One of the most powerful – and underused – marketing tools is the printed newsletter. Whether you are a small business with a focused list or an established entrepreneur with a sizeable audience, newsletters are an easy and effective way to keep your customers up-to-date about your company, share insight and expertise, and build trust and loyalty between you and your readers.
More effective than e-mails, which are often lost or quickly scanned and forgotten, a printed newsletter becomes a valued resource for the reader, who saves, rereads and even shares it with others. According to industry studies, a direct-mail newsletter might generate a three to five percent response rate; while a similar e-mail newsletter might only get one-half of a percent. Even better, 42% of newsletter subscribers say they’re more likely to buy from a company after reading that company’s newsletters. Simply put, print newsletters have more influence.