Surprise! Printed Newsletters DO Work
Perhaps no old-school marketing medium has drawn more naysayer scorn than the printed and mailed customer newsletter. Calling the venerable workhorse a “secret weapon” for businesses, DM expert Kim Walsh-Phillips says that dismissing newsletters is foolish and ignorant. “It’s my firmest conviction, based on overwhelming evidence, that nothing can “glue” customers to your business like a good print newsletter,” she says, asserting that physical pieces are more engaging and interactive than electronic versions. Recent studies also reveal that print produces higher recall, and that nearly 80 percent of consumers prefer reading on paper versus on-screen.
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