{"id":1655,"date":"2009-09-20T16:04:23","date_gmt":"2009-09-20T16:04:23","guid":{"rendered":"http:\/\/ietransfer.wpengine.com\/?p=1655"},"modified":"2009-09-20T16:04:23","modified_gmt":"2009-09-20T16:04:23","slug":"print-vs-electronic-media-has-anyone-asked-customers-what-they-prefer","status":"publish","type":"post","link":"https:\/\/inspiredeconomist.com\/articles\/print-vs-electronic-media-has-anyone-asked-customers-what-they-prefer\/","title":{"rendered":"Print vs. Electronic Media: Has Anyone Asked Customers What THEY Prefer?"},"content":{"rendered":"

\"\"<\/a>Many marketers are pushing their customers toward electronic statements, e-newsletters, bills, and transactional statements as a “green” move, but in reality, it has more to do with economics. It’s cheaper for businesses to send electronic communications than print. But while pushing e-communications as greener, has anyone bothered to ask what customers how they feel about it?<\/p>\n

InfoPrint Solutions Company<\/a> did. A joint venture between IBM<\/a> and Ricoh<\/a>, InfoPrint conducted a a survey that found<\/a> three out of four respondents would consider opting for traditional mail delivery if they were informed it had less of a negative environmental impact than email.<\/p>\n

In addition, 50% of consumers indicated that they still prefer to receive marketing information about new products or services via traditional mail rather than email. Only 44% would rather receive marketing via email.<\/p>\n

Do preferences convert into action? Yes! Not only do customers prefer print mail, but they are more likely to open it, even if both communications come from a bank.<\/p>\n