We received a smattering of catalogs, but our mailbox seemed to be surprisingly much lighter this holiday season.
Gallup conducted a perception study about American reactions to receiving different types of mail last year. Here are the results:
- A letter from someone you know, 97% very positive or positive or neutral (only 3% very negative or negative)
- A catalog, 70% neutral to very positive
- Letter from a business, 64% neutral to very positive
- Advertising card, 45% neutral to very positive
As Gallup points out, “in a world of email, texts and social media, 41 percent of Americans nevertheless look forward to checking what is in their mailbox each day.”
According to Gallup’s conclusion from its research, “the deluge of electronic email, texting and social media updates…may mean that a ‘fresh’ way of communicating may have increasingly unique value.”
I know I shouldn’t use my own experiences as a guide, but this year I unsubscribed from businesses that I enjoy doing business with due to the too frequent emails filling my inbox. And these are brands I really like.
What all this could mean is that old-fashioned mail may see, as Gallup calls it, “a renaissance” in the coming years.