Why you need print advertising in your marketing strategy

In the hyper digital age we find ourselves in, businesses are turning towards traditional advertising to engage with audiences in more interesting and tangible ways. Print advertising has been used for centuries as an impactful way of getting brands in front of consumers and remains a trusted and reliable advertising strategy today.

While digital marketing is a vital aspect of brand strategy, using it in conjunction with print advertising can enhance your marketing efforts and help you cut through the noise.

Navigating print advertising in a primarily online marketing landscape can be challenging. At The Mailing People, we offer end-to-end expertise in everything from design and printing to mailing. Here’s a breakdown of everything you need to know before getting started with print advertising.

What is print advertising?

Print advertising is a form of physical, printed communication. This ranges from design-led, visually striking adverts in newspapers and magazines, to detailed informative pieces such as posters, brochures and direct mail.

Unlike digital channels, print offers a physical presence that is hard to ignore. This tactile, sensory experience leaves a lasting impression and helps foster a deeper connection with an audience. Combining print media with your digital marketing strategy supports credibility and trust, while delivering the reach and exposure that comes with digital advertising.

Types of print advertising

Print advertising comes in many forms, each offering a unique way to connect with audiences. Choosing the right format depends on your goals, target audience and the type of response you want to generate.

Direct mail

Direct mail is one of the most powerful and versatile forms of print advertising. Delivered straight to your audience’s doorstep, it creates a personal experience that digital channels often can’t replicate.

From fundraising campaigns and event invitations to subscription and membership renewals, direct mail allows you to speak directly to your audience with tailored messaging. It’s also one of the most measurable forms of print advertising, where responses can be tracked through personalised codes, URLs or reply slips, giving you clear insight into ROI.

Whether it’s a postcard, letter or creative package, direct mail can be designed to spark curiosity and drive action.

Press ads

Newspaper and magazine adverts give brands the flexibility to reach broad national audiences or more targeted local readers, depending on campaign goals. The credibility of these publications helps build trust, making them an effective choice for raising awareness and driving engagement organically.

Outdoor print

From posters to billboards to flyers, outdoor print advertising is designed to capture attention. It works best for delivering messages that need to be seen widely and quickly, where impactful design and strategic placement keeps your brand top of mind.

Inserts and cataloguesOften included within newspapers, magazines or sent directly to homes, inserts and catalogues are especially effective in retail and membership-driven sectors. They serve as an informative touchpoint, with the space to showcase multiple products or services, encouraging repeat engagement and response.

Print vs digital advertising

With the overwhelming amount of content online, brands use print advertising to stand out from the crowd. One of the main benefits of print advertising is trust. Consumers tend to view printed material as more reliable than online ads, especially when it arrives through their letterbox or comes from a recognised publication. The tactile quality of a leaflet or brochure also encourages people to spend more time engaging with the content.

Depending on the target audience as well as brand and campaign needs, print advertising can be more effective at engaging an audience. According to Newsworks, print advertising delivers a recall of 78 per cent, compared to a 48 per cent recall rate for digital media, proving to be more memorable and encouraging deeper engagement with content. While both have their advantages and disadvantages, print’s ability to cut through distraction makes it a powerful partner to digital campaigns.

Particularly for charities, education providers, theatres and membership organisations, which we regularly support, print advertising translates into stronger fundraising appeals, better event attendance and more successful renewals.

5 key benefits of print advertising today

Working with a trusted mailing house, such as us, gives you access to expertise in design, printing and postage management. This model ensures consistency, efficiency and cost control, maximising the impact of your print campaign. Key benefits include:

Tangibility – Print materials provide something physical to hold, giving your brand credibility.
Targeted delivery – Campaigns can be directed to carefully selected audiences, ensuring your message reaches the right people.
Creative impact – High-quality finishes and strong design make print engaging and memorable, while building trust.
Engagement – Print advertising encourages deeper engagement with content, leading to stronger recall compared to many digital campaigns.
Longevity – Unlike digital ads that disappear with endless scrolling, print remains in circulation, keeping your message visible for longer.

Limitations to consider

Print advertising involves additional expenses such as printing and distribution. It also requires working within stricter deadlines to account for print lead times. Effective distribution depends on accurate data, which can add to the complexity and cost of campaigns.

To streamline the process, we offer a full-service solution, including data cleansing, design, printing and mailing. This reduces overall production costs while ensuring campaigns are efficient and effective.

Print advertising costs and ROI

Print advertising costs vary depending on the format, print run, paper type and postage. While a glossy brochure may cost more than a simple leaflet, the choice depends on your budget and the goals you’re trying to reach. When used strategically, print is a worthwhile investment. Well-targeted campaigns and integration with digital marketing can significantly increase ROI, driving higher response rates and creating longer-lasting engagement with your audience.

Postage is often the biggest expense. However, through our membership in the Strategic Mail Partnership and by working with multiple downstream access providers (DSAs), we can significantly reduce mailing costs. By comparing prices, delivery times and service options, we tailor a postage solution that best meets your campaign priorities while staying within budget

How to make print advertising work harder

If you’re considering using print advertising for your brand’s next campaign, here are some actionable tips to make the most of your strategy:

Use personalisation to maintain relevance with variable data printing.
Embed digital touchpoints in print materials with QR codes and PURLs to track data for ROI.
Keep copy and design consistent and concise with clear calls to action. Ensure messaging is cohesive with brand positioning and meets the communications objectives for the project.
Focus on execution, from accurate data to postage optimisation, to maximise ROI.

Sustainable print advertising

Recognising industry shifts towards sustainability, we’re committed to doing our bit for the environment with energy-efficient presses, solar-powered facilities, FSC® certified paper and robust recycling processes. Choosing sustainable print shows responsibility while ensuring your campaigns meet modern expectations without sacrificing quality or impact.

Choosing the right mailing house

Working with the right mailing house can define the success of your campaign. From staying within budget to hitting impression targets, an end-to-end service like ours makes the process simpler and more effective.

As a family-run UK mailing house, we take a streamlined approach to ensure consistency, faster turnarounds, smoother processing and clearer communication to support a successful print advertising campaign. Learn more about our process before getting started on your print campaign.

Final thoughts

Print advertising is an effective and high-impact way to connect with audiences. Especially when integrated with digital marketing efforts, print advertising can be a long-lasting and potentially profitable strategy for your brand. When you partner with us, your print campaign is handled entirely in-house to ensure your message is delivered, effectively.