Why So Many Hip Startups Advertise With Snail Mail

The idea of having a mailbox full of actual mail seems outdated. Print magazines are fading, more and more bills are paid online, and many brands have scaled back on printed catalogues, preferring to funnel resources into website upkeep and social media instead. Yet over the last few years, brands — including hot, digitally savvy, direct-to-consumer ones like Casper, Harry’s, Wayfair, Rover, Quip, Away, Handy, and Modcloth — have taken to targeting customers in the mail. If you’re in your 20s or 30s and live in an urban city, you probably have gotten, for example, a glossy, blue booklet from mattress brand Casper inviting you to check out its latest products. If you’re a woman in the same age range, you’ve probably been mailed a millennial pink pamphlet from no-makeup makeup brand Glossier. Read more at Vox.