We’re back again, making a case for including printed communications in your marketing spread. People say the printed newsletter is dead. We say no way! While the goal is to make you love print as much as we do, we’ll settle with making sure you have the decision making tools you need when it’s time to plan your next newsletter.
Periodically the question arises: do you print and mail your newsletter, or do you use an email marketing platform to disperse your newsletter?
While enewsletters are economical, quick to produce, and easily distributed, there are several items that hold back their potential compared to printed newsletters.
1. Spam filters. The bane of all email marketers. Why spend the time creating the newsletter if your audience may not receive it? Last time we checked, your home mailbox doesn’t filter spam.
2. Enewsletters are reactive. There has to be enough interest in a headline for someone to click and read on. With a printed newsletter, the information is readily available for easy reading.
3. A printed newsletter has more perceived value. By receiving a printed piece, the receiver will likely appreciate the time and cost that went into the effort. (We all want to feel like we matter, don’t we?)
4. You cannot hold, touch, or feel an enewsletter. Sometimes in communications, especially with organizations we care about, we want to engage our tactile senses and read something that isn’t on a digital screen.
5. Enewsletters may get lost in cyperspace. Think of all the mail that floods your inbox– do you really make time to sift through them all? Printed newsletters tend to stick around, sitting on a coffee table to be picked up and read at your convenience.
We appreciate all that email has enabled us to do as marketers. If your budget only allows for so much, email marketing is the perfect way to distribute marketing communications. It is still the number one distribution channel for dollars spent.
At B&B, we also like to consider effectiveness. The best way to get your newsletter read? Print and mail a newsletter. People still love getting mail and having the ability to hold, touch and feel the printed newsletter. (For us printing geeks, we also love the smell!)
Long live newsletters!
By +Maggie Young
gofranklingo
Maggie – Thanks for this post! I have forwarded it to our sales team. We have noticed a bit of erosion in printed newsletters and in several cases, those that have abandoned them have returned for just the reason you state – enewsletters are just not as effective!
Maggie Young
Absolutely!
Marc Zazeela
Maggie – I love your reasoning. Real vs virtual. I truly believe that the new and shiny aspect of virtual has begun to tarnish and people are beginning to realize how much they prefer paper and ink.
Ever get a virus from something in your mailbox?
Cheers,
Marc
Maggie Young
Thanks for the comment Marc!
Deb Haines
I believe that it is the audience you need to address determines the type of communication and not if newsletters are alive or dead (or in this case if the newsletter communication is printed or not).
For example, if my father (over 80, can use a computer) was your target reader, then I know he’d prefer a printed newsletter to read and share with his friends. While he gets email, he deletes much of it.
For me (over 50, very technical and grew up with newsletters as one of the best types of company communications), I think, a printed newsletter is much easier to ignore, which then I eventually throw away because it is out-dated. I do receive many eNewsletters, which I can quickly scan for articles then delete if there isn’t anything I need. And yes, some eNewsletters are just easy to ignore then delete.
My son on the other hand (25) doesn’t really read newsletters of any kind, doesn’t want his information in that type of format. He’s more about videos (like TED talks) and snippets or articles of information he can search for when he wants/needs them. Will he reach a point where a newsletter (print or not) is useful for him? I’m not sure. In that respect, will my son’s kids or grandkids know what a newsletter is?
There are few examples, one printed newsletter, one eNewsletter and one where a different media is needed.
While the goal is still communications, the delivery of that information must be adjusted accordingly. Perhaps a newsletter (maybe even personalized) is still the best solution, printed and/or emailed. Perhaps, the information is better suited for a blog post. Perhaps starting a two-sided communication, best meets everyone’s (you and the audience) goals (i.e. surveys, blogs/replies, social media).
Ask each recipient what they prefer and deliver based on their preferences.
deb
For the record: I prefer a daily/weekly blog post sent as an email (quick reads – it doesn’t need to be an easy read, just short) verses a newsletter (printed or electronic). Not the same as my son’s preferences, but probably closer to his demographic than others in mine. I work for XMPie, A Xerox Company.
Maggie Young
These are all great points Deb. It’s important not to ignore where and how our audience responds to communications. A printed newsletter may not appeal to everyone!
Deb Haines
Yes, exactly (thank you) and too if you’ll be measuring those responses and/or continuing the communications.