Which is better? Email or Print?
The Question: Which is better? An emailed newsletter or a printed one mailed? That’s the question. Better? Meaning better on an overall basis, and more effective and with greater impact. And do you have a bias before you really address this, thinking one better than the other, or you totally don’t know and are looking for clarification to help you to decide? Either is fine, and I’ll give you my perspective from years of producing newsletters of both kinds for and with clients. And then you decide. Let’s assume that you have clear and compelling reasons, some objectives of substance, to produce a newsletter to distribute to clients or customers beyond “keeping your name in front of them.” If not and that’s all that you want to do, send a post card.
The Common View: Searching the web for what others have to say on this question, I find I’m not impressed. Many of their views, while not all, seem simplistic, in my opinion, listing a few advantages and disadvantages and not providing much of an analysis and no strong conclusion. Many of these end up saying, well, both methods have their advantages, so do both if at all possible. Does that help? Blah, blah, blah.
Basis of Decision Making: The question of which is better really comes down to, as most things do, the basis of decision-making. This is what others seem to ignore. What is the basis of decision-making?
- Lowest price?
- Acceptance by reader?
- Highest readership or response?
- Most time and attention given to your communication?
- Least amount of labor or time investment?
- Ease of production?
- Speed of composition and delivery combined?
- Ease of distribution?
- Speed in distribution?
You see that these all start to be part of the answer, and if it was incredibly clear to everyone ‘which is better,’ then there would be no need to search for a piece like this one to help answer that question. You’d know. It would be obvious.
Consider Email Newsletters First: An email newsletter is the hands-down favorite and most popular as judged by the volume of newsletters – not any official research, of which there is little and little to be trusted, just common sense and observation and informal reporting. Why does this method seem to be the number one choice? Price is probably the biggest advantage, because the price is comparatively and incredibly low (not cost; price). Distribution via email means that distribution is free – no postage. Even if you use a paid service like Constant Contact or others, the price is very, very low. No printing. You can create it in any number of desktop software programs and you don’t have to worry about setting it up/preparing it for print or using a higher-level composition/page layout program. No commercial printers to work with or worry about, so no trips to the printer, or to the post office. No labels, nor affixing them to each newsletter, and no postage or affixing that. BIG time savings. Big labor savings. But there are more features and benefits, like that it’s delivered right the person’s personal computer. Bang. Right there. And you can use hyperlinks, write shorter articles, and link them to continuing on a website that you control, link to other references and directories and information. Statistics are incredible, and these can tell you how many opened the newsletter, clicked on a link, etc. Really nice (translate as needed: cool, sweet, awesome, etc.)! Sounds like a sure winner!
Does Email Win? How can you not be sold on doing an email newsletter, in concluding that a newsletter delivered by email is far superior? In terms of criteria listed above, it wins in most all categories: Number 1 above, and then 5 through 9, in those all important bases of decision-making. Lowest price, least amount of labor and effort, and speed, well, some think that should just take it all right there. If those are your sole bases of decision making, well, there you go. And that is the conclusion that the vast majority of people come to, that email is better and this becomes the common choice, and hence the popularity. Is it really a contest? Well, yes, if numbers 2, 3, and 4 have anything to say about it: acceptance, readership, response, attention to the messages. These are critical areas in which email newsletters fail to score.
Downsides to Email Newsletters? Yes. While distribution is free, you get what you pay for. It is electronic, it is email, and email is quirky, uncertain, and quite easily blocked by both users themselves and by IT departments and in the general maelstrom that is the internet. Firewalls, spam filters, anti-virus programs. And one person’s well intentioned email is another person’s spam. Sending out masses of emails from your own computer may get you blacklisted or even dropped by your ISP and by others. It depends. Third party services? You can use these if you can find the right one, but even this is a little shaky. Using a legit service like Constant Contact or Infusion Soft is possibly better. But what do they tell you after you get all excited about getting your message through to customers or clients? Well, you can look at the stats of your email, and you’ll find incredibly low numbers actually received by people you’re sending to, and a very low number that even open your email, let alone read it. Thirty percent? Well, friend, go celebrate because you’re email distribution is fantastically successful. Hmm. Really? Those who are really, really happy with emailed newsletters are those producers who never look at their statistics nor think about the meaning of them.
Some Other Downsides: With so many producing email newsletters, so easy that anyone can do it, email inboxes can get overloaded with newsletters and what passes for them. Talk to people. Ask them what their experience is. What is your experience? If you asked me I’d tell you that I get an average of maybe 5 emailed newsletters a day – average. Some are companies I know, and most I signed up for, one way or another. How many do I read? Not many. There is just too much of an onslaught, and some of the emailed newsletters are so badly done. And if I’m really busy, that day goes by the wayside. I get an average of 250 emails a day, while much of it goes to a junk folder. Worse, I read one study online that said that no more than 11% of email newsletters are read thoroughly. Who can think that is good? Add to this that readability in general goes down when you are talking about reading on a computer, let alone on a phone, so that long articles of any depth and length just don’t get readership. In general, attention spans are said to be down, and even on websites visitors click, click, click, and go. Why expect long or focused attention to an electronic email newsletter? And if you send in an html format, any number of email software programs are set for text only, so your design morphs into text alone. Is it really a newsletter? Is it more of a down and dirty, quick bulletin? The electronic nature of this kind of newsletter somehow degrades the medium itself, and the message, too. It seems that way anyway. Frustration. So many positive benefits – so many downsides.
Printed Newsletters: What’s the Story? Again, going back to the basis of decision-making, what is it? If you are looking for “bang,” a printed newsletter has it all over an email newsletter: acceptance, readership, response, attention to the messages, and more. Downsides? You bet. It’s more expensive, time consuming to produce, labor intensive, etc., but print can deliver the goods where emailed newsletters fail miserably. It starts with distribution. It’s not free, of course, and while the post office takes a lot of ridicule, it responsibly delivers the mail. If you are going to have high or higher readership, why not start with 95% to 100% delivery? When your newsletter arrives, it stands out and gets attention first because the competition isn’t there. One rule not followed as often as it should be is “Go where your customers and prospects are but where the competition isn’t.” That’s smart. The mailbox is open. The competition is gone. This is print. The recipient doesn’t need technology to read it (computer, iPad, phone). You control the form, both text and images, and nothing changes that in delivery because you have “fixed” it in print. It is tangible, it has a physical presence, it has a feel, and the very nature of it conveys messages to the reader. If it is high quality paper, has outstanding images that glow with text and writing that flows in simply a great layout, that says a lot about you, your organization, what you have to offer. It does this so much better than an intangible, electronic, emailed newsletter that’s jammed into a crowded inbox. It has staying power, as it often stays around the office or home, and it can get passed around if it offers good things. Long items, short items, and you can still refer to online info and links – the reader can’t click on them, but they can be there. You won’t get statistics. You won’t know specifics. But your chances for response, attention, more complete readership, and message comprehension are greatly enhanced. If you build in response cues and ways to get feedback, you’ll get to know much more.
Apples and Oranges? Yes, they’re both fruit. Those that choose only to produce email newsletters often labor under the misconception that they are getting exactly the same benefits of a printed newsletter, only so much easier, faster, and cheaper. They think the comparison is apples to apples, but it is decidedly not. However, that is the attraction and perception while, in my opinion, it’s dead wrong.
Alternatives in Print? There are some alternatives, services that make printing and processing less painful and time consuming. If these services have a newsletter template that suits your particular needs, you can upload the newsletter to them in PDF or another common format, upload a mailing list, and pay online. They take care of printing, printing the person’s name and address, postage, and delivering it to the post office. They can personalize it to the recipient, too. While you still pay for these services, it does take the pain out of it somewhat if you’re the one that has to put stamps or labels, for example, on 1000 newsletters, and then cart them to the post office. Downsides? The printing sometimes is not precise. You don’t get a hard copy proof. You don’t get a post office mailing receipt if you feel that is important. Pros and cons, always.
Conclusions? Did I have a bias when I started out? When I started preparing to write this, and then in beginning to write, I was leaning toward print while the reasons I hadn’t clearly or completely formulated yet. If I had to choose, I thought, I’d lean toward print, but it was only a lean. I’ve done both types of newsletters, but after prepping for this and in writing it, I no longer had a bias, but a strong conclusion that print is far superior. Costly, but recognizing that you get pretty much what you pay for, it is far more worthwhile. A big time sink, however, is writing and crafting an email newsletter, difficult when so few will receive it, so few will open it, and so few will read a part of it. It is difficult to invest that time in something that is treated so trivially. Would I personally still produce and distribute an email newsletter? Yes, but only when it wasn’t really important to reach all of my clients, it was mostly promotional in content, and the messages weren’t vital to my purposes in providing services to clients. And real short.
Response? What do you think? What has been your experience? Do you agree or disagree? Has this helped you sort out what is most important, or helped you come to a conclusion on which is better? Have you changed your mind at all? How?
I had one prospective client who was completely sold on emailed newsletters to the exclusion of any discussion or consideration of print. Wouldn’t even discuss it. Too bad. And this was before writing out this article when I was only leaning toward print. Now I’m sure that my own response would be different.














