Newsletters Overview

Print newsletters versus e-newsletters

E-newsletters are newsletters in HTML format that are emailed to a mailing list. They usually include links to articles online.

They have key advantages over print newsletters. They cost less to produce, they cost almost nothing to deliver, and they can reach their destination within seconds. Recipients can click on links to read more, which brings your newsletter readers to your website and the rest of your content. You can also track subscriber behavior with e-newsletters.

When you link to content at your website for subscribers, that content is usually available for everyone, not just subscribers. More online content brings more website visitors. However, you can have almost the same advantage with print newsletters by uploading the newsletter in PDF format to your website. It won't be as easy to read online as articles on web pages are. But it'll still be accessible, and the search engines will bring traffic to it.

With e-newsletters, social media, and websites bombarding us with information, print newsletters still have a valued place in our lives. You can hold them and read them without an electronic device, you can fasten them to your fridge, and you can hand them out at events. Those without Internet access may not be able to read e-newsletters, but print newsletters are accessible to everyone who receives them. Many people who have Internet access still prefer print newsletters.

Moreover, while print newsletters cost more to produce than e-newsletters do, print newsletters have a higher response rate.

Which newsletter format should you use?

Consider whether your target audience has Internet access and what their preferences are. Consider also how you plan to distribute your newsletter. For some newsletter publishers, the best solution is to use both print newsletters and e-newsletters.

You have several choices:

The last option is best used if you still print some newsletters too. Provide the printed copies to those without Internet access, and have them on-hand to give out. This way, you reduce the cost of printing, you give your subscribers a newsletter that they can print, and you still have some print newsletters.

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