July 24, 2013
‘The Future of Correspondence’
It’s only in the last few decades that cheap and easy alternatives to the post have proliferated, radically reshaping the way in which we correspond. But postal services are here to stay. We still need packages delivered, for one thing, and we’re also developing a greater appreciation for “slow communication.” Our July trend report, “The Future of Correspondence,” assesses the role of mail in the digital age.
The act of sending and receiving physical mail is taking on new significance with the rise of Slow Communication, a countertrend to today’s proliferation of thoughtless tweets, texts, status updates and emails. At the same time, consumers are increasingly seeking the best of both worlds: the more sensory satisfactions of the physical realm along with the ease, interactivity and anywhere-access of the digital sphere. This report surveys what’s driving these two trends and some of the ways in which marketers and postal services have been leveraging them, including offering high-end stationery, adding digital components to real-world mail and translating digital content into physical deliveries. It also features data from a February 2013 survey of 1,200 adults in the U.S. and the U.K. that we conducted using SONAR™, JWT’s proprietary online tool.
“The Future of Correspondence” also spotlights innovative direct mail campaigns and takes a look at how email is evolving, the advent of delivery lockers, and new approaches to stamps and addresses. Click here to download the full report or browse the SlideShare version.