Question

Topic: Customer Behavior

Newsletter - Paper Vs Digital

Posted by saratogahiker on 1/27/2014 at 4:25 PM ET 125 Points
Our outdoors-related non-profit currently sends our 2000+ members paper newsletters, except to those whom have opted out of the paper version to receive the digital version. Not many people have been proactive to opt out, though. Discussions have come up for us to incorporate an "opt in" strategy, where everyone whom we have an email address for would be automatically opted out of the paper version and sent the digital version, and those people would only receive the paper version if they "opt in" for it. The main concern is that digital newsletters can be easily lost in an email inbox and is much less likely to be missed if the person's membership lapsed and they stopped receiving it. Whereas a paper version is more visible and tactile, which could help with member retention.

In essence, having members "opt in" for the paper version would greatly decrease our printing and mailing costs, but we don't want to hurt our membership base.

Does anyone have any experience with implementing this method? Are there any studies to show how effective paper vs digital newsletters are?


Thank you,

Jonathan
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted by Peter (henna gaijin) on 1/27/2014 at 5:05 PM Accepted
    When you went about trying to get people to opt-in, how thorough where you? If thorough and everyone saw and did decide to stay with print, that may be telling you something. But if they did not see the option and make the decision, then it may make sense to try some more.

    In general, if you switch to online, my gut is that you will not have as many readers, which will impact you in the long run thorough decreased connection to members (which leads to decreased members). It does seem that an awful lot of non-profits are sticking with print.

    No hard numbers to back this up, though.
  • Posted by Moriarty on 1/27/2014 at 6:00 PM Accepted
    I would take a different view of this altogether. I have the feeling that you have two groups (or more) some of whom like having a paper newsletter - and those who prefer digital.

    You are right about the retentiveness of a paper document, and although it is more expensive, I know of several people where a paper newsletter is central to their business. However, this is an upsell of their free (and paid) email newsletters.

    My feelings are to allow those who want to move to do so - and leave well alone. Just make sure it's plain as daylight that there are two options!! One possible strategy is ... ask 'em. Just circulate a survey, email or otherwise. Take time and let things settle where they will.

    On subscription newsletters you can try Peter Hobday's site

    https://www.subscriptionsstrategy.co.uk/articles/peter-hobday
  • Posted by Gary Bloomer on 1/27/2014 at 6:24 PM Accepted
    Offer both. Your production costs are a cost of doing business. Accept with them and for your next fiscal year, budget for them accordingly. By—in effect—forcing people to opt out of your paper edition you run the risk of turning this portion of your audience away for ALL your messaging, which, when it comes to fund raising, may come back to haunt you.

    By all means offer people a choice of paper or electronic, and do so consistently but be prepared to offer something in return as a "thank you for helping us save trees" message. Something in and of itself is another cost of doing business but one that can be offset over time with lower production fees.
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Customer Behavior)