Handwritten letters vs traditional postal advertising

Direct mail advertising has been a traditional way to reach consumers for decades.

In the age of the Internet, WhatsApp and social media, pen pals are an endangered species, as is writing letters in itself. Almost eight out of ten people said they had not received any personal letters in the last six months, according to the 2021 CNMC Household Panel. The percentage is at an all-time high and is growing every year: it seems a matter of time before it reaches one hundred. Or not?

In recent years there has been a resurgence of handwritten letter service as a more personal and authentic alternative. In this article, we will explore the evolution of traditional postal advertising and compare its effectiveness and cost with handwritten letters. We will discover how the personal touch of a handwritten letter can make all the difference in the new digital age.

The evolution of traditional postal advertising

Traditional direct mail advertising used to be the predominant way to reach consumers in the past. Businesses would send printed brochures, catalogues, and coupons through the mail to promote their products and services. This strategy was effective at the time, as there were not many other options available to businesses.

With the advent of the Internet and digital marketing, traditional mail advertising started to lose ground. Consumers are becoming more and more skeptical towards spam mails and are getting rid of them without even looking at them. Email advertising and online ads have become the most common ways to reach consumers.

Nowadays, businesses are turning to more creative marketing strategies to stand out from the crowd and grab the attention of consumers.

An emerging trend is the inclusion of interactive elements in postal advertising, such as QR codes that lead to promotional videos or interactive web pages. This combination of traditional and digital creates a unique experience for recipients and can significantly increase the response rate.

Another innovative strategy being used is precise audience segmentation. Instead of sending mass mailings to a generic list of recipients, companies are using demographic and behavioral data to personalize their messages. This ensures that mailings reach the right people at the right time, thereby increasing the likelihood of conversion and customer loyalty.

Personal touch vs. mass mailings

One of the main differences between handwritten letters and traditional direct mail is the level of personalization . Traditional direct mail is designed to reach a large number of people quickly and efficiently. It is based on the mass sending of identical or similar mailings to a list of recipients.

On the other hand, handwritten letters are personalized and unique. Each letter is handwritten by a real person and addressed to a specific recipient. This creates a more personal and human connection between the company and the consumer.

The level of personalization in a handwritten letter can establish a closer and longer-lasting relationship with the recipient. The fact that someone has invested time and effort to write a letter exclusively for them can create a significant impact on the consumer's mind. This can result in increased brand loyalty and a higher engagement with the message conveyed.

Personalizing a handwritten letter also allows you to tailor the message more precisely to the recipient's needs and preferences.

By knowing specific details about your customer, such as their interests, purchase history, or past interactions with your business, you can create more relevant and personalized content.

Effectiveness of direct mail marketing

Although traditional direct mail advertising has lost popularity compared to digital marketing, it can still be effective in certain situations. The effectiveness of direct mail marketing depends on several factors, including the quality of the mailing's design and content, as well as its relevance to the target audience.

In a world filled with emails and online ads, receiving a physical letter can be refreshing for consumers. The surprise and tangibility of a handwritten letter can capture the recipient's attention and increase the likelihood that the letter will be opened and read.

Additionally, handwritten letters have the potential to generate a higher response than traditional postal advertising. Consumers may be more inclined to respond to a personalized letter than a generic flyer or mass mailing. This can lead to a higher conversion rate and a higher return on investment for businesses.

On the other hand, it is important to note that direct mail marketing requires precise segmentation of the target audience to be effective. Sending letters to recipients who are not interested in the product or service offered can result in a low response rate and a waste of resources.

In addition, creativity in letter design is essential to stand out amid the information overload consumers are exposed to. Using eye-catching colors, creative fonts, and interactive elements can enhance the recipient's perception and increase the likelihood that the letter will be opened and read carefully.

Comparison between handwriting vs. traditional mail

A key consideration when comparing handwritten letters to traditional direct mail is the cost involved. Traditional direct mail can be cheaper in terms of production and postage costs. The process of mass printing and mailing is generally more efficient and less expensive than handwriting each letter.

However, the cost of direct mail marketing also includes the return on investment. Although handwritten letters may be more expensive to produce, their effectiveness can far exceed that of traditional direct mail advertising. A well-designed and written handwritten letter can generate better results in terms of response and conversion, which in turn can offset the higher initial cost.

Additionally, the emotional and relational value of handwritten letters should also be taken into account when evaluating costs. A letter that feels personal can generate a stronger connection with the recipient and create a lasting impression of the brand. This connection can prove invaluable in terms of customer loyalty and positive word of mouth.

On the other hand, it is important to note that handwriting can add a touch of authenticity and personalization that is difficult to achieve with traditional postal advertising. The time and effort spent writing each letter by hand can convey a message of care and attention to detail, which can be perceived positively by recipients.

Additionally, handwritten letters offer the opportunity to include unique elements, such as drawings or special embellishments, which can make the experience of receiving the letter even more memorable and special for the recipient. These personalized details can make all the difference in how the message is perceived and received by the target audience.

The art of handwritten letters

Handwriting is an art that has been largely lost in the digital age. Handwritten letters not only offer a different way to reach consumers, but they also pay homage to an ancient tradition of written communication. It is a reminder of the importance of human connections and affection.

In Hispanic culture, handwriting has been valued for centuries as a form of artistic and emotional expression. From passionate love letters to formal missives marking important milestones in people's lives, the tradition of writing by hand has left an indelible mark on history.

At Pioneer Direct Marketing, we are fully aware of this. That's why we provide you with the tools to make each communication a unique and memorable moment for your clients, regardless of their industry.

If you're ready to take your direct marketing strategy to a new level of personalization and effectiveness, we're here to help.

Visit our website Pioneer Direct Marketing to transform the way you communicate with your audience, making each message an unforgettable experience. Don't miss the opportunity to differentiate yourself in a saturated market: with us, the power of personalization is within your reach.