“From a numbers perspective, email is a much noisier environment.”Īdvertising on social media has become increasingly difficult too.
“People our age get hundreds of emails a day, but they only get ten pieces of a mail a day, if that many,” says Pete Christman, the head of acquisition marketing at the shaving company Harry’s, which counts on mailers as part of its marketing. Emails often get deleted without so much as being opened, regardless of how cheeky the subject line is. The answer, as you probably know, is that we can’t and we don’t. How do we all stay on top of this? Footwear startup M.Gemi sends mail to new and existing customers. Our inboxes are overflowing with newsletters, real letters, ride-sharing receipts, lunch-sharing receipts, bills, fake bills, breaking news notifications, not-so-breaking news notifications, brand promotions, sales promotions, social media alerts, spam, and porn. They’d do giveaways and, if existing customers handed over their family and friends’ email addresses, they’d offer discounts too.įast forward 10 years and the virtual mailbox today looks a whole lot like our parents’ IRL mailboxes back then: A total shit show. A decade ago, companies looking to reach customers would often buy email addresses from third parties. The rise of young, digital brands spending money to mail us stuff speaks to the cyclical progress of shopping trends. Why do these disruptive, online-first companies want to be our old school pen pals?
#Example of snail mail code
Extra points if you buy something using the accompanying discount code found on all their mailings ($50 off of a mattress with the code MATTRESS50 $5 off at Glossier with the code Stamp!). But maybe you’ve done exactly what these companies want you to do, which is to go to their site. Perhaps you’ve tossed these mailers into the trash and moved on to your meal delivery kit. Electric toothbrush startup Quip targets new customers via mailers. If you’re a woman in the same age range, you’ve probably been mailed a millennial pink pamphlet from no-makeup makeup brand Glossier. If you’re in your 20s or 30s and live in an urban city, you probably have gotten, for example, a glossy, blue booklet from mattress brand Casper inviting you to check out its latest products. Yet over the last few years, brands - including hot, digitally savvy, direct-to-consumer ones like Casper, Harry’s, Wayfair, Rover, Quip, Away, Handy, and Modcloth - have taken to targeting customers in the mail. Print magazines are fading, more and more bills are paid online, and many brands have scaled back on printed catalogues, preferring to funnel resources into website upkeep and social media instead.
#Example of snail mail full
The idea of having a mailbox full of actual mail seems outdated.
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