Print vs. Electronic — What’s the right choice for you?
Print: When you want to make a strong impression, you can’t beat a quality printed newsletter. When you send your client newsletter in print format, recipients will hold it…open it…turn the pages. They can highlight articles, make notes and pass it along to a colleague. And even if they don’t read it, they will see your branding and know you value them as clients. With the ubiquity of email, postal mail has become the premium delivery mode. If your marketing budget is limited and you can’t afford print for your entire marketing list, we recommend sending your printed newsletters to a qualified list of prospects as a door-opener. Used in this way, a print newsletter can be a valuable addition to your firm’s business-building arsenal!
Electronic: The best part about email marketing is it’s cheap. You can send thousands of copies of your newsletters at virtually no cost. But cheaper has its downside. If your newsletter makes it past the spam filters, will recipients actually read it? If recipients don’t know you, what are the chances they’ll open your messages? Further, if you’re constantly mass emailing and not keeping your lists clean, spam filters will start bouncing messages from you.
That’s why we recommend using email only for a selected list of those clients and prospects who’ve opted to receive email communications from you. That way, you’ll be reaching people who want to hear from you—people who read email—and saving money.
Both: By combining print and electronic marketing, you get the best of both worlds. Quality, image, reach and cost-efficiency. For suggestions on incorporating a Smart’s client newsletter into your firm’s prospecting and client retention programs, please contact us today!