Escape Mail: Unlocking global success one letter at a time with Canada Post

Escape Mail has unlocked the secret to connecting with puzzle enthusiasts around the world, one cleverly crafted envelope at a time – and all with a little help from Canada Post.

About Escape Mail

Escape Mail is a Calgary-based business that uses the power of physical connection to deliver a unique blend of mailed puzzle experiences, interactive storytelling and a dash of anticipation for what’s arriving in the mailbox. It has been a winning formula for capturing the hearts (and minds) of players worldwide.

“We’ve always been fascinated by the power of physical objects to tell stories and create immersive, special moments,” co-founder Paul Harvey said. “Escape Mail allows us to share that fascination with the world, delivering a tangible piece of adventure right to people’s mailboxes.”

How and why Escape Mail was created

Escape Mail’s journey began in 2016 as Mobile Escape, a venture that brought the thrill of escape rooms to schools across Alberta in custom-built trailers. Harvey and fellow co-founder Eric Reynolds recognized the inherent educational value of escape rooms, fostering critical thinking, problem-solving and collaboration – skills often overlooked in traditional learning environments.

“I struggled in school, constantly told to sit still and be quiet. Learning never clicked for me. It wasn’t until years later that I realized my struggles were because I didn’t excel in a traditional learning environment,” Harvey said. “Escape rooms flip the script. They let kids like me get up, fidget, think outside the box – and suddenly, that hidden intelligence everyone missed is seen and celebrated.”

Changing gears to survive the pandemic

The COVID-19 pandemic brought Mobile Escape to a screeching halt. Faced with the closure of schools, their primary source of revenue, the duo needed a new escape route.

That’s when Escape Mail was born.

“We needed to find a way to bring the puzzle experience to people at home,” Harvey said.

A new escape game offering – sent by mail

Inspired by existing mail-order mystery games, they developed the Family Secrets series, a 12-episode puzzle subscription that followed a continuous storyline. Each episode delivered a unique theme, objective and even a curated Spotify playlist, all packaged and delivered via Canada Post.

The decision to use traditional mail versus digital was a deliberate one.

“People love the anticipation, the excitement of opening their mailbox and finding something they’re genuinely thrilled to receive,” Harvey said.

This tangible element, a welcome contrast to the instant gratification of the digital world, resonated deeply with customers.

How Escape Mail grew with help from Canada Post

A pivotal moment in Escape Mail’s growth came when the company won Canada Post’s Small Business Tales of Triumph contest in 2021 in the Offline to Online category. Winning not only validated Escape Mail’s innovative business model but also propelled them into the spotlight, attracting new customers and inspiring them to seek out further opportunities.

“The Tales of Triumph win gave us the encouragement to put ourselves out there more,” Harvey said.

Stepping into the Dragon’s Den

Their newfound confidence led to an appearance on Dragon’s Den and the development of new games, including the standalone Shinobi, the Ninja Scroll and the historically inspired Shackleton series, based on the legendary Antarctic explorer.

While the Dragon’s Den experience didn’t result in a deal, and ultimately led to the sale of Mobile Escape, allowing Harvey and Reynolds to fully focus on Escape Mail’s growing global presence.

Escape mail’s impact

“In a world dominated by screens, the simple act of receiving mail, unfolding a scroll, or manipulating a physical puzzle piece creates a unique and engaging experience that resonates with players,” said Harvey. He credits Escape Mail’s success story to the enduring power of physical connections and Canada Post’s ability to deliver them.