There’s something intriguing about a handwritten note. It almost demands to be read. Handwriting is an art, something that defines us as humans and creates an instant connection between the writer and the reader. When it comes to business, the humble handwritten letter has slowly been replaced by soulless digital communications, sent in a hurry without much thought. Is this why, as the years tick by, we’re increasingly searching for meaningful human connections? Seems contradictory, when we’re more connected than ever, yet we feel so…disconnected.

As businesses, we must work harder to rise above the noise. The online world certainly seems more crowded. So maybe, one of the ways we can actually stand out online is to step offline. Forward thinking brands are turning to an unexpected channel to achieve this with handwritten communications.

The much overlooked but appreciated thank you note, a random welcome letter sent to a new customer, or a re-engagement letter to ask after a client you worked with some time ago. It’s little touches like this that make such a difference.

2025 marketing trends point to personalisation – with depth

Simple personalisation isn’t enough. Brands must go further if they are going to make the impact they want. With that said, here are some key marketing trends in 2025 that support the use of handwritten communications strategies:

Empathy driven marketing. Brands are shifting from transactional to emotional. Handwritten notes symbolise care, attention and gratitude, key emotions in loyalty communications.

Digital Fatigue. Consumers are becoming overwhelmed with digital content. Average email open rates are hovering around 18% while handwritten notes boast an open and read rate of over 95%.

Offline touchpoints in omnichannel campaigns. Smart brands are reintegrating physical experience like mail and handwritten notes into digital campaigns to deepen impact and improve conversion.

What a Handwritten Strategy Looks Like in 2025

If you’re interested in building a handwritten communications strategy for your brand, there are some key points to remember. Importantly, the handwritten notes should be intentional, timely and authentic.

Examples include:

• Post purchase thank you notes
• Milestone messages to top tier clients or long term subscribers
• Onboarding letters from founders to new clients
• Surprise and delight campaigns
• Re-engagement notes
• Hand addressed invitations to VIP events or launches

Case Study Snapshot: Handwritten Wins

Airbnb hosts who sent handwritten welcome notes in 2024 saw a 28% increase in 5 star reviews and 22% higher rebooking rates than those who didn’t.

A SaaS company added handwritten onboarding messages to its enterprise clients and increased customer retention by 17% year over year.

Luxury brands including Dior have invested in handwritten than you programs for top spenders, reinforcing exclusivity and creating moments worth sharing on social media.

Your 5 Step Action Plan to Build a Handwritten Communications Strategy in 2025

Before this market becomes saturated as many others do in time, get ahead of the competition by integrating it into your business strategy. To deliver a campaign successfully, it’s important to follow a structured approach:

• Audit your customer journey
• Look at your current customer lifecycle and identify key emotional moments:
• First purchase or onboarding
• Renewals or anniversaries
• Support resolutions
• Customer milestones

These are perfect touchpoints for inserting handwritten interactions that delight and surprise.

• Set Goals and KPIs
• Determine what you want to achieve;
• Increase customer retention
• Reduce churn
• Improve post purchase Net Promoter Score
• Boost word of mouth referrals
• Extend the customer lifetime value

Setting measurable KPIs allows you to track the ROI of handwritten communications just like any digital channel, it just requires a more strategic approach.

• Segment Strategically.
• Not every customer will receive a note. And that’s ok. Focus on:
• High value customers
• VIP or loyalty program members
• Referral sources or influencers
• Customers at risk of churn

This ensures ROI is optimised while preserving the exclusivity of the gesture.

Consumers are craving authenticity, empathy and connection. Brands that understand this will lead in customer loyalty and advocacy. Handwritten notes aren’t just a novelty. If used well, they become a brand signature. Reach and speed are no longer relevant, meaning is more important than anything. And with a well-timed handwritten communications campaign, you’re never at the mercy of algorithms burying your message.

Let your handwriting do what digital communication can’t – make people feel seen, valued and remembered.

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 plan, unique to your business.

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