There’s no doubt that many types of print advertisements can drum up business. But before you throw money at direct mail or large-format printing, know that not all printed materials will work for your business.
The best types of print advertisements works alongside digital marketing if you’re choosing the right materials. By the “right materials,” we mean the kinds that have a clear intention behind them, a target group of buyers, and, most importantly, a clear path forward (preferably to your site or online store).
Instead of giving you a Wikipedia-esque list of printed materials, we’ll do you a solid by sharing what printed materials to use and what to avoid in 2026. This way, you’ll be able to see what’s worth your ad spend and which one seamlessly blends your print and digital marketing.
Table of Contents
The Pitfalls: Types of Print Advertisements To Avoid (or Rethink)
First, let’s kick things off with what so-called “tried and tested” materials you may want to rethink when it comes to which types of print advertisements you go with in 2026. If you’re using any of these, it’s high time to revise your print and digital advertising:
- Brand Wallpaper: Have you ever seen those insurance ads that you didn’t know were insurance ads? Many flopped not because they didn’t look pretty, but because the offer and action weren’t clear. Avoid this mistake with a clear CTA, whether it’s to reach out, schedule, or even get a quote.
- Brochures That Read Like Manuals: The average attention span of a person these days is about 8.25 seconds. If it takes more than that amount of time to read your brochure, there’s too much going on. Eliminate junked brochures by keeping them short, adding a success story snippet, and, again, a clear CTA.
- Generic Postcards to Cold Lists: Generic postcards to cold lists equal colder leads. Instead of mass printing postcards or mailers, send location-based ones that contain a “limited time” offer.
- Overdecorated Premium Finishes: Believe it or not, overpolishing screws with your messaging. You’ll want to reserve those pretty polishes for your CTA. Do so, and your prospects will immediately take notice (and action).
- Untracked Print: An untrackable asset is money out of your pocket. Keep tabs on how your printed advertising materials are performing by adding QR codes containing your URL and UTM tracking numbers. This way, you’ll know where traffic comes from and whether or not your assets are to thank for the added clicks.
What To Use in 2026: High-Performing Types of Print Advertisement Formats (and Why)
Now that you’re familiar with what to avoid or rethink, here are our top pics for the best types of print advertisements in 2026 (and likely beyond):
- EDDM Postcards: Every door direct mail (EDDM) hits that sweet spot between mass reach and personalization because these are delivered within a specified geographic location. Card stock is a sure hit, and be sure to add a clear offer and CTA.
- One Sheets or Sales Leave Behinds: Did you just cap off a Connecticut trade show? Re-touch base with prospects you’ve met with one-sheeters that contain a problem, your solution, proof that it works, and CTA.
- Self-Mailers: Do you want to deliver a storytelling experience with only a fraction of the length? You can opt for accordion-style, presenting your messaging in the first two panels and CTA in the final panel.
- Dimensional Mailers: If your marketing is account-based or if you’re launching a service, you can give your prospects a “free taste” with mailers and sample kits. These are supposed to be tactile, so keep copy short and details for fulfillment and tooling front and center.
- Large-Format Printing: Whether you’re in a trade show or opening up your shop for the first time, own the gaze and space with banners. The key is to capture attention, so make sure the headlines pop and narrow your material choices to matted ones for glare reduction. While you’re at it, throw in a QR code for tracking as well as your offer.
Go Hybrid: Connecting Various Types of Print Advertisments and Digital Marketing Efforts
When you’re using print and digital marketing together, the trick is to use your printed asset as a touch point that directs a prospect to your site. But how can you pull this off?
From QR Code to Customer Action
A tried-and-true formula we can swear by is by placing a QR code on a printed asset like a mailer or brochure. The QR code acts as a touch point that takes your prospect to your landing page.
From there, there are two options.
You can either follow up if your customer hasn’t taken action or let your landing page do the work for you.
Either way, you get a core flow that starts with a direct mail asset (like a postcard or mailer) and ends with action taken online.
Some Best Practices
The flow we shared works well if you’re able to do the following:
- Have unique QR codes for each batch of printed materials you produce
- Have UTMs for every link
- Visible landing page copy that shows your offer, results, and the next steps
- Target (and retarget) audiences based on site visits
Best Practices for Various Types of Print Advertisements
We’ve talked about ways you can connect your print and digital marketing, but let’s zero in on how to actually put the right touches on your materials before they become touchpoints.
One Idea, One Piece
Your idea can be an offer, an exposition of pain points, or something that just tells your prospects “we’re in this part of Connecticut.” Whatever it is, make it the sole focus of a print advertising piece.
Nobody appreciates it when you lay things too thick.
Yes to Hierarchy, No to Density
There’s a way to tell if you’re being concise enough with your printed material’s copy or offer. If it’s got a headline that pops, a short but sweet explainer, and a CTA, you’re golden.
Persuade. Prove. Repeat — With Case Studies and Success Stories
Proof that your offer works, like numbers and case studies, sell the transformation your offer provided. They’re also excellent for generating trust and nudging mid-funnel prospects into taking action. Just be sure to keep them scannable and concise, and use them for self-mailers or one-sheets.
Personalization (Within Context and Reason)
Overdoing it on personalization will make you seem creepy (i.e., stalker vibes). Instead of going too far into detail with your individual audiences, targeting based on location is enough.
Only One High-End Finish — Tops!
Believe it or not, you don’t need premium finishes for every part of your printed materials. But they do grab attention. With that in mind, reserve finishes for parts of your assets you want to direct eyes to (like your offer or CTA).
Make the Ad Spend Count
There are places to spend on and areas where you need to dial back the ad budget. When it comes to where you ought to invest your marketing dollars, go all in on:
- Card stock (heavy equals credibility)
- Legible fonts (especially for large-format printing)
- Tracking and targeting
Meanwhile, you’ll want to cut back on:
- Large fonts that don’t serve any purpose other than scream for attention
- Over-polishing
- Test runs involving large batches
Of course, not all types of print advertisement assets will always look like the Mona Lisa the first time. To see what works, it’s a good idea to test using small batches. When you do, change one variable at a time, and see which changes lead to the most results.
Quick Decision Framework
Even if you’ve made it this far, you might still be unsure about how to decide on the best format or which types of print advertisements to go with. That’s okay, we’re here for you! Luckily, here’s a quick, no-BS, step-by-step guide to choosing the right kind of asset for your print and digital marketing campaign.
1. Start With the End Goal
Every print piece should drive one core action. There might be interest, awareness, or curiosity along the way, but the finish line should be obvious.
Whether you’re nudging someone to claim an offer, schedule a demo, or RSVP to an event, the outcome is the starting point for your format and the copy you’ll include in it.
2. Know Who You’re Talking to
How you communicate with an existing customer will be different from how you connect with a prospect. The former will be responsive to familiarity and reasons to return, whereas the latter will appreciate context and clarity.
Either way, the important thing is to keep your data for your different audiences recent and clean. The more up-to-date your data is, the better you can create relevant messaging.
3. Match the Format to Your Audience
For example, if you’re dealing with repeat customers or local residents, postcards and self-mailers tend to land best.
Did you just take part in a trade show? A one-sheet with proof and a CTA feels more personal.
When the goal is to impress high-value accounts, dimensional mailers are still tough to beat.
4. Keep the Path Simple and Trackable
Each piece should send your reader down a single, trackable path, like a QR code, vanity URL, or dedicated number that lands on a message-matched page.
From there, your follow-ups, emails, or remarketing can carry the conversation forward.
5. Test Small, Tweak, Repeat
You’re not likely to get the perfect format the first time. Test using smaller batches to keep things economical. As you do, you should only change one variable, whether it’s the font size or format. The more variables you switch up, the trickier iterating becomes.
Make 2026 the Year Your Print Pays for Itself
There’s real power in print when it’s clear, focused, and measurable. Every postcard, brochure, or banner should serve a purpose and guide someone toward the next step. Start small, stay consistent, and build from what proves itself.
If you need a team that can help you level up your print advertising, we’re a call away in Connecticut. Get a quick print plan review, and let’s get your print and digital marketing campaign off the ground.
FAQs
What Are the Most Effective Types of Print Advertisements for Local Businesses?
For local businesses, the most effective types of print advertisements are postcards, self-mailers, and one-sheets. Each one can highlight a single offer or event while connecting easily to a digital landing page through QR codes or short URLs.
How Do I Decide Which Types of Print Advertisements Fit My Marketing Goals?
The right types depend on what you want people to do next.
For instance, postcards work best for driving quick responses, self-mailers for storytelling, and one-sheets for trade shows or follow-ups.
The key is to match the format with a single, trackable goal, like booking a consultation or claiming an offer.
Are Traditional Types of Print Advertising Still Worth Using in 2026?
You bet!
The key is to connect your print and digital marketing. You can do this with QR codes on brochures, mailers, and other physical assets to create touchpoints that lead to your landing page.