In recent weeks, a number of companies have highlighted their growing quandary over the humble ‘newsletter’. As advertising continues to move away from printed and TV based channels towards HTML, blogging and video-based communication it seems many of us are wondering whether newsletters have had their day. Is it still acceptable to ‘post’ news to clients, are newsletters ‘old fashioned’ and do eco issues dictate that companies stop at nothing less than ‘pinging’ their news direct to clients’ palms and PCs?

Are newsletters old news?

When ‘useful’ information is delivered with accuracy, newsletters retain an important role in marketing a company’s products, services and expertise. It’s not the method of delivery that’s important – it’s the content. Whether news is paper-based or email, problems will only occur when a company communicates the wrong kind of information as the market will always shun ‘boring data’ but welcome ‘useful information’. So rather than shelve your newsletter, tell your news and tell it well.

Ineffective news typically contains sweeping statements about a business, market or industry and delivers staff news in a way that does little to promote the services provided. Any news that runs down competitors is also bad, but worse still is the inward looking information that relates to the office party or moraleboosting ‘corporate bonding’ days – especially in the current climate. On the contrary, effective newsletters are carefully targeted to meet market-led requirements. They provide expert assistance and invaluable advice, and then exceed expectations by demonstrating how the company is providing a first class service that helps clients, the community and the industry.

So while market comment is useful, specific information about how the company has helped a client turns a ‘typical’ news story into great PR. By assuming ‘expert status’, companies can engender high levels of trust and consumer loyalty is developed over time. Rather than write about ‘new staff’, companies that harness the potential of their news function communicate what the staff does for their clients – was a property marketed late at night or sold in record time, are staff fully trained, have they helped local charities and what qualities do they bring to the business? Furthermore, rather than promoting products and services alone, market leaders take time to explain the legislation affecting their industry and relay important updates or market trends as they occur.

Is online always better?

Whilst some of us will forever have a love affair with paper it is fair to say that we typically choose to log on, tune in and turn on the information we need, so many companies to utilise HTML and online mediums to relay their news. I still believe there is a place for the printed newsletter – grabbed in time for the morning commute – but online alternatives can benefit businesses and users in a way that printed material cannot. Online communication not only puts the user in the driving seat but does much to ensure that companies’ streamline their market messages, by say, providing a menu of useful ‘stories’. Naturally, printable PDFs allow firms to keep their online costs down, but whilst this option is acceptable for many companies, others reap the benefits of investing in web technology to store, update and relay information.

Fundamentally, companies want to be able to track and measure their communication effectiveness and the fully accountable nature of online marketing helps make every penny count – the number of page hits and downloads simply can’t be monitored via paper-based mediums. However, content remains key to business growth so whatever communication method is used keep the news relevant; if you know your target market wouldn’t search for ‘office pet’ stories online, don’t even entertain the idea in your newsletter!

Danielle Simpson BSc is Creative Director of thebrandeffect.co.uk and helps leading agents target their news to the property market.