When planning a marketing campaign, the decision between print and digital doesn’t have to be an either-or situation. In fact, some of the most effective strategies today blend the two. Print adds credibility and grabs attention, while digital offers trackability and quick interaction. Used together, they create a multichannel experience that increases engagement and response rates. Let’s look at how to combine both for your next mail campaign.
At Inkwell Printing Company, we’ve seen firsthand how businesses and nonprofits benefit when they combine direct mail marketing with digital tools. Whether you’re promoting a sale, raising funds, or building brand awareness, this hybrid approach helps deliver better results.
Why Combining Print and Digital Works
People respond to physical mail. Studies show that direct mail has a higher response rate than email, especially when it comes to consumer engagement. Tangible pieces are easier to remember and often feel more personal. However, digital marketing offers speed, analytics, and convenience that can’t be matched by print alone.
When these two channels work together, they reinforce your message. A printed postcard followed by a digital ad, or vice versa, creates multiple touchpoints that keep your brand top of mind. And when the messaging is consistent, it builds trust with your audience.
Ways to Blend Print with Digital Tools
Here are a few smart, effective ways to combine print and digital for your next mailing campaign:
- Use QR Codes for Easy Action
Adding a QR code to your postcard or brochure is one of the simplest ways to bridge the gap between print and online content. You can direct customers to a website, landing page, donation form, or event registration with a single scan. It’s fast and trackable. Plus, QR codes now feel familiar to most audiences.
- Create Personalized URLs (PURLs)
PURLs are unique web addresses that bring users to a custom landing page. They make your message feel personal and give you useful data about how recipients interact with your campaign. For nonprofits or service businesses, PURLs help build a one-to-one connection.
- Retarget Your Direct Mail Audience Online
If you can collect email addresses with your mailing list you can upload them to platforms like Facebook or Google to serve ads to the same people who received your postcard. This kind of repetition across channels boosts response rates and reinforces your call to action. It’s especially helpful when your offer has a time limit.
- Track Responses with Unique Promo Codes
Another simple tactic is to add unique codes to your printed pieces. Whether it’s a discount code, donation tracking number, or a referral offer, these codes help you see exactly which part of your audience responded.
Examples of Smart Integration
Let’s say you’re a nonprofit launching a summer fundraising campaign. You send a postcard with a QR code linking to a mobile-friendly donation page. The mailer includes a heartfelt message, a suggested giving amount, and a unique donor code. Then, a few days later, the same recipient sees a follow-up reminder on Instagram with the same branding and message. You’ve now connected on multiple levels, visually, emotionally, and digitally.
Or maybe you run a local fitness center offering a free trial. You mail EDDM postcards to nearby zip codes. The piece includes a PURL that tracks interest, and those who visit the site get retargeted with online ads. This extends the life of the campaign and drives more conversions.
Final Thoughts
Combining print and digital marketing isn’t just a trend, it’s a proven method to increase engagement and improve your return on investment. It allows you to reach people in multiple ways, each one reinforcing your message. And with tools like QR codes, PURLs, and retargeting, it’s easier than ever to bring these two worlds together.
If you’re ready to take your direct mail marketing to the next level, Inkwell Printing Company can help. We’ll guide you through design, print, mailing services, and digital integration strategies that fit your goals. Let’s make your next campaign smarter and more successful.
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