People just like sending mail.
Our latest report, “The Future of Correspondence,” details the continued relevance of mail in the digital age. A wide majority of people enjoy sending physical mail, as we found in a survey we conducted in the U.S. and the U.K. using SONAR™, JWT’s proprietary online tool. For many, letters and cards are a superior way to communicate personal sentiments when compared with digital missives. The act of sending a letter or package is viewed with pleasure, as is that moment of putting something in the mailbox. The younger generation, in particular, feel that mailing something is fun: 71 percent of American and 62 percent of British Millennials said as much, compared with 51 percent of both U.S. and U.K. Boomers.
As a countertrend to today’s proliferation of thoughtless tweets, texts and status updates, people are coming to appreciate slower, more mindful communications, giving new significance to the act of sending and receiving mail. Expect Slow Communication, as we’ve termed it, to continue gaining traction as more people see value in delayed gratification and the tactile, analog qualities of physical mail. To read more about this trend, download the report here or browse it on SlideShare.