In an age of email marketing, the idea of sending out a print newsletter might seem archaic (at best) and foolish (at worst). But believe it or not, the fact that nobody else is doing it might actually be a good thing.
The Benefits of Print Newsletters
Print newsletters used to be all the rage. In the 1980s and 1990s, direct mail was what email marketing is today.
But as the internet grew and digital marketing took a prominent place, print newsletters took a backseat to other “modern” options. But don’t discount the role they play even in 2022 and beyond. Here are some of the benefits of using print newsletters in your business:
Think about how crowded email inboxes are. The average person sends and receives a total of 121 emails per day. That’s the sort of competition you’re up against when you send a marketing email. But print newsletters? The average person receives just a couple per week. That means if you can find a way to get inside their mailbox, you’re much more likely to stand out.
Greater perceived value.
There’s something to be said for tangible marketing. When a customer holds something in their hand, it has a great perceived value and worth. They can touch it, feel it, smell it, turn the page, highlight it with a marker, put it on their coffee table, or bring it to a coffee shop.
If you’re in the business of selling newsletters, you can typically sell a physical newsletter for a lot more than a digital one. There are plenty of companies that sell premium newsletters for $100 or more for a single monthly issue.
Longer shelf life.
Emails and other forms of digital content come and go. Within a few hours or days, it’s no longer considered fresh. Some other piece of content has come in and replaced it.
With a print newsletter, there’s a much longer shelf life. It’s not uncommon for someone to hang on to an issue of a newsletter for several months (and to read it multiple times over during that period).
Are we telling you to ignore digital marketing and email? Absolutely not. However, you should at least give print newsletters some consideration.
And once you learn how easy it is to create your own, you’ll see that launching a print newsletter can actually be a very fun experience.
Tips for Launching Your Own Print Newsletter
Ironically enough, the growth of the internet has made printing a newsletter easier than ever. It’s all about using the right tools and resources. Here are some basics for getting started.
Find a Reliable Printing Service
The first step is to find a printing partner that’s affordable, easy to work with, and provides high-quality online printing services. You’ll be working hand-in-hand with this company, so you need to feel comfortable with their ordering process.
They should also have good customer service so that you can reach out with questions and get timely responses.
Create a Consistent Layout
You’ll save a lot of time by coming up with a standard newsletter layout and consistently using it each time you create an issue. This makes the design process extremely easy and establishes some brand recognition when it shows up in a subscriber’s mailbox.
Focus on Quality Over Quantity
Quality over quantity is a rule that you should follow in all aspects of marketing – but especially when it comes to a print newsletter. This applies to both individual issues and the overall newsletter itself.
With individual issues, you’re better off going with a small newsletter (8 to 12 pages) that has really good quality content than a larger newsletter (16 to 24 pages) where you’re throwing in fluff copy just to fill up space.
In terms of the overall newsletter, don’t force yourself to send out one issue every week. A monthly newsletter is more than enough for a subscription service. And if it’s a free newsletter, a quarterly issue is fine.
Adding it All Up
There’s obviously a lot more to launching a successful newsletter than just finding a printing service, creating a layout, and developing a plan for writing content.
For example, you need subscribers. But if you start with these building blocks, you’ll have a strong product in place. From this point, it’s all about marketing and networking!