Email might still be the channel of choice for brand owners but almost two-thirds (62%) of UK consumers say they are more likely to open a physical letter than an email, with many citing the fact that letters feel more personal.
At a time when the UK Government heralds digital technology as transforming our lives, the research, carried out by mail and business process automation specialist Quadient, warns firms 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, the survey findings suggest. 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 marketing.
Quadient product head Anthony Coo said: “Depending on the reason for contacting customers, companies need to strike the right balance between using letters, or emails and other digital communication channels.
“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.”
Asked why a physical letter from a business might be better than email, 43% said important letters can always be sent with guaranteed or signed-for delivery, so they can be sure they have received it and know immediately that it is important.
Meanwhile, 42% said there is no risk of hacking, phishing or being infected by viruses and 37% said they appreciate the lack of spam messages received through physical mail compared to email.
Finally, 39% said letters feel more personalised to them and their needs than bulk email messages.
Consumers were also asked why a business might be better off sending an email rather than writing a letter. Some 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.
A similar number (54%) prefer email as messages can be accessed from anywhere, at any time, provided they have an Internet connection, while 49% appreciate the ability to access email on any day when it is relevant to them, instead of having to miss delivery on Sundays and Bank Holidays, as they do with letters.
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%) 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.
Coo added: “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.
“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.”
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