Five Reasons Why Snail Mail is Thriving
This blog was written by Adrienne Morris. When you shop through the links below, you’re supporting a real artist Adrienne Morris's small art business directly. Thank you!
Here are five reasons why I think so many people enjoy snail mail clubs:
1. The Surprise
Many people are tired and do not have lots of spare time to spend shopping. The few times, people do shop, they are presented with too many options! Decision fatigue weighs us all down. For this reason, I think many snail mail clubs that offer surprise mailings, are helping people save time and energy. Shifting the product to a surprise can also lead to a feeling of anticipation. You can read more about how anticipation works in "The Science of Anticipation," by writer KP Copy. This article does a great job explaining how dopamine doesn’t hit the hardest when you get the reward, it "actually peaks during anticipation rather than consumption." This concept makes me think of the experience of Christmas. Kids feel excited days before opening their presents. This is why receiving surprise mail is not only more efficient, but also it can be more fun!
2. Affordable Art
Most mail clubs are fairly inexpensive, which makes them more accessible to everyday people. Artists can sell their art either as "fine art" for wall decor at a premium price point for typically hundreds to thousands of dollars, or artists can sell art on the gift tier of consumer goods, which is much more affordable. Most mail clubs I've seen fall into gift tier pricing.
3. Functional Paper Goods
There are so many kinds of mail clubs out there because there are so many creative people! Each club offers different kinds of products that can be used in everyday life. I've seen other artists include items like postcards, bookmarks, recipe cards, and other useful products that serve a purpose beyond being just art. I have heard some feedback that not everyone needs stickers or sees stickers as "functional." That is a fair point. Not every mail club is the same, though. Typically, clubs will list the types of items that can be included in your mailing to help you choose a club with the type of items you would prefer to receive. People who want practical products and want to enjoy the experience of receiving unique art may still find clubs that offer those practical products I mentioned earlier that go beyond just stickers. But some people are into stickers! You just have to find the right club that resonates with you.
4. Connection to a Human
Most mail clubs offer physical products that are designed or made by a real human. You can read more about each mail club to make sure that is the case. For clubs that include a letter written to you, this is an additional selling point. Some club creators even market their clubs to retirees or as a great gift for grandparents who are home alone and would enjoy reading something entertaining. Many consumers in all kinds of demographics appreciate human connection from the letters in mail clubs.
5. Something New in Your Everyday Life
Every artist has their own style of art and unique offering. Some people use items from mail clubs in their planners, calendars, or journals. Other people like to frame mini art prints and hang them on their wall. In my mail club, I always include at least one usable card. One of my first members told me she likes having cards on hand, so that she does not have to go to the store at the last minute when she needs a card. She also told me has actually used several of my cards since joining my club.
Which Snail Mail Club is right for me?
There are many snail mail clubs out there, and I’ll be reviewing several artist-run clubs on my YouTube channel, so be sure to subscribe to catch those!
I also want to share a bit about my own snail mail club. As an artist, I send out monthly greeting cards to all my members. Each mailing features a personal letter from me addressed to you, a brand-new folded greeting card for you to send to someone else, and bonus paper goods.
Unlike many other clubs I’ve reviewed, my snail mail club is not a typical subscription with automatic future payments. I don't want to encourage over-consumption or make it a hassle to cancel a recurring charge, so I’ve set it up as a one-time payment. You can choose to buy a membership for one, three, or six months upfront on my website. There are no automatic recurring fees for my mail club! If you want to continue to be a member of my snail mail club after your membership expires, you can manually sign up again.