Keep me posted proves mail is a godsend for the vulnerable

September 2021


The new report Multichannel Guidance for Customers in Vulnerable Circumstances published by the DMA, revealed throughout the pandemic, mail played an essential part in supporting vulnerable groups with services that improved their lives and empowered individuals.

The report from the Financial Conduct Authority that showed in 2019 half of UK consumers (24.1 million), displayed one or more characteristics of potential vulnerability. As a result of the pandemic, this rose to 27.7 million.

Organisations should consider how vulnerable customers respond to communications. For example, if a consumer writes to a company, an email or WhatsApp message is unlikely to be the most appropriate form of response, as it is not aligned to the more traditional inbound communication.

Included in the report is a handy checklist of responses into how 11 different forms of communication including SMS, chatbots and email performed when used by people with varying issues. One channel that addressed every challenge, including being visually accessible to offering personalised content, was mail.

Download and read the report from the DMA Website.

We strongly believe that vulnerable consumers require protection and that direct marketing is essential in supporting vulnerable groups with services and opportunities to empower them as individuals, improve their lives and bring about social change.

Many people prefer to receive and send information by post as they either don’t have the skills to respond online or have no access to a computer, printer, scanner or broadband. It’s a relief when they don’t have to call on a family member or friend to help them upload or download attachments, and that a paper document is still available.

Judith Donovan CBE, chair of the Keep Me Posted campaign

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