Why Do We Call It “Snail Mail”?

As one of humanity’s most prolific forms of communication, direct mail’s origins can be traced back as early as ancient Babylon. The Complaint Tablet to Ea-nāṣir is one of the oldest preserved mail documents in modern times, using cuneiform to complain about the quality of the copper Ea-nāṣir sold to the tablet writer, Nanni. 

Our ancient ancestors used direct mail to remain connected despite living several countries or oceans away. One would not typically compare this revolutionary staple of our culture to that of a common snail. 

While the term ‘snail mail’ may have negative connotations for slower delivery times, it is only a recent etymological development in comparison to direct mail’s overall existence. 

Direct Mail and the Advent of E-Mail

The first successful “electronic mail message” was developed and sent by computer engineer Ray Tomlinson in 1971. As the name suggests, e-mails are electronic messages sent from one device to another. Although Tomlinson may not have known it at the time, this new innovation was bound to change the world of digital communication forever. 

While the novelty of the e-mail was still in its early phase, traditional mail underwent its own rebrand. Despite similar phrases tracing as far back as 1843, the term “snail mail” as it is known today was first used as a retronym in 1982 – nearly a decade after the first email exchange. 

But unlike most upcoming technologies claiming to change the world, email has yet to supersede its direct mail predecessor. 

Why would that be the case?

Email VS Snail Mail

E-mail’s sending speeds certainly have merit, but that does not mean the marketing channel is without fault. Its weaknesses only grow more apparent every year, and as a result, many companies are turning to direct mail to get the customers they need. 

1.) Hyper-Targeted Campaigns

Signing up for an account with an email does not guarantee a sale. As one Statista report shows, 86% of American users have more than one email address. Work emails, shopping emails, abandoned emails, and even throwaway emails are all possible explanations as to why Americans have multiple addresses. 

One email address does not always mean a highly motivated prospect on the other side of the screen. Not to mention the potential risk of using false user-generated info (such as a fake name or age) for email campaign purposes. 

In comparison, each direct mail postcard or envelope is linked to a verifiable person and address. And if a person moves, their registered address is often updated promptly to avoid missed deliveries. 

Additionally, recipients are unable to falsify their public information, allowing direct mail marketers to use reliable, recent, and verified data for their campaigns. 

2.) Personalized Messaging & Offers

Despite the prevalence of e-cards, many people choose to send handwritten cards during life events and celebrations. One could argue that e-cards can be sent faster and cheaper, but does that make the e-card more meaningful?

The appeal of written cards, and direct mail as a whole, is its personal touch and deliberate personalization that comes with every letter. Postcards and envelopes have a tactile advantage, allowing prospects to touch, read, open, and unfold its contents to discover the message within. 

Mail you hold in your hands is way more impactful than text on a screen, especially when it promotes exclusive deals and offers for recipients. Creating appealing envelopes with indicating offers peaks the recipient’s curiosity, and hopefully, they feel compelled enough to read and respond.

3.) Audience Attention Advantage

One of the driving advantages of e-mail is its ability to send messages from anywhere nearly instantaneously. But with such an accessible platform, nearly every company tries to use it in some capacity with mixed results. 

A single email address could be terrorized with hundreds of promotional emails per day, and even more so around the holidays. Marketers often hear about “multiple marketing touchpoints”, but there is usually a limit to email campaigns before your audience becomes antagonized with frequent notifications. 

Emails have become a nuisance, rather than a novelty, in both the home and workplace. And with the added risk of phishing attempts, more and more people fear checking their inbox. 

In contrast, direct mail thrives with its impactful messaging and its unobtrusiveness within the home. The physical presence of mail within the mailbox or on the kitchen table allows people to read and reread your message multiple times before picking up the phone to call. 

Snail Mail or Email: Which is Right for Your Campaign?

Snail mail may not be the most accurate term for marketing mailers, but that does not mean the channel itself is rendered obsolete in today’s fast-paced world.

As technology and digital marketing ramp up production, people will find more ways to avoid seeing these ads on their screens. 

With direct mail’s hyper-targeting, personalization, and reader retention, it’s no wonder why this marketing medium has survived for thousands of years.

Even as technology continues to improve, seasoned marketers know how to utilize direct mail to its fullest potential to reach the prospects that convert.