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Results: Facilitating Lead Generation and Customer Retention at Scale

Seemingly irrational things can be extraordinarily potent if the power of cognitive biases is leveraged to surprise and delight humans. Especially in the EU-GDPR context, handwritten letters can generate significant response rates, if the key success factors have been taken into account.

Marketing has one simple mission, to either help to increase sales or to reduce costs. That alone is the purpose of marketing. Therefore it is important to critically question: How does the marketing campaign affect our profit and loss statement? How many leads to we create for our corporate sales pipeline?

Achieving a 12 percent win-back rate with handwritten notes

12 %

Customer Win-Back

Source: Pensaki

6 %

Customer Win-Back

Source: Pensaki

-33 %

Return Rate Reduction

Quelle: New York Times

(Cold) Response Rates with handwritten notes

Email (only GDPR-compliant with double opt-in) ¹ : 1%
Print Direct Mail (GDPR-compliant without opt-out) ¹: 5%
Pensaki-letters (GDPR-compliant without opt-out) ²: 40%

Legally speaking, all business invitations are advertising. Therefore, sending an invitation (according to EU-GDPR) may also constitute an unreasonable nuisance. If the invitation is sent by email, consent with the double-opt-in is legally required beforehand. If the invitation is sent by direct mail, no prior consent is required. While recipient opt-ins aren't compulsory in the case of direct mail, gaining legitimate interest is. If your company can prove your campaign is of legitimate interest to those you are targeting, the need for consent disappears. This is unlike email marketing, where consent is always required. Cold contact by email, WhatsApp or SMS are not GDPR-compliant, whether for consumers or business. As a result, the DMA Response Rate Report 2018 demonstrate, high-quality offline mailings can make a very important value contribution.

Response Rates With Handwritten Letters

40 %

Response

manufaktur34.de

Source: R wie Resultate

"....I was able to generate eight meetings from the 20 letters I sent, six of which have become new customers."

40 %

Response

Oracle

Source: Twitter

"Pensaki invitations generate new leads for our Oracle Eloqua campaign. Lead conversion rate of about 40%!"

10 %

Response

guerrilla.de

Source: Return of the Jedi

"... achieved a 10% response rate with a cold mailing list, 10% of those invited got back to make an appointment ...at the exhibition stand".

24 %

Response

Frankfurt

Source: Pensaki.com

"With Pensaki we easily achieved a 24% response rate. Normally, even with up-to-date data, the response rate is below 2%."

90 %

Response

BRF-Kredit

Source: iNudgeyou Letter nudge

"9 out of 10 customers contacted the indicated branch in response to the letter (1,300 addressees)".

Seemingly irrational things can be extraordinarily potent.

For a lead generation to be successful, it must stand out from the crowd to be rewarded with attention. It is very helpful to consider that humans are multisensory beings. For this reason, high-quality finished direct mail is always more successful. If, for example, the haptic sense is stimulated, a letter is held longer in the hand and this increases the memory effect. In the case of direct mail campaigns, a high quality finish has a strong influence on opening and response rates. What all types of print refinings have in common is an increased attention span, a stronger memory value, an impression of value and perceived appreciation. Everyone wants to experience recognition and appreciation.  Successful companies, therefore, pay attention to the development of positive emotions, based on reliability, respect, flexibility and appreciation, when establishing stable customer relationships. High-quality personalized refinings plays an important role in this context, especially as digital communication is unable to provide  any relevant alternative.

Even if most people describe themselves as acting mostly rational. Reality tells something different. Humans are born irrational. Daniel Kahneman and Amos Tversky discovered “cognitive biases,” showing that that humans systematically make choices that defy clear logic. Successful companies, therefore, need to develop a strong understanding of irrational behavior. In this context, knowledge about cognitive biases is crucial, as it provides access to irrational behavior. The human subconscious automatically evaluates the creativity and perceived costs that the sender of a mailing has invested. Only a print refining usually falls short when it comes to standing out from your peers.

The highest level of print refinement is a handwritten letter, where every word is written with a real fountain pen and not only printed.  Outstanding results can be achieved, especially in our digital age, if the relevant success factors have been taken into account. Bespoke handwritten notes aren't the magic silver bullet for a mediocre story or product.

Lead Generation

It is not only because of the EU-GDPR requirements that successful lead generation campaigns nowadays focus also on direct mail campaigns in order to engage with key decision makers at ideal customers. With inbound marketing alone, only a handful of companies are able to build a resilient sales pipeline.

Customer Retention

A focus on customer satisfaction is the cornerstone of every long-lasting company. Every business relationship without an emotional level will be called into question when minor problems and price differences arise. Positive emotions are the key to lasting customer loyalty.

Pensaki Testimonials Michaela Seika

Michaela Seika

Oracle

"Pensaki invitations generate new leads for our Oracle Eloqua campaign. Lead conversion rate of about 40%!"

Erfahrungen mit Pensaki Referenz Timmy Hack

Timmy Hack

Hörgeräte Möckel

"We are completely satisfied with both the Pensaki order process and the results of the campaigns!"

Werbebriefe in Handschrift Pensaki Referenz Jakob

Jakob Becker

PaulCamper

"Excellent service, the results are indistinguishable from a human handwritten card. We are a satisfied customer for several years already."

Referenz Ipaxx

Shahin Pour

iPAXX AG

"We are a very satisfied customer for several years now. The quality of the cards is excellent and the online service is ideal for our VIP - CRM campaigns".

An understanding of irrational behavior is crucial.

Richard H. Thaler

Nobel laureate

"…small and apparently insignificant details can have major impacts on people’s behavior. A good rule of thumb is to assume that ‘everything matters."

Cognitive Biases Influence How We Think and Act. This knowledge is very important in the context of effective communication strategies, because it provides an access to irrational behavior. This includes, for example, that successful communication always takes place on several levels. In order for a message to be perceived as significant, it must convey a corresponding value. The subconscious automatically evaluates the creativity and perceived costs that the sender has invested.

If you receive a handwritten invitation, you automatically attach more importance to it than to only a printed one. Someone who has chosen this bespoke form of communication is very likely to also take care of all other aspects of an event or the business relationship itself.

The meaning and the importance attached to a thing is directly proportional to the effort with which it is communicated. This can be a letter delivered by a courier, a gift, high-quality stationery, beautiful stamps or a handwritten message. Creativity is of great importance.

In addition, situational influences have an important influence on attention and memory. Anyone who opens a letter takes their time. The fact that a handwritten letter is not cross-read also ensures a better memory. This increases the chances that such messages will receive a reaction - or at least make it into the follow-up folder.

It is unimportant who picked up the pen, even if a self-written message always remains the best alternative. 

Learn how our customers use Pensaki to build stronger relationships with their customers.

Our brain does not simply decode information, it always interprets its context and attributes meanings and feelings to it. A handwritten note can therefore convey much more than only words to the recipient, namely appreciation and trust. As a result, a handwritten message generates attention and curiosity.

Therefore, bespoke direct mail campaigns with a personal handwritten message always stand out.  If you express your appreciation in this way, you will almost always receive an answer or at least be remembered. Of course, nothing beats a self-written letter, but for all other cases, an authentic letter from Pensaki is an excellent alternative. The feeling of appreciation has a noticeable effect on human behavior, e.g. customers who have a good relationship with a brand buy twice as much as compared to customers without any emotional ties. In addition, they remain loyal to the brand longer.

☞ Why digital marketing thought leaders love bespoke offline CRM campaigns

There's no silver bullet.

In order for Pensaki campaigns to make a positive contribution to your lead generation or customer retention goals, it is imperative that the key success factors are taken into account. Even Pensaki is not a silver bullet, but if you consider the key success factors, your Pensaki CRM campaigns will generate important business results.

Rory Sutherland

Ogilvy Vice Chairman

"...costly signalling theory, the fact that the meaning and significance attached to a something is in direct proportion to the expense with which it is communicated."

Alchemy: The Surprising Power of Ideas That Don't Make Sense

"Small acts of discretionary generosity are regarded by customers as reasurring indicators of trustworthiness; we correspondingly see the absence of such signals as being a cause of concern."

Alchemy: The Surprising Power of Ideas That Don't Make Sense

"Upfront investment is proof of long-term commitment, which is a guarantor of honest behaviour."

Alchemy: The Surprising Power of Ideas That Don't Make Sense

" The referral is very likely as we also achieved a response rate of about 30% "

Christian D. (Mannheim) 🇩🇪


"top-notch quality and amazing experience! Our second order with Pensaki was also a complete success. The letter cards combined with a personal gift were very well received by our customers."

Marc Z. (Berlin) 🇩🇪


"very satisfied and as always everything went very well!"

Benedikt D. (München) 🇩🇪


" We were very satisfied with the result."

Ingo P. (Frankfurt) 🇩🇪


"We've had great feedback and a record number of visitors, thanks in large part to the Pensaki invitations."

Stephan Kreissler (Wien) 🇦🇹


"The processing was absolutely client-oriented and the result was extremely convincing."

Erik S. (Berlin) 🇩🇪


" We sent Pensaki handwritten invitations to several thousand decision-makers, and the response was great."

Anna Brunner (Graz) 🇦🇹


"We did not expect such a good response rate! Thank you very much!"

Eric L. (Neustadt) 🇩🇪


"We are very satisfied with the support and achieved response rate."

Lutz. K. (Dresden) 🇩🇪


"The response was very good and we have already been able to close a deal."

Tobias R. (Zürich)🇨🇭


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"In fact, the handwriting conveys authenticity: if you look very closely, you can see the irregularly distributed ink, the minimal imprint of the fountain pen in the paper, the lines of letters that are not exactly parallel."

"The handwritten postcard promises attention - besides time, the most important resource in the media world."

"The Pensaki postcard is so unusual and so amazing, simply a great way to stand out from the daily media frenzy and to reach your audience effectively."

"A great company called Pensaki can create handwritten cards for you and send them directly. You don't have to worry about a thing, they'll do it all for you!"

Pensaki Ergebnisse Kampagnen Kundengewinnung

"...today a robot takes over the writing: with a clamped fountain pen or ballpoint pen handwritten lines are created, which do not show that a machine was at work."

"The Pensaki handwriting on the envelope seems so realistic that I never suspected for a moment that the letter could come from the ≫Uncanny Valley≪ of robots and avatars."