Newsletter Printing – a media format still used by ‘not for profit’ organisations and business. But why bother if email seems easier and cheaper?
Newsletter Printing has been a core business of Print Worx since our beginning. Many times, we’ve been asked what we will do when people stop wanting printing services: a valid point! However, for an industry that was tipped to be a big decline, use of services such as newsletter printing remains strong.
Here, we review “not why you should consider newsletter printing” as part of your communication mix, but, “why other organisations and business still feel it relevant” to use newsletter printing – in conjunction with digital, events and other means of contact.
A 5-minute review: 3 industries where Newsletter printing is relevant to them.
Corporates – use newsletter printing to communicate with their stakeholders, namely their staff.
What they say
Research showed that employees generally feel that they are inundated with emails as part of their daily role. Management and HR teams feel that a company email is not personal enough to engage with the employee during company hours and had less value to the employee to a carefully written newsletter. The newsletter stands out aside from the constant bombardment of emails and is therefore a unique way to communicate with staff.
By mailing the company newsletter, the management felt like they could engage with employees in the comfort of their own homes, allowing them to read it on their own time without the distractions of the office environment. It also adds a sense of personal worth demonstrating that their employer is grateful for their efforts as part of a team.
Return on Investment
Written with motivating articles, team events, company performance and competitions – the company feels that newsletter printing has a return on investment which cannot be matched electronically.
Not for Profit Organisations and Charities – use newsletter printing on either a monthly, bi monthly or quarterly basis to reach out to their supporters.
What they say
The newsletters are used in conjunction with digital media, however after moving the newsletter to digital trials – the response rate dropped and newsletter printing and mailing was resumed.
There was no way of guaranteeing a digital version wouldn’t end up in a junk box, a supporter changing their email address or even opening the email. Moreover, some supporters still don’t use email. Whilst there are some such concerns with direct mail, it is possible to measure the accuracy of donor data against the PAF database – for gone-aways, moved and deceased whilst adhering to data production and GDPR.
Using Direct Mail to deliver the newsletters multiple organisations have the opportunity to add additional information to their mailing packs.
We often mail multiple packs with fundraisers (such as raffle tickets) and promotional catalogues – especially during the run-up to Christmas and event guides. This enables the organisation to get all the information in front of their supporters at once, in a cost-effective way.
Return on Investment
Whilst digital may be more cost-effective at the outset to target existing supporters, it did not provide the same call-to-action, which ultimately results in the goal of fundraising to meet the charities objectives.
By using newsletter printing – supporters remain engaged and their loyalty continues to bring a steady return on investment, which covers the print and mailing unmatched by digital, and provides important funding for good causes.
Local Authorities – use newsletter printing to update those in their borough with local news.
What they say
Due to the sheer volume of numbers the authority continues to use newsletter printing to update residents as a cost-effective means to gain attention. The aim is to update residents bi-annually with local events, updated news and financials – with information on how money is being spent to improve to community.
Newsletter printing allows each resident to receive a copy twice a year as a quick easy summary. It is produced in an un-personalised format by way of a mass-mailing. Firstly, this minimises the need for data control – keeping costs to a minimum. It also enables to newsletter to be read by the entire household on an as-and-when basis. A method that isn’t possible to target by email.
Return on investment
Communicating with the entire borough helps to benefit the community by bringing them together at local events. It reassures residents that the authority is spending funds where funds are needed most. It engages the reader with local articles, helps them to understand what the authority does, how council tax is broken down and what is being planned for the future.