The Power of Letter Drops to Inform Communities

One of the biggest advantages of letter drops is their ability to create a direct and personal connection with recipients. Unlike digital messages, which can feel impersonal and are easy to ignore, a physical letter demands attention. When residents receive a letter in their mailbox, it feels personal and significant. This personal touch increases the likelihood that the recipient will read and engage with the content. Indeed, according to JICMAIL research, an addressed letter to a resident stays in the property for an average of 8.36 days and would be read 4.7 times whilst there.

High Visibility and Engagement

In today’s digital age, messages flood our email inboxes and social media feeds, and many go unread. Physical letters, however, don’t face this competition. A letter stands out because it is tangible and visually distinct. People are more likely to read and consider information presented in this format. Studies have shown that direct mail has higher engagement rates compared to digital methods. For public consultations and notifications, this means that the message is more likely to reach and resonate with a larger part of the community.

Targeted Reach

Letter drops also have the advantage of accurately targeting specific demographics or geographic areas. This ensures that the right message reaches the right people. For example, if a local council needs to inform residents about upcoming roadworks, they can target only those households that will be directly affected. This targeted approach not only maximises the relevance of the message but also ensures efficient use of resources. By focusing on specific areas or groups, public consultations can be more effective and meaningful.

Building Trust and Credibility

Public trust is essential for the success of any campaign. Letter drops can help build this trust. People often see physical mail as more trustworthy than digital communication, which they can easily spoof or ignore – plus, there are issues with actually getting any digital materials to residents. On a side note, we once considered tying email addresses to properties, which you would inherit when you buy the property – but this idea never quite took off!

On the other hand, receiving a well-crafted, informative letter from a local authority reassures residents that their opinions and concerns are valued. This sense of trust and credibility can lead to higher participation rates and more constructive feedback, ultimately enhancing the quality of any consultation or notification process.

Tangible Evidence

Providing clear and detailed information is essential. Letter drops allow for the distribution of comprehensive materials, such as detailed maps, diagrams, and lengthy explanations. These materials serve as tangible evidence of the consultation, providing residents with physical documents they can refer to and discuss. This is especially useful for complex issues like urban development or infrastructure projects.

Accessibility

Digital communication often assumes that everyone has reliable internet access and is comfortable using technology. However, this is not always the case. The elderly may not use digital and therefore may have no information to hand. Even putting up signs on the street (on lamp posts, for instance) may not have as big an impact if you don’t tie this in with direct communication in the residents’ homes. It will help but think multichannel rather than just lampwraps.

Using physical letters, public consultations, and information campaigns reach individuals without access to digital platforms or who prefer traditional methods. This inclusivity ensures that all community members, regardless of technological proficiency or access, can engage in your campaign.

Creating a Lasting Impact

The physical nature of direct mail means that it often stays in a household longer (averaging up to 9 days!) than an email in an inbox. You can pin a letter to a noticeboard, leave it on a kitchen table, or share it amongst family members. This extended presence increases the likelihood that people will read your message multiple times and discuss it, leading to greater awareness and engagement. For public consultations, this lasting impact is crucial to ensure that people fully disseminate and understand important information.

Cost-Effectiveness

While digital campaigns can be cost-effective, they often require significant investment in design, targeting, and analytics to be successful. Letter drops, on the other hand, can be relatively inexpensive, especially when targeting specific local areas. We can easily manage printing and distribution costs, and the return on investment will be substantial given the high engagement and response rates associated with these methods.

How Can We Help

At Letterbox, we can offer print, door drop and direct mail with a less than 24-hour turnaround on all jobs. Depending on what type of job it is we can advise you on the best way to inform the public about the job you’re doing. Is a letter or leaflet better for you? Would door drop or direct mail be more cost-effective? How soon do you need to inform these people and what would be the best method for doing so? Our account managers will also be involved from the beginning to ensure your campaign has maximum impact – we’ve done thousands of these campaigns and our staff understand exactly what you need to do.

Letter drops offer unique advantages that make them particularly effective for public notifications and consultations. Their ability to create a personal connection, achieve high visibility, and target specific audiences are compelling reasons. These methods also build trust, provide tangible evidence, ensure accessibility, create a lasting impact, and remain cost-effective. You can achieve greater participation, more meaningful feedback, and ultimately, more successful outcomes.

Get in touch with Letterbox today to ensure your campaigns reach everyone that you need to.