In an increasingly digital world, businesses might assume that physical mail is a thing of the past. However, a recent global survey commissioned by Quadient and conducted by Opinium in the summer of 2024 reveals that traditional letters still hold significant value for consumers in the UK.
The enduring power of physical mail
The survey gathered insights from 2,000 consumers across the UK and found that 79% of UK respondents had sent a letter in the past year. More notably, 53% said they are more likely to act on an urgent letter than on digital communications, and 63% expressed concerns about missing important digital communications.
What this means for businesses
Not all industries are equal when it comes to customer communications. According to the respondents, banking is the leader at delivering timely, relevant information across multiple channels, followed by utility companies. However, the property sector ranked the lowest, signalling an urgent need for better communication strategies.
Part of this will be ensuring organisations are not limited to a few communications channels. Consumers are clear about their preferences: 62% want organisations to communicate through multiple channels. Each method—letters, emails, SMS, or in-app messaging—has unique advantages that should be leveraged strategically.
The right message, at the right time, through the right channel
The research explored when and why consumers prefer different communication channels. It found that physical mail offers certain benefits that digital communication cannot fully replicate. In fact, 63% of UK consumers worry about missing important digital messages because they either don’t appear significant enough or end up in junk folders. Additionally, 59% find determining whether digital communications are genuinely important is increasingly difficult.
While email is the go-to for most interactions, certain kinds of messages demand alternative channels.
Consumers recognise the strengths of each channel. Letters offer permanence and security, emails provide immediacy, and SMS or in-app messaging delivers convenience for real-time interactions.
Common communication pitfalls
Despite technological advancements, many organisations still struggle with communication accuracy. A worrying 42% of UK consumers reported receiving incorrect or inaccurate communications in the past year, including errors in personal details, messages sent to the wrong address, or correspondence meant for someone else. Even in sectors handling sensitive data, such as healthcare, 20% of respondents encountered such issues.
21st-century communications
The research also uncovered key insights about consumer attitudes toward emerging technologies and sustainability:
- Data privacy: 80% of UK consumers feel uncertain about what personal data businesses hold and how it is used. However, 61% would still be willing to share their data in exchange for benefits such as discounts or enhanced services.
- AI scepticism: Only 37% of UK consumers are comfortable with AI-generated communications, and 81% believe companies should disclose when AI is used.
- Environmental awareness: While digital communication is often perceived as eco-friendly, 44% of consumers worry about hidden environmental impacts. More than half (52%) would appreciate clearer guidance on reducing communication footprint.
Striking the right balance
Quadient helps businesses navigate this evolving communication landscape by offering solutions that seamlessly integrate digital and physical channels. By adopting a hybrid approach, organisations can meet customer preferences while ensuring efficiency, compliance, and satisfaction.
To explore the full research findings, visit our resource page and download the report.
