Physical marketing in a digital customer journey

Nowadays, the customer journey is largely digital. Customers see adverts on social media, receive emails, visit websites and download white papers. Yet it is often a tangible point of contact that makes all the difference. Physical marketing adds something that a screen cannot offer: attention, experience and memory.

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Digital marketing is fast, but also fleeting

Every day, people receive dozens of emails, see hundreds of adverts and scroll through an endless stream of content. Digital communication is:

quickly
scalable
easily measurable

But also:

easy to click away
often forgotten
one of the many messages on a screen

Where physical marketing makes the difference

A physical mailing literally requires the recipient to take action. The recipient picks it up, opens it and looks at the contents. This leads to greater engagement and a higher chance that the message will stick.

Consider, for example:

This is how offline and online reinforce each other

This is perhaps the most important part. You can sketch out a simple customer journey:

Someone sees an advert
Visit the website
Download a brochure
Receives a personalised email
Scan a QR code
Book an appointment
Will receive a thank-you card afterwards

Show that face-to-face communication is not a substitute for digital marketing, but rather a way of enhancing it.

Make it measurable

Many companies find that physical mailings are difficult to measure. It doesn’t have to be that way:

So you have:

personal QR codes
unique landing pages
discount codes
personalised URLs

In this way, a physical mailing also becomes part of your marketing data.

How LocoMail helps with this

Instead of simply printing a standard card, a mailing can become a complete brand experience. Think of luxury packaging, interactive elements, surprising ways to open the mail, or a combination of printed materials and digital follow-up steps. In this way, a physical communication becomes an integral part of the customer journey. We design, produce and dispatch everything under one roof. Please feel free to browse all our marketing solutions or take Contact with us!