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Making Sense of Omni, Multi, Cross, and Integrated Channel Marketing

As you seek to break through the marketing clutter, the more channels, the better. Pairings such as print with email, email with social media, and social media with print will result in higher response rates than any single channel alone. As you plan your efforts, you may wonder about the terms “omnichannel marketing,” “multichannel marketing,” “cross-channel marketing,” and “integrated marketing.” What are the differences between them? Is one approach better than another? Let’s take a look and find out.


Multichannel: Multichannel marketing involves using multiple marketing channels to interact with customers and prospects. Each channel operates independently in this approach, targeting specific customer segments without necessarily coordinating their efforts. For instance, a company might engage in email marketing, social media marketing, print advertising, and direct mailings, but these channels may not share information or synchronize their messaging.


Omnichannel: Omnichannel marketing takes the concept of multichannel marketing a step further by creating a seamless and integrated customer experience across all channels. The critical difference is that with omnichannel, data and insights from different channels are shared and used to personalize the customer experience. For example, a customer might start their journey with a direct mail piece, which drives the prospect to your website, where they put an item in their shopping cart. If they abandon the cart, they may receive a triggered “abandoned cart” email reminding them to log back in and finish the purchase. The customer’s preferences and interactions are seamlessly integrated throughout this process, creating a smooth and cohesive experience.


Cross-channel: This means that the customer is moving from one channel to the other. Usually, the channels are integrated in some way. Scanning a QR code to download a coupon is cross-channel marketing. So is clicking through an email to access a product page on the marketer’s website.


Integrated: Integrated marketing refers to the strategic alignment of all marketing efforts, irrespective of the channels used. It goes beyond just coordinating various marketing channels and involves aligning all aspects of marketing, including branding, messaging, communication, and customer experience. Integrated marketing aims to ensure that every marketing touchpoint reflects the same brand values, positioning, and objectives. In this approach, marketing efforts are interconnected and work cohesively to reinforce the brand identity and deliver a seamless customer experience.


These programs may sound complicated, but we have the right software to make it easy. Want to execute a cross-channel, multichannel, or integrated marketing campaign for your customers? Let’s chat!

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10 Items for Your Pre-Design Packaging Checklist

Whether you are sitting down to design your first folding carton package or your hundredth, it helps to have a pre-design checklist. This ensures that your packaging looks and performs its best. Here are ten considerations you don’t want to overlook.


Target audience: Who is the target market for your product? Your packaging has the same target audience! What design elements are most likely to catch their eye?


Branding: You are marketing a product, but you want to maintain your brand identity, too. Ensure you consistently use your logo, brand colors, and themes to maintain a cohesive brand experience.


Structural considerations: Understand the many folding styles, closure mechanisms, and assembly processes available. Consider the functionality, durability, and ease of use for the end consumer and the supply chain.


Packaging materials: Consider material strength, sustainability, printing compatibility, and cost-effectiveness. Please consult with us during the design process to ensure that you select the best material options.


Printing and finishing techniques: How will the package be finished? What types of coatings, embellishments, and special effects (e.g., embossing, spot varnish) will give you the desired visual impact?


Legal and regulatory requirements: Familiarize yourself with any legal and regulatory requirements that apply. This may include adherence to safety regulations, labeling requirements, nutritional requirements, country-of-origin markings, etc.


Sustainability: Opt for recyclable, biodegradable, and renewable materials wherever possible. Ensure that the packaging design allows for the efficient use of materials, reduces waste, and considers the entire product lifecycle, from production to disposal.


Usability and consumer experience: Design user-friendly packaging that enhances the consumer experience. Consider factors such as ease of opening, resealing options, clear instructions, and any additional features that could improve convenience or functionality for the end user.


Production and cost considerations: Work closely with us from the outset to find the most cost-effective ways to bring your design to life. Let us help you explore cost-saving alternatives if needed.


Testing and prototyping: How will you test and prototype your design? Before you go into full production, it’s always recommended that you test the design’s functionality, structural integrity, and visual appeal. This way, you can identify and address potential issues before finalizing the packaging design.


Just like a beautiful diamond, product packaging has many facets. Use this Top 10 list to ensure every facet of your packaging shines.

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Avoid the USPS’s Top Mailing Mistake

In the world of direct mail, creativity is everything. You want to design pieces that stand out and catch the customer’s eye. But be careful! Sometimes this leads to designing mail pieces in nonstandard sizes that, in some cases, can make the mailpiece undeliverable. Failure to meet minimum mailing dimensions is the number one mailing mistake cited by the United States Postal Service.


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Unleashing the Power of Top-of-Mind Awareness

In marketing, being “top of mind” means being the first brand or product that comes to mind when a shopper thinks of a particular industry, category, or need. For example, when someone says “soda,” what comes to mind? Coca-Cola? Pepsi? When someone says “electronics,” is it Apple? Samsung? LG? Whatever your product category, you also want to be top of mind.


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Relevance: The Key to Success in Personalized Printing Campaigns

The ability to tailor documents with precision, incorporating variables like gender, income, and geographic location, holds immense potential in print and email marketing. But savvy marketers know that data points, by themselves, don’t make communication effective. So what does? Relevance.


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Case Study: The Power of a “Thank You” Note

When you are shipping products, do you include a simple thank you? You might be surprised by what a difference it can make. Most buyers open the box, take out their purchase, and recycle it with little thought. But opening the package to find a thoughtful and beautifully printed card can change that experience and win you a loyal customer.


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Making Content Marketing Work for You

One of the fastest-growing types of marketing is content marketing. Why? Because it works. Content marketing positions you as a thought leader, establishes credibility, and is often the gateway to your customers discovering your business. One study found, for example, that year-over-year growth in unique website traffic is 7.8x higher for content marketing leaders than for followers (19.7% vs. 2.5%, Aberdeen). If your content is being provided in print, content marketing often drives them to check you out online in the first place.


The letters R-E-A-L are spelled out on corks under a magnifying glass

The Marketing Importance of an Authentic Voice

Whether you are writing copy for direct mail, email, or mobile video, it is essential to be authentic. Indeed, Stackla has found that 90% of shoppers say that authenticity is important when deciding which brands they like and support. But maintaining an authentic voice doesn’t just “happen.” Like everything else, it takes planning. Here are five tips for maintaining an authentic voice and winning customer trust.


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4 Things Direct Mail Does That Email Can’t

As a marketer, you know the value of email. You may also see the value of print marketing. But do you know the areas where one is better than another? Let’s look at four places where direct mail beats out email and does things email cannot do.