Mail works because people trust it, it feels official, and it gets to everyone. People are more likely to read it and act on it, and it doesn’t depend on internet access or tech skills.
Mail is great for 'we' messages and uniting people, many brands have used it to run behaviour change campaign
Reach every household
Mail reaches everyone, regardless of internet access or digital skills. It ensures people aren’t left out, especially older or more vulnerable groups.
Build trust with an audience
A letter carries authority and is harder to dismiss than an email. Physical mail is seen as an official and authentic channel, which helps reinforce trust.
Prompt action through physical communication
Mail feels real and physical, so people are more likely to open and keep important government letters. That makes it more effective at getting them to act, like paying a bill, renewing a licence or going to an appointment.
Accessible communication medium
Physical letters can be designed for readability and accessibility (large print, Braille, translations). They’re easier for some people to store, share with family members, or present as proof.
