The Magic of Mail

Is there anything more innately satisfying than opening your mailbox and finding several pieces of handwritten mail? I think not. (Exhibit A: A postcard from Finland, one of several we found in our mailbox this morning!)

Now, certainly, this reaction would be a lofty, unattainable even, goal for direct mail to inspire. A clever promotion, no matter how flawlessly executed, cannot hold a candle to a personal note scribbled in ink. (And a sidenote here to my dear communications colleagues: Please, for the love of God, stop with the "handwritten" fonts. Either put in the time to truly handwrite something or use a real font. /marketing rant)

But I do think that the small moment of simple joy in receiving mail does offer communications professionals a guidepost to keep in mind as we craft direct mail campaigns. The right concept, delivered to the right audience, stands out among the junk mail crowd. When we truly know our audience, and speak to them accordingly, we create an emotional connection of its own right. This is the magic of direct mail. (And pssst, it's key to inspiring action on the part of readers, as well!)