From Shark Tank to $3M: The Rise of History By Mail
Ari Siegel, founder of History By Mail, transformed a personal fascination with history into a thriving subscription-based business. What began as replicating historical documents for family and friends has grown into a company projected to reach $3 million in annual revenue, fueled by a Shark Tank deal and strategic partnerships.
The Genesis of History By Mail
Siegel’s passion for history was nurtured by family stories of World War II and sparked during an internship at the U.S. Senate. A visit to the Library of Congress, where he discovered forgotten historical documents like a letter from Abraham Lincoln, ignited the idea for History By Mail. He initially replicated the Lincoln letter for friends and family, receiving enthusiastic responses that prompted him to create more documents and eventually a subscription service.
Launching the Business
In January 2019, Siegel launched a Shopify site and invested in Facebook advertising, formally establishing History By Mail. At the time, he was working as a real estate developer in Brooklyn. The process involves sourcing compelling and visually appealing documents, securing usage rights – often through licensing from museums or private collections – meticulously replicating them, and crafting accompanying contextual stories. He now leads a remote team of 12 people.
Strategic Partnerships and Growth
A pivotal moment came in 2020 with a partnership with Uncommon Goods. This collaboration, which made History By Mail Uncommon Goods’ first subscription offering, provided significant national exposure and press coverage. This visibility ultimately led to an invitation to appear on Shark Tank.
The Shark Tank Experience
Siegel prepared extensively for his Shark Tank appearance, practicing his pitch and anticipating questions from the Sharks. He presented each Shark with a curated historical letter, including Annie Oakley’s letter to President McKinley, an eyewitness sketch of a D-Day platoon leader, and the original 13 Rules of Basketball.
He initially sought $250,000 for 10% of his company. He ultimately secured a deal with Barbara Corcoran and Daniel Lubetzky, though only Lubetzky continued with the investment after due diligence. A subsequent update segment featuring David Copperfield further boosted the company’s profile.
Revenue and Future Outlook
Since appearing on Shark Tank, History By Mail has experienced substantial growth. Revenue increased from $2,300 in 2019 to $153,000 in 2020, $639,000 in 2021, $824,000 in 2022, $1 million in 2023, $1.24 million in 2024, and exceeding $2 million in the last year. The company is now projecting $3 million in revenue for the current year.
Siegel is now focused on expanding into corporate gifting, schools, and museums, and capitalizing on the upcoming celebration of America’s 250th anniversary.
The Importance of Problem-Solving
Siegel emphasizes that while passion is significant, a willingness to solve problems is crucial for long-term business success. He believes that entrepreneurs must embrace the continuous challenge of identifying and overcoming obstacles as their businesses grow.
As of last month, History By Mail has sent over one million letters, furthering its mission to make history tangible and accessible to a wider audience.