According to research from Royal Mail Marketreach, 83% of consumers want to be able to choose between receiving communications by mail or email.
The study, which surveyed 6,000 consumers, was carried out by Trinity McQueen who was commissioned by Royal Mail Marketreach, in partnership with Accenture.
It was found that people are twice as likely to understand complex information when it is presented to them in physical mail compared to digital formats. In addition, more than half of respondents said they were less likely to miss something if it comes to them in a physical format.
The study found that physical mail is particularly effective is when:
- the communication needs to be read thoroughly,
- the recipient needs to act on the information received,
- the information is important or complex,
- it needs to be kept for reference, or
- when security or privacy are possible concerns.
Stuart Searle, managing director of First Mailing, said: “We’ve been delivering campaigns on behalf of our customers since 1998. During that time, technology has certainly had a role in changing how communications are delivered; email and social media now play an important part of a joined up campaign. However, our customers still see a return on investment from their physical mail campaigns which can be used in isolation or in conjunction with digital marketing.
“Of course,” continued Stuart, “there is the perceived environmental impact of physical mail. However, as a company committed to becoming net zero – not because we think our customers think we should, but because it’s fundamentally important to us as a company – we deliver a range of eco direct mail solutions, such as paper wrapping and naked mailers.”
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- Understand your data: successful campaigns are a result of being smart with your data. Need help? We can help source and supply. MORE >
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- Paper wrap it: eco-friendly paper wrapping is a high-speed solution for packing mail packs. MORE >
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