If you’re in charge of building real B2B relationships—getting partners to call you back, keeping top clients engaged, or landing meetings that don’t get ghosted—you’ve probably looked at direct mail. Maybe you’ve heard of “handwritten” mail services like Handwrytten that promise to cut through the noise. But does sending a robot-written card really beat a nice printed letter… or should you just stick with what’s always worked?
This is for you if you want straight answers: what actually moves the needle, what’s just hype, and how these approaches stack up in practice. Let’s get into it.
Why Bother With Direct Mail for B2B, Anyway?
Let’s be blunt: most B2B inboxes are graveyards. Email open rates are ugly. LinkedIn messages are mostly ignored. That’s why direct mail—real, physical stuff—still gets attention. But not all mail is created equal:
- Printed letters and postcards: These are easy to send in bulk, but easy to ignore.
- Handwritten notes: These look personal and aren’t common, so they get opened. But writing them yourself is a pain.
The main idea is simple: if you make someone feel like you actually care, they're more likely to respond. That’s why people are looking at services that automate the “handwritten” side.
What Is Handwrytten, and What’s the Appeal?
Handwrytten is a service that uses robots to write real cards with real pens, in what looks like natural handwriting. The pitch: you get the open rates and personal touch of a handwritten note, without spending your nights writing until your hand cramps.
Key features: - Upload your message and mailing list - Choose from a bunch of handwriting styles and card designs - Integration with CRMs and automation tools - Cards get mailed directly to your recipients
What Handwrytten promises: More attention, more responses, and a way to scale “handwritten” outreach without faking it (well, not entirely faking it).
How Do Traditional Direct Mail Solutions Work?
When people talk about “traditional” direct mail, they usually mean: - Printed letters: Standard business letters (maybe on fancy letterhead). - Postcards: Colorful, branded, often with a printed signature. - Branded swag: Notebooks, mugs, or little gifts with your logo.
These are often handled by print shops or agencies. You can send one or a thousand, but the more personal you get, the more time it takes.
What you get: - Nearly 100% deliverability (assuming good addresses) - Easy to standardize branding - Bulk discounts if you’re mailing a lot
But there’s a reason your mailbox is full of junk: most traditional mail is clearly mass-produced, and people notice.
Comparing the Two: What Really Matters
Let’s break it down by what actually affects your results.
1. Getting Opened
- Traditional: If it’s a generic printed envelope, it looks like marketing and often goes in the trash unopened.
- Handwrytten: Hand-addressed envelopes and “handwritten” cards nearly always get opened, because people are curious.
Honest take: Anything that looks like a bill or a mass mailing is easy to ignore. Handwritten (or convincingly fake handwritten) mail stands out.
2. Feeling Personal
- Traditional: You can add their name, maybe mention their company, but it’s clearly printed.
- Handwrytten: The note looks like you wrote it. You can reference specifics (if you bother to personalize the message), making it feel one-on-one.
Pitfall: If your “handwritten” note is generic (“Dear CEO, let’s connect!”), it’s still obvious you didn’t really write it. The handwriting gets you in the door; the message keeps you there.
3. Scalability and Effort
- Traditional: Easy to send hundreds or thousands, especially with a print shop or mail house. Minimal setup after your template is ready.
- Handwrytten: More work to set up, and it’s not as cheap as printing, but you can send hundreds automatically if you integrate with your CRM.
Pro tip: If you’re sending fewer than 50 pieces, you can do it all yourself (or with a local printer). Over that, automation saves sanity.
4. Cost
- Traditional: Postcards or letters run $0.50–$1.50 each, depending on volume and extras.
- Handwrytten: Usually $3–$6 per card, including stamp and mailing. Volume discounts exist, but still pricier than print.
Reality check: If you’re mailing thousands, the price gap adds up. But if one good lead or meeting makes it worthwhile, the extra spend is easy to justify.
5. Integration and Tracking
- Traditional: Most print shops don’t integrate with your CRM or automate follow-ups. Tracking is manual (if you bother).
- Handwrytten: Has APIs, Zapier integration, and webhook support. You can trigger mailings automatically after a sales call, abandoned proposal, or renewal date.
If you love automation: Handwrytten fits into your stack. Traditional printers, not so much.
6. Perceived Authenticity
- Traditional: Looks like marketing, because it is.
- Handwrytten: Most people can’t tell a robot wrote it—unless you use the same handwriting style for everyone, or your message is clearly mass-produced.
Cynical truth: People are skeptical. But even if they suspect it’s automated, they’ll appreciate the effort more than a standard print piece.
When to Use Handwrytten (and When Not To)
Best Use Cases
- High-value prospects or accounts: If landing the deal is worth hundreds or thousands to you, spending $5 to get noticed is a no-brainer.
- Milestone moments: Thank-you notes, anniversary cards, or quick check-ins (“Congrats on the new launch!”) feel more genuine in “handwriting.”
- Cold outreach that needs to stand out: If you’re breaking into a crowded market, this gets you noticed.
When to Skip It
- Mass campaigns: If you’re just blanketing a list and don’t care about response rates, traditional mail wins on cost.
- Super-niche audiences: Some industries or contacts (think: procurement, government) don’t value “personal” touches and just want the facts.
- If your data is bad: No mail piece works if it goes to the wrong address or person. Clean your list first.
How to Get the Most Out of Either Approach
1. Personalize, but don’t overdo it. - Use their name, company, or a recent interaction. Don’t try to fake deep familiarity if you don’t have it.
2. Keep it short and specific. - A quick “Thanks for your time yesterday. Would love to follow up on X” beats a rambling sales letter every time.
3. Don’t rely on mail alone. - Use mail to open the door, then follow up by phone or email. Reference the note: “Just following up on the handwritten card I sent…”
4. Test small, then scale. - Try both approaches with a small batch, see what gets responses, and adjust your message before you spend big.
5. Watch for diminishing returns. - If everyone in your space starts sending “handwritten” mail, it loses its novelty. Don’t be afraid to mix things up.
Honest Pros and Cons
Handwrytten
Pros: - Gets opened (almost always) - Feels personal and thoughtful - Integrates with your CRM/workflows
Cons: - More expensive - Not foolproof—lazy messages still fall flat - If overused, starts to feel gimmicky
Traditional Direct Mail
Pros: - Cheap and scalable - Great for broad awareness - Easy to match your brand
Cons: - Easy to ignore - Lacks the personal touch - Harder to automate and track
The Bottom Line
Don’t overthink it: tools like Handwrytten can help you get noticed, but no mail piece will save a bad message or a weak offer. If you’ve got a good reason to reach out—and you put in a little effort—direct mail can be a secret weapon for B2B relationship building. Start small, see what works, and keep it simple. The best mail is the one that actually gets read.