MARKETING & ADVERTISING • August 30, 2016
1 minute Read
Think about your inbox for a moment. There are probably hundreds, maybe even thousands of unread emails. The reality is up to three quarters of inboxes are spam or marketing emails (all of which you’ll probably check all and then delete almost immediately). But the physical mailbox is a more personal space. Emptied just once per day, 77% of people sort through their mail as soon as they get it—but will they open it? The numbers are encouraging. When direct mail is sent to existing customers, the response rate is 4.4%, as opposed to email’s response rate of .12%.
To ensure you’re getting the most out of your direct mail campaign, studies suggest adding a handmade touch. The average person receives only one handwritten letter every seven weeks. Given the rarity, hand-addressed and stamped envelopes boast open rates as high as 99%. Handwriting conveys a personal touch that lets the receiver know it’s not something to throw away. You can also go a step further and include a handwritten note on the inside of the mailer, sending a personalized message to say thank you or target potential clients.
Scripting every message and envelope can become time consuming, especially for a small business with a large mailing list. Fortunately, there are direct mail services that specialize in handwritten mail. Companies like MailLift and LetterFriend will create an entire campaign and write every single word by hand, whether it’s just the envelopes, or full customized letters. If you’d like to start with trying printed fonts that look handwritten, choose a company like Get It Opened— they’ve created fonts with variable letters, meaning that two letters written on the same sheet will look slightly different, giving it an authentic handwritten look.
Leverage the benefits of a well-targeted, handwritten direct mail campaign for your small business. Though the upfront investment of time and money is more than email, you’ll make more connections, nurture your existing customers, establish brand loyalty, and create long lasting relationships.
Photo credit: Alexander Kalina/shutterstock.com
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