Consumers have largely switched to digital, especially with the pandemic accelerating the transition. With the consumer digital surge, businesses reported an unprecedented acceleration in digitizing their customer communications.
That said, with the increase in digital communications, many are exhausted by receiving all of their communications digitally. Think about it – everyone is on their computer, or phone, or other device, from the second they wake until the end of the day, receiving emails regarding their work and their personal life. Add that to the onslaught of online meetings throughout their workday and personal events, all everyone seems to do is sit in front of a glowing screen.
What can you do to keep your customers from drowning in digital? Send physical mail.
Many customers like receiving physical mail because it is a concrete reminder to make a payment, or a reference piece for account questions, or a way to make notes about specific account activities.
Physical mail also creates a stronger emotional attachment, results in quicker and better recall and evokes higher value and desirability. In a recent study, Aspire CCS noted that global business projections for print growth between 2019 and 2021 showed that direct mail would realize positive gains. More and more marketers will also come to see direct mail as a premium channel that can bypass spam filters and shine among nondescript white envelopes without having to compete against hundreds of emails.
Providers have also noticed that only a small percentage of customers who receive an email or mobile/text notification actually click the link to review the information on the portal or app at the moment they receive the notification. These notifications have yet to establish a clear and repeatable pattern of steps from alert to received payment or desired action. Many consumers still prefer print because it provides a physical call to action, Furthermore, print can be easily shared and seen by multiple customers in addition to the addressee.
Physical mail’s tactile nature makes a more lasting impact and can communicate an impression of quality. Additionally, print mail and communications with variable color can improve customer experience and brand perception, and to increase the effectiveness of their messaging. Color in physical mail and statements help businesses better retain customers by improving their communications experience.
It is increasingly important to ensure that the paper communications you mail out are valuable, relevant, better designed and calibrated to improve customer experience and to further your own strategic goals and increase your bottom-line. The physical mail you send out should be personalized, data-rich, and calibrated to improve customer experience and further your own strategic goals. With a combination of physical and digital mail, you have the ability to answer to customer’s preferences, and keep them engaged, today and in the future.
Quadient’s Mail-Related Solutions can help. Built on generations of personal and practical experience, supported by cutting edge technology, Quadient mailing solutions put your customer’s experience first. Accurate, timely, personalized, and low-cost mail is the foundation of your most important customer communications.
With a user-friendly operating platform, Quadient folder inserters enable print jobs can be pre-programmed and can be set up in minutes, quickly able to transition from one job to the next easily, which can increase job output and decrease the time between print jobs.
To find out more on how Quadient solutions and products can transform your consumer outreach, contact Quadient today.
