Mail’s Role in Modern Business Communication Strategies

When we are overwhelmed with a seemingly endless stream of digital messages, it is easy to overlook the power of physical mail in business communications. But postal mail remains an important tool. Mail delivers engagement, trust, and impact in ways that digital cannot.

Mail center managers who face constant pressure to cut expenses can do their organizations a favor by emphasizing the impact that physical mail has on company operations and the customer experience. With the right hardware and software, the mail center can process inbound and outbound postal mail accurately and efficiently at any volume.

One key to mail processing success is rightsizing the equipment. If your machines struggle to keep up with demand or are now oversized for your organization’s current mail volumes, it’s time to look at cost-effective alternatives, such as the Tritek Compact or M Sorter.

It’s Still Relevant

Physical mail produces a deeper emotional response than digital alternatives. Research from Temple University, on behalf of the U.S. Postal Service Office of Inspector General, shows that mail activates emotional responses in the brain. This brain activity leads to better information retention and positive brand perception compared to digital communications. Experiences such as feeling the texture of the paper or opening an envelope create a lasting impression.

Consumers who often encounter digital fraud and misinformation are skeptical of online content. They know that misleading direct mail is more expensive to create. Customers associate postal mail with important communications from banks, healthcare providers, insurers, and government agencies. People perceive physical mail as credible and secure. Trust is a powerful asset for any organization.

The Business Case for In-House Mail Sorting

Maintaining control over the mailing process is critical for organizations that value security, speed, and flexibility. Organizations can reduce exposure to data breaches and better comply with privacy regulations by managing all mail operations themselves, instead of sending their mail to an outside vendor. If your organization handles sensitive materials like financial documents or personal health information, the all-under-one-roof approach will appeal to executive management and your customers.

Timing is important. Your organization may need to meet strict industry standards for notifying customers of changes in their accounts, for instance, or pending policy cancelations. In another example, on-time delivery of bills and invoices impacts staffing for customer service and cash flow. In-house mail sorting eliminates a timing variable caused by sending your mail to a co-mingling service for postal presorting.

Organizations that consistently mail to the same geographic areas benefit from in-house sorting by maximizing postage discounts and USPS promotions or incentives, rather than sharing the savings with a third party.

With control over the entire outbound mail process, your company can quickly adjust mailing schedules and respond to evolving conditions like market changes.

The Competitive Edge of Physical Mail

For businesses like finance, healthcare, real estate, and education, physical mail is a foundation for effective communication. Mail breaks through the digital clutter, where customers ignore the messages that flood their phones and inboxes. Mail is also a great equalizer, allowing your organization to reach all customers, regardless of their internet access or technical proficiency.

For advertising and marketing, direct mail response rates range between two and four percent. Mail typically outperforms email, which comes in at around a tenth of a percent. Millennials and Gen Z, whom we often assume to prefer digital-only communication, actually like physical mail. Many individuals in these demographic groups report that receiving personal mail makes them feel special and more likely to engage with a brand.

Control Your Mail to Leverage the Benefits

The aim of corporate executives, marketing leaders, and communications specialists should not be slashing mail center budgets. The focus should be on finding new ways to leverage the unique properties that make physical mail an important contributor to the organization’s customer communication strategy. Corporate executives know that customer trust and attention are critical today. Mail’s role in modern business communication strategies is more significant than ever.

By maintaining control over the mailing process through in-house sorting, organizations can ensure security, efficiency, and flexibility. Tritek offers a variety of mail handling equipment and software that allows organizations to choose the right machines for their needs. Contact us for a personal consultation.