Channel Boosting: How Print and Direct Mail Supercharge Your Marketing Plan

Print and direct mail are powerful tools that should be used strategically in your overall marketing plan. When combined with digital channels like email, social media, and your website, print helps you reach more customers, boost engagement, and improve your return on investment.

According to a 2024 WhatTheyThink and Keypoint Intelligence study, 71% of businesses said they use direct mail to foster deeper customer connections. And research released this year revealed that consumers are far more likely to open an email from a brand if they previously received a printed piece. We also know that a large percentage of each generation responds positively to print marketing and direct mail, all for unique reasons.

When inboxes are overflowing and attention spans are shrinking, print stands out. It's tangible, memorable, and trusted. It’s most powerful when used strategically. At EMCO Mail and Print, we help local businesses amplify their marketing through high-impact, data-driven print strategies that don’t just add to the mix—they enhance the performance of every other channel you’re using. Here’s how it works.

How Print Supercharges Your Other Marketing Channels

1. Direct Mail + Email Marketing = Better Response Rates 

Running a direct mail campaign alongside your email strategy creates a one-two punch for engagement. Research continues to show that response rates can increase dramatically when email and direct mail are used together.

Tip: Use your direct mail to preview an exclusive offer or tease a digital announcement. Then follow up with a targeted email. It builds anticipation and drives traffic.

2. Print Drives Traffic to Your Website and Social Media

Don’t underestimate how effective a physical mail piece can be at sending people online. QR codes, personalized URLs (PURLs), and short tracking links make it easy to connect print with digital. Plus, consumers tend to trust messages they see in print more than those online.

Example: A well-designed postcard with a QR code can direct customers to a landing page with a limited-time offer—boosting your website visits and helping you capture leads.

3. Printed Materials Make Events and In-Person Interactions More Impactful

If you’re hosting or attending events, trade shows, or community pop-ups, printed materials like flyers, rack cards, and branded handouts create a lasting impression. Digital follow-ups are great, but that leave-behind is what keeps your brand top-of-mind.

Don’t forget: Signage, branded postcards, and take-home brochures also extend the life of your event beyond the moment.

4. Consistent Branding Across Channels Builds Recognition

By integrating your print materials with your digital campaigns, you create a cohesive brand experience. An omnichannel approach builds trust and makes your company more recognizable, no matter where customers find you.

Strategic tip: Align the design and messaging of your printed pieces with your current social media or email campaign to reinforce key messages and offers.

Print Isn’t Routine. It’s Strategic.

Too often, print is treated like an afterthought or a simple “checklist” item. At EMCO, we believe your print and direct mail should be planned with the same precision as your digital ads or email funnels. That’s where the real power lies—creating a synchronized customer journey across every touchpoint.

Getting Started: Print Strategies That Work

Whether you’re launching a new product, promoting an event, or just want to reconnect with lapsed customers, here are a few print-based strategies to consider:

• Postcards with QR codes linking to a landing page

• Triggered mailers based on customer behavior (like a follow-up to a web visit)

• Direct mail retargeting for people who’ve visited your site but didn’t convert

• Print pieces that reinforce email campaigns with offers or educational content

• Event collateral and leave-behinds to support in-person marketing

When print and digital work together, the whole is greater than the sum of its parts. If you’re ready to amplify your results and create a truly connected marketing experience, we’re here to help.

Let’s bring your next campaign to life—online, in hand, and everywhere in between.