Following are a few reasons you should consider keeping print newsletters in your marketing arsenal.
- Armchair historians love to proclaim "the end of things." See, for example, stories from the last century about how radio was going to kill print. Then it was about how television was going to kill radio and print. Next it was about how the Internet was going to kill television, radio and print. Notice a pattern? These different mediums, in one way or another, have found new ways to involve, adapt and survive. The safe bet is that print (and print newsletters) will do the same.
- Consumers can't really re-hear your radio ad or re-see your television commercials once they go off the air. Print, on the other hand, gives them something in their hands that they can refer to and keep, over and over.
- Print offers a "digital free zone" for consumers. With the constant bombardment of digital communication, sometimes sitting down with an old-fashioned book (or hardcopy newsletter) is a welcome reprieve for many consumers.
- Print still holds an air of credibility over many online sources. Yes, consumers will hit the Internet to research and make decisions about products and services. However, there is still an air of credibility that comes with print that many online sources simply lack.
Print is far from dead. It's tangibility, survivability and reprieve from the digital world are all viable reasons why you should consider keeping credit as part of your marketing next.