If You Want Your Customer's Attention, Use Snail Mail, Not Email!

Handwritten notes and cards may carry more weight with their recipients than their electronic counterparts, but research shows they make us feel good, too. (Illustration Pablo Rochat)

Oprah Winfrey. Richard Branson. George H.W. Bush. Taylor Swift

Besides fame and success, what do all of these people have in common?

Something surprisingly unglamorous and gloriously analog: a love of physical cards and letters. Of notes that need a lick and a stamp instead of a click and a swoosh.

Over the past decade, the number of first-class mail items sent through the Postal Service has dropped by more than 50 percent. Not counting holiday cards and invitations, the average American household receives just 10 pieces of personal mail per year. Nearly half of British children, according to one survey, have never sent a handwritten letter.

In an age of torrential email, incessant group texts and lackadaisical Facebook birthday posts, snail mail has become quaint, almost vintage. But that doesn’t mean its days are over. As a recent CityLab story pointed out, we can save snail mail — if we want to.

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David Sedaris, the best-selling author and humorist, is known for writing letters to his fans, his boyfriend and everyone he works with on book tours. He will also send a thank-you note if you have him over for dinner.

“I just feel like it’s classy to do it with real mail,” he said. “It’s too easy to do it on email. And it also doesn’t mean as much.” Not to mention, he added, “It’s nice to be thought of as classy.”

Whether it’s to say thank you, hi or I’m sorry — or to send a Q-tip attached to a sheet of paper, as Mr. Sedaris’s pen pal, the late comedian Phyllis Diller, once did — here’s why it’s time to bring snail mail back.

Writing By Hand Feels Good.

When we write by hand, we retain information better and may even boost our creativity. Plus, because we do it so rarely these days, it can be a welcome respite from typing.

“It’s more fun,” said Margaret Shepherd, a professional calligrapher and author of “The Art of the Handwritten Note.” “It is such a delight to see that ink go on that beautiful paper — to pick out a stamp, to slow down and realize you thanked or consoled somebody in the best way possible.”

The warm fuzzies that accompany writing are more than anecdotal. In one study, Steven Toepfer, an associate professor of human development and family studies at Kent State University at Salem, asked participants to compose three “letters of gratitude” over the span of a month.

They could write to anyone, as long as the content was positive. With each letter, the writers experienced higher levels of happiness and life satisfaction, and lower levels of depressive symptoms.

Mr. Toepfer said we all have a base of gratitude inside us, which can lead to positive psychological effects. “But we have to tap into it — and use it — to get its benefits,” he explained. “I think writing letters does that.”

Handwritten Notes Spread Love.

If you want to show you care, snail mail is an effective method. Think about the last time you received a hand-addressed missive — didn’t it make you smile?

Saeideh Heshmati, assistant professor of positive psychology at Claremont Graduate University, recently researched what makes people “feel loved.” She found that “small gestures in everyday life,” like people supporting you without expecting anything back or showing compassion during tough times, were what participants most agreed upon as “loving.”

Since cards require more effort than email, Ms. Heshmati said recipients will likely “feel more loved because you took the time to do that for them.” She added, “It’s the care that comes with it that signals the love.”

Snail Mail Is, Well, Slow (and unique).

Whereas emails are something to rush through on the way to Inbox Zero, cards and letters are something to cherish; to set on a desk, to stick to a fridge, to bind into a book for future generations.

In the digital age, we are “assaulted by a barrage of information — much of it having little or no importance,” Florence Isaacs wrote in her book “Just a Note to Say.” “Yet personal words on paper often are saved in a shoe box, becoming a memory to be revisited through the years.”

For proof, look to Letters of Note, a popular site that offers an intimate window into history and the characters who shaped it. While there may someday be an “Emails of Note,” it wouldn’t impart the same romance. After all, the swirl of the letters, the smudges of ink and the pastiche of paper are what brings us into each writer’s world.

You don’t have to be a writer or an artist to send meaningful notes.

Because of snail mail’s novelty, what you say — and what it looks like — often matters less than the act itself.

“My husband sends handwritten notes scratched out with a pencil, and people just sit up and sing,” said Ms. Shepherd, the calligrapher. “They’re so happy to get something in the mail, even if it doesn’t have a lot of production value.”

If you find yourself struggling to find the appropriate words, she recommended keeping it simple and writing as though you are talking to your recipient. If you don’t know who to write, start with the children in your life or reach out to deserving strangers through initiatives like More Love Letters or Operation Gratitude.

When one of Mr. Sedaris’s friends comes out with a new book or play, he sends a card with specific details like: “I loved it on Page 38 when you did this.”

“I just realize how much it means when somebody goes into details,” he said. “I know it makes me feel good, and it’s not that hard. … A little effort is all it takes.”

Getting started is easier than you think.

Mr. Sedaris is right: Although snail mail requires more work than its digital kin, it’s still not hard.

Avoid the agony of scouring last-minute, overpriced $5 cards in the drugstore by purchasing a set of blank cards to keep at home. Craft fairs and farmers’ markets usually have lovely handmade ones, and even the dollar store sells passable sets. If you have a favorite artist or illustrator, they may have an Etsy or Gumroad shop where you can buy their work printed on blank cards.

Then grab a book of stamps and a nice pen and toss it all into a shoe box. Now you’re ready for snail mail — with minimal hassle. (You can even batch cards at the beginning of each month by scanning your calendar for upcoming birthdays and celebrations.)

The next time you’re tempted to send a congratulatory email or a digital birthday message, try a card instead. If you’re looking for an event to kick you off, consider making this holiday season the one where you offer friends a chance to get on a holiday card list — no strings or reciprocation attached (if that’s O.K. with you) — and send a personal note to each loved one who signs up.

“There’s something permanently charming about getting an envelope in the mail,” said Ms. Shepherd. “It’s as if somebody gift wrapped their words for you.”

It seems so 20th Century. With text messages, Facebook messages, tweets, video chat, etc., not to mention good, old-fashioned email, why would anyone use postal mail to reach out to customers?

Because, depending what you're trying to accomplish, it can be surprisingly effective, according to small-business marketing maven Mark Satterfield, author of The One Week Marketing Plan. Let's start with the response rate for unsolicited messages. "Direct mail responses vary, but anything from 0.5 to 2 percent is considered good," Satterfield says. "For unsolicited email marketing, a good response rate is 0.01 percent." Not only that, research shows that physical media, such as a paper letter, postcard or flyer, leaves a greater impression on the brain than electronic media does. "So you have a higher chance that your promotion will be acted on."

There's also a higher chance it will stand out from the crowd. "Even in consumer marketing, the volume of mail people receive every day has dropped dramatically," Satterfield says. "So we're seeing even an oversized postcard with an intriguing call to action having very good responses."

With all these advantages, it's worth considering a direct mail campaign any time you're looking to increase sales or find new customers. But Satterfield says there are certain situations where direct mail is particularly effective:

1. When you want to reach high-level decision makers.

Email marketing to this demographic never works, Satterfield says. "Their spam filters are so tight that if you send unsolicited email it has zero chance of getting through," he says. "Whereas if you send a direct mail piece that looks like business correspondence, it's much more likely to get through."

2. When you're introducing yourself.

New to the neighborhood, or the industry? A direct mail piece is a great way to grab people's attention in a crowded marketplace. An oversized postcard with compelling graphics might just catch their eye when an online ad or unsolicited email would be ignored.

3. When you really want to target your audience.

One nice thing about buying direct mail lists is that they can be targeted quite precisely. "If you want to target people by zip code or profession or which associations they belong to, you can buy all those lists," Satterfield says. If you've imagined personas for your target customers--and if you haven't you should--you can create direct mail campaigns targeted tightly to those people.

That can help you save on costs as well. If tight targeting has produced a list of only 100 people who truly fit your target customer profile, and your direct mail item costs $0.65 apiece, you can reach that target market for only $65 plus the cost of buying the list.

4. When you're tying a promotion to a holiday or event.

Direct mail is an especially way to get the word out and customers through the door when you're running a promotion that ties in with an event such as a sporting match or a holiday. "If you tie your services or product to a holiday and then do promotion around that holiday, it can be particularly effective," Satterfield says.

"We had an irrigation service client who did a direct mail piece around Arbor Day," he adds. "Who even remembers when Arbor Day is? They sent an oversized postcard reminding people about the holiday and offered a discount. They sent it to a zip code where there were expensive homes. It was very successful."

5. When it sends people to your website.

"Direct mail is a great way to get people's attention and start a relationship," Satterfield says. "It's not that effective at actually selling things."

This is why your direct mail marketing should have a strong call to action, which in most cases will be to send people to your website for more information, to receive a discount, or download a free piece of content.

One consulting firm had a free report available on its website and the purpose of the direct mail piece was to get recipients to download the report. But to do that they had give their names and they were offered the chance to opt in for email messages. Opt-in email lists are very effective for marketing, so the combination of the direct mail piece and the website were very effective, Satterfield says.

"If you view the objective of your direct mail campaign as getting people to express interest in you, then it's very powerful," he adds.

Nearly every business is focusing on digital marketing these days – as they should. Email, social media, video and blog posts are all effective and viable ways to reach a consumer base that would sooner dictate notes to their smartphone than whip out a notepad and pen.

But this is not to say that traditional marketing methods are a thing of the past. Direct mail has gotten a bad rap as junk mail that goes right into the trash can, but when used properly it can help your business stand out. In fact, some people respond well to physical mail: Compu-Mail reported that, in 2015, 23% of consumers bought or ordered something as a result of receiving direct mail in the previous 12 months.

Below, 12 communications executives from Forbes Communications Council share advice that will allow you to tap into consumers’ nostalgia for receiving personal notes and packages via snail mail.

1. Be exclusive.

We use physical mail to invite top prospects to our events or to become members. Cutting through the noise of a C-level executive’s inbox is a constant challenge. A well-timed, well-designed, physical mail piece helps us stand out. Use exclusivity to entice the recipient to your website. Make them feel special. – Freya Smale, The Millennium Alliance

2. Get dimensional.

If you want your mail to be opened, be remembered and, best of all, elicit a response, send a box that arrives via UPS, FedEx, etc. It’s like receiving a gift! People will throw away envelopes in a heartbeat, but a dimensional package will be opened right away and engaged with. With simple, compelling messaging and a product sample, a dimensional package will be a home run. – Rebecca Kritzman, Equifax

3. Use social media to find your perfect target recipients.

One way we like to use physical mail is for surprise and delight. We often find users on social media complaining about not getting a good night’s sleep or being tired at work, so we will message them for their mailing address and send gifts – anything from a sleep mask to a memory foam pillow or even a mattress. This helps us remain top of mind for the consumer. – G’Nai Blakemore, Mattress Firm

4. Make it handwritten.

While it’s nice to receive a thank-you email, it’s more sincere to receive print mail that is addressed by hand. Take five minutes out of your day to handwrite your clients or customers a thank-you card. A simple yet authentic handwritten gesture such as this will surpass any digital card or email, and will allow you to connect with others on a more personal level. – Makenzie Bonham, Burnett’s Staffing, Inc.

5. Use seeded paper to grow together.

Whether it be recycled, reused or reclaimed, the trend of circular is at the forefront. If you are going to send physical mail, don’t get thrown out – get planted! Consider writing or printing on seeded paper and make an impression with impact. This to-be botanical beauty is eco-friendly and grows into a real plant or flower, leaving a physical reminder of your message. Stand out and grow together. – Bobby Chow, Firmenich

6. Send it via messenger.

Physical mail is your secret weapon when prospecting new clients or partners. Your average prospect receives hndreds of emails on a daily basis. That’s a lot of digital noise to cut through. Have a messenger deliver a custom care package (cupcakes, edible arrangements, flowers, etc.) with a personalized note/offer directly to their office. – Sabrina Clark, BrandYourself.com, Inc.

7. Integrate your digital and direct mail efforts.

Take the time to integrate digital marketing with your direct mail efforts. Improve your return on investment by embracing personalized URLs (PURLs) and custom landing pages in direct mail campaigns. These digital efforts give potential consumers a firsthand experience of your brand while experiencing a high level of customer care. Plus, PURLs are fun to create. – Alysia Gradney, Vision Source

8. Send a personalized note from your CEO.

We created a book campaign around “The Quest,” a book about reducing the cost of energy through life extension. We sent the book with a personalized note from our CEO to all of our customers and prospects. It provided an opportunity to call to ensure the prospect got the book and schedule a follow-up discussion. – Jill Szpylman, Sentient Science

9. Send a post-meeting thank-you note.

I always make a point to send a handwritten note after meeting with someone for the first time. Email doesn’t carry the same weight; a handwritten note shows you’re taking the time to build a relationship and you can add a touch of your personality with customized stationary. Don’t be afraid to go retro with snail mail to get past cluttered inboxes. – Ashley Murphy, Stribling & Associates

10. Choose a special date.

Not many people like getting snail mail, but handwritten notes carry a bit of curiosity and nostalgia that few can ignore. Use that to your advantage and send handwritten letters to your most valued customers — but choose a date that’s unique. Instead of a standard holiday message, consider sending a note on an anniversary or birthday to ensure you truly stand out from the crowd. – Brandie Claborn, McAfee

11. Send a treat with a note.

We’ve seen a five-time increase in lead-to-appointment rates with cold prospects by sending them a tin of delicious cookies along with a personalized, handwritten card as a way to open a conversation. It quickly warms up the gatekeeper so that when our sales rep calls, they say “Oh! You’re the guys who sent the cookies! Let me put you through.” – Corey Quinn, Scorpion

12. Create a video mailer.

A few years ago, our client approached us with a problem: They wanted to boost the effectiveness of their door-to-door sales. We designed a motion graphic that explained their product in one minute. They mailed out this motion graphic to prospective clients using UviaUs video players — small, affordable and beautifully packaged. It boosted contacts more than 25%. – Erin McCoy, Killer Infographics

Shared from Forbes.com