Beyond the Inbox: Why print still has a place in the digital age

Regulations make print unavoidable

When it comes to compliance, print matters. For Canadian banks and insurers, printed communications aren't a nice-to-have. They're a regulatory requirement, making print a critical part of keeping customers informed and protected.

Imagine missing a critical update about your bank account or insurance policy because it got lost in your inbox or spam folder? This is why certain communications still rely on print and mail. It's tangible, reliable, and hard to ignore. With print, customers are far more likely to see the message and act on it. The upgrade? Pairing it with digital can make that experience even stronger: a timely email reminder or a mobile alert can reinforce the message, giving customers multiple ways to see and act on important information.

Not everyone lives in their inbox

Another reason to keep print in the mix is that some demographics still prefer it. In our recent reports on insurance and banking communications, Boomers revealed a strong preference for printed communications.

While it's tempting to focus on younger customers, Boomers are still a crucial demographic for the banking and insurance industries. They're also the generation responsible for transferring wealth to their Millennial and Gen Z children. By providing them with communications through their preferred channel, you're showing you're mindful about their needs and that you value their business.

A higher trust in print

When customers receive something in the mail, it feels secure and official. Emails and text messages, on the other hand, can not only feel spammy – they can be spammy. Emails and SMS are the main channels scammers use to defraud banking customers.

Moreover, when customers are in a crisis, printed communications can feel more personal and provide a sense of safety. At the worst moments in their lives, customers want to know that someone's there to support them.

Some communications are meant to be held in your hands. Send them by email instead, and customers might feel confused or even frustrated. When expectations aren't met, trust erodes, and that's when they start looking for alternatives.

Print vs. digital? No. Print and digital

When it comes to print and digital, the answer isn’t to think in absolutes. Print and digital can and should coexist.

For situations in which print isn’t mandated by regulations, banks and insurers can send printed communications to bolster the digital version. The customer gets the best of both worlds: the reassurance of print and the convenience of digital.

There is also the possibility that regulations might change. Someday, banks and insurers might not have to send out certain communications via mail. That doesn’t mean they should abandon print. Many customers, including a significant portion of Baby Boomers, still prefer it, and customer preferences continue to evolve. Meeting those expectations isn’t just compliance; it’s smart business. By thoughtfully combining print and digital communications, organizations can deliver for customers now and be reader for whatever comes next.

Clear printed communications: bolstering the customer relationship

For the foreseeable future, banks and insurers will continue to rely on printed communications to reach their customers. Clear, easy-to-understand communications win hearts and minds.

When a customer picks up a printed communication, they should immediately see which information is relevant thanks to a clean layout and thoughtful use of colour and design. They should know what they need to do next because you’ve made it simple and intuitive.

Clarity doesn’t just benefit the customer – it benefits your organization too. When communications are easy to follow, customers act the first time, reducing the need to reprint or resend documents. At the same time, they are less likely to reach out to your most expensive support channels like your contact centre for help. In short, clarity in print communications builds trust, saves money, and strengthens your customer relationships.

Trust an expert for your printed communications needs

Our expertise and experience in highly regulated industries allow us to transform complex data into secure, compliant communications that build trust and deliver results. Choose Computershare for confidence in every communication. Contact us today to learn more.