Make It Work Together? A Print and Online Newsletter Program

Quarterly Print Program  Reaches contacts for whom no e-mail addresses are available Reaches new contacts at tradeshows and health fairs Encourages readers to sign up for the online edition Monthly Online Program More cost effective than monthly printing Makes a monthly connection with contacts using timely, relevant information

With 70% of American adults online, it isn’t surprising that clients frequently ask us, “Is my audience ready for an online newsletter?” The flip side of that question is, “Do I still need a print newsletter if most of my audience is online?”

What is a good marketer to do? 

The answer depends on both your audience and your organization. Most marketing directors would shudder to have to choose between print marketing materials, such as business cards and brochures, and a website. Your business obviously needs both brochures and a website—they are different media for different occasions and different people.

The same answer is generally true for your newsletter program. We have found some exceptions—for instance, if your audience is so large that printing is cost prohibitive, or if your target demographic is extremely tech-phobic. However, in most cases, organizations benefit from using a combination program. 

“The Caresource team is knowledgeable about the issues that affect caregivers and their families and they provide the perfect combination of project management and customer service that I need to make our newsletter program(s) run smoothly. They've given me more time in my day to focus on other projects, which is priceless!” —Melanie Connell, Project Coordinator, Right at Home