Electronic vs. Print: What type of newsletter is right for you?

I hate mail.

I'm sorry to say it - I mean I have designed a few hundred pieces of direct-mail during my career - but the truth is that there are few things that I detest more than sifting through piles of envelopes and stacks of useless junk mail. In fact, you can often find me in a "purge" state huddled over my trash can within 20 minutes of receiving the days mail just so I don't have to see it piled up in my "in-box".

That being said, there are a few "standards" that I save from the shredder and recycle bin. Without exception, the stuff that lands in my "take home" pile every day (aside from my favorite magazines and the weekly invoices) are newsletters and updates from vendors, clients and network partners.

Let's face it, in today’s world, busy professionals have a LIMITED attention span. Hectic schedules and overflowing e-mail inboxes force readers to limit their daily information intake to only the essentials. I am not suggesting that you throw your e-campaigns out with the bath water, but you do need to determine if electronic, print, or a combination of both, are appropriate mediums for your target audience and your message.

Here are few questions to help you decide if an electronic newsletter makes sense for your business.

1. Are you presenting critical information that impacts someone else's bottom line? (ie: new legislation, new processes or development or important news about your industry)

2. Do you have a special promotional offer? Discounts and sales make great newsletters because the text is limited and the offer is prominently displayed.

3. Are you positioning yourself as a “thought leader” with your industry? If so, an e-zine may be the perfect avenue for you to promote your brand and your resources.

Although more expensive, printed newsletters are sometimes easier and more effective for the following reasons:

1. The document can be viewed at the leisure of the reader.

2. It physically sits in a work in-box as a frequent reminder.

3. It can be taken anywhere on the go, which benefits frequent travelers (can also be said of many e-campaigns as well).