Direct mail and digital marketing working together in an omnichannel campaign

Better Together: How Print and Digital Marketing Work as One

Publish Date: 09/28/2026
Author: Breanne Gingerich, President & CEO, OTMC

Somewhere along the way, marketing started acting as if print and digital were rivals. At OTM, we respectfully disagree.

I like to think of them as friends who play very well together on the playground. Each brings something different to the game, but they’re usually more effective when they’re on the same team.

That’s the basic idea behind omnichannel marketing.

First, What Is Omnichannel Marketing?

In plain English, omnichannel marketing means using multiple marketing channels together to deliver one coordinated message.

Instead of choosing between a direct mail piece, an email or a social media ad, an omnichannel campaign might use a direct mail piece and a coordinated email. It could pair that same mailer with paid social media ads or digital banners. In a more robust campaign, all of those touchpoints might work together.

The message does not need to be identical everywhere, but every piece should feel connected and guide the audience toward the same goal. We’re not throwing a collection of unrelated messages into the universe and hoping something sticks. We’re using different vehicles to continue the same conversation wherever the audience naturally spends time.

Because as much as we’d love someone to see one beautifully designed postcard and immediately pull out their credit card, people rarely make decisions that quickly.

Familiarity builds over time. Direct mail gives someone something tangible to hold onto. Email can make it easy to learn more or take the next step. Paid digital ads reinforce the campaign while they browse online or scroll through social media. Each channel has a different job, but they’re all working toward the same outcome.

From the Mailbox to a Meaningful Action

Imagine a healthcare foundation is launching a fundraising appeal featuring the story of a patient whose life was changed by the care they received.

The journey begins in the mailbox. A donor receives a personalized direct mail piece introducing the patient and explaining how charitable support makes that care possible.

Next, the campaign reaches the donor’s inbox. A shorter email reinforces the appeal and directs the reader to the foundation’s website. There, the donor can read the full story, understand the impact of their gift and make a donation.

With the appropriate tracking and privacy safeguards in place, that website visit can also help place the donor into a retargeting audience. Later, while scrolling through Facebook or Instagram, they may see a related ad that reminds them of the story and provides another opportunity to give.

The journey looks like this:

Mailbox

Inbox

Website

Retargeted Social Ad

Donation

Each channel moves the story forward. We’re not copying and pasting the same message four times or following someone around the internet until they cry uncle. The direct mail piece introduces the story. The email makes it easy to learn more. The website provides a clear path to donate, and the social ad reconnects with someone who showed interest but wasn’t yet ready to act.

The same approach can support a product purchase, event registration or service inquiry. The destination may change, but the principle remains the same.

This Is Not Just for the Nikes of the World

Omnichannel marketing can sound expensive and complicated. It doesn’t have to be either.

Not every campaign needs five platforms and a Super Bowl commercial. Sometimes one channel is enough. Often, adding a well-chosen second channel can make the message more memorable without overwhelming the budget.

At OTM, we start with the audience, the goal and what the client can realistically invest. Then we recommend the channels that make sense.

The goal isn’t to be everywhere. It’s to show up consistently in the places that matter to your audience.

And if print and digital happen to have a little fun together on the playground along the way, even better.

Ready to give your next campaign more than one way to connect?

Let’s talk about the right mix for your audience and goals.

Related Reading

Omnichannel marketing is just one way the right services can work together to support a larger goal. Learn what full-service marketing means at OTM and why the strategy should always determine the mix of print and digital solutions.

→ What Does a Full-Service Marketing Agency Actually Do?

Ready to put your marketing strategy into action for the holidays? Explore five approachable ideas to help your organization stand out, connect with your audience and make the Nice List.

→ Five Ways to Add a Little Magic to Your Holiday Marketing

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