Mail vs Email: Dinosaur Branding Techniques

Is mail a dinosaur? Compared to email, it may be. I check my mailbox about twice a week. I check my email inbox about twice a minute.

Maybe it's because I don't get much mail, in fact here's my count for all of 2012:
  • 3 cards
  • 1 personal letter
  • 2 postcards
I'm not kidding! In less than 10 years first class stamped mail has been cut in half from 50B in 2002 to 25B in 2011. 
[Source] about.usps.com/who-we-are/postal-facts

Aside from bills, coupons, direct mail spam, and magazines I rarely get actual mail...so is "snail mail" just a dinosaur or could it be the new differentiation in personal branding?

Here's why I don't usually send mail via the post office:
  • My handwriting is sloppy, so typing is easier
  • email and social media deliver quicker
  • actually locating a stamp and walking to the mailbox are a lot of work
Here's why I should send mail via the post office:
  • Personalization
  • Make an impression, show someone they are worth a stamp and a trip to the mailbox
  • IRL (In Real Life)- mail is an actual object that touches more than one of the recipient's senses. They can touch, see, smell, and taste ( if they so choose)...even hear it if it is a musical card!
Would it stand out amongst the clutter if you sent a business prospect or a valued client a handwritten note instead of an email? I think it's worth the effort to find out.

Let's not let it go extinct.
I plan to send an actual card or letter to some lucky someone and repeat until it becomes a frequent practice, rather than dinosaur behavior. I think it will make someone feel special and maybe even start a new trend. Maybe my mail stats will increase in 2013 as a result.

When's the last time you sent or received a letter?


  1. In business, almost nothing you can do makes as big an impression as a handwritten thank you note,

  2. We should all take note of that :)

  3. +1 Terry. That's s tip that's often repeated but rarely implemented. In a prior life, I did this regularly but have gotten out off the habit. Thanks for the reminder!

  4. Handwritten thank you notes delivered by mail have been one method I've used to help me stand out in a crowd and grow relationships with some mentors and friends. I started doing this after reading one of Jeffery Gitomer's books. It also makes me feel good when I'm writing them; it makes me even more grateful.

    For everything else, however, I use email, texting or social media.


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