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How a Handwritten Postcard Outperformed a Digital Campaign
In this episode of The Copywriting Podcast, Lucas and Luna examine a direct mail experiment where a simple handwritten postcard generated a 63 percent higher response rate than the same offer delivered via email. They break down why the physical format worked: the cognitive effort of handwriting signals higher sender investment, the lack of tracking pixels reduces buyer resistance, and the delayed feedback loop forces better copy discipline. Lucas shares a case from a B2B SaaS company that tested a $0.46 postcard against a $0.02 email and got a 4x return on ad spend from the postcard alone…
The skinny
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