How Customer Mail beats digital comms | WARC | The Feed

How Customer Mail beats digital comms

Email communications with customers are easy for businesses, but recipients are more likely to read and understand information when it’s given to them in a physical format.

Why it matters

While the focus of Advertising Mail is to sell, the primary objective of Customer Mail is to share information, offer support and develop relationships between an organisation and a named addressee. It’s an important part of a CX strategy and research from Royal Mail Marketreach among 6,000 UK consumers shows how it outperforms digital communications in several respects. 

Findings 

• People are twice as likely to say that they understand complex information when it is presented to them in physical mail compared to digital formats.
• Fifty-seven percent of respondents report that they are less likely to miss something if it comes to them in a physical format.
• Around nine in ten people read all or most of their Customer Mail, compared to 76% for emails, 58% for texts and 44% for app notifications.
• All age groups appreciate the personal touch of Customer Mail and engage with it more than email: 85% of them open it; 65% store it for future reference; 49% put it somewhere to action later; and 40% show it to others in their household.
• Only half of respondents were happy to go completely paperless. A combination of both physical and digital mail tends to be the best approach across a customer relationship.

Key quote

“[Mail] is an incredibly powerful brand touch point, which is invested with huge amounts of trust by consumers, but one where there is massive opportunity to further leverage its impact as part of the customer experience” – Phil Ricketts, commercial director at Royal Mail Marketreach. 

Sourced from Royal Mail Marketreach [Image Pexels]