I received a letter today (OK, a direct mail piece) from L.L. Bean asking if I would like to register to receive emails from them with product information and special deals. Now I believe that the company has my email address because I’ve ordered from them online and received a receipt online.
I think they sent a letter because it was more likely to catch my attention – which it obviously did because I opened it. Much as we complain about the junk mail we receive, there sure is a lot less of it than the barrage of emails that we get every day.
It’s surprising how many people are searching for variations on “letter.” For the fun it of, I went into Google AdWords to check out searches with that word. In the past month, the simple term “business letter” was searched 1 million times tied with “example letter” and “reference letter.” The “thank you letter” was close behind with 823,000. That warms my heart to think that people are still writing thank you letters as discussed by my good friend Andrea Nierenberg in a blog she wrote for me entitled “Thank You Notes Are Not Only a Courtesy, They Can Lead to New Business.”
Younger people aren’t even reading email as they turn to Facebook to communicate with friends or pop them an instant message on their smart phones. Wouldn’t it be a hoot to learn that a vendor might have a better chance of getting their attention with an old-fashioned letter? I love the idea. Long live letter writing!