In the last few years, for many businesses and individuals, email, social media and video calling have become the norm, with many of us embracing technology now more than has ever been done before. In spite of this, the sending and receiving of printed mail continues to play a pivotal role in modern day communication and is something worth prioritising in 2022.
A growing interest in printed mail
As all communications can be managed online or via email, the expectation is that younger people view print as being outdated and old-fashioned, preferring digital to print. However, this is not the case. A market research report conducted by Royal Mail in 2020 revealed that more people were engaging with physical mail than ever before, with the biggest increase in engagement coming from people in the 18 to 34 age bracket.
Adding to this, research by Pel Hughes found that more than 75 percent of millennials – individuals born between 1981 and 1996 – read and resonate with their physical mail. This can be attributed to the relative novelty of sending and receiving physical mail for younger generations, as well as the Covid-19 pandemic, which has significantly changed consumer behaviour.
What’s more, the events of past two years have shown our reliance on printed mail. For example, a large volume of physical letters, which contain essential health advice, have been distributed to vulnerable individuals who are having to shield or isolate. By sending this vital information physically, there is a greater chance of it being received and subsequently resonating with more people than a digital alternative. Royal Mail found that 66 percent of respondents agreed that receiving physical mail from the Government had on impact on their behaviour, showing that the public have started to become more accepting of physical mail.
While it is clear for all to see that the world has undergone rigorous digital transformation in recent years, the feeling associated with receiving physical mail is incomparable, particularly for those individuals who do not live an overly technical lifestyle. During the last two years, we have seen a number of lockdowns and lonely periods of isolation, with many people craving more human interaction and wanting to spend more time with family and friends. As such, emails and text messages can feel impersonal, whereas the far more targeted approach offered by physical mail emphasises the personality and considerateness we desire.
A reliable form of communication
When it comes to printed mail, some individuals may be more trustworthy of it compared to email communications. While electronic communications may be efficient, attempts to break into secure websites and attempts to steal identities take place multiple times during a day. In terms of emailing, there are vast swathes of fake emails and deceptive phishing scams sent on a daily basis. This leads to individuals being filled with trepidation with regards to which emails they should and shouldn’t click on. The regular stream of news relating to cyberattacks, from data breaches to hacking attempts, also makes people question whether they should trust electronic communications over manual communications.
As the world around us constantly changes, it is imperative that we continue to recognise the important role played by print in our day-to-day lives. While the ‘new normal’ world we’re currently living in is filled with uncertainties, physical mail still has its benefits, from both a practical and emotional perspective. As such, it is important that in 2022, physical mail remains an integral part of our lives.
You can find out more about Quadient’s mail related solutions here
Anthony manages the product marketing division in the UK and Ireland. He has over 13 years’ experience of successfully launching and managing solutions in life. His teams’ product portfolio helps organisations manage their communications both physical and digital, streamline complex processes, and ensure the inbound and outbound solution meets market needs of now and the future.