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.)