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!