‘Snail mail’ prevails: Quadient research reveals almost two-thirds of consumers are more likely to read a letter than an email
Quadient, has revealed almost two-thirds (62%) of UK consumers are more likely to open a letter than an email. At a time when the UK government heralds digital technology as transforming our lives now and into the future, the research warns businesses against thinking that physical mail is a thing of the past. In fact, almost three-quarters (71%) of respondents expect companies, such as banks or solicitors, to send important documents, like contracts or mortgage or pension statements, through the post rather than over email.
Letters remain an important communication channel, but businesses need to use them in the right situation. Almost half (47%) of consumers have been annoyed by receiving a letter that looked threatening or alarming at first – for instance, a final notice bill or medical test result – but which turned out to be junk.
“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.”
A red letter day?
- Guaranteed importance: 43% said important letters can always be sent with guaranteed or signed-for delivery, so they can be sure they’ve received it and know immediately that it’s important.
- Privacy and security: 42% said there is no risk of hacking, phishing or being infected by viruses. 37% said they appreciate the lack of spam messages received through physical mail compared to email.
- Personalisation: 39% said letters feel more personalised to them and their needs than bulk email messages.
Digital dexterity of email?
Consumers were also asked why a business might be better off sending an email rather than writing a letter. Reasons for this included:
- Immediacy: 56% pointed out they can receive and reply to an email immediately, meaning they can communicate with a business much faster if they need to, than through physical letters.
- Ease of access: 54% prefer email as messages can be accessed from anywhere, at any time, provided they have an internet connection.
- Every day: 49% appreciate the ability to access email on any day when it’s relevant to them, instead of having to miss delivery on Sundays and Bank Holidays, as they do with letters.
Silver surfers on the rise
On the other side of the coin, the research found those aged 55 and over really value the benefits of communicating through email. Almost two-thirds (65%) of them prefer email because you can receive and reply immediately; 59% like that they can access emails from anywhere, at any time; and 59% of them prefer email because you can receive messages on any day, even Sundays and Bank Holidays.
“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,” Anthony 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 2,000 UK consumers in Autumn 2022.