Snail Mail is Good Mail!
In this age of technology many have come to rely on email, and texting, as a means of faster and more immediate communication.
And the somewhat derogatory term snail mail came into being, a dig at the pace at which the U.S. Postal Service moves our letters, cards, advertising, catalogs, and packages, plus all sorts of stuff none of us want. We call it junk mail. Interesting that junk mail online is called spam, isn’t it?
But snail mail is good mail, and may be better than email, in some cases at least.
So why is snail mail a good thing, and becoming better?
First, it tends to grab your attention, if done well. And it can set you apart from others who abhor snail mail and only do the technology thing. Snail mail just may be more memorable for the recipient, especially those who aren’t email lovers.
Plus given the volume of email everyone receives, your valuable mailing online just might get lost in the shuffle, or end up in those clever spam filters because of your subject header or the attachment you include. And immediate arrival of much of what we might send via snail mail is just not that darn important. Snail mail could be a cost thing I suppose, but don’t forget those taxes!
Consider hand written thank you notes. These aren’t very common any more but I haven’t heard anyone complain about getting one in the mail yet. Somehow a hand written thank you, or some other sort of note, sends a more caring, heartfelt message, and a memorable one.
Other cards you can send include congratulations on closing, anniversary dates of closing, birthdays or un-birthdays if you don’t know that important date, to name just a few. I often include my branded screen cleaners as another way to be remembered!
How about direct mail and farming postcards or newsletters. I dare you to tell our resident marketing expert Barbara Todaro that snail mail is not good. Just read any of her posts about the mailings she does and the success she has with them, which can include just listed, under contract, and just sold postcard, offerings of a Free Market Analysis, and more.
Do you think that would work online? No way!!Whether you use a service, send via EDDM or others, snail work can and does work. Ask Barbara!
We all know staying in touch with past clients, and our sphere is essential, and there are lots of ways to do that. But in addition to calls, pop-bys, and emails, snail mail is yet another way to stand out, even with those who already know, like, and trust us. Some might even prefer it, and you can be more creative with what you share via snail mail.
And instead of a plain white envelope, your snail mailings could be more innovative, like the purple envelopes that Sally K. & David L. Hanson use with such success for their newsletters and other mailings. What a great idea to stand out!
So for those of you committed to technology, don’t pooh pooh the impact of snail mail as part of your marketing and staying in touch campaigns. We know it can and does work. Consider, also, the target audience.
And if you are a big snail mailer, why not share what you are doing and how it’s working!