Digital Convenience: Why Customers Prefer Email

Email stands out as the most prolific and preferred method for digital customer communications.

As a writer and researcher in cybersecurity, I've personally seen how businesses and consumers increasingly rely on email to protect data while keeping communication efficient.

Surveys indicate a striking 83% preference for email over post or customer portals.

Let’s look at why email is the channel of choice.

An Evolution of Customer Communications

The way businesses and customers communicate has changed, and the COVID-19 pandemic accelerated this shift.

We've seen communication move from traditional mail to digital methods like email and online portals.

The change started well before 2021—so, how did we get here?

The History of Post

The modern postal system’s foundations were laid in the 17th century – the beginnings of global communication.

Innovations like the postage stamp in the 1840s and the expansion of rail and shipping routes sped up mail delivery.

But the arrival of digital technology in the late 20th century challenged traditional postal services.

Digital communications were cheaper, more convenient, and instant—and so they started to take over.

Royal Mail reported delivering just under eight billion letters in the financial year ending March 2022 – a 33% drop from five years before.

The History of Email

Email technology began in the 1970s, used in local computer networks.

The commercial use of email surged in the late 80s with the growing adoption of the internet.

By the late 90s and early 2000s, email had become a vital business tool.

"Digital communication has fundamentally reshaped how businesses engage with consumers.

In my 40 years of experience, I’ve watched email evolve from a novelty to a crucial means of sharing sensitive data securely."

– Paul Holland, Founder, Beyond Encryption

Email offered many advantages over post, such as faster delivery, greater efficiency, and the ability to keep a digital record of exchanges.

But as usage grew, so did cyber attacks on email data.

Today, businesses want to keep using email’s benefits but awareness of  the risks it poses to sensitive data is growing.

The History of Portals

While email was on the rise, self-service customer support also started taking off in the 1990s.

Early portal features included FAQs and knowledge bases.

As cloud tech improved, portals offered more features, such as account management, ticket submissions, and interactive knowledge bases.

Now, portals do much more than troubleshoot.

They’re a core part of business and customer communications.

A majority of interactions happen there, including:

• Document exchanges
• Digital signatures
• Order tracking
• Product upgrades
• Privacy management
• Billing and payments

Although portals bring efficiency for some customers, many remain disengaged, preferring the human touch.

42% of customers leave portals out of frustration.

Postal Problems

Postal mail can be inefficient for everyday messaging, but is it still in use?

Increased Expenses

The cost-of-living crisis has made both businesses and consumers wary of extra costs.

The price of a first-class stamp rose from 70p in 2019 to £1.25 today – a 78% jump.

Paper prices have also gone up more than 20%.

With digital options available, mail is no longer cost-effective.

Unreliable Service

Businesses want reliable delivery.

Royal Mail is supposed to deliver 93% of first-class mail within a day, excluding Christmas.

However, it has only hit 73.7%.

Over 15 million people have faced late mail, resulting in missed appointments, fines, and reduced confidence.

A Focus on Sustainability

Concerns about the planet are growing fast, with climate change making an impact.

Research shows 7 in 10 UK adults think businesses should cut back on post.

Each tonne of mail creates around 3 tonnes of CO2e, and Royal Mail’s footprint was 1.2 million metric tonnes of CO2 in 2021–22.

With digital options on hand, it’s easy to see why consumers want to drop post, and businesses and regulators are following suit.

Rising Security Concerns

Post can also pose security risks.

Senders lose control once mail is sent, creating a risk for sensitive data.

Theft is a concern since mail can be taken at many points in transit, and physical documents can’t be encrypted.

Mail offences are up in recent years, leaving posted data exposed.

Portal Problems

Customer portals centralise communication, so why do customers prefer email?

A Lack of Engagement

Portals are now common, but many consumers skip them.

A study showed 63% of adults with a healthcare visit didn’t use their portal.

Many prefer direct communication, lack internet access, or have privacy worries.

Our work with financial services shows fewer than 50% of people often use portals.

The Human Touch

Many customers want direct human interaction instead of chatbots or knowledge bases.

Portal support often takes a few days, which puts off older customers who prefer the phone or email.

Around 52% of Baby Boomers say they’ll avoid companies without live one-to-one support.

Across all age groups, people are four times more likely to switch if they have a bad service experience.

User-Unfriendly Design

Portals may aim to fix problems, but many fail in terms of user experience.

People complain about confusing navigation, small font sizes, and clunky designs.

This frustrates 36% of consumers and causes 90% of internet users to avoid a site.

A highly customised portal also puts a constant resource burden on businesses.

Addressing the Threats

Portals often rely on usernames and passwords.

Weak passwords and advanced hacking tactics, like brute force attacks, can put user data at risk.

Even complex eight-character phrases can be cracked in minutes using the latest processors and AI, as shown by recent research.

"Secure email must evolve alongside new threats.

Our team prioritises end-to-end encryption and robust authentication.

That way, customer data is protected at every step."

– Mike Wakefield, CTO, Beyond Encryption

These risks mean that portals must adapt.

They need multi-factor authentication and modern digital identity tools.

Many companies have made headlines for leaking data stored on their portals, and consumers are now more careful about who they trust with their information.

Why Is Email the Channel of Choice?

There are lots of digital messaging options.

Why does email still reign?

The Default Option

Email is popular because almost everyone has it.

Unlike newer digital channels, email has long been used for personal and professional interactions.

Most online portals also need an email address to register.

63% of people open email at least twice a day, and 91% of users depend on it more than before.

Increased Efficiency

Email’s near-universal usage makes it more efficient than other channels.

Post can take days, and portals have low engagement.

Email arrives fast in the inbox, giving organisations control over speed and boosting customer satisfaction.

Other digital channels, like apps, aren’t as practical because people prefer different platforms.

Ease of Use

Most people know how to use email, which is a big plus.

It’s simpler than navigating unfamiliar portals with separate logins.

Email interfaces are generally more accessible, even for users with special requirements.

Compared to post, portals, and messaging apps, it’s also easier to search and organise messages.

Reduced Costs

Email removes paper, printing, and postage costs.

If you expect customers to return printed forms, post can become expensive.

A recent survey found 68% say first-class post is too expensive, and 15% struggle to afford stamps.

Our findings show enterprises can save around 95% on print, pack, and post by switching to email.

Environmental Footprint

Using email cuts down on paper and physical transport, so it’s much greener.

Four out of five people are more likely to engage with a brand that takes sustainability seriously.

Companies using secure email instead of letters can shrink their carbon impact by over 80%.

Email’s widespread usage also boosts efficiency over other digital tools, as it’s built on a shared, mature network.

Security and Privacy

Email can be highly secure with the right tools, though it shares some risks with other channels.

Specialised secure email software, such as Mailock, uses end-to-end encryption and checks recipients to make sure only the right person can access a message.

"Email not only offers cost savings for businesses but also greater accessibility for customers.

When it’s protected with strong encryption, it becomes the most effective way to communicate securely in today’s fast-paced digital world."

– Adam Byford, CCO, Beyond Encryption

This enables organisations to share information with customers through their preferred channel, without exposing data to the dangers of unprotected email.

The Importance of Email

Modern communication has shifted toward digital, and email stands out for many reasons.

It’s vital, flexible, and reliable, bridging the gap between businesses and customers in a world that’s growing more digital by the day.

FAQs

Why Is Email the Preferred Method for Digital Customer Communication?

Email is preferred due to its wide accessibility, efficiency, and cost-effectiveness.

It also provides a digital record of exchanges, enhancing security and convenience for both businesses and consumers.

How Has Email Evolved in Customer Communications?

Email started in the 1970s for local computer networks and became widely adopted for commercial use in the late 80s.

Today, it is a vital business tool due to its speed, efficiency, and ability to securely share sensitive data.

What Are the Advantages of Email Over Postal Mail and Customer Portals?

Email offers faster delivery, reduced costs, better engagement, and a smaller environmental footprint compared to postal mail.

Unlike customer portals, it doesn’t require multiple logins or complex navigation, making it more user-friendly.

Is Email Secure for Sensitive Data Communication?

Email can be highly secure with the right tools, such as end-to-end encryption and robust authentication.

Secure email solutions like Mailock ensure only the intended recipient can access sensitive information.

Why Do Customers Prefer Email Over Portals for Communication?

Customers find email more accessible and efficient compared to portals, which often have low engagement due to complex navigation and lack of direct human interaction.

Email’s familiarity and ease of use make it a preferred choice.

References

83% Preference for Email Over Post or Portals, SendGrid, 2020

Royal Mail Volume of Parcels and Letters Delivered, Statista, 2023

Royal Mail Plotting Stamp Price Rise, Daily Mail, 2023

Ofcom Investigation into Royal Mail’s Delivery Performance, Ofcom, 2023

Royal Mail Delays Hit an Estimated 15.7 Million People, Citizens Advice, 2023

42% of Customers Abandon Portals Due to Frustration, Namogoo, 2022

Customer Service Statistics, Salesforce, 2024

Most Patients Still Aren’t Using Portals, AMA, 2019

Importance of Live One-to-One Support, Coveo, 2024

Must-Know Customer Service Statistics, Khoros, 2023

Addressing Consumer Frustration, Interactions, 2023

UX Statistics, Truelist, 2024

Password Security Insights, Hive Systems, 2024

Forrester Predictions for Securing Relationships, Forrester, 2022

Customer Contact Channels, Touchpoint, 2024

Global Survey 2023, Contact Monkey, 2023

Speed in Customer Service, CM.com, 2022

Most Popular Global Mobile Messenger Apps, Statista, 2024

Cost of Sending Letters, Consumer Scotland, 2024

Consumers Care About Sustainability, McKinsey, 2023

Reviewed by

Sam Kendall, 12.06.24

Sabrina McClune, 12.06.24