Pros and Cons of Marketing with Printed Newsletters
Small-business marketing is all about having an effective mix—one that combines the right tactics at the right time while remaining within established budgetary constraints. As marketers agonize, analyze and strategize over whipping up the perfect blend, their thoughts often turn to that perennial, old-school favorite: the four-color printed newsletter.
It’s 2019, they might say. Marketing is digital…marketing is social. Besides, do people even read printed collateral anymore? Short answer: Yes! Studies show that newsletters for B2B and B2C content-marketing (and as a subset of direct mail) still resonate. Eighty percent of respondents from one study said they always read print newsletters received from companies that they know. More than 60% of U.S. consumers enjoy getting postal mail about new product offerings.
Some pros about integrating newsletters into your mix:
1. Authority and legitimacy. Producing and mailing a printed piece not only demonstrates a deep commitment to your brand, it promotes engagement in ways electronic media can’t.
2. It’s more like journalism than marketing. A company newsletter can bring value to your entire brand community, from customers and prospects to vendors and staff. It’s easy to feature articles about people or subjects from any of these groups.
3. Solid ROI. You already own the mailing list so there’s no cost for distribution. Newsletters also enjoy a longer shelf life, which extends their value.
1. Print lacks the immediacy and accessibility of digital communication channels.
2. List hygiene may be harder if your audience moves around a lot.
3. Finding contributors with the time and skills to write. If you do go for it, keep pieces fun and free of overt sales pitches. Also, create a realistic distribution schedule and stick with it.