Although much of the communications sent and received today are digital, physical mail remains an integral part to any communication plan. Many consumers have become digitally oversaturated, and feel more valued when they receive physical mail. This is especially the case when the physical mail is personalized. With physical mail, the consumer knows that the sender has taken the time to communicate directly with them.
Unlike digital communications, physical mail is a premium channel that can bypass spam filters and does not need to compete against hundreds of emails. It is also opened, rather than being discarded with the reading of an email’s subject line.
Not only is physical mail opened, it also remains around the home or business premise for a number of days after it was received. This enables it to be shared with a wider audience within the home or business, and for it to act as a reminder to the recipient to engage in a call to action.
Marketing and informational pieces continue to be sent as physical mail because they enables companies to easily connect with customers. Customers can hold the message, or use the physical mail as a reminder to pay a bill, to reference account details, or to actively respond to, and it has the opportunity to be viewed by multiple people in households or to be shared amongst people outside of the household.
Physical mail also trusted. Digital threats are becoming commonplace and identity theft is on the increase. However, physical mail offers some answers to this. Many industries need the certainty of knowing they are communicating with the correct person. For example, when a bank loan is applied for, the bank needs certainty that the applicant is the true person who lives at an address. Some checks can be done online, but to avoid identity theft it is important to send physical mail to the person at the stated address. If the loan application is a surprise to the recipient then the bank has saved itself from fraud, simply for the cost of a single letter’s postage.
Recipients also appreciate the confidentiality of physical mail. This is especially the case in the healthcare sector, where medical results, or reminders to attend an appointment need to be sent. Worries about online data security make email an inappropriate channel for this, whereas physical mail is enclosed within an envelope with the content only readable once opened. Many countries have laws that protect confidential personal data, such as HIPPA in the USA and GDPR in the European Union, and large fines have been imposed for online data breaches. However, letters processed through the national post are safely sent to their intended recipient, without fear of remote interference.
Additionally, when a document is sent using physical mail, the envelope is imprinted with the date and time. This record cannot be altered and, in many jurisdictions, can act as legal evidence of the date of sending. Physical mail can also include additional services such as “signed for” delivery. This can be particularly important with time critical legal documents.
As part of a multi-channel communication plan, physical mail remains as important as ever. One of the great things about Quadient is that we are able to supply across all of these communication channels, from physical mail to digital, so as customer preferences change, the communication mix can also change. In Mail Related Solutions we provide equipment and software solutions to enable businesses to communicate with their customers in a tangible and valuable way. We also link into the other communication channels offered by Business Process Automation, Customer Experience Management and Parcel Lockers.
Contact Quadient today to learn how how Quadient Mail-Related Solutions can transform your consumer outreach.
Find out more about what Quadient’s customers have to say about Quadient solutions: Customers Who Found Their Perfect Match With Quadient
(Watch the complimentary Aspire CCS webinar: Future of Mail: Print’s Place in a Digital World)