Overall, the survey found that 95 percent of professional services firms prefer "snail" mail to email. The reason for this preference is simple logistics. Just 44 percent of respondents had email addresses for at least half of their clients, and 22 percent for half of their prospects. In order to reach the other 50 plus percent of clients and prospects, firms are forced to rely on customers' postal addresses.

Allan D. Koltin

Allan D. Koltin, President and CEO of PDI, and a nationally recognized expert on the accounting industry, has extensive experience working with clients who seek to reach a significant portion of clients and prospects through effective and cost-efficient means.

"This is a question of visibility and what is the best way to promote visibility," Koltin told SmartPros during a recent interview. "Our research suggests that a strategy that combines both print and electronic is probably the most effective."

Granted, email is the most immediate way to get your message out. And yes, it's inexpensive. But as Koltin points out, that doesn't necessarily make it effective. The average executive gets 82 emails a day, he notes, and partners of accounting firms reported that unless the email is something that the clients can't live without, they won't read it. If the message isn't clear, and it doesn't provide value-added content that can educate the executives reading the newsletter, the likelihood the reader will actually read the email decreases, says Koltin. In an email marketing campaign, you are at the mercy of the delete button.

As a result, firms choose to supplement email marketing with print materials, specifically newsletters, to communicate with clients and market to prospects. Whereas 95 percent of PDI survey respondents prefer to send print, 42 percent said in the future they would use a combination of both print and email newsletters.

Ned Steele

Ned Steele, founder and president of New York-based Ned Steele Communications and a recognized public relations expert, says print newsletters "enable you to share the most precious gift you offer the marketplace -- your knowledge and expertise -- with all on your mailing list. When you share useful information, tips, news, and practical advice in a newsletter, you also create opportunities to open a wider and more direct dialogue with the reader. This can and does lead to increased sales."

Koltin and Steele suggest a number of tips on how to create a professional print newsletter to communicate with clients and prospects:

1. Visibility. First thing is first: make the print piece visually attractive. If it's not appealing, no client or prospect will be interested in reading the text inside. Another trick of the trade is to change the newsletter's graphic design and layout with each edition. Different colors, prominent logo placement, and photos or images that match the headline on the front page are likely to catch the reader's attention. The reader should recognize the newsletter is a refreshed piece.

2. Audience. Ask yourself a variety of questions to ensure you are addressing your readers' needs. Who are they? What do they need to know? How can readers use your expertise? Without the proper statistics and understanding of your clientele, your marketing campaign is off to a rough start. Gather and analyze this information before you begin on content.

3. Content. A common mistake when creating newsletter content is filling it with long and boring content. First, headlines should be clear and create a sense of urgency for the reader. Second, the stories should be concise, accurate, and inspiring.

"A good article must be succinct and easy to read," says Steele. "Some firms get overly technical in their writing. Some go on and on about the company picnic. Some spend too much time and energy trying to create the perfect masterpiece. Write for your audience, not for other accountants. The client or prospect just needs the key facts. Write simply, be detail- and jargon-free."

Importantly, aim to engage your readers. "My single favorite tactic is to feature a client success story in the newsletter," shares Steele. "Tell how you solved a client's problem, or helped them meet a big need. Put their picture in, and have quotes from them -- getting their approval first, of course. These human interest case studies make your practice come alive to the reader, and the clients you spotlight will probably welcome the publicity, especially if they have a business. This tactic is magic!"

Koltin adds that "dual branding" is a valuable content strategy. "Dual branding is the concept of branding both the firm and the head of the practice group within the same collateral piece. Our research indicates that people buy from both the firm and the individual," he explains. Promote the individual expertise of your firm's personnel. "Somewhere in the newsletter there should be pictures of individual people in the firm who specialize in the areas featured in the newsletter."

Additionally, avoid sending information that your competitors send out, says Koltin. Your content should be original and high quality. Readers should feel compelled to read. Simply repeating information sent out by your competitors is unimpressive.

Equally unimpressive is an inaccurate, error-riddled document. Edit the piece thoroughly.

If time is an issue, consider hiring a freelancer or agency to assist with the writing and editing process. But keep in mind that this raises the cost of the project.

4. Frequency. Indeed, there are delivery strategies that maximize exposure. A monthly edition can be overkill. Is your content important enough to bombard clients monthly? If your readers think so, then monthly editions may work. On the flip side, quarterly tends to be too infrequent, because readers have to reacquaint themselves with the publication. The answer to how frequently a firm should distribute a newsletter lies somewhere in the middle. Citing readership surveys, Koltin and Steele both recommend a bi-monthly publication (six times per year) for the most exposure and readership.

5. Distribution. It's critical that firms understand their audience and target the audiences' needs. In addition, firms must effectively distribute the marketing pieces. Koltin recommends that firms send 10 percent to clients and 90 percent to prospects, referral sources and media contacts (more on this below). Accounting firms are least aware of this distribution strategy, he adds, whereas the banking industry has mastered it.

6. Cost. Like email, a print piece can be cost-effective. "Keep the costs down by using a self-publishing program like MS Publisher or even Word, and don't over-spend on design or fancy paper," recommends Steele. "Don't put big resources into the packaging; emphasize the gift inside -- your content."

The post office is also helpful in reducing costs. They can provide guidance on the size/type of mailings and corresponding postal rates. Request details on how to send bulk mail.

7. Follow through. If you want to turn a prospect into a client, this is the most essential piece of the puzzle. Without follow through, why bother sending the newsletter in the first place? According to Koltin, "The single biggest gap today amongst thousands of firms that send newsletters is something as simple as a phone call. Firms who follow-up via phone have a 600 percent return response rate over those who don't."

There are a several response vehicles to utilize: a questionnaire to fax in, phone number to call for questions, or Web site to visit for more information on a particular topic are just a few options to tap. Koltin also suggests using a response card, which the reader can use to ask an expert a question, or to send in a comment. Other marketing strategies include free trials and promotional offers.

If you want to kick it up a notch, don't put the responsibility on the client or prospect to contact you -- take the time to contact them, says Koltin. The most effective strategy for firms, according to Koltin, has been to hire a telemarketer or salesperson to make periodic phone calls to the client/prospect. Would the prospect be interested in a free consultation with a partner? Did the client receive the latest edition of the firm's newsletter?

Finally, don't forget about the media. Many publications are starving for quality content. Repurpose your well-developed articles by sending them to newspapers, journals and other publications that have an interest in the topic and intended audience.

For more information on developing newsletters, check out Newsletter Design: A Step-by-Step Guide to Creative Publications by Edward A. Hamilton.

To contact Allan D. Koltin, CPA,  President and CEO, Practice Development Institute (PDI) call 312-245-1930 or email akoltin@pdiglobal.com.

To contact Ned Steele, founder and president, Ned Steele Communications, call 646-336-4455 or email neds@steeleonline.com.