by: Jim Palmer, The Newsletter Guru (GKIC-Philly Chapter Member)
So many people ask me if they would be wise to save the printing and postage costs of their newsletters and instead send their customers e-mail newsletters. My answer is typically very short–no. While various types of e-mail marketing can be effective and enhance your printed newsletter, they are in no way a replacement. Printed newsletters have many proven benefits that you simply cannot achieve through e-mail. Printed newsletters are convenient and portable (your customers can read them at home, while traveling, in their easy chair, or in the tub!). Printed newsletters are easy to read and make notes on, and they can be passed around to others, increasing readership. Printed newsletters are also not subject to spam filters and delete buttons.
Regarding e-mail newsletters, some industry statistics show that as much as 20 percent or more never reach their intended targets due to spam filters. Plus, given the ever-increasing volume of e-mail that most people receive every day, even if your e-newsletter does reach your customer’s inbox, the chance of him or her reading it is not great. There are some exciting things that you can do with e-mail, such as audio and video messaging, all of which can enhance your customer communication efforts. However, I highly recommend that you keep your fence in good repair with a printed newsletter.
This is the final installment in this series! Hope you learned something useful about newsletters!
