Rethinking the marketing role of physical mail

Mark Statton at Quadient explains how Royal Mail’s shake-up is forcing businesses to rethink communication strategies

 

The UK’s postal system is currently undergoing its biggest shake-up in years. Royal Mail is scrapping Saturday second-class letter deliveries and will now deliver second-class mail only on alternate weekdays. These changes, designed to reduce costs and maintain the viability of the service, have sparked concern among businesses about how their operations might be affected.

 

While Ofcom insists the Universal Service Obligation remains in place for first-class post, this shift is a clear sign of the times: traditional mail is evolving, and organisations must evolve with it.

 

For those organisations still reliant on physical letters, documents and communications, this is a wake-up call. This isn’t the end of traditional mail, it’s a pivotal moment to modernise. Businesses should see this as a chance to integrate mail into a smarter, more resilient communications strategy that meets today’s demands.

 

 

Royal Mail’s shake-up

Royal Mail is currently working with Ofcom to update the Universal Service Obligation (USO). This longstanding law requires the collection and delivery of letters to every UK address six days a week at a universal price. But that’s about to change.

 

From 28th July, second-class mail will take longer to arrive, with deliveries happening every other weekday and delays of up to six days in some areas. Meanwhile, first-class post will continue to be delivered six days a week.

 

Pilots are already underway in 37 delivery offices across the UK, meaning the transition is in motion. For businesses, that makes now the ideal time to reassess how communications are handled and whether existing systems are fit for purpose in a more digital-first future.

 

 

Why communications strategies need to evolve

These changes to the pace and pattern of mail delivery go beyond simple inconvenience. They reflect a broader transformation in how people send and receive information. While physical mail volumes have indeed declined over the past two decades, the number of delivery addresses continues to grow, and customer expectations for speed and reliability have never been higher.

 

In fact, letter volumes dropped from 20 billion in 2004 to just 6.7 billion in 2023, according to Ofcom. Over the same period, the number of delivery points rose by around 5 million. That means more addresses to serve, with less mail to justify the cost. This places added strain on an already stretched, fixed-cost infrastructure.

 

We may live in a digital world, but the reality is that mail still plays a vital role, particularly for important documents like tax statements, legal notices, medical appointments and billing communications. Rather than being replaced, though, its role is evolving. For businesses reliant on using this form of communication, now is the time to rethink how physical mail fits into a modern, multi-channel communications strategy that reflects today’s changing behaviours, expectations and technologies.

 

 

Creating a more resilient communications model

Relying solely on physical delivery is becoming increasingly unsustainable for modern businesses. In response, forward-looking organisations are adopting hybrid strategies that combine digital and postal channels to build greater resilience into their operations and ensure messages are delivered reliably, regardless of the recipient or medium.

 

This trend is already well underway. Across sectors, from SMEs to local councils and service providers, we’re seeing a move toward smarter, more adaptable multi-channel communication models designed to reduce disruption, support compliance and meet rising customer expectations.

 

The goal of blended communications isn’t to eliminate physical mail; it’s about using it more intelligently. Digital tools allow time-critical information to be sent instantly or tracked with greater accuracy when mailed, giving organisations more control over both timing and transparency.

 

From legal firms issuing important documents to councils sending out payment reminders to residents, the focus remains the same: deliver secure, timely, and trustworthy communications that inspire confidence, no matter how they’re sent.

 

 

Building resilience into outbound communications

As customer expectations grow and regulatory demands tighten, many organisations are taking a closer look at how they manage outbound communications. Whether it’s a physical letter or a digital message, ensuring the right information reaches the right person, at the right time, has never been more important.

 

A more strategic approach often starts with simplifying internal processes. Automating manual mailing tasks can reduce administrative overhead and free up staff to focus on more value-added responsibilities. At the same time, consolidating physical and digital delivery into a single system allows for greater consistency, oversight, and responsiveness.

 

Visibility is also a growing priority for businesses. The ability to track and monitor outbound items, whether sent by post or electronically, gives organisations a clearer view of what’s been sent, to whom, and when. This helps maintain compliance with evolving regulatory standards and provides assurance that important communications aren’t slipping through the cracks.

 

Above all, successful communication strategies are those that adapt to changing needs. By introducing more flexibility and control, businesses can continue to deliver secure, effective communications at scale, no matter the volume.

 

 

Rethinking the role of physical mail

Far from becoming obsolete, physical mail is taking on a new, more strategic role in modern communications. In a fast-paced, digital-first world, physical mail can still deliver impact, particularly when it’s supported by intelligent technology and integrated workflows.

 

As organisations assess their future communication needs, many are asking whether their current systems are fit for purpose. Are they capable of managing both traditional and digital channels? Can they handle fluctuating volumes? Are they agile enough to adapt to new compliance requirements?

 

The most forward-thinking organisations are already transitioning to hybrid communication models that blend the best of both worlds. These models offer the flexibility to send documents physically or digitally, depending on urgency, cost and recipient preference, all while maintaining oversight and auditability throughout.

 

In short, the future of mail isn’t about choosing between physical and digital. Instead, it’s about bringing them together intelligently to meet the demands of a more connected, compliant, and customer-focused world. With changes to Royal Mail’s service model already in motion, and further reforms expected, businesses can no longer rely on traditional delivery infrastructure alone.

 

Now is the time to take a proactive approach, reassessing communication strategies to ensure they are resilient, responsive, and ready for whatever comes next.

 

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Mark Statton is Head of Public Sector Strategy at Quadient

 

Main image courtesy of iStockPhoto.com coldsnowstorm