What works … email or direct mail? They both do, but the effectiveness of one still outweighs the other.
Even though an estimated 80-90 percent of the population (NZ) have access to the internet, not everyone who has internet access uses email.
If you’re relying on email you could be missing a percentage of the population, it doesn’t matter what the percentage, any audience your not getting your message to is potential lost income.
Rethinking the Printed Newsletter: Did You Jump to Email Too Soon? by Joanne Fritz is a great read and should get you thinking.
Nonprofits have been rapidly kicking the print newsletter to the curb.
“And it’s understandable. Email newsletters are much more cost efficient.
“No paper, no postage, no printing. But, if newsletters are used as fundraising tools, that cost efficiency is misleading, given that print newsletters actually bring in much more money. Newsletters, especially paper ones, can be money makers rather than net losses.
“There is a war going on between email everything and print. As Kivi Leroux Miller’s recent survey of nonprofit communications trends shows, the war is about even for fundraising appeals. Some 26% of nonprofit communicators say they will send an email appeal at least quarterly this year, while 29% plan to send a direct mail appeal twice this year.”
Read full article here
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