Email may be more convenient and less expensive for brands, but if you really want your customers to look at a communication, mail is much more effective, according to a new report. A study by automation specialist Quadient has found that almost two-thirds (62%) of UK consumers say they are more likely to open a physical letter than an email, with many citing the fact that letters feel more personal.

When asked why a physical letter from a business might be better than email, 39% said letters feel more personalised to them and their needs than bulk email messages, while 42% said there is no risk of hacking, phishing or being infected by viruses. A further 37% said they appreciate the lack of spam messages received through physical mail.

“Depending on the reason for contacting customers, companies need to strike the right balance between using letters, emails and other digital communication channels,” said Quadient Product Head Anthony Coo.

“Companies need to think strategically about the different scenarios in which they contact customers and choose the communication channel that best fits the situation.”

To read the full report, go to quadient.com

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