If you’re tired of your emails getting ignored and your “personalized” postcards looking like they were spit out by a robot, you’re not alone. Direct mail still works—when it feels human. If you want to send mail that actually stands out (without hand-cramping your way through a thousand notes), this guide is for you. I’ll walk you through how to automate real personalized direct mail using Handwrite, minus the fluff.
Let’s get into it.
Step 1: Get Your Data in Shape
Before you touch any software, get your mailing list sorted. This is the foundation—bad data means wasted postage and awkward mistakes.
What you need: - A spreadsheet (CSV or Excel) with at least: - Recipient name (ideally split into First and Last) - Street address, city, state, ZIP - Any info you want to use for personalization (e.g., company, last purchase, etc.)
Pro tips: - Separate fields for each variable—don’t cram the whole address into one cell. - Remove duplicates and double-check for typos. - If your data is a mess, fix it now. Automation just makes bad data go faster.
What doesn’t matter: Fancy CRM exports, complex segmentation, or buying “hyper-targeted” lists from sketchy vendors. Start clean and simple.
Step 2: Set Up Your Handwrite Account
Head to Handwrite and sign up for an account. There’s nothing tricky here, but a couple things to watch for:
- Pick your handwriting style wisely. Cheesy or obviously fake script defeats the point. Choose something that matches your brand—or, at least, doesn’t look like a 5th grader’s class project.
- Try before you commit. Most platforms (including Handwrite) offer free samples. Actually mail one to yourself and see if it passes the “would I keep this?” test.
What to ignore: Overly fancy templates or color options. If it looks too slick, people know it’s not handwritten.
Step 3: Create Your Template (Keep It Personal, Not Creepy)
This is where most people overthink. You want your message to feel like it was written for the person, but not like you stalked them on LinkedIn.
How to do it:
- Write a short, direct message. Two or three sentences is plenty.
- Use merge tags for personalization (like {{FirstName}} or {{Company}}). Handwrite lets you drop these into your message.
- Keep the tone friendly but not fake-cheery. “Hey Sarah, I saw you run Acme Co. in Austin—thought you’d appreciate this…” is better than “Dear Valued Customer.”
Pro tips: - Test your template with a few sample names. Sometimes personalization gets weird fast (“Hello ,” or “Hi Acme Co.”). - Avoid referencing anything too specific or sensitive. If you wouldn’t say it in person, don’t write it here.
Step 4: Upload Your List and Map Your Variables
Here’s where the automation kicks in. Upload your cleaned spreadsheet into Handwrite.
What to do: 1. Make sure your columns match the merge tags in your template. 2. Handwrite will ask you to “map” columns. Double-check this. If “City” maps to “FirstName,” you’ll send some odd mail. 3. Preview a handful of real examples before moving on.
What works: - Including a handwritten PS or a small doodle if the platform allows. (Don’t overdo it—one little touch is enough.) - Short, clear calls to action—think “Text me if you want to chat” or “Scan this QR for a free sample.”
What doesn’t: - Overstuffing your card with variables. Personalization works until it feels forced.
Step 5: Choose Your Paper, Envelope, and Extras
This is surprisingly important. The tactile feel of real mail is the whole point.
Consider: - Paper weight: Heavier card stock feels better, but don’t pay extra for “luxury” unless you’re selling luxury. - Envelope: Handwrite can address envelopes by hand too—do it. Printed labels kill the mood. - Stamps: Real stamps (not meter marks) boost open rates. It costs a bit more, but looks way more legit. - Inserts: Only add extras (like business cards or coupons) if they actually add value.
What to ignore: Gimmicky add-ons like scented paper, “AR-enabled” mailers, or anything that screams “marketing campaign.”
Step 6: Test with a Small Batch
Don’t blast your whole list on day one. Send a test batch to yourself and a few trusted friends or coworkers.
What to watch for: - Delivery time—did it show up when expected? - Smudges, printing errors, or weird formatting. - Does the handwriting actually look real? Be honest. - Any surprises with postage or undeliverable returns.
Pro tip: Mail one to your home and one to your work. Compare how they look after the journey.
Step 7: Send and Track (But Don’t Overthink It)
Once you’re happy with your test, go ahead and send out the real batch.
Tracking: - Handwrite and similar platforms can show you when mail was sent, but not when it’s read. Don’t obsess over this. - If you’re including a QR code or a short custom URL, you can measure actual responses.
What works: - Following up with a real email or call, mentioning the mail you sent. - Giving people a simple, low-friction way to respond (text, QR, reply card).
What doesn’t: - Pestering people who don’t reply. Direct mail is a nudge, not a hard sell.
Step 8: Review, Tweak, and Repeat
The only way to get better is to see what works and try again. After your first campaign:
- Look at response rates. Even 1-2% can be good, depending on your audience.
- Ask a few recipients for honest feedback.
- Clean up your list—remove undeliverables, update addresses, fix errors.
Don’t get caught up in trying to “scale” before you know the basics work. Small, thoughtful batches win over mass blasts every time.
Final Thoughts: Keep It Human, Keep It Simple
Automating direct mail with Handwrite isn’t magic—it just saves your hand from cramping and makes sending real, personal notes possible at scale. The best campaigns feel like they came from you, not a marketing department. So resist the urge to overcomplicate, watch out for features you don’t need, and remember: a simple, honest message beats a slick, over-produced one every time.
Start small, keep it personal, and iterate. That’s really all there is to it.