In today’s digital world, a handwritten note can go a long way in improving user engagement and conversion. Particularly in the promotional industry, incorporating handwritten elements into packages offers a unique opportunity to stand out and create long-lasting connections with customers. Handwritten notes, as opposed to typed text, immediately tap into the emotional brain, evoking a sense of nostalgia and authenticity. Implementing handwritten thank-you notes can reduce return rates by 33% and even improve customer win-back rates by 9-12%.

So, why use them?

1.    Attention and Engagement

Handwritten notes help to differentiate you from competitors as they are more likely to capture the recipient’s attention. People are also far more inclined to read and keep handwritten notes, giving the message a higher chance of being absorbed.

2.    Emotional Impact

These notes possess a nostalgic quality that provokes positive emotions and memorability. A handwritten note often feels more authentic and warmer, making it easier to build trust and goodwill with customers.

3.    Trust and Credibility

The credibility of the message is enhanced, as handwriting is often associated with honesty and sincerity. Physical handwriting represents a human touch that digital or printed messages cannot imitate, building an extra level of trust.

4.    Personalisation and Connection

Handwritten messages are perceived as more unique and personal compared to mass-printed or digital messages. The time and effort invested in writing by hand suggests to the recipient that the sender genuinely cares, fostering a stronger connection between the two.

5.    Perceived Value

The scarcity of handwritten notes makes them seem more valuable, enhancing the effectiveness of the promotion, as recipients feel they are receiving something special. Their physical nature makes them more tangible and therefore more impactful, contrasting to the fleeting nature of digital messages, which are easily deleted or ignored.

6.    Reciprocity

The act of receiving a handwritten note can trigger psychological reciprocity in the recipient. They might feel compelled to respond positively, whether that be through a purchase, continued loyalty or even sharing the promotion with others.

7.    Brand Perception

Using handwritten messages helps your brand to come across as more artisanal or high-end, aligning with qualities like craftmanship and attention to detail. This approach reinforces brand identity, especially if your brand values align with personalisation and customer care.

Spotlight: LettrLabs and Smash Commerce

LettrLabs, a US-based company offering personalised handwritten direct mail, collaborated with e-commerce company Smash Commerce to improve the reviews of their products. LettrLabs sent handwritten review requests to Smash Commerce customers of 4 underperforming products. Through achieving a 10.7% review conversion rate, they managed to improve the average rating across these products from 3.7/5 to 4.6/5. This also resulted in a $390,000 revenue surge in the first month, giving them an ROI 16.2 times their investment.

What if you don’t have the time?

For companies unable to produce handwritten notes at scale, organisations like Pensaki or Handwrytten, offer robot-written personalised notes. These services allow for extensive customisation, like handwriting styles (including your own!) and different pen types (ball point or fountain).

Finally,

Incorporating handwritten notes in promotional packages is a powerful strategy for increasing conversion rates and user engagement. Through leveraging the psychological impact of personalisation and human touch, promotional products companies can create memorable experiences that resonate with consumers and drive business growth. It might be that you can offer this service to your customers, or just encourage them to use the strategy independently to improve the success of your products.