Big business will hardly bat an eye at these changes. But small businesses? Even with reduced rates for bulk mailing, a small business will think twice before mailing 500 Christmas cards. Maybe an e-card is a better option. (Never mind about the new anti-spam legislation... that's for another day.)
If my prediction is correct — that the increased prices will deliver more unwanted flyers and less valuable, personalized mail — there is an opportunity to be had.
People feel good when they get – and send – mail
Receiving a piece of quality mail — a hand-written letter or card — has become a simple but welcome phenomenon — a diamond in the rough.
According to this article in the New York Times, hand-written notes are experiencing a re-birth. They've always been a sign of good manners, but they are back in vogue for more reasons than Emily Post understands.
U.S. postal rates have not risen as drastically as Canada's, but research to the south suggests the letter-sending renaissance is connected to the digital revolution. Guy Trebay's aforementioned article sites experts that say an emotional connection is forged by choosing stationery, putting thoughts to paper, and sending a card.
The intimacy is matched on the receiving end — opening a letter, holding it in your hands, and engaging with it.
The letter forges a bond between sender and receiver, a bond not achieved through a "Thx for gift TTYL" text.
In business and in our personal lives, we strive to create bonds. Whether you are looking for a sale or to improve a relationship, touching the emotions of a person means you are connecting, moving a relationship forward, and earning loyalty.
I'm sure you can see where I'm going with this post: Send hand-written notes!
A note shows you took the time to choose stationery, think about what you wanted to say, looked up the receiver's address, sealed the envelope, put a stamp on it, and dropped it in the mail. A note shows you care about the person on the other end; it shows you value the relationship enough to devote time to it.
And, in a world where the amount of personal mail is reduced by increasing costs of postage and digital communications, your note, in an anything-but-#10-envelope, with the hand-written address, will stand out like a turquoise Tiffany's box. And your message is the jewel inside.
> Further Reading
Hooked on the power of letter writing? Check out More Love Letters, a global movement to spread joy through letters. You can leave unaddressed love letters to life around your town, or you can send a letter directly to a person in need of support.