Case Studies
Proof in Action: Handwritten Personalization vs. Traditional Direct Mail
Case Study
Open Rate
Digitally Addressed or Hand Addressed Direct Mail: Which has the highest open and response rate?
TEST DETAILS: To determine the “true” open and read rates, we conducted a case study with 4,000 participants divided into 8 test groups of 500. Each recipient was mailed a FREE $25 check as part of the study. The number of checks cashed in each group served as a direct measure of how many recipients opened and read the mail.
Below are the actual results, showing the number of recipients who opened the envelope and cashed the check.
Open Rate Case Study, Hand addressed envelopes versus digitally addressed
Open Rate Case Study, Hand addressed envelopes versus digitally addressed
See the Results


Hand Addressed Mail
99.2%
Open Rate
- 500 Pieces mailed
- 496 Pieces opened

Financial Mailer
46%
Open Rate
- 500 Pieces mailed
- 228 Pieces opened

Confidential Mailer
21%
Open Rate
- 500 Pieces mailed
- 105 Pieces opened

9 x 12 Mailer
14%
Open Rate
- 500 Pieces mailed
- 66 Pieces opened

Free Money Mailer
69%
Open Rate
- 500 Pieces mailed
- 348 Pieces opened

Priority Mail
45%
Open Rate
- 500 Pieces mailed
- 227 Pieces opened

Credit Card Mailer
15%
Open Rate
- 500 Pieces mailed
- 73 Pieces opened

Official Mailer
30%
Open Rate
- 500 Pieces mailed
- 151 Pieces opened
Case Study
Handwritten Card / Letter
The Effects of a Handwritten Letter or Card in Direct Response Mailing
A high-end pool and landscape company, has long relied on direct mail to attract new customers. Their standard marketing package included a brochure and a typed letter, sent in a digitally addressed 6×9 envelope—a strategy that consistently delivered strong results for years.
To explore ways to enhance their response rates, we conducted a test. We swapped the standard envelope for a hand-addressed one with a live stamp, and replaced the typed letter with a handwritten card. The goal? To see how these personalized touches could impact engagement and drive even greater success.
The results were eye-opening!

Typed Letter |
|
---|---|
Direct Mail Quantity |
2,000 |
# of Calls |
17 |
Confirmed Appointments Booked |
11 |
New Sales |
5 |

Think Ink Marketing |
Handwritten Card |
---|---|
Direct Mail Quantity |
2,000 |
# of Calls |
32 |
Confirmed Appointments Booked |
21 |
New Sales |
11 |
If your business depends on the mailbox for success. Think Ink Marketing is your go-to solution
Dan S. Kennedy - Author of The Ultimate Sales Letter
