The best way to market your business is to utilize as many channels as possible to reach every corner of your target market—and that should include print. After all, there are still those who revel in the glory of the printed page, and it’s important to reach them where they are.
In fact, a majority of U.S. residents say they enjoy receiving direct mail (including newsletters)—and respond to it more frequently than digital advertising—when it’s relevant to them (see our tips on how to do that here).
One piece of printed media we’re particularly fond of here at SOULO is the tried-and-true newsletter. Here are a few reasons why you might also want to ‘fall in fondness’ with printed newsletters.
If you’re like most folks, you have an email in-box that never quits. You get a message, you read it, you reply and/or delete it. Not much of a shelf life there.
On the other hand, a print newsletter might sit on your desk, shelf or table for a month or longer. If the content is good, you might even refer to it more than once. Print maximizes the value of the time spent creating quality content by sharing it in a way that gives it a longer shelf life.
Today, everyone is subscribed to some kind of email newsletter (or dozens!). Email is an important communications tool, and we get a lot of value from it. However, an email newsletter doesn’t have quite the same ‘punch’ a printed piece does.
When a print newsletter comes in the mail, we can touch and see it, which immediately gives it a higher perceived value. We spend more time interacting with it—time when your brand message is front and center.
Cutting through the Clutter
Many businesses have chosen to cut down on direct mail and go the digital route. However, as much as we at SOULO love digital marketing (there’s definitely a place and time for it), a print newsletter can reliably get your message in front of your prospects and customers. This makes them more likely to come back to you or refer you to their friends and colleagues. (And here’s a bonus: when you send ‘real’ mail, you’ll often see an uptick in email open rates because of brand recognition.)
We’re not going to foist our fondness for printed newsletters on every customer we work with; however, it’s arguably one of the most effective ways to keep your customers engaged with your company and informed about new products, services, promotions, events, and anything else you want them to know.
Ready to start your own newsletter (or make your current one better)? See our article How to Create a Great Newsletter. Don’t want to do it all yourself? Our marketing team can help you refine your message and bring that message to life, then work in tandem with our print experts to produce a newsletter that captivates your audience. You just sit back and take the credit!