Research carried out by direct mail equipment and marketing software specialist Quadient suggests that physical mail is still a powerful channel, with nearly two thirds (62%) of consumers more likely to open and read a letter than its digital equivalent.

In addition to 64% of respondents expressing the view that ‘we don’t send each other enough letters anymore’, 71% still expect documents with legal or financial implications, such as contracts, mortgage offers or pension information, to be sent on paper rather than via email. While Quadient warned business against planning to shift all communications to digital as far as possible because of these findings, it also noted that appropriate design and usage is important, with almost half (47%) of consumers having been annoyed by receiving junk mail that initially looked threatening or alarming, mimicking ‘final demand’ bills or medical test reports.

‘Depending on the reason for contacting customers, companies need to strike the right balance between using letters, or emails and other digital communication channels,’ said Anthony Coo, Product Head at Quadient. ‘If somebody receives a letter from their solicitor or bank and is concerned it is about something hugely important, then it turns out to be an attempted cross-sell from a partner, they are likely to be irritated. In this instance, digital channels could be more appropriate.’

Comparing the strengths of physical mail with digital alternatives, advantages of the former included guaranteed delivery options, privacy and security, particularly from phishing and viruses, and the perceived value of personalisation; the immediacy, ease of access and anytime delivery were noted as benefits of the latter. Perhaps unexpectedly, the research found that email was popular with over-55s, for these reasons.

‘Businesses need to play to the strengths of both letters and emails – it’s dangerous to assume your customers will want one or the other,’ Mr Coo added. ‘For instance, businesses serving an older customer base may assume they won’t respond well to email – but this is not the case. People aged 55 and over are more appreciative of the instant, always-available nature of email. Overall, businesses need to think strategically about the different scenarios in which they contact customers, and which communication channel fits the job.’

Opinium surveyed 2000 UK consumers in Autumn 2022.