In today’s digital age, where digital marketing strategies dominate the landscape, incorporating handwritten direct mail into an online e-commerce store’s marketing mix may seem counterintuitive. However, handwritten letters offer unique advantages and persuasive elements that can effectively drive increased revenue. Here, we want to delve into the psychological impact of personalization, the power of putting your brand physically in a customer’s hand, and the ability of handwritten messages to cut through the digital noise and capture more attention. Through practical strategies, real-life case studies, and best practices, we will explore how handwritten direct mail is boosting customer engagement, strengthening brand loyalty, driving conversions, and ultimately resulting in higher revenue for the online business.
The Psychological Impact:
Personalization is a key element in all of marketing today, as it creates a sense of connection and relevance for customers. Handwritten direct mail provides the highly personalized touch that digital channels often lack. When customers receive a handwritten message, they feel special and valued, leading to a stronger emotional connection with the brand. This emotional connection can significantly influence their purchasing decisions.
Studies have shown that personalized direct mail drives higher response rates compared to generic digital campaigns. According to the Data & Marketing Association (DMA), personalized direct mail has a response rate 36X higher than email. The personalization achieved through handwritten direct mail taps into the subconscious desire for connection, making customers more likely to think about your brand when it comes time to make a purchase.
The Power of Tactile Experiences:
In an increasingly digital world, the power of tactile experiences should not be underestimated. Handwritten direct mail provides a tangible and physical element that engages multiple senses, creating a memorable experience for customers. The simple act of physically holding a handwritten message generates a higher level of engagement and triggers a stronger emotional response.
Research has shown that tactile experiences have a significant impact on memory retention and brand recall. A study by Temple University found that physical material, such as handwritten letters, activated the ventral striatum, a region associated with value and desirability. By leveraging the power of tactile experiences, online e-commerce stores can make a lasting impression and stand out from the digital noise that we call social media in 2023.
Cutting Through the Noise:
In the digital age, consumers are bombarded with countless digital ads and messages daily, leading to information overload and reduced attention spans. Without fail, half of the posts you see in your social accounts are actually advertisements. Handwritten mail provides a refreshing break from the digital clutter and offers a more intimate and personalized communication channel. More importantly, it offers your brand a time of specific attention not given to its digital counterpart.
The novelty and uniqueness of receiving a handwritten message capture customer attention and encourage them to engage with the content. Research conducted by Gallup revealed that 95% of adults viewed getting mail as a positive, and 84% looked forward to checking their mailboxes. By leveraging handwritten direct mail, e-commerce stores can cut through the digital noise and create a memorable interaction that stands out in customers’ minds.
Practical Strategies for Incorporating Handwritten Direct Mail:
1 – Personalized Product Recommendations: Use handwritten direct mail to recommend specific products or store events based on customer preferences and previous purchases. This personalized approach can drive repeat purchases and increase customer loyalty.
2 – Exclusive Offers and Discounts: Send handwritten letters or cards with exclusive offers and discounts to incentivize customers to make a purchase. This personal touch adds a sense of exclusivity, making customers feel valued and more likely to take action. Bonus points here is sending unique codes to each customer.
3 – Thank You Notes: Express gratitude to customers for their purchases through handwritten thank you notes. This simple gesture creates a positive impression and fosters a sense of loyalty, encouraging customers to return and make further purchases.
Real-Life Case Studies:
Warby Parker: The eyewear brand Warby Parker has utilized handwritten direct mail to connect with customers. After they ordered glasses for their home try-on, they receive a handwritten note from one of the company’s employees. This personal touch enhanced the customer experience and contributed to Warby Parker’s early growth.
Huckberry: Huckberry, as an upstart online men’s clothing and gear retailer, incorporates handwritten direct mail to engage customers. They send handwritten notes to customers, offering personalized product recommendations based on their interests and previous purchases. This strategy has resulted in increased customer engagement, repeat purchases, and a ton of positive word-of-mouth referrals.
Best Practices for Handwritten Direct Mail:
Maintain Authenticity: Handwritten mail should feel genuine and personal. When created, you want to avoid sounding generic and ensure that the message is consistent with the tone you have built for your brand. The message should reflect the brand’s personality in a personal way.
Focus on Relevance: Ensure that the message resonates with the recipient. Personalize the content based on data, preferences, and previous interactions. This level of relevance strengthens the emotional connection and drives engagement. Typically, you can pull this data from your Email Service Provider. We utilize profile properties and segmentation within the Klaviyo Marketing platform to ensure our marketing has maximum relevance.
Timing and Frequency: Find the right balance between sending handwritten direct mail and overwhelming customers. Consider important events such as birthdays, anniversaries, or VIP levels to send personalized messages. Well-timed communication helps maintain customer interest without becoming intrusive.
Let’s End This:
Handwritten direct mail, although seemingly old-fashioned in the digital age, has the potential to drive significantly increased revenue for online e-commerce stores. Its ability to provide personalized experiences, engage multiple senses, cut through the digital noise, and create a lasting impression sets it apart from digital marketing strategies. By incorporating handwritten direct mail into their marketing mix, online e-commerce stores can boost customer engagement, strengthen brand loyalty, drive conversions, and ultimately achieve higher revenue. Embracing the unique advantages and persuasive elements of handwritten communication allows businesses to connect with customers on a deeper level, leaving a lasting impact in a crowded digital marketplace.
