The people say "Keep printed communications...and offer more choice!"

People who know me already know that I believe in the benefits of multi channel marketing communications. Targeted and relevant cross media communications will increase response rates and always produce better responses than a single channel communication – fact!

 

So I was interested in the results of a recent survey by the mailing equipment manufacturer Pitney Bowes. They asked the public about their preferences when communicating with the government and local authorities. 

More specifically did they prefer email or printed correspondence?

Of the 1,000 people surveyed -

50% prefer to respond to communications through the post

33% prefer to respond to communications through email

74% feared important emails might be filed as junk or fail to be noticed

84% said important government issues are best communicated by post

95% agreed that a choice of channels was the key to success when interacting with government agencies.

It would seem that the printed correspondence still has a place because the general public doesn't trust emails.

OK, this survey was not exclusively about marketing communications, cross media or response rates. But I believe it is more evidence that offering a choice of communications channel will increase and improve customer engagement.