Three Reasons to Love Print

24 May Three Reasons to Love Print

Earlier this month, the CDC lifted its Federal Public Health Emergency Declaration, marking the official end of the COVID-19 pandemic. While it might seem like we’re going back to business as usual, the changes we’ve seen over the past three years continue to have powerful effects on our daily lives—including on our attitudes toward print, digital and omnichannel communications.

Many consumers are experiencing digital burnout due to the increase in screen time we’ve all had since 2020. As a result, more and more consumers are indicating a preference to receive print-only communications or to “double dip,” meaning they elect to receive their documents in both print and digital format. In a recent study by Keypoint Intelligence, around 43% of respondents indicated a preference for mail-only communications, whereas 94% preferred to receive transactional documents in both print and digital format. In both cases, customers reported that the print copy of the document served as a helpful reminder of important bills and, later, as a record of a completed transaction.

Whether they’re sent instead of or alongside digital communications, print documents do a great job of retaining customers’ attention while also providing an alternative to digital-only communications. Here are three key reasons to continue including print as an important part of your customer communications strategy:

1 – Print offers a choice

As many companies make the switch to digital-only communications, consumers are increasingly experiencing digital fatigue, a term for the mental and physical strain associated with increased technology use. At DATAMATX, offering omnichannel capabilities means we help keep clients’ options open between mail and e-delivery, making it possible for customers to receive their bills and invoices via the channel(s) of their choice. Additionally, our ongoing close partnership with the USPS allows us to advocate for the lowest postage prices available, making mail delivery of documents affordable as an add-on or alternative to digital delivery.

2 – Print is proven to increase engagement

Print is seeing an uptick in engagement overall, with the average open rate of First-Class mission-critical mail as high as 95% and direct mail up to 85%. We can help drive this engagement even further with dynamic, full-color documents, which are proven to improve comprehension and retention by as much as 82% in addition to helping customers locate pertinent information 70% faster. Color can also help you draw attention to new promotions or educational messages about your organization, which adds to the value of your communications while improving customer experience.

3 – Print mitigates risk

Another finding of Keypoint Intelligence is that consumers’ preference for print-only communications is likely to increase due to concerns about data security and privacy. Outsourcing your documents to a provider with end-to-end security certifications such as SOC 2 and HITRUST CSF significantly decreases the likelihood of a breach and lets your customers know you take the security of their data seriously. Trusting your print communications to DATAMATX also allows you to access USPS mail solutions, which provide greater visibility into the mailstream.

At DATAMATX, we continue to believe in the power and potential of print—not only as a successful means of engaging customers, but also as a way to combat digital fatigue, honor customer preferences and present the best possible impression of your organization. Learn more about how DATAMATX can help you enjoy the power of print here.