Utilizing Print Marketing to Increase Sales by 28%
Published by Katy Doss, Script CEO | October 22, 2024
Print isn’t just some old-school relic. It’s one of the most powerful tools in your marketing arsenal—if you know how to use it right. In this post, we’ll explore the value of print marketing, how to align it with your digital campaigns, and how to bring it into the 21st century using QR codes and UTM links. We’ll also touch on why high-quality design and materials matter, plus the importance of consistent touchpoints to move your customers from browsing to ready-to-buy.
Want more detail? Listen to the podcast episode here.
When people think “print marketing,” junk mail and flyers might come to mind. But when it comes to affluent buyers—customers willing to invest in high-end outdoor kitchens, custom pools, and luxury landscaping—print is actually one of the most impactful ways to get their attention.
Print campaigns, when part of a comprehensive marketing strategy, can increase conversion rates by 40% (MarketingProfs, Canada Post). Additionally, consumers are 28% more likely to make a purchase after receiving a direct mail piece compared to digital ads alone (Direct Marketing Association). That 28%? It’s huge.
Why? Because affluent customers appreciate the tangible. In a world dominated by digital clutter, where inboxes are packed with emails and social feeds flood with ads, receiving a luxurious, high-quality printed piece makes a lasting impression. It feels exclusive and special—exactly what affluent buyers crave.
First, printed materials build trust and authority. There’s something about holding a beautifully designed, heavy brochure that screams, “This brand means business.” High-end paper, luxurious finishes, and thoughtful design make a powerful first impression. Affluent buyers appreciate the experience of quality, and when considering investments like custom outdoor living spaces, that feeling of luxury can make all the difference.
Take, for example, our client who invested in $1700-per-box business cards with folds, embossing, and linen paper. Yes, they were an investment, but they instantly elevated his brand in the eyes of potential clients. High-quality print pieces say, “We’re a premium brand,” before a word is even spoken.
Print shouldn’t be seen as separate from digital marketing—it should work hand-in-hand with your digital efforts. When print and digital combine, you create a comprehensive customer journey that reinforces your message across multiple platforms.
One way to bridge the gap between print and digital is with QR codes. Affluent buyers love convenience, and QR codes provide an easy way to take them from a printed piece straight to a custom landing page, video, or other digital experience. Imagine mailing out a brochure showcasing your latest luxury outdoor furniture. A QR code on the page could take customers directly to a video showing a family enjoying the furniture in their backyard, helping them visualize themselves in that setting.
The key with QR codes is to use them strategically—make sure they link to a specific landing page, not just your homepage, so the user gets a seamless, targeted experience.
Another great tool is variable printing, which allows you to customize printed pieces based on your customer data. You’re not sending the same brochure to everyone—you’re tailoring it to your target personas.
For example, a postcard about luxury outdoor kitchens could be sent to one customer group, while another group receives information on custom terraced hardscapes. Personalizing these mailers based on the recipient’s preferences makes them more engaging and effective.
Variable printing can also be used with unique QR codes. Each customer receives a personalized experience: when John scans his QR code, he’s taken to a page about outdoor kitchens, while Mary’s code leads her to a stunning gallery of hardscapes. This makes your marketing relevant, personalized, and far more likely to convert.
Want more info on variable printing? Download our guide – Personalize Print: Maximizing Variable Printing for Outdoor Product and Service Businesses!
Finally, UTM links are a great way to track the effectiveness of your print campaigns. A UTM link is simply a URL with tracking information that tells you where your website traffic came from. If someone scans a QR code with a UTM link, you can measure how well that specific print campaign is performing. UTM data allows you to see which pieces are driving traffic and making the biggest impact on your marketing goals.
Let’s talk about quality. Affluent buyers expect luxury materials. None of them will be impressed by flimsy paper or poor-quality printing. Your printed materials should feel premium—think high-end paper, elegant design, and professional photography. Crisp lines, beautiful imagery, and consistent branding across all platforms are essential.
Frequency is also crucial. You can’t expect to send one postcard and suddenly be flooded with calls. It takes 10 to 15 touchpoints for someone to move from awareness to action. Printed materials should be part of a multi-channel, consistent campaign. A good rule of thumb is to send at least three coordinated mail pieces per campaign, spaced about 21 days apart. Ensure these align with your digital ads and emails for a cohesive experience that keeps your brand top of mind.
Print is far from dead—it’s evolving into one of the most powerful tools you can use to reach affluent buyers. When combined with modern digital tools like QR codes, variable printing, and UTM links, print becomes a personalized, trackable, and high-impact part of your marketing strategy. And remember, it’s all about consistency. Hit those 10-15 touchpoints with high-quality, beautifully designed materials, and you’ll build the trust and authority you need to close the deal.