E-Newsletters v. Print Newsletters
Source: Accounting Today
Printed newsletters are staples in accounting firms. But e-newsletters have a significant advantage—if you have appropriate feedback mechanisms, you know who is reading them and which articles are of greatest interest. Here is specific information that can be provided by e-newsletters to senders:
- How many are not opened.
- What subjects are of interest to specific recipients.
- Which firm members need to make the newsletters available to specific clients.
- A mechanism for clients to request help with implementing an initiative recommended by an article.
- Contact information for clients or other readers who click “unsubscribe.” You can get in touch with them to learn why they unsubscribed.
- Whether newsletters are being received by all addressees.
- Cost of the newsletter per reader.
E-newsletters can have marketing advantages over printed newsletters:
- E-newsletters enhance branding initiatives because they can be sent more frequently.
- Content can be more timely because turnaround time for delivering e-newsletters is considerably less than for print newsletters.
- Copy-fitting isn’t necessary with e-newsletters because space isn’t limited. This also saves time.
- E-newsletters are interactive, thus fostering better communication about ideas, and improved relationships with clients and other readers.
- You can selectively contact readers about specific services because you know in what subjects they’re interested. This also helps select seminar topics.
- If you’re considering developing a niche, you can use the e-newsletter to obtain feedback on the probable value of the niche to your readers.
From Accounting Today, May 7, 2007, SourceMedia Inc., One State Street Plaza, 27th Floor, New York, NY 10004, 800-221-1809. For the complete article, click on the following link: http://www.webcpa.com/current_issue.cfm?pub=ato, then find the article Newsletter? Good Idea. E-Newsletter? Great Idea in the May 7, 2007, issue.