Which offline channels have worked most effectively in your digital marketing strategy?

The intersection of digital and direct mail can be a powerful combination. I have run many direct mail campaigns (actually direct FedEx!), where a package is sent to a prospect, and the materials point them back to a website, where they are prompted to enter a PIN or other code. From there, you've identified who you've reached and can capture data (through surveys or other means) on their current challenges, tech stack, etc., and even offer an incentive to book a meeting with sales. In some of these campaigns, I've seen 50%+ response rates.

Direct mail is an offline channel that, when done thoughtfully, can drive results. Below are some direct mail campaigns that have been successful for me.

1. Outbound direct mail: Empower your sales development teams to book meetings with prospects from target accounts. Have quarterly campaigns tied to seasonal themes such as summer, fall, etc., or topical themes. Get creative with concepts that will resonate well with your target audience. A memorable direct mail campaign I was the recipient of was a comic poster I received themed “Demand Gen Mastermind”

2. Direct mail to support new product launch: These help with getting existing customers to try another product your company just launched

3. Cross-sell or in-app direct mail campaign: We tested this idea of targeting in-app users with an incentive (direct mail item) and getting them to take a demo for a cross-sell product

4. MQL revival direct mail: This is a tough one, but it works! Target demo leads that went cold. A little nudge with a thoughtful gift may just be the incentive they need to take a demo.

Is there such thing as offline channels in 2025? :D

I recall a conversation with a CEO skeptical of out-of-home (OOH) advertising, like billboards. When I asked if he knew of Shen Yun, the Chinese performing arts troupe, he immediately recognized them and proved my point about billboards!

We've also seen positive results from OOH campaigns, but the key is creating impactful billboards: simple, clear, and distinctive (always tricky). Measuring their effectiveness can be done through brand surveys, tracking traffic increases from specific geographic areas, or monitoring booth traffic at events.

Speaking of events, they offer a valuable opportunity to extend digital campaigns into the offline world. Maintaining consistent messaging and branding between our digital and event presence reinforces our go-to-market strategy and strengthens branding.

This will be very specific to your business and offerings, but I have found success in print within niche publications. Oftentimes you’ll want to pair this with a digital channel to amplify the message. Said differently, to meet your potential customers where they are, the niche and sometimes non-digital channel works. However, remember the success metrics will look different from digital.