99% of the time when I get direct mail it goes immediately from my mailbox to my recycling bin. I suspect that’s the case for many of us. But every once in a while, I get something like this:
From the outside, it’s a hand written card – of course, I’m going to open it. As I removed the card from the envelope I see an awesome picture (as the front of the card) of the boat I keep at a marina in Boston.
Inside was a personalized message along with an additional hand-written note from a local business (Birch Marine) that does boat servicing, repair, and upgrades.
The entire experience of receiving, opening, and reading the card put a big smile on my face and got me immediately thinking about things I may want to use these guys for work on my boat.
In a world of a lot of email spam, I have to say receiving such a personalized, warm, and meaningful piece of physical mail absolutely resonated with me in a big way – even though it is, technically, direct mail.
No one wants to feel generic which most direct mail (and direct email) evokes. What I received two days ago made me feel human…and special. Isn't that what all marketing should do?