Clients and prospects are as individual as snowflakes. That’s why it’s a good idea to offer your newsletter in both print and electronic formats because while some clients prefer the no-muss, no-fuss approach of the electronic newsletter, others prefer the tangible, tactile sensation of a printed newsletter between their fingertips. If you still aren’t sure why you should offer both, here are some additional points.
Email Newsletters
Cost: With no mailing costs and no printing expenses, email newsletters are an inexpensive option. They can also save you a great deal in payroll dollars since you don’t need your staff to handle the mailing.
Waste: For the environmentally conscious client, electronic newsletters offer the most eco-friendly delivery method. Some clients may not be particularly environmentally conscious but may still hate having to receive and throw away physical mail so email appeals to them as well.
Speed of delivery: Emailed newsletters allow you to respond quickly to new requests for a newsletter. This can show a level of engagement and responsiveness that your prospects and clients like.
Print Newsletters
Visual preference: There are some people who just love reading things in print. They don’t like the idea of a Kindle, don’t read the newspaper online, and might not like the idea of blogs. For these people, a print newsletter is vital, especially since you may not be able to reach them with your blog.
Tangible product: Insurance is an intangible product but the policy is tangible and comforts many consumers—even though they are still fully insured without it. Your newsletter coming to a client in print can provide much of the same psychological comfort as a printed insurance policy.
Commitment: Many people perceive information presented in print as being more commited than information presented electronically. Print cannot be easily changed and offers some guarantee of truth that, to some people, is missing from electronic formats.
So give your clients and prospects the option of signing up for either print or email newsletters and show that you are sensitive to the needs of each diverse group.
