While physical mail used to be a common and effective communication method, its effectiveness in alumni relations has diminished due to several reasons:
1. Digital Dominance: In today’s digital age, people are more accustomed to receiving and consuming information through digital channels such as email, social media, and mobile apps. Physical mail can seem outdated and less convenient compared to these faster and more accessible options.
2. Instant Gratification: Digital communication provides instant access to information, updates, and interactions. Alumni often prefer the immediacy of email, social media, and other digital channels, rather than waiting for physical mail to arrive.
3. Environmental Concerns: As environmental awareness grows, the ecological impact of physical mail, including paper waste and carbon emissions from transportation, becomes a concern. Many individuals and organizations are making efforts to reduce their carbon footprint.
4. Cost and Resources: Physical mail involves costs for printing, postage, and handling. Digital communication is generally more cost-effective, allowing organizations to allocate resources more efficiently.
5. Limited Interaction: Physical mail offers limited opportunities for interactivity compared to digital channels. Digital platforms allow alumni to engage, comment, share, and participate in discussions instantly, fostering a sense of community and active engagement.
6. Decline in Open Rates: Overall, physical mail now has lower open rates compared to email. With email, alumni can quickly scan the subject line and preview content, while physical mail requires more effort to open and read.
7. Data Tracking and Analytics: Digital channels provide data tracking and analytics that allow organizations to measure engagement, open rates, click-through rates, and other metrics. This information is valuable for refining communication strategies and targeting specific segments of your alumni community.
8. Preference for Digital Interaction: The majority of younger alumni, who are more likely to engage actively with alumni relations efforts, are more comfortable with digital communication. They may find digital channels to be more convenient, flexible, and in line with their communication preferences.
9. Mobility and Accessibility: Alumni are often on the move, and digital channels provide accessibility from various devices, including smartphones and tablets. Physical mail requires recipients to be at a specific location to receive and interact with the content.
10. Limited Personalization: Digital communication allows for more personalized and targeted messaging, based on alumni interests, engagement history, and demographics. Physical mail may offer less opportunity for personalization.
The landscape of alumni relations has shifted decisively towards digital communication. Recognizing the preferences of today’s tech-savvy alumni and considering the ecological and strategic advantages, embracing digital channels becomes not just a choice, but a strategic imperative for fostering meaningful and impactful alumni engagement.
April 10, 2024
