Don't underestimate the importance of touch - paper qualities matter a lot!
Sending a handwritten note on cheap uncoated wove paper, the one is used for photocopiers and faxes is making no sense. Choosing the right paper for your handwritten campaign is critical to maximize the effectiveness of your campaign. Quality stationery is touched, noticed, and it shows the recipient that you took some time and care in sending your correspondence.
"We have invited several thousand executives to our festival with handwritten Pensaki invitations and the response was great."
"Good old handwriting boosts leads for DIGITAL Oracle Eloqua CAMPAIGN. Lead conversion rate of around 40%! Like it."
"We've achieved an attendance record at our event and received a lot of great feedback, largely due to the handwritten invitations from Pensaki."
Bestselling Marketing Author
Pensaki is possibly the coolest marketing service I've seen, and this is due to their on demand, handwritten, direct mail services"
Dominic Multerer GmbH
"PENSAKI delivers great results. It's unusual and effective."
"Superbe online service, indistinguishable from a (human) handwritten card. We are a satisfied customer for several years already."
Touch is one of the 5 human senses that define how we perceive the world around us. Touch can make a stronger impact than sight or sound alone. Touch is an important part of the communication process. The science of touch is called haptics. Every single touch influences somehow human emotion and decision making.
Therefore touch is critical to any brand experience and brands need to master the “science of touch” if they want to maximize customer engagement along the customer journey, by leveraging e.g. haptics to create meaningful marketing pieces that forge meaningful connections between the brand and its customers.
These are some of the important haptic factors:
- Size and chosen format respectively
- Surface texture
- Paper weight and firmness
Even the simple act of touching objects, like direct mail, can trigger the so called endowment effect, subconsciously increasing the perceived value of the brand and its products in the eyes of customers.
- One touch, no matter how fleeting, can significantly influence our judgment of something completely unrelated.
- Not all memories are created equal.
- Touch has the power to shift the brain into a deeper level of engagement.
A recent study discovered that paper quality makes a difference as participants were more likely to recall information printed on heavy, high-quality paper than on low-quality paper.
First impressions are everything, and touch can help ensure that impression is a good one.
Make sure that your bespoke “handwritten” direct mail campaign leverages the power of the touch by selecting the corresponding paper quality.
For direct mail campaigns with 1.000+ handwritten letters we can organize the printing or purchasing of your stationery locally in order to reduce the carbon footprint of the project. In this case you simply send us your designs and we will take care of the rest locally.
Paper Weights Recommendations
Classic stationery [writing paper]: min. 110 GSM (g/m²)
Letter cards, Compliment cards
> single sided cards min. 250 GSM (g/m²)
> folded cards min. 200 GSM (g/m²)
Envelopes: min. 100 GSM (g/m²)
Postcards* : min. 280 GSM (g/m²)
* in the case of postcards we recommend to use postcards to with a gloss laminated front.