Let’s take a look at a few different kinds of newsletters.

1. The Great Big Traditional Print Newsletter

This is a multi-page (usually at least four pages) printed document, distributed through the mail. Probably has color pictures, longer stories, and is harder for people to throw away without at least looking at.

Pros: Looks like a serious piece of literature. Probably appeals to older readers. Gives you space to tell multiple stories, explore complicated issues, and really makes the reader spend time with you.

Cons: May fall victim to TLDR (Too Long Didn’t Read). The most expensive to produce and mail.

Good for: Stories with a long shelf life, making yourself seem very important and legitimate.

2. The Smaller Print Newsletter

You might not need the traditional four or more pager. You can make a smaller print newsletter,??say, a two-pager.

Pros: Smaller, more economical, still a physical item.

Cons: Not as much space for long stories.

Good for: Stories or announcements with a shorter shelf life, like events or promotions.

3. The Email Newsletter

A short, regular email. May be delivered monthly or weekly. Probably has pictures and links,??possibly video.

Pros: Much less expensive. More environmentally responsible. Multimedia possibilities.

Cons: People get a lot of email, and they don’t open a lot of it. Easy to get lost in the crowd.

Good for: Short, regular updates, focusing on a few stories. Great for driving traffic to your??website.

4. The Postcard Newsletter

A relatively new development on the marketing scene, the postcard newsletter crams a short story and/or promotion onto a postcard. These can be sent regularly in the mail. It’s not a flyer, per se, but an actual little news item.

Pros: Cheaper to print and mail than full size newsletter, still a physical item that gets into someone’s hand, cheap enough to send often.

Cons: Your detailed storytelling is limited here.

Good for: Regular short updates or offers, reminding customers of your existence, special events or announcements.

What kind of newsletter gets you the most results?