1) The bathroom factor. You can’t take an e-newsletter and read it on the throne.

2) Quality of reproduction. We work very hard to ensure that your newsletter and, in particular, your photos, are reproduced exactly as you want them to be. It’s a virtual guarantee that won’t be the case if the newsletter is sent electronically. People will be viewing it on poorly calibrated monitors that are likely to display grass as blue, sky as green, etc. Even if they print it out, the quality of their printer can’t match offset printing.

The above article is courtesy of David Wood, Publistist, Copywriter and Marketing Guru

3) The desire to delete. Think about your own mindset when you open up your e-mailbox in the morning: your goal is to get rid of as much as you can as quickly as you can so you can get to the “important” stuff. How much time are you going to spend reading someone’s newsletter, if you don’t delete it without even opening it, that is? And how much of what you “save to read later” do you actually read? Not to mention spam filters!

4) Print establishes legitimacy. Receiving a printed piece through the mail creates the perception that the sender is a legitimate and substantial business, especially if it’s a quality piece. On the other hand, anyone with access to a computer can create and distribute an impressive electronic document. People still remember the dot-com boom and bust, where companies with virtually no assets and who created nothing of value made tens of millions of dollars.

5) Pass-along rate. A printed newsletter has a much higher pass-along rate than an e-newsletter. Even if someone forwards it to others, all the above come into play.

6) Finally, I strongly believe that an electronic version of your newsletter is an excellent complement to the print copy. Developing an e-mail list and sending an electronic version in addition to the print one offers another means of ensuring they see it. Posting your newsletters on your website (and archiving back issues) where they can be downloaded by clients and prospects is also worthwhile.

This article is courtesy of David Wood, Copywriter, Publicist, and marketing Guru.

Tags: newsletters, Offset printing, printed piece