As digital communications multiply, a majority of consumers are growing weary of spam and automated messages, according to a survey of 6,000 consumers in France, the UK and the USA.
In a survey commissioned by Quadient, a group specializing in mail processing equipment, business process automation and customer experience management, and conducted by Opinium, 62% of French people fear missing essential information due to mailbox clutter, and 63% of British people. In the United States, this proportion reaches 68%. This mistrust has led to a renewed interest in paper mail, perceived as more reliable and engaging.
Stronger reaction to physical media
Consumers react more to paper communications than to electronic messages. According to the study, 63% of Americans are more likely to react to urgent paper mail than to e-mail or SMS, and 53% in the UK (the percentage for France is not given). It is also increasingly difficult for 59% of Britons to determine whether digital communications are important or not.
Companies are having to deal with a widespread loss of trust in digital messages, exacerbated by the presence of artificial intelligence (AI). Indeed, 55% of the French and 58% of Americans consider that AI degrades the quality of messages.
Different media preferences for different sectors
The study reveals that communication preferences vary greatly from one sector to another.
In the UK, the banking sector is perceived as the most effective in terms of transmitting information via the right channels and managing customer preferences, followed by public services. In contrast, real estate is the least efficient sector, suggesting a need to adapt to consumer expectations.
In terms of types of communication, medical appointments are mostly confirmed by SMS (a preference expressed by a majority of UK respondents), while minor fines and rental or mortgage contracts are preferentially sent by post.
UK respondents were clear about the benefits of each channel: the physicality and ease of storage and reference of âeuro letters; the immediacy of âeuro email; and the convenience of SMS and in-app messaging, where every interaction can be carried out on a smartphone and all relevant information and activities are in one place.
What's more, 62% of consumers surveyed in all three countries (including 66% of the French) want companies to use multiple communication channels (e-mail, post, SMS, social networks or via an app), confirming the importance of an omnichannel approach tailored to the specificities of each sector.
Mail in the face of environmental challenges
While 52% of consumers (American, British and French) would like advice on how to reduce the environmental impact of their communications, 44% are concerned about the hidden consequences of digital technology. This concern is particularly marked in France (46%).
In fact, e-mail (35%) and SMS (18%) top the list of means of communication considered most environmentally-friendly by the French, far ahead of applications (14%) and letters (9%). As a reminder mail, often criticized for its ecological impact, has benefited from significant progress these include increased recycling, environmental certifications and optimized paper management.
This growing demand for information on good eco-responsible communication practices, and the lack of media awareness, underlines the importance of raising awareness among companies and individuals in France.
Towards balanced communication tailored to expectations
This study shows once again that while digital dominates communication strategies physical mail still has undeniable advantages in terms of reliability, responsiveness and credibility. In a context where consumers are looking for greater transparency and attention, companies could rediscover the advantages of mail to establish a more solid and lasting relationship with their public.
