Running a business in 2025 can be very frustrating, where often effort doesn’t always equal reward. We’re bombarded with emails, we’re swimming in a sea of social media posts and buckling under the influx of AI generated content. But, amongst all this, a simple gesture is making a quiet comeback – the humble handwritten note. While it may seem like a quaint relic of the past (and for some, who believe that’s where it should stay), research and real world data are proving otherwise. Handwritten communications aren’t a gimmick. They aren’t just reserved for ‘old school’ businesses who haven’t moved with the times. Letters are such underrated tools to build connection, promote retention and encourage long term brand loyalty.

Why handwritten notes stand out

121 emails. That’s how many the average person receives in a day. It’s overwhelming to say the least. We check our inboxes, see the growing stream of unopened emails aka tasks to complete and become so overwhelmed we start to zone out. We’re selective about what we read. Not to mention the 5,000 additional marketing messages we see daily as we go about our everyday routines. It’s exhausting.

But there’s a light that shines bright in all of this. A carefully crafted handwritten note offers a welcome analogue moment of pause. A tactile, personal experience that captures attention. It’s you and them. No notifications vying for attention, nothing but you, them and a piece of paper. It captures and holds attention. It’s almost like something that goes back centuries, feels new, different, good.

And there’s data to back this up. In a 2023 study by the Direct Marketing Association, handwritten notes achieved a 99% open rate. Honestly, how high is your current email open rate, does it even come anywhere close? Typically email open rates hover around 20 to 30%. A 99% open rate is impressive and it’s a crystal clear signal that this low tech strategy works. 

The psychology behind pen and paper

The emotional impact of the handwritten note is backed by neuroscience. According to Dr David Eagleman, a neuroscientist at Stanford University, the brain processes physical writing as more personal and memorable than typed text. The added effort signals sincerity and care.

This aligns with the findings of Gallup, which reported that customers who feel emotionally connected to a brand generate 23% more revenue on average than those who don’t.

Real ROI. Handwritten notes as a revenue driver

Some brands have already used this strategy.

Chewy, the pet supply giant sends handwritten condolence cards when customers report the loss of a pet. These gestures routinely go viral on social media, reinforcing their reputation for empathy, and resulting in measurable upticks in loyalty and referrals.

This ROI isn’t just anecdotal, it’s trackable. Companies using handwritten thank you notes see:

Customer retention rates increase by 15-25%

Repeat purchase rates grow by up to 50%

Referral rates jump by 10-20%

Handwritten notes as brand differentiators

We’re at a point in history where we’re glued to our phones. Go to any park, railway station or airport and everyone is on their phone. As such, the personal touch when it appears, becomes a luxury. A handwritten note turns a transactional relationship into a human one. And let’s be honest, we’re all craving genuine human connection. Perhaps more than ever before.

Whether you’re an SaaS company thanking a new subscriber, an eCommerce brand delighting a first time buyer, or a service provider acknowledging new customers, a simple, thoughtful and well timed letter can work wonders. The pen becomes mightier than the algorithm.  

It also plays well into broader marketing goals.

• Boosts Net Promoter Score (NPS)
• Encourages user generated content (people love posting surprise notes on social media)
• Strengths lifetime value of customers

Getting started. High touch, low cost

Although you can’t say handwritten notes is ‘free marketing’, is there such a thing anyway, you really don’t need a huge budget. To maximise the ROI of your handwritten communications campaign:

• Keep it short but meaningful. A sincere sentence or two beats a templated message.
• Make it personal. Reference a recent purchase or interaction.
• Be consistent. Set aside 15 minutes a week to write just five notes.
• Or, if you’re really pushed for time, consider outsourcing your entire handwritten communications campaign to us who can plan, write and deliver your handwritten notes. All you need to is post.

We’re not just being nostalgic when we’re talking about hand writing a note. As automation and AI continue to accelerate, brands that invest in authentic, human connection are those that will be remembered. After all, who doesn’t love a random, handwritten thank you card, note or thoughtful letter landing on the mat?

If you’re curious to see what a campaign could look like for your business, get in touch and we’ll send you a free handwritten communications plan, unique to your business. Drop your details in the box below and we’ll be in touch. 

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