Although 42% of British consumers were encouraged to be paperless last year and almost half were encouraged to do so, only 24% did, with only half respondents happy to be paperless.
It was the company’s largest research program in five years, according to a survey by Royal Mail Marketrich, aimed at understanding how businesses can get the most out of their customer’s mails.
Evidence suggests that companies will pay attention to customer wishes because 88% of people read all or most of their customer mail, compared to 76% for email, 58% for texts, and 44% for app notifications.
Marketrich Trinity commissioned McQueen to conduct a six-segment research activity on more than 6,000 consumers and partnered with Accenture to gain extensive experience and insights across all aspects of the business. Unlike advertising mail, where the focus is on ‘sales’, the primary purpose of customer mail is to share information, provide support, and build relationships between an organization and a reputable address.
In more detail in the study, it was found that people are twice as likely to understand complex information when it is presented to them in physical mail than in digital format, and 57% of respondents report that they are less likely to miss something. Comes to them in physical format.
Studies have shown that all age groups are involved with mail, including General Z and Millennials who appreciate the personal touch that customer mail refers to. They deal with it more than email: 85% of them open it; Save 65% for future reference; 49% put it somewhere to work later; And 40% shows others in their family.
According to Royal Mail Marketrich, digital communication has no role to play in customer relationships. Indeed, the combination of both physical and digital mail tends to be the best approach across a customer relationship, it claims.
It says its research, especially quality customer workshops, provides key insights on how brands can best optimize their customer mail as well as provide a positive customer experience as well as help build brand equity. It finds important times when physical mail is particularly effective when: the communication must be read thoroughly; The recipient must act on the information received; Information is important or complex; It needs to be kept for reference or when security or privacy is a potential concern.
The strong sense of value associated with customer mail from consumers suggests an important role for mail as part of a larger customer engagement approach. Its reality, its fidelity, the way customers appreciate and interact with the mail makes it a channel that offers unique CX benefits. Research shows that consumers’ choices are not entirely for the digital experience so a great customer experience should be taken into account, and business leaders and decision makers should only look at their conversion plans outside of the digital channel.
Phil Ricketts, Commercial Director of Royal Mail MarketReach, said: “Our research reaffirms the importance of customer mail in customer relationships and demonstrates how it can benefit businesses seeking to strengthen their CX strategy. This is an incredibly powerful brand Touch Point, which is invested with a lot of trust by consumers, but one where there is a huge opportunity to further leverage its impact as part of the customer experience. When done well, customer mail can add both personal value to customers and commercial value to the organization. “
Leading global brands are personally interested in hearing discussions on topics like this? Learn more about the Digital Marketing World Forum (#DMWF) Europe, London, North America and Singapore.