Pros and Cons of Newsletters

Types of Newsletter Formats:  Print, Email, & Digital

Let's begin learning about the creation of newsletters by discussing what type of newsletters are

available.  This is an important step because it helps us think about the end result of our work.  In a sense, we need to build a newsletter backwards.  We have to begin by asking ourselves 1) who is going to look at our newsletter and 2) how they are going to read it.  Think about the answers to these questions and then, as you read this blog post, begin to think about how you are going to produce a well-written document that your readers will want to read. 

Microsoft Office offers hundreds
of ready made templates for
print newsletters like this one.

When we talk about newsletters we frame our discussions within three types of output:  1) printed newsletters, 2) email newsletters, and 3) digital newsletters.   Print newsletters are, according to Miriam-Webster, “a small publication (such as a leaflet or newspaper) containing news of interest chiefly to a special group.” This type of publication, like the example to the right, is almost certainly printed on paper and delivered by hand (either through USPS mail service or by handing them out in person.)

This is a typical example of an email type
newsletter.  It allows the readers to click on
the materials that they find to be the most
interesting.  The click takes the reader away
from the newsletter.

In distinct contrast to the printed newsletter, the email newsletter is not different because of the printing method and the mode of delivery but   Dictionary.com defines an email newsletter as “a type of email sent out by companies/organizations to a subscriber list that contains valuable content that allows businesses to nurture their contacts by sharing insights and highlighting products/services available for purchase.”  Typically, email newsletters are used for business purposes to build relationships with their clients, however email newsletters can be used by organizations such as non-profits to keep their members aware of upcoming events or activities.  Contrary to belief, the fundamental differences between print and email newsletters are so significant that they are not interchangeable. 

because of its focus.

I have pieced together a quick comparison to illustrate the differences between a Print Newsletter and an Email Newsletter.  After creating my own SWOT analysis for each, I was able to see these differences with relative ease.  Notice how each box of the Print  SWOT is the exact opposite of the Email SWOT.  The differences are almost black & white.  It is pretty plain that the purpose for each of these types of newsletters are very specific to the intended goal or mission of the newsletter.

Print Newsletters

Print Strengths Tangible, physical, real-world presence Can be read at a leisurely pace when time permits Can be shared repeatedly Believable Contains multiple topics Is not a multi-page sales pitch Joy of receiving mail Seen as “formal” Established method of communication	Print Weaknesses Lack of interactive relationship with client Production, paper, and postage costs Labor and personnel costs Competition for audience attention is high
Print Opportunities Increase client interactions by directing readers to website or social media New productivity equipment drives down cost Movement towards paper-less society has lessened competition in print market	Print Threats “Going Green” movement Postage and material costs Lack of immediacy from production to clients hands Social and digital media displacing “eyes” on established media

Email Newsletters

Email Strengths Incurs no production, paper, or postage costs Email is personalizable and can be tailored to the recipients interests Email is trackable, including time spent, clicks out, and link tracing Can drive sales and lead production Offers clients a direct to website and/or product catalog Offers value to the customer	Email Weaknesses Bulk email may incur costs Customers are overwhelmed with hundreds of emails daily Time starved recipients may delete without opening SPAM filters may divert the email Too salesy?  Too high-pressure? Poor design? Confusing? Time consuming Not seen as personal communication
Email Opportunities Email newsletters are still new and interesting Customers sign-up for the newsletters so they may be interested in receiving it Increase email list exponentially without added expense through referrals Not collecting data	Email Threats Email boxes are already crammed with unread emails Bulk email can be seen as SPAM by some filters and fines can be incurred Too much email can lead to ruin an organization/business reputation Email is viewed as impersonal; unwanted email is junk mail

So how do the Print and Email Newsletters look in a side-by-side comparison?  No surprises here. Lets look at the chart:

Print Newsletter	Email Newsletter
Physical (tangible) presence Production, paper, and postage cost Direct Delivery to addressee Lacks interactive relationship with reader Not sure reader has opened the document Multi-topic information Generalized topics and information Established form of communication Considered “formal” communication	Internet Based (Intangible) No production  or postage costs SPAM filters may divert email  Offers a direct links to outside sources. Trackable (time spent,  link tracing) Focused topic (typically single focus) Personalizable to recipients interests Email not utilized by everyone Considered “informal” communication

Here is why knowing the purpose or mission of the newsletter is important right from the start.  There is, in the 21st Century, a higher value placed on a print newsletter because of its permanence,

Example of a famous newspaper.
Note the layout and amount of information
within a small space.

formality, and "slow-world" pace.  The Print Newsletter is a direct relative to the traditional newspaper style of reporting and its success has always been in its design - clear, crisp articles in their entirety while have the newspaper in hand to flip-flop around between points of interest without the danger of unwanted distraction.  Email newsletters tend to have a feeling of business about them and can be automatically sent to a Spam folder.  I am not trying to diminish the importance of the Email Newsletter because it does have a valuable use in the world of business.  However, for non-profits organizations, religious institutions, private organizations, etc. that are not trying to sell products or quickly pull in potential customers, print newsletters are the way to go.  I can hear many of you right now, "...but the expense!"  Be calm.  I can hear your whine from here.

The third type of newsletter is the Digital Newsletter.  The digital newsletter is a great combination of the other two types of newsletters.  The overall feel of the digital newsletter is comparable to that of the Print Newsletter with an adapted delivery method similar to the Digital Newsletter style.  What that means is that a Print Newsletter is created but rather than (or in addition to) hand delivery to the readers, the newsletter is made into a digital delivery format (typically a PDF) and sent out via email.  Check out the comparison of the Email newsletter and the Digital Newsletter in the images above.  The differences are huge!

Take Away

The three types of newsletter are 1) print, 2) email, and 3) digital.  Print newsletters are tangible and hand delivered to readers.  Email newsletters are primarily for sales or product information.  Digital newsletters are print style newsletters converted to a digital format (PDF) and delivered electronically to readers.

Try This

• How are your readers are going to receive their newsletters? (Email? Postal Service? by hand? in a stack in the reception area?  Other?  Be clear how you expect this to be carried out.)
• How are your readers going to read the newsletter?  (On a computer screen or tablet?  On paper?  Think about your demographics before you give this one serious thought.)
• What do you want your readers to do with their newsletters?  (Save it for later reference?  Delete once finished?  Share with others?)
• What is your budget for your newsletter?  (Perhaps the single most determination of how the newsletter will be distributed.)

Welcome!

Welcome!

I came across a website that claimed it could guide me through the process of creating a newsletter in 10 easy steps.  I set my sights on building a newsletter by following those 10 easy steps and the finished product turned out to be a mess.  My nephew created a far superior newsletter without these “easy” directions when he was in second grade.  His newsletter hung in my university office for years so I am positive that it was far superior (no bias here!)  My name is Dr. Robinson and been an instructor of higher education, specifically Instructional Technology for the better part of twenty years.  I taught newsletter creation in MS Publisher and Word, along with projects from all the MS Office Suite, and I consider myself to be an expert.  So why was I, an expert, looking for directions/ideas on how to create a newsletter?  Because, suddenly, I needed to create a newsletter of my very own and it needed to be amazing!

After eight years of working as church webmaster and unofficial parish historian, I was surprised when a parishioner asked if all the old newsletters from the 70’s through the 90’s were available online.  They weren’t, but I was determined to correct that!  Searching for copies of all the old editions was a test of patience.  Scanning them into PDF documents was a test of emotional stability.  Creating a new web-page in our extensive and heavily used website and then uploading old newsletters was a test of skill. And finally, receiving requests (more like demands) for a new third edition of the newsletter was a test of courage.  

I am not certain why with all the stress of creating and maintaining a website, several social media channels, and managing several blogs, I would take on the madness of publishing a newsletter.   Past editors thought me mad and the pastor looked at me as if I had farted in church.  But I saw something in those old print editions as I digitized them for inclusion in our 21st century website.  I saw things that are difficult to find in a digital world, things such as: history, permanence, and a physical connection to our past.  I loved the smell and feel of the archived editions.  I loved seeing the images of people that I hadn’t even thought about, since I was very young.  Let’s face it, the Internet is a wonderful and convenient tool, but it lacks the emotion and weight that a document or picture in print can offer.  Being in a newspaper, magazine, or book is exciting and worthy of attention and no one ever says, “Wow!  I’m on the Internet!”

So I decided to create a new, updated version of the newsletter for church.  I began by sifting through Google to find out how to create a newsletter for a non-profit organization or for a religious institution.  I found next to nothing on HOW to create a newsletter.  I found plenty of blather on WHY I should create a newsletter and even more nonsense on how much money my organization can make by offering digital/email newsletters with special "hooks" and "incentives."  I truly found zilch.  So I took what I already knew from teaching newsletter creation to pre-service teachers and learned it on my own.  I was appalled that I could not find a simple set of instructions to explain how newsletters are developed and why they are needed.  I was disgusted that information on the Internet was only available for sale.  This blog is going to change that and put others out of business.  Not only am going to help you create newsletters but I am also going to give away all the materials and lessons that I created as a college professor.  And no, you do not have to give me your email address to "unlock" special features.  

I plan to address topics related to the creation of a quality newsletter.  “The best newsletters have short, lively articles that provide information without making the reader work to get it.  Poorly designed or badly written newsletters generally will be ignored.” (Marv Balousek, 2017)  If you are going to spend a great deal of time and effort to create a newsletter then you certainly want people to read it.  Any good, well written, and properly formatted newsletter will take time.  It will take time to plan, write, edit, proof, and print because neither an e-newsletter nor a print newsletters can be dreamt up and distributed quickly and easily.  Anyone telling you otherwise is trying to sell you something (and they will still be wrong.)  If you want customers/members to read and look forward to further editions then you must convey the importance of the document by making it as perfect as possible.

Over the coming weeks and months, I will offer posts on topics such as: newsletter layout, production methods, using color wisely, choosing articles, and keeping too much white on the page.  I will use examples from newsletters sent to me over the years.  In addition, I will be answering questions from readers sent to me via email:  dr.daniel.robinson@gmail.com or in the comments section at the end of this blog post.  I have been teaching newsletter creation for almost 20 years and I have a slew of information, tips, and examples for you to use.   Let’s create something amazing!

The Takeaway

This is a do-it blog with guides explaining the why or why not of creating usable and amazing product (especially newsletters.)  Basic information about creating useful projects (newsletters, spreadsheets, posters, brochures, etc.) will be offered here but it will also include tips and tricks, survival tips, and step-by-step guides to create many different types of projects.

Try This

1. Do an Internet search for print newsletters.  You will find plenty of ads/info about printing services and, probably, more templates than you could ever hope to slog through.  Click on the Images tab at the top of the search page.  You will see hundreds of examples of newsletters in print.  Do you see two or three that catch your eye?  Jot down why you like those particular ones and save it for when we start creating your newsletter together.  We can incorporate those elements to make your newsletter amazing!
2. Ask yourself why you are creating a newsletter?  List all the reasons you are going to spend hundreds of hours creating multi-page, informational literature to distribute.  Then list all the ideas you have for information, articles, pictures, contests, games, cartoons, etc. that you are planning on putting into your newsletter.  The more you think about this now the easier it will be to assemble your newsletter later.  Use as much detail as you can for both lists.
3. Take a deep breath.  All the choices and lists can be overwhelming.  Let’s examine all of this in chunks.  A well-written quality newsletter will take time to create.  Expect to take three to four weeks to do the first edition (subsequent editions can be published in a much shorter period of time).  So plan to clear some space to create your first newsletter.  It will be amazing!