Print-Plus: Long Live the Order Form

Test First, Then Act
The effectiveness of using an order form — bind-in or printed-on-page — should be tested before it's simply eliminated. It's easy to set up an A/B split test (i.e., bind-in order form vs. no order form). You could also do a three-way A/B/C split test — bind-in order form vs. printed-on-page order form vs. no order form. The "control" is whatever you're currently doing. Let the actual results guide your decision. Don't drop your order form just because 5 percent or less of your orders are received by mail.