News from Patterson Presentations

What Type of Newsletter?
Paper, Attachment, or Right in the Email?

Last issue, I asked everyone to share which he or she preferred-"Would you rather receive a paper newsletter in the mail? An email attachment? Or the newsletter right in the email itself?"

Surprisingly, fifty percent of those who responded to this question said they preferred receiving a hard copy newsletter in the mail. The other 50% chose emails, with a split of 22% desiring an attachment and 28% wanting the copy within the email itself. (Most of my responses are from the Pittsburgh, Pennsylvania, area. It could be the majority of Pittsburghers prefer a paper newsletter. But, a larger, more comprehensive survey would be needed to determine if that's really the case.)

Based on this informal poll, those of you who send out newsletters, especially to Pittsburghers, might conclude that you should be sending hard copy newsletters through the mail. But, it's not that cut and dried. It all depends on your audience and your newsletter's purpose.

Are the people you must reach comfortable using computers and email? Can their equipment and services receive your e-newsletter, including graphics, attachments, and memory requirements. If not, then a paper newsletter is still the way to go with that group.

Another thing to consider is the purpose of your newsletter. If you desire a sense of stability, more control over the appearance, a strong business identity, and longer articles with high content, then paper may be the better choice. If you need speed, frequency, brevity, or content specific to particular groups, email is more likely the way to go.

Would it be better for your clients to have information to hold on to so they could refer back to it? Would they be more likely to hang on to it if it were in print and in their hand? If this important information is emailed, are your recipients likely to save it for future reference or delete it?

You might want to consider the possibility of giving them a choice. Are you in a position to provide a variety of versions based on your recipients' preferences? Keep in mind that this is an administrative challenge. Even if you keep the newsletter content the same and simply provide it in hard copy, PDF, or in the email itself, you will need to keep track of all the lists that go with each category-not something to take lightly. But, if this is within your business's capabilities, consider providing your newsletter through more than one media.

Sending more than one type of newsletter or communication throughout the year can be a powerful technique. Some businesses send emails on a regular basis, and mail paper newsletters each quarter. This allows them to provide a variety of presentations appealing to a variety of people. It also enables them to make available in hard copy important quarterly information they desire clients to hold in their hands.

You know what your own preferences are. Do you know the preferences of your recipients-hard copy or email? Base your decision on your clients and their needs along with the method(s) that will accomplish the goals of your newsletter.