Let’s play a word association game. I say digital transformation and you say? Speed? Efficiency? You’re not wrong. Digital means faster operational processes, streamlined communication, and quicker payment options for customers.
The constant stream of new digital technology yielding a previously unimaginable level of connectivity, data access, and automation. With new tools continuously accelerating the pace of your business.
But cut off paper cold turkey? Not the answer. In fact, if done properly, print can actually power your digital transformation.
Here’s why.
#1 It’s All About the Numbers
The famous Rule of 7. An advertising mandate that says customers need to hear a message seven times before they consider taking action.
As you roll out your digital offerings, it’s important to note it won’t be a one-and-done communication or even campaign. It won’t be a one-size-fits-all promotion, either. The seven (or more) times you communicate your digital offerings to your customers should take place across multiple channels and consist of multiple messages.
Which is where print comes into play.
44% of customers visit a brand’s website after receiving direct mail marketing. That’s 10% more than people who visit sites after receiving an email.
The takeaway? Print and digital simply work better together.
#2 Transform at Your Customer’s Speed
It seems just about everything is digital today. But surprisingly, 65% of people still prefer to receive direct mail from their billers and financial service providers.
And the reason? Some fear missing a bill and suffering a late fee, while others simply find paper easier to read and keep a record of.
Regardless of your customers’ reasoning, resistance is resistance, and it’s up to you to accommodate. But instead of thinking of paper as a hinderance, it’s time to think of it as a means to an end. Communicating the benefits of your digital offerings without forcing those solutions onto your customer(s).
Because 79% of people will act on direct mail immediately. And that means using paper statements to educate your customers about your new digital solutions yields promising results, while still going through the channel your customers are most comfortable with.
And for new customers? 39% of customers first try a business because of print advertising. And even if print doesn’t yield an immediate response, 48% of people retain direct mail for future reference and are more likely to remember you when the need arises.
#3 Compliance Meet Data
Industries such as financial services are still highly reliant on paper due to strict compliance and security regulations. Laws indicate which documents require storing and for how long, with key information often siloed.
This has traditionally made it challenging for such organizations to produce a holistic view of their customers and take advantage of key data supporting ongoing engagement. Challenging, but not impossible.
An integrated communications partner provides the expertise and solutions to help your firm support both digital and paper-based approaches and personalize it to boot.
Because there’s no doubt about it: The results are in the data. Knowing how to communicate, what to communicate and when to communicate.
And by taking advantage of your company data, you can create cross-channel personalization, yielding a significantly more effective eAdoption program while continuously maintaining the highest level of security and compliance.
The growth of digital platforms has been beneficial for organizations of every industry. But it’s also caused many to become tunnel-visioned in how they communicate with customers.
The reality is, print can continue to work alongside – and enhance – your digital efforts by stimulating the research and buying process of the customer journey. When it comes to a successful digital transformation, don’t ditch the paper. Embrace it.
