Mail’s Ability to Overcome Isolation Situations

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There are unfortunately some situations that require people to be isolated or removed from normal social settings, such as the COVID-19 pandemic. In these situations, communication shifts away from interpersonal, and instead relies on content that can be delivered. Print communication is the most successful means to reach people during these times, as discussed in “Why Print Matters in A Crisis,” and that means mail is how that communication is delivered.

Now there are many that would say mail is successful during these times because print is that powerful. However, mail’s ability to overcome isolation situations and other crises is not limited to when it is delivering print publications. Many organizations thrive off print in normal times, such as Amazon. Others incorporate mail services, such as grocery stores, as a means of survival during times when people cannot come to their location. In general, while print is a powerful mailed form of communication, mail is equally as powerful for its own reasons.

Mail provides the personal connection that is lost when people are isolated from each other. In a digital age where so much interaction happens online or in a passive stance, human engagement is already a sought-after communication, and one much appreciated. Mailing something to someone hits that sentiment, and whatever is mailed often provides a sense of joy, curiosity, or excitement. This is why so many publishers have started incorporating the idea of subscription boxes for additional revenue.

Mail also comes at an affordable price, when done correctly. Due to the normalcy of delivered goods, people are accustomed to paying delivery fees and surcharges that allow businesses to mail and still turn a profit. In times of isolation, where mail is the only means of getting physical goods, the margins multiply as quantities go up, and most mailing organizations drop prices for mailing in bulk. This allows publishers to get their content or mailed goods out as they normally would, and maybe even at a discounted rate.

In times of isolation, people also engage more with their mail than usual. Due to less stimulus from other people and social settings, and over-stimulus from digital settings, people tend to spend more time with the content sent via mail. Adding the fact that 90% of financial and purchase decisions are made at home, results in a simple conclusion: during isolation situations, mail has an increased chance to reach decision makers and potentially generate a sale/subscription/action.

When it comes to content delivery, the combination of print and mail is a powerhouse, even when isolation is not in play. When it is though, there is no better way of reaching audiences or consumers, especially if you are a publisher.

Further Information

To learn more about how to incorporate subscription boxes into a publisher’s strategy, click here. For more information about crisis events being ideal for mail, click here. If you would like more great content from Publication Printers and the Publication Printers Marketing Group, click here.


Why Print Matters in A Crisis

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Crisis communications is a special type of information delivery meant to ensure audiences remain well informed and up-to-date, even during the worst of times. Whether it is preparing for difficult business situations or unfathomable world events, a crisis communications plan is a big part of any organization’s strategies, and they all bear one thing in common: print information delivery.

Print is one of the oldest and most versatile media in existence, and here are 7 reasons why it remains a core part of the most critical form of communication in times of upheaval.

  1. Printed content can be produced at extremely low cost and with limited technology. This means that it is easy to generate printed information under dire circumstances, and to generate the content en masse. Further, no technology is required to consume printed content, ensuring there are no barriers to delivering information in a crisis.
  2. Millennials, currently the largest generation, are print’s largest advocates. While they do consume a great deal of content online, they prefer printed communications, particularly newspapers and magazines, for news and factual content.
  3. Results from numerous research surveys from major data companies show that content consumers put more trust in print communications. The answers often show the “why” relating to journalistic and professional history of print, while digital content’s history is focused more on recreation and entertainment.
  4. Localized information delivery is still owned by magazines and newspapers. This means that, when crisis occurs, people will turn to the resources that are already serving their communities.
  5. The lifespan of digital messages and information is very short, due to the immense amount of content online and the frequency with which it is created. Print, which is built for mass information delivery that satiates information needs for a longer span of time, will continue to inform people long after the digital message has aged out.
  6. Print can smoothly transition to digital, but digital cannot smoothly transition to print. Anything produces for print development can be swapped over to digital, immediately allowing the expansion of the delivery and message. Digital-first content requires significant effort to prep for print, making it more expensive and difficult to broaden the reach of the message in a crisis.
  7. Receipt of print information is one of the few things that nearly every person in the U.S.A. opts in to, by choice. Every home and business has a registered address that, in times of crisis, can be used to deliver information, even on the generic level of “to resident.” This means print can reach any home and building, if needed.

Further Information

To learn more about the top assumptions of digital communications, click here. For top facts about print being alive and well, click here. More information about crisis communications strategies and resources can be found here. You can also find a comparison between print and digital here.

If you would like more great content from Publication Printers and the Publication Printers Marketing Group, click here.