With all the digital communication choices available to companies today, businesspeople may wonder if they should continue investing in print. They point to the interactive aspects of electronic communications, changing demographics, and lower distribution costs as attractive reasons for migrating customers away from printed communications.
The perceived benefits of electronic documents can lead organizations down a wayward path. Studies show that despite popular belief, most consumers are quite comfortable with print. Customers, even millennials glued to their phones, prefer receiving important documents through the mail. They certainly take advantage of digital presentation, but electronic messaging is not their first choice every time. Customers may even resent companies that limit their document delivery choices.
Almost six in 10 consumers say they would consider switching to another provider if forced to go paperless
90% believe they should have a right to choose their communication channels.
84% object to paying extra to receive paper statements.2
As enticing as it may seem, aggressive print reduction is not the best strategy.
In most industries, customers who prefer physical bills and statements outnumber paperless customers four to one. Instead of increasing efforts to dissuade their customers from paper, organizations should seek ways to use both printed and electronic channels to their advantage. Customers who begin transactions or communications on paper often continue them electronically and vice versa. Offering customers the flexibility they want is important in reaching corporate goals for improving the customer experience.
Monthly bills are a great electronic/paper synergy example. Though 77% of consumers say they want their bills printed and delivered, less than a quarter of them use the mail to make their payments.1 The vast majority pay via biller websites, automatic payments, or bill-paying services provided by their banks. To improve retention and customer relationships, billers must offer electronic bills and payment solutions as well as traditional paper-based transactional communications.
Customer acquisition campaigns are another case where physical material makes a difference. Consumers are more acceptable of marketing material when those messages arrive in the mail. They would rather receive a piece of direct mail than unsolicited emails, text messages, or phone calls. The most effective direct mail pieces generate responses by delivering compelling offers that mail recipients redeem online. When customers register to receive coupons, information through online portals, or other incentives they open the door to future communication across multiple channels.
Direct mail has always outperformed digital advertising alternatives. 73% of households scan or read the advertising mail they receive. 1 And unlike outdoor advertising, radio, TV, newspaper, or magazine ads, direct mail is highly selective and trackable. Marketers can easily measure campaign performance without distortion caused by spam filters, ad blockers, corporate firewalls, or abandoned email accounts.
Recipients trust the mail more than digital communications. They consider paper documents safe and private.
71% pay no attention to most online advertisements.
59% say they don’t trust many of the online ads they encounter.2
The strategy for organizations coping with a confusing and expanding customer communications landscape is developing communications optimized for distribution across all suitable channels. Popular options include print, email, short message service (SMS), and interactive voice response (IVR). Leverage the strengths of each channel and give each customer options to interact with the company in ways that work best for them.
The complexity of accomplishing integrated multi-channel communications is overwhelming to many organizations, particularly those lacking large information technology departments. The best solution for most is turning outbound customer communication duties over to knowledgeable partners. These companies have already invested in the necessary technology and are focused on helping their clients accomplish their business goals through improved customer communications.
1 Source: USPS Household Diary Study FY 2016
2 Source: 2017 Survey by Two Sides