A subscriber wants to know what I think about print newsletters sent by postal mail versus email newsletters. “Is print better and worth the additional cost?”
My answer is that the dynamics of print and email are completely different and can’t readily be compared.
No question email provides an incredible ROI for any lawyer. Don’t even think about it, just do it.
As for print, the question isn’t “is it worth it” it is “is it worth it for YOUR practice?”
There are many variables, ranging from your practice area and market, how long after a prospect gets on your list will he need your services, frequency of repeat business, your margins, print and mailing costs, how often you mail, and more, especially the quality of your content. And by quality, I mean how good it is as selling you and your services.
The only way to find out if a print newsletter will show a profit for you is to try it. After a suitable period of time, add up your pennies and see if you come out ahead.
Of course, before we had email, I would have said, “Yes, do it, it’s well worth the investment,” because compared to doing nothing to stay in touch with your clients and prospects, a print newsletter is a fabulous resource. Now that we have email, the decision isn’t so clear.
Can you do both? Sure. But start with email. You may never want to do anything else.
Note, we’re talking about a newsletter, not using direct mail for any other marketing purpose.
Also note, the subscriber who asked this question referenced companies that tout the benefits of print newsletters (and sell services related thereto). If you do go with print, you might use companies like these to handle list management, printing, and mailing (although you may get better pricing if you source these separately), but whatever you do, don’t use them for content. Write your own.
How to build your practice with an email newsletter
