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If texts and emails are the equivalent of fast food, then personalized snail mail is like a homemade meal. You can anticipate its arrival, savour each paragraph, and hold in your hands something created just for you. Word for word, it’s just more satisfying to consume.
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And since October 2024, Kiki Klassen has been designing correspondence for people who crave that kind of connection. Klassen, 29, runs a snail-mail service from her home in St. Catharines, Ont. For $7 a month, subscribers receive a letter, one of her original art prints, and an inspiring quote.
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Premium members, who pay $15 a month, also get a sheet of her stickers and a special mystery sticker. The Lucky Duck Mail Club now has more than 1,000 members worldwide, and Klassen has been featured in outlets such as CNBC Make It, The Associated Press, and CBC Radio.
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“I think the desire for connection and real things in life has come out so strongly, especially after COVID and just having pretty much every aspect of life existing online,” she says.
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As a full-time social media manager, Klassen knows what it’s like to experience tech fatigue.
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“When I go to work, I’m on a screen for eight hours and then I come home. And there is nothing better than finding something in my mailbox that requires no phone, no digital presence whatsoever,” she says.
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“It’s just a moment when you can sit down, read some writing that a human made, and there’s no AI whatsoever. It’s just really a grounding moment, and I think a lot of people are looking for that in so many different ways.”
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Although Klassen has long used art to express her-self creatively, she’s never had formal training in it. When she was a kid, her mother encouraged her and her siblings to draw. Klassen took art classes early in high school, but later focused instead on subjects such as calculus.
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When her mother died a few years ago, Klassen sought a way to use her love of art to honour her mother’s career as a letter carrier for Canada Post. The Lucky Duck Mail Club was born.
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At first Klassen posted about it on her personal social media account and hand-delivered letters to 30 subscribers in her community. Without a formal business plan to guide her, she then promoted the club daily on its own Instagram and TikTok accounts.
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Now the club has about 23,700 followers on Instagram (@luckyduckmailclub), and Klassen pays her sister-in-law to help fold the letters and help with administrative work.
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Each mailing has a theme based on something that’s happening in her life. In February, for example, she wrote about slowing down and romanticizing the little moments. June’s letter was about her favourite place to be in the summer.
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“I kind of wait around for this eureka moment in between the production weeks, and it has honestly caused me to be a lot more observant in life and a little bit more in tune with myself,” she says.
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The success of Klassen’s club comes as Gen Z and millennials are embracing analog hobbies and experiences. In its annual Pinterest Predicts report for 2026, Pinterest named letter-writing as a top trend.