Once upon a time, your folks suggested you write & send thank you's after a job interview. As analog as it may seem, they were on the right track - read on to see why handwritten notes work for growth-focused organizations.
While any business technically can send a handwritten note nowadays, consumers are likely to sniff out the inauthentic ones pretty quickly (I’m not sure the CEO of [insert Fortune 500 co here] is personally writing to me, but hey - anything can happen).
That said, there are a few businesses for which handwritten notes are a great fit.
This is certainly an incomplete list, but should provide an idea for thinking through whether handwritten notes can be effective for your own business.
Let’s next take a look at why handwritten notes are effective for growing organizations.
Perhaps the most obvious benefit of handwritten notes comes from the fact they’re so rare to begin with. Recent surveys suggested that two thirds of Americans hadn’t received a handwritten letter in the past year (and nearly 50% haven’t gotten one in the last five years)(1).
That means the vast majority of organizations aren’t sending handwritten notes - a fact that growth-focused businesses can use to their advantage. Sending a personalized & well-timed handwritten note to a customer - whether that’s a thank you for purchasing your product, or a welcome to a brand new client - is a great way to set yourself apart in crowded markets.
(1) Source: https://www.cbsnews.com/news/most-americans-havent-written-a-personal-letter-on-paper-in-over-five-years/
Handwritten notes are a rarity in part because they take time and effort. It’s not a huge amount - but enough to ward away 99% of folks from reaching for the stationery.
Humans subconsciously appreciate more effortful forms of communication. As a simple example, consider how much you value a personal phone call on your birthday, versus a generic email.
Interacting with brands is no different. As consumers, we respect non-generic outreach more highly and hold those brands in greater esteem. Businesses can (& should) go a step further in tailoring their messages to the individual, which further acts to enhance brand perception.
Businesses thrive on relationships. This is true for local businesses, SMBs, and larger organizations alike.
Handwritten notes allow you to lean into the connections you’ve worked hard to build. Handwriting your notes to customers and partners communicates that you value your relationship enough to spend time sending an individual message. And a tailored & thoughtful message leaves a lasting impression that can foster loyalty over the long term.
Handwritten notes are not only memorable, they also give your contacts a tangible reminder of the experience they had with your business & your personal follow-up. It’s not uncommon for recipients to hold on to a genuine handwritten card longer than they would a printed letter (let alone an email). We at PenPals are guilty of hanging on to more than a few kind thank you notes we’ve gotten over the years from both friends & organizations.
That physical card gives your organization an immediate leg up the next time your contact makes a purchase or donation.
PenPals helps businesses run personalized handwritten outreach. We handle strategy, production, and mailing - complete with genuine ballpoint pen & ink, branded stationery, and first-class postage. Our integrated campaigns include landing pages, tracking, and AI-generated insights. Get in touch to see how we can help you include handwritten mail in your marketing strategy.