In an age of emails, texts, and endless app notifications, you’d think the humble letter was dead. Think again. New research from Quadient reveals that Brits still love their post—79% sent a letter last year, and over half (53%) say they’re more likely to act on an urgent letter than a digital message.
Why? Because digital communication is a mess. A whopping 63% of UK consumers worry about missing important emails, either because they don’t look urgent or get lost in the dreaded spam folder. Meanwhile, 42% have received messages full of errors such as wrong names, outdated details, or even communications meant for someone else. And it’s not just dodgy retailers. Twenty percent say even healthcare providers have gotten it wrong.
The best (and worst) at keeping in touch
The study, which surveyed 6,000 consumers across the UK, France, and the U.S., shows that not all industries are equal when it comes to getting their messages across. Banks are leading the pack in clear, relevant, and timely communication. Utilities are doing alright too. But if you’re dealing with the property sector, brace yourself—it’s rated the worst for keeping customers informed.
As companies race to use AI for everything, Brits aren’t convinced. Just 37% are comfortable with AI-generated messages, and 81% say firms should come clean when they’re using artificial intelligence.
And while many consumers are keen to go green, they’re left scratching their heads: 44% worry about the hidden environmental costs of digital communication, while 52% want clearer advice on which method is actually better for the planet.
Get the message right
Brits expect email for most things, but when it comes to medical appointments, they prefer texts. Fines and official agreements are still letter territory. Businesses that get it right—choosing the right channel for the right message—will keep customers onside. The ones that don’t shouldn’t expect people to read their emails anytime soon.