming past these messages—click-through rates are often extremely low. A handwritten note cuts through this virtual clutter and gives you an opportunity to invite customers to a special sale, provide a discount on a future purchase, or even show off new merchandise. It’s hard to resist a personalized invitation, and you’re helping to create a memorable brand experience and positive association with your brand.
A postcard is a fun way to send a message without the bulk of a traditional letter. There’s nothing to open, and recipients simply have to turn the card over to see their personalized note. There’s plenty of space on a postcard to let them know about your product or service, and you’re tapping into the happy memories that many people associate with receiving postcards from friends. Nostalgia is a powerful marketing tool, and a handwritten postcard with a great photo is more likely to be remembered and saved.
Even in the age of instant e-cards and email, paper greeting cards are still enormously popular throughout the US. According to the American Greeting Card Association, Americans purchase about 6.5 billion greeting cards every year. It’s clearly still a medium that resonates with people, and marketing professionals are realizing just how effective this strategy can be. A handwritten greeting card will get opened and read 99% of the time.
Greeting cards are also a great way to remind existing customers about upcoming events or let them know that you’re offering new products. Most businesses only make a profit when they keep people coming back, so it’s worthwhile to keep existing customers engaged and updated. It’s the perfect vehicle for sending coupons or special discounts to new customers, incentivizing them to become a repeat customer.
Selling a service that requires an in-person meeting? Writing an appointment card for potential customers can let them know that you’ve already scheduled time to meet with them. This works great for older audiences, who may want more guidance and personalized service. You can also have a message handwritten on the back of a business card. That way they’ll have all of your contact info, along with a personalized message encouraging them to reach out.
If your brand has already received positive press, then it’s a great tactic to point out those glowing articles to potential customers. A copy of the article with important information highlighted or circled will help customers understand why your brand’s products are right for them. It also lends legitimacy to your business and shows why other people already love your brand. It’s not a traditional form of direct mail advertising, but it’s a compelling and highly visual way for you to introduce customers to your brand.
Ready to get started? Check out Think Ink’s innovative handwriting and printing services to supercharge your direct mail campaign.