Why You're Less Profitable Without Print Products

Technology has changed the way we conduct our lives. We don’t call, we text. We don’t write letters, we email. We don’t mail gifts, we order online. Add in the social networks, apps and mobile devices for communicating on the go, and we could go on and on about how technology has changed our lives. Most of us reading this blog probably remember our lives prior to technology and most of us can more than likely agree that technology does help us with our daily tasks, and mostly for the better.

Even though we use technology, there are still reasons why we do things “the old fashioned way”. Thinking of this idea from a business prospective, there is one topic that often comes up and whether or not its use is outdated -- that is the use of paper. With all the technology available, is there still a need for paper? I think so, especially for businesses. Here are a few areas where printing is still important for a business:

Mailings

Businesses still mail out information to customers and potential customers. Here are some statistics from the Data & Marketing Association (DMA) 2017 Statistical Fact Book (1) to show that mailings are being sent and read:

- 59% of BtoC companies are using direct mail (2)

- The 2016 U.S. data spend in support of direct mail was $8.19 Billion (3)

- Over 100.7 million U.S. adults made a catalog purchase in 2016 (1)

I found the most impressive statistic from the study to be, “Customer response rates increased year-over-year by an impressive 43%, but prospect response rates more than doubled – reporting an astounding 190% increase!”. (1)