In this article, we will explore the challenges of maintaining effective communications in a world where customers are inundated with information.  We will examine the most effective communication methods and how to select the proper channels to convey our message and bridge digital and physical experiences. 

The role of print in an omnichannel communication strategy 

In the digital transformation era, it is essential to consider how print fits within your overall communication approach.  With the ever-changing technological landscape, one might question the relevance of paper mail in a modern workplace.  This query is particularly pertinent as businesses and consumers adapt to evolving methods of information consumption. 

The impact of digital transformation and workplace culture shifts 

There is no denying that technology has significantly altered the way customers and clients consume information.  Digital transformation has played a crucial role in this shift, as have the significant changes in workplace culture.  The move towards a hybrid workforce and the widespread adoption of mobile technologies have driven businesses to find innovative ways to support remote work. 

The evolution of outbound communication channels 

As companies adapt to new working models, it becomes necessary to implement systems that ensure business continuity.  One area where we witness this transformation is in the channels used for outbound communication.  

Print presents a unique challenge to businesses, as it is often the most difficult medium to connect with other channels.  With an integrated strategy, aligning print communications ensures that customers can seamlessly traverse channels during their experience with your digital brand. 

As we discuss the role of paper mail in the current business climate, it's crucial to examine the ongoing trends in office printing, as observed by IDC.  Digital transformation strategies have led to a decline in office-related printing as organizations transition from paper to digital workflows.  The pandemic further accelerated this trend, causing a decrease in overall office print volume.  However, it's essential to delve deeper into the areas most affected by this decline. 

Much of the reduction in printing can be attributed to ad hoc printing, which includes printing documents for archival purposes, personal use, or later reading.  People have turned to digital technologies like Zoom and content-centric applications like Teams for remote collaboration.  Despite these changes, essential or mission-critical printing has largely continued at pre-pandemic levels, reflecting the market's persistent reliance on print for specific functions. 

While the shift from paper to digital is a crucial objective for many businesses, print remains integral to various workflows.  Print is often deemed necessary and the most effective medium for specific applications.  Although a slight majority of survey respondents expect print volumes to continue to decline, it's clear that print will still be around for a while. 

Digital fatigue has led to customers seeking offline experiences, with print and paper mail offering a trusted and comfortable mode of communication.  Businesses can guide customers toward the desired channels by strategically evolving print channels alongside digital ones. 

Print stands out in a digital world and can create a lasting impact on customers.  It invokes emotions and prompts action in ways digital media sometimes cannot.  As businesses continue to adapt and grow, it is essential to recognize the importance and relevance of paper in customer communication.  The trustworthiness of paper, coupled with its "stickiness," makes it a powerful tool for businesses to leverage.