Hold On!

Hold Up

Please select a minimum of three sectors in the menu above.

Got It
  • A nicely-timed note can nudge a customer into action
  • A nicely-timed note can nudge a customer into action
    Парки Татарстана, Creative Commons (2017) ©
Thought leader

How can handwriting make marketing more human?

Snail mail may seem outdated in the digital era, but direct mail campaigns garnered a higher response rate than any digital channel in 2016. Canvas8 spoke with Charlotte Pearce, founder of Inkpact – a handwritten marketing company – to find out why the pen can be mightier than the keyboard.

Location Northern Europe / North America

Scope
“When I was at university, I went along to a marketing and entrepreneur day,” says Inkpact founder Charlotte Pearce. “One of the guys in the audience said he loved to send handwritten letters to his clients, but he could only send ten then his hand hurt.” The seed was planted and within a week the pair had sent out 100 blue envelopes. “He called me a week later and said that out of the 100 sent out, 33 people actually turned up to his office.” [1]

Four years later, and Inkpact now helps businesses such as Unilever, ...

Canvas8

Related

  • People feel emotional about products with their name on People feel emotional about products with their name on

    Personalisation is being used for everything from direct mail to coffee cups to bolster a connection with customers. But new research suggests that, while personalisation is effective when done right, getting it wrong can have long-term negative implications for brands.

  • Article image Just for me? The science of special treatment

    Whether it’s an unexpected upgrade to first class on a flight or simply a cup of coffee on the house, nobody would turn down a freebie, right? Canvas8 sat down with Dr. Jiang Lan to find out how people react to special service, and why the perks of preferential treatment aren’t always welcome.

  • Article image Why pen and paper are making a comeback

    Despite living in the digital era – with note-taking apps offering a high-tech alternative to regular notepads – manufacturers of writing tools and planners are experiencing a boom. So what’s behind the return of pen and paper? And is this revival anything more than a hipsterish fad?

  • Article image Why direct mail is hitting home

    Whether it’s cluttering our inboxes or littering our letterboxes, junk mail is an unavoidable irritation; Brits receive 3.2 billion pieces every year. But while it might be hateful, it’s also effective. What is it about direct mail that spurs sales even as we rip it up and chuck it out?