CUSTOMERS RELUCTANT TO GO PAPERLESS
Research conducted by the Royal Mail Marketreach and Accenture, revealed that 83% of consumers want a choice in whether they receive communications via post or email and that only half of customers are happy to go paperless.
Despite companies best efforts to cut emissions by moving towards emails as apposed to letters, more then half of businesses are seeing that customers are not opting out of receiving emails over paper copies despite this being a great way to reduce carbon emissions. The level of postage being sent out by businesses has reduced to stop carbon emissions produced by transport and deliveries but they are seemingly now stuck in a dilemma of losing emissions or losing engagement.
Out of the 6,000 consumers surveyed, 57% revealed they are less likely to miss something if it is sent to them in a physical format. Due to the increased number of spam emails people are more likely to miss important information sent via email then if sent out in the post. The study has also shown that the likelihood of mail being opened, regardless of age of recipient, is around 85% compared to the 58% that read emails or the 44% that respond to app notifications.
Postage levels are being cut down by businesses to stop carbon emissions produced by transport and deliveries but they are seemingly now stuck in a dilemma of losing emissions or losing engagement. In instances where information needs to be read thoroughly, action needs to be taken on what consumers receive or when privacy is involved, the analysis found that sending mail was the best choice for businesses.
Phil Ricketts, Commercial Director at Royal Mail Marketreach, had the following to say with regards to mail: “[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.
“When executed well, customer mail can add both personal value to customers and commercial value to organisations.”