Print vs. Email Newsletters
Newsletters are a great way to keep in touch with your customers or the members of your organization. When choosing between sending your newsletter in either print or email form, many people make their choice solely based on the fact that email is free. However, while cost is always a factor, there are several other factors that you should consider before making your final decision.
The first area to consider is impact. In a society that has become inundated with electronic information, the average person has developed an incredible filter. Overflowing inboxes create the desire to delete as many “non-imperative” emails as possible. According to MailerMailer, only 12.5% of e-newsletters were opened in 2008. And even when e-newsletters are actually opened, a study by the Nielsen Norman Group shows that the average person spends only 51 seconds reading an email newsletter.
Print newsletters, on the other hand, enjoy less competition. And with 73% of customers saying they prefer printed mail in order to receive new offers or product announcements, the chance of your newsletter being read is infinitely higher.
Additional benefits to printed newsletters include readability and passability. While readers may impatiently scroll through their email, printed newsletter give the reader the luxury of time. Studies have shown that people retain much less of what they read online than what they read in print. It is also easier to keep print newsletters for further reference, but email newsletters are usually skimmed then deleted. Readers of hard copies are also more likely to pass the newsletter on to another interested party.
While the upfront cost of a print newsletter may be higher than an email letter, the potential reach of a printed newsletter makes it a highly superior choice. Printed newsletters can greatly help the reach and impact of your marketing strategy.