Busting Myths About Print vs. Digital

27 May Busting Myths About Print vs. Digital

We’ve written a lot about the importance of meeting customer preferences. While electronic transactions are a growing trend, we think it’s wise to continue to let our customers decide their preference and offer both digital and print.

An organization we like to follow is Two Sides North America, an independent, non-profit organization whose membership spans the Graphic Communications and Paper-based Packaging value chain. They provide statistics on why consumers value paper-based communications and why switching to digital is not always welcomed by every consumer. For example, in a study from Two Sides, they found that almost 56% of U.S. consumers surveyed felt that it was easier to track their expenses and manage their finances when the information was printed on paper. 85% of U.S. consumers believe they should have the right to revert to paper-based communications even after switching to digital.

Often, there is a misconception that using paper is bad for the environment or going paperless will save trees. We have all seen reference on invoices or other areas where there is a choice to use paper or go digital. Two Sides offers a Myths and Facts booklet that busts 6 myths about the sustainability of print and paper. One thing that caught our eye was Myth # 4: Electronic communication is more environmentally friendly than paper-based communication.

A study by Two Sides found that half the leading Fortune 500 telecommunications companies, banks and utilities were making unsubstantiated claims about the environmental benefits of electronic billing. In fact,  the myth buster states e-waste can be toxic, is not biodegradable, and accumulates in soil, air, water and living things! Who knew?

Sustainability is certainly one important consideration on both sides of the print vs. electronic discussion. Another is simply what is best for your business and your customers. Over the years, our Founder, Harry Stephens, has written a lot about the paper vs. electronic discussion when it comes to transactional documents, covering the value of each. It is interesting to see, even with the advancements of electronic distribution, paper still remains an attractive option—and for good reason. Here is the biggest one: For businesses, it is often one of the main—if not the only—point of consistent contact between an organization and its customers. Then there is the fact that today digital printers and advanced database systems make it possible to offer data mining and thoughtful document composition producing statements and bills that dramatically improve customer response.

Another benefit of paper billing is reliable delivery. How many emails do you get each day?  Do you gloss over emails or perhaps think they are spam?  Do you have email filters that remove attachments or links?  The USPS offers sophisticated delivery mechanisms that help ensure mail pieces gets delivered to the right recipient.  These advanced mail capabilities provide real value to businesses, supporting both marketing and sales functions.

Many companies may be asking if they still need print in the digital age. And the answer is, yes. Being able provide documents to customers when, where and how they want is an expected way of doing business today. Printed transactions offer their own advantages and are proven to be environmentally friendly. So, to paraphrase an old commercial—we think it continues to be critical to let our customers “have it their way.”