PRINT is a key process in document management and direct marketing. It involves the organisation, printing and distribution of physical documents, such as invoices, pay slips, advertising brochures and discount vouchers. Unlike IT routing, which focuses on the transmission of digital data, PRINT routing concentrates on the physical aspect of document distribution. This article explores in detail what PRINT routing is, why it is necessary, its advantages and disadvantages, the associated costs, and concludes with its importance in modern business strategies.

What does PRINT routing involve?

PRINT routing encompasses all the processes involved in creating, printing and distributing physical documents. This process is crucial for companies wishing to manage their written communications and marketing effectively. PRINT routing is mainly divided into two distinct categories:

1. Management routing Documents: This category includes all the administrative documents needed for the day-to-day running of a business. These include invoices, pay slips, account statements and other essential internal communications. These documents need to be processed rigorously and quickly to ensure compliance with legal and regulatory standards, as well as to maintain good relations with customers and employees. Accuracy in printing and sending these documents is essential to avoid errors that could lead to administrative or legal complications.
2. Direct marketing routing Promotional materials: This second category covers materials used to promote a company's products and services. This includes brochures, catalogues, leaflets, postcards and discount coupons. The aim of these documents is to attract the attention of potential customers, arouse their interest and encourage them to take action (such as making a purchase or requesting further information). Direct marketing routing is characterised by its targeted approach, allowing companies to tailor messages to specific segments of their customer base, which can significantly increase the effectiveness of marketing campaigns.

The PRINT routing process involves several critical steps, all of which must be carried out with care:

• Design The creation of documents must be attractive and in line with the company's visual identity. This includes the layout, choice of images and content.
• Print Printing: This stage requires a judicious choice of printing techniques and materials, which can affect the final quality of the documents.
• Sorting Once the documents have been printed, they need to be sorted according to distribution criteria (recipients, regions, etc.) to ensure efficient dispatch.
• Shipping Delivery: Finally, the documents are sent to the recipients. This may involve the use of postal services or courier companies, depending on deadlines and specific requirements.

Every stage of the PRINT routing process is essential to ensure that documents reach their destination on time and in the best possible condition, maximising their impact on the target audience.

Advantages of PRINT routing

PRINT routing offers a number of significant advantages that contribute to the success of companies in their communications and marketing:

• Better retention of information Numerous studies have shown that people retain information better when it is presented in physical form than when it is disseminated via digital media. The tangibility of printed documents, such as brochures or leaflets, makes them easier to remember. People are often more inclined to interact with a physical document, which can lead to a deeper understanding of the content.
• Credibility and trust Printed materials, because of their tangible nature, can inspire greater confidence in consumers. Customers are often more likely to respond to concrete, well-presented offers, such as catalogues or newsletters, rather than to digital advertising which may appear less authentic. This increased credibility can strengthen the relationship between the company and its customers, contributing to loyalty.
• Precise targeting Direct marketing routing enables companies to segment their customer base and send personalised offers to specific groups. By using demographic data, buying behaviour or other relevant information, companies can design more effective marketing campaigns. This often results in a higher conversion rate, as messages are tailored to the particular needs and interests of the recipients.
• Increased visibility Printed media, such as brochures, catalogues and postcards, are easy to share and circulate among consumers. Not only does this increase your company's visibility, it also means you can reach more people. potential new customers through referrals. Customers can share printed documents with friends, family or colleagues, which can generate positive word-of-mouth and extend the reach of marketing campaigns.
• Sustainability and impact Printed documents, when well designed, can have a powerful and lasting visual impact. Good graphic design, combined with quality materials, can leave a memorable impression on the reader. This is particularly true of high-end brochures and leaflets, which stand out for their aesthetic appeal. Quality printed material can therefore reinforce brand perception and contribute to a professional image.
• Accessibility For certain populations, such as the elderly or those without access to the Internet, printed documents remain an essential source of information. By offering physical documents, companies ensure that all parts of their customer base can receive and interact with their communications.

Disadvantages of PRINT Routing

Although PRINT routing can be an effective tool for marketing campaigns and corporate communications, it also has a number of drawbacks that need to be taken into account. Here are the main challenges associated with this method:

• High costs Expenses related to printing, personalising and dispatching documents can quickly add up, particularly for large campaigns. These costs can reduce the overall profitability of marketing efforts.
• Environmental impact PRINT routing contributes to paper consumption, which is raising growing environmental concerns. Faced with growing environmental awareness, many companies are looking to reduce their carbon footprint by turning to digital alternatives.
• Processing time The PRINT routing process can be long and complex, especially when compared to instant digital communications. Printing and distribution delays can slow market response and reduce the effectiveness of campaigns.

These drawbacks underline the importance of carefully weighing up the benefits and challenges associated with PRINT routing, taking into account the company's strategic objectives and changing customer expectations.

PRINT Routing Costs

The costs associated with PRINT routing can vary considerably depending on a number of factors. Careful evaluation of these elements is essential to ensure an effective and economically viable communications strategy. Here are the main factors to consider:

• Volume of documents The total cost of PRINT routing increases in proportion to the volume of documents to be printed and dispatched. The greater the number of documents, the higher the printing, storage and dispatch costs. However, it is possible to achieve economies of scale, where the unit cost decreases as the volume increases.
• Print quality The choice of materials also influences the overall cost. The type of paper used, the quality of ink and finishing options (such as lamination or laminating) can have a significant impact on the budget. Opting for high-quality materials can improve visual impact, but it also increases costs.
• Additional services Adding services such as personalisation (e.g. printing recipients' names), sorting (organisation by postcode or other criteria) and dispatch (choice of carriers and delivery times) may involve additional costs. These services can increase the efficiency and relevance of mailings, but need to be factored into the overall budget.

In conclusion, PRINT routing plays a crucial role in managing documentary and direct marketing. Although it offers undeniable advantages in terms of communication efficiency, credibility and personalisation, it is also associated with high costs and environmental concerns. Companies therefore need to weigh up these factors carefully to determine whether PRINT routing is the most appropriate solution for their needs. In an increasingly digital world, PRINT routing nevertheless remains a powerful tool for reaching and engaging customers in a tangible way.

Routing (PRINT)

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