Sending old-fashioned, physical “snail mail” seems outdated in our digital era. However, a recent survey of individuals and companies by Stamps.com showed that mail is surprisingly resilient and still plays a critical role in how both groups communicate in the U.S. today.
Our research reveals that nearly two-thirds (65%) of people in the U.S. still send letters and packages at least once or twice a month. One reason mail is still incredibly relevant to individuals is because of the unique value it provides when compared to digital communications. For example, it shows the sender put in effort to send something, especially compared to the ease of sending a text or email. Senders also believe that physical mail may be more likely to be opened and read, compared to the risk of the recipient missing a digital message amidst too many others. It’s also still often seen as a more reliable way to send documents, checks and other sensitive information; it completely avoids the risk of digital fraud. Lastly, physical mail signifies that the content being sent is “special.” For instance, mailing wedding invitations, baby announcements, and holiday cards is still a tradition, despite there being easily accessible (and free!) alternatives online via e-vites or social media. In sum: People still often rely on physical mail for moments that require more than a digital message, offering a sense of trust and importance that digital communication can’t always replicate.
Businesses of all types still rely heavily on physical mail, with 36% of those surveyed mailing at least weekly. For industries such as law and healthcare mail is central to their operations and critical to their success, given their need to send items such as signed documents and sensitive records.
Our survey also reveals some of the most common pain points about mail for both businesses and consumers. Unsurprisingly, “high costs” tops the list for 43% of respondents. Another challenge is the time-consuming nature of mailing, with 30% of people noting the inconveniences associated with going to a drop-off location, waiting in line, and having to manage this overall process. Senders can mitigate these concerns by utilizing digital mailing solutions (like Stamps.com) that offer discounts on postage and allow you to print postage from your office or home, saving money and also time. By leveraging digital technology alongside the enduring benefits of physical mail, businesses and consumers can maintain the reliability and emotional impact of mailing while taking advantage of the efficiency of digital.
- Categories:
- Mailing/Fulfillment - Postal Trends
Nick Spitzman is the General Manager of Stamps.com, the pioneer in online postage and shipping software solutions. He has extensive international experience in e-commerce, online marketplaces and consumer Internet businesses. Prior to Stamps.com, he held senior leadership roles at companies including Regus and Vrbo. He holds an MBA from Wharton and a BA from Yale University.