2020 was the year in which many of us embraced technology more than ever before. For almost every individual and organisation, email, social media and video calling has swiftly become the norm. Despite this, the sending and receiving of printed mail still plays an essential role in modern day communication and should be something we begin to prioritise in 2021.
Print proving a point
For the younger generation, it may seem like an outdated topic, as there is now the option to manage just about everything online or via email. Despite this, a recent Royal Mail market research report has shown the biggest rise in engagement with mail last year came from people aged 18 to 34, potentially due to the novelty associated around giving and receiving post.
In fact, the past year has proven that we actually rely on printed mail more than we might think. An example being the sheer number of physical letters which have been sent to vulnerable individuals, containing the vital health advice during isolation periods. Important information sent physically has a greater chance of reaching and resonating with a wider demographic of people, compared to digital alternatives. According to the Royal Mail research, public attitudes and behaviours towards physical mail significantly enhanced last year, with 66 percent agreeing that receiving mail from the Government impacted their behaviour.
Although there is no denying the world has undergone extreme digital transformation over the years, there is nothing quite like the feeling associated with receiving physical mail, especially for those who opt for a less technical lifestyle. With last year resulting in many of us craving a human connection and wanting to spend time with loved ones, emails and text messages can feel impersonal. Physical mail on the other hand has a much more targeted approach, emphasising personality and thoughtfulness.
A trustworthy source
Individuals may feel a sense of trust with printed mail, compared to email. This could be due to the constant stream of news relating to data breaches and hacking. Although electronic communication is efficient, there are numerous hacking attempts to break into secure sites and stealing identities on a daily basis. When it comes to emailing, there is an astonishing number of misleading phishing scams – resulting in people feeling apprehensive about what they should and should not open.
As we delve into a world filled with ‘new normals,’ it is important to recognise the importance of print throughout our daily lives. Physical mail is both practically and emotionally beneficial and, while the world is currently full of uncertainties, we need to ensure we prioritise physical mail throughout 2021.
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