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Why pairing online tactics with offline materials creates stronger, smarter campaigns

TL;DR:
Combining print with digital marketing isn’t just smart—it’s a proven way to boost engagement, trust, and conversions. Print materials like postcards and brochures reinforce digital efforts such as retargeting ads and email campaigns, creating a multi-touch experience that increases visibility and credibility. Add QR codes, personalized offers, or custom URLs to track performance and drive measurable results. The secret? It’s not one or the other—it’s both. Together, digital and print create more effective, higher-impact campaigns.

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In today’s fast-moving marketing landscape, digital channels like social media, email, and online advertising tend to dominate the conversation. But smart marketers know there’s another powerful piece of the puzzle that too many brands overlook: print.

When used together, print and digital marketing don’t compete—they complement. And when done right, the combination can boost response rates, improve brand recall, and create a multi-touch experience that drives action.

So what’s the secret to making these channels work in harmony? It’s all about strategic integration—making sure your print materials and digital efforts are speaking to the same audience in ways that reinforce, rather than duplicate, your message.

Let’s take a look at how print enhances digital marketing—and how you can make the most of both.

Print Increases Trust and Credibility

Before we get tactical, here’s a fundamental truth: print builds trust.

Studies consistently show that consumers view printed materials—like postcards, brochures, or catalogs—as more credible than digital-only ads. In fact, 82% of people trust print ads when making a purchase decision, compared to just 25% who trust pop-ups or banners.

That’s why combining print with digital campaigns gives your message extra weight. When a potential customer sees your brand in their inbox, on their social feed, and in their mailbox, it signals professionalism and consistency.

Use Direct Mail to Boost Retargeting Ads

One of the most effective cross-channel strategies is combining direct mail with digital retargeting.

Here’s how it works:

  • A prospect visits your website but doesn’t convert.
  • You capture their information using a form, cookie, or IP match.
  • They begin seeing retargeted ads on platforms like Facebook, Instagram, or Google.
  • Within a few days, they receive a postcard or letter in the mail with a personalized offer or reminder.

This physical touchpoint can reignite interest and drive conversions. In fact, campaigns that use direct mail + digital retargeting see up to 28% higher conversion rates than digital alone.

Example:
A local HVAC company targets website visitors who looked at maintenance plans but didn’t purchase. After 48 hours, those visitors are served retargeting ads and mailed a branded postcard with a “Limited-Time $79 Tune-Up” offer. Result? Increased bookings and higher campaign ROI.

Print Supports and Extends Email Campaigns

Email is fast and affordable—but it’s also crowded. That’s why savvy marketers are pairing email with print reinforcements to make sure their message sticks.

Think of your email campaign as the teaser—and your direct mail as the follow-up that reinforces the message, adds credibility, and offers another call to action.

Example:
An e-commerce brand sends out a limited-time email promo to lapsed customers. A few days later, those same customers receive a high-quality mini catalog in the mail featuring bestsellers and a personalized discount code. The tactile experience gives the brand a second chance to convert—and often performs better than email alone.

You can also do it in reverse:

  • Use direct mail to announce a new product or event.
  • Follow up with a targeted email campaign that includes a reminder or link to RSVP or shop online.

QR Codes + Print = Trackable Engagement

One of the main reasons marketers have leaned so heavily into digital is because it’s measurable. But print can be just as trackable—especially when you incorporate QR codes, custom URLs, or promo codes.

Modern QR codes are scannable directly from smartphones and can lead users to:

  • A product page
  • A landing page or lead form
  • A YouTube video or demo
  • A calendar invite or event registration

Example:
A roofing company sends out a seasonal postcard offering free inspections. The card includes a QR code that takes recipients to a mobile-friendly form to schedule their appointment. The result is a seamless experience from mailbox to mobile.

Tracking codes also help you understand what’s working, who’s engaging, and how to refine your future print and digital campaigns.

Print Creates a Longer-Lasting Impression

Digital ads are fleeting—most disappear in seconds. But a well-designed postcard, catalog, or brochure sticks around.

Whether it’s pinned to a bulletin board, stuck to the fridge, or handed to a spouse or neighbor, print extends your brand’s lifespan in the home. That’s something no social ad can replicate.

When your digital campaign is long gone, your postcard might still be sitting on someone’s kitchen counter.

Final Thoughts: The Power of Print + Digital = Results

If you’re only investing in digital, you’re leaving opportunity on the table. But when you bring print into the mix—with strategy, intention, and the right timing—you create a layered marketing approach that speaks to your audience in multiple ways, across multiple channels.

From retargeting ads that follow up with postcards, to QR-enabled brochures that bridge the gap between print and web, the opportunities are endless—and the results are real.

Want help building a smart, results-driven print and digital marketing strategy?
Plumb Marketing specializes in multi-channel campaigns that combine data, design, and delivery to help you reach your ideal customers wherever they are—online and in their mailbox.

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