In the race to decarbonise UK housing, digital-only outreach is often falling short. CFH examines the barriers to resident engagement in retrofit programmes and highlights how personalised, physical communication can build the trust necessary to move residents from skepticism to participation
Retrofitting homes is central to the UK’s push to reduce energy use, cut carbon and support low-income households. Despite this, reaching the residents who are eligible for schemes such as ECO4 remains a significant challenge.
Many households are difficult to contact, unclear about what support is available, or hesitant to engage through digital channels alone. Communication is therefore often one of the biggest barriers for providers, with digital-only outreach frequently falling short. Physical mail, however, continues to play an important role in effective engagement.
Reaching residents
Retrofitting a home refers to improving its energy efficiency through measures such as insulation, heating upgrades, improved ventilation or renewable technologies. Schemes like ECO4, which support low-income and vulnerable households with funded efficiency improvements, are designed to make these upgrades more accessible. With UK housing among the least energy-efficient in Europe, and around 80% of the homes that will be occupied in 2050 already built, large-scale intervention is essential.
Alongside ECO4, programmes such as the Great British Insulation Scheme, Warm Homes funding and a range of local authority initiatives aim to help residents reduce energy use and create healthier living environments. However, a consistent challenge across all schemes is identifying eligible households and engaging them effectively so they feel informed, supported and confident in participating.
The communication gap
Despite the scale and ambition of retrofit programmes, their success ultimately depends on reaching and engaging the right households. Many eligible residents have limited digital access, face language barriers or are cautious of unsolicited communication, making them difficult to reach through online channels alone. Evidence suggests that digitally excluded individuals are more likely to be on lower incomes, older, or socially isolated – the very groups these schemes are designed to support.
Emails, web forms and digital advertising often fail to reach those most in need. In addition, growing awareness of scams means that messages promoting “free insulation” or energy upgrades may be met with scepticism. In practice, the primary barrier is not the retrofit work itself, but communication. Delivering clear, trustworthy and accessible messaging is essential, and digital-only strategies are often insufficient in achieving this.
Building trust with hybrid mail
Hybrid mail solutions enable organisations to send personalised, targeted letters directly from a desktop or integrated system, without the need for in-house printing or postage. This approach allows for timely follow-ups, survey reminders and ongoing updates, helping organisations maintain consistent and reliable communication while reducing internal resource pressures.
Research from MarketReach highlights the effectiveness of this approach, with 87% of people considering mail to be believable, compared to 48% for email. Physical mail can therefore play a key role in building trust and encouraging action, particularly when communicating important information about a person’s home. Features such as branded envelopes and accessible formats further enhance engagement by improving recognisability and inclusivity.
Letters are often perceived as more credible and legitimate, particularly when associated with government-backed schemes. They provide space to clearly explain eligibility criteria, outline next steps and confirm appointments in a format that is widely trusted. Additionally, physical mail supports accessibility requirements through options such as translated content, large print and simplified layouts, ensuring communications are inclusive for all households.
Supporting effective engagement
Organisations like CFH play an important role as trusted communications stakeholders within the retrofit landscape, supporting providers in reaching eligible households with clarity and confidence. Through solutions such as Docmail hybrid mail, organisations can send personalised letters and updates directly from their systems, ensuring residents remain informed and engaged throughout the retrofit journey.
For higher-volume or multi-stage campaigns, CFH also offers fully managed communication services through CFH Managed, handling everything from production to delivery. With a strong focus on data security, flexibility and accessibility.
Ultimately, the success of retrofit programmes will depend not just on funding or delivery, but on the ability to communicate clearly, build trust and engage the households who need support most.
Housing Digital Stakeholder CFH works with housing associations, local authorities and public sector organisations to support the delivery of secure, accessible communications – helping organisations manage the practical challenges of combining print and digital delivery at scale.
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