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Key Success Factors for successful handwritten campaigns

 

 

Thanks to a growing flood of daily (advertising) information, people have developed very successful defense strategies, such as deleting e-mails in a split second, without even opening them. One can say that a real fight for attention has erupted. Creating attention works best through uniqueness and showing people intrinsic appreciation. Uniqueness baffles, uniqueness is respected, and uniqueness in combination with appreciation delights people. Especially concerning client acquisition and retention it is often the supposedly “little things” that lead to success. Doing something extraordinary can be crucial for the growth and success of your company. Therefore, creativity is especially important in this context, so you can stand out against the actions of your competitors. Either you manage to distinguish yourself in the flood of daily information, or you become part of the flood yourself.

 

That is why 58 % of the companies that think of creativity as part of their corporate strategy have a yearly sales growth of 10 %. (Adobe Creativity Divide 2014). 

 

"Sometimes you need to take a step back in order to move two steps forward"

 

Working with handwritten sales letters in the digital age is a sign of creativity, capacity for innovation – and especially of appreciation for your customers. That is why customers of Pensaki have a response rate of up to 40 % with new business contacts. Yes, these really are extraordinary results. But handwritten letters of acquisition are no sure-fire success or even the “holy grail” for sales-related success in the digital age. To reap exceptional results with handwritten cards, invitations or letters, the keys to success listed below are crucial. - First to something basic: Either you write yourself, or you let someone write for you “by hand”. Pensaki sees itself simply as your private secretary. We support you if you can't write yourself or don't want to. Something we would like to discourage you from doing is the usage of “handwriting fonts” or of a base type (“new american cursive”). In Europe, this alternatives are regarded es non-authentic. The continuous cursive is the standard in Europe. The base type has been tested in different schools in Germany since 2011 as a variant of block letters – and that is where it belongs. But please don't put it on the desk of your valued business partner.

 

If you are striving for exceptional results, you need to do exceptional things.

 

The Pensaki checklist for successful handwritten campaigns:

 

1.Relevance of content, without publicity or a plain sales pitch, but a really personal message. Keep it simple stupid/short.

2. Data quality and qualification of the recipients (relevant target group, correct form of address, postal address, etc.)

3. Authenticity of the handwriting / cursive & quality of the used stationery as an expression of appreciation

4. The sender is a person and not a company

5. Exclusivity of the "handwritten" channel, i.e. the recipient doesn't get the same message per email ...

6. Include a "Call to action" („Be our guest“, „Get in touch with me“, etc.)

7. Use real post stamps.

 

A handwritten mailing can be realized quickly with Pensaki. But even the prettiest handwriting will only make an impact on the recipient if the message feels right. That is why you should invest enough time and work on the form and content of your text. Avoid strung-together phrases and don't annoy your reader with PR sayings. The handwritten mailing by Pensaki offers a unique chance: The external shape draws the attention of the reader. Rely on the KISS formula (Keep it short & Simple) – short sentences, relevant content and addressing the reader personally shows your appreciation of the other person. Present a clear “Call to action” (“Be my guest.”, “Get in touch with me.”, “Support me with...”), show that you are grateful or show your appreciation (“It was nice meeting you.”, “I'm looking forward to our project.”) or congratulate sincerely.

 

We'll gladly advise you, so that also your Pensaki mailing can be a tremendous success.

 

 

 

Content is King

Renounce using corny phrases and write customer-oriented because time is the most valuable commodity. When writing, try to always apply the KiSS formula (Keep it Short and Simple). Short sentences are easier to read and a sign of appreciation because you don't want to be perceived as a time thief. Write your text on the chosen paper with a fountain pen and only use our editor afterwards. Additionally, phrasing by hand is evidently much more productive.

We'll write 1:1 what you are submitting, given that it doesn't infringe our general terms and conditions (agb.pensaki.de). Pensaki neither spell checks nor verifies addresses. Our manual final inspection often notices mistakes, but most of the time it's to late by then since your mailings have already been written. Excerpt from our terms & conditions: 'The customer is responsible for accuracy and completeness of his information (especially of the address of the recipient) as well as for the correctness and completeness (including orthography) of the content of the documents to be created by Pensaki. When commissioning through the online platform, every customer is able to us the automatic spell check. Pensaki does not provide any correction or editing services.

 

Choosing the stationery

The success of your handwritten mailings depends significantly, aside from the substantial relevance for the recipient, on the quality of the chosen paper. Only then handwritten communication can make its maximal contribution. Handwriting on cheap printer paper will always look cheap. Paper is non-verbal communication because the haptic experience when touching mailings is a success factor that should not be underestimated. Haptic is the sensory perception of an objects texture through human sense of touch. For example size, contour, surface texture, weight or stability can be felt. Please choose the paper quality carefully for the desired target audience, appropriate to the writing utensil.

Our basic recommendations for paper quality are:

(1) Letters: At least 110 g/m² Letter

(2) Compliment cards: At least 250 g/m², or better 300 g/m²

(3) Envelopes: At least 100 g/m²

(4) Postcards 350 g/m² Postcard Cardboard

Preferably you always use a fountain pen and test the paper… Important: Never use surface-treated paper and choose subtle hues so the ink can take effect.

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