While printed leaflets have long been part of established shopping habits, digital leaflets often require active promotion.
In fact, shoppers report that the main reasons they don't use digital leaflets are:
because they are not exposed to them (49%)
they are difficult to find online, or they simply don't know they exist (34%)
So, proper promotion is critical for your leaflets’ success.
📖 This guide explains:
Why promotion matters
Digital leaflets play an important role in the customer journey. According to European shopper research, 44% of shoppers use digital leaflets and catalogs to inform their online purchases.
The more visible your leaflet is, the more opportunities you create to:
inspire shoppers
showcase promotions and seasonal offers
drive traffic to your website and online store
Without promotion, even the best digital leaflet risks going unnoticed.
Best practice: promote everywhere your shoppers are
Often, a successful promotion strategy doesn’t just rely on a single channel.
Instead, they combine multiple touchpoints:
Website
Social media
Paid ads
Newsletters
QR codes
Mobile apps
Sales representatives
By making your digital leaflet visible wherever your shoppers interact with your brand, you maximize the opportunity to inspire, engage and convert.
Suggestions for promoting your leaflets
Website
Your website is one of the most important places to promote your Horizon digital leaflet.
Rather than hiding your leaflet in a footer or secondary navigation, make it easy for shoppers to discover.
Consider promoting your leaflet through:
a homepage hero banner
a prominent button or call-to-action
a dedicated menu item in your main navigation
promotional tiles on category or landing pages
Popups
Example
The weekly leaflet is used as part of a hero banner and has a link in the main navigation menu.
Best practices for website promotion
Use clear and descriptive calls-to-action.
Highlight that the leaflet is new or recently updated.
Position the leaflet where visitors naturally look first.
💡 The easier your leaflet is to find on your website, the more likely shoppers are to visit it.
Mobile app
If your company has a mobile app, it’s a great opportunity to present your digital leaflets to your app’s high-interest, high-loyalty audience.
Integrating your Horizon leaflet into your app allows:
Shoppers to browse offers on the go
You to show campaigns from a familiar environment
Encourage repeat visits with push notifications for new leaflets
By bringing leaflets directly into your mobile app, you reduce friction and make it easier for shoppers to engage with your content.
Social media
Many shoppers discover products, offers and brands through social media.
When sharing your leaflet, either as paid ads or organic posts, on social media:
Link directly to your Horizon leaflet.
Create campaign-specific posts.
Tailor messaging to the audience on each platform.
At a minimum, make sure your leaflet is promoted wherever your business already has an active social presence.
Example
An organic Facebook post promoting the release of a new leaflet.
Paid ads
Paid advertising can help increase the visibility of your digital leaflet beyond your existing audience.
By promoting your leaflet through channels such as Google Ads, Meta (Facebook and Instagram), display advertising or retail media networks, you can:
reach shoppers who may not already know about your leaflet
support campaign launches and seasonal promotions
target specific audiences based on interests, location, or shopping behavior
Paid ads often work best when combined with other channels, such as social media, newsletters, and website promotion, to reinforce awareness across multiple touchpoints.
Example
A paid Meta advertisement linking to a leaflet.
Newsletters
Newsletter subscribers are often among your most engaged and interested audiences.
Including your latest digital leaflet in newsletters can consistently create anticipation and encourages repeat visits.
You can:
link directly to your latest leaflet from your newsletter
align newsletter schedules with leaflet publication dates
create recurring campaigns around leaflet launches
By consistently promoting new leaflets, you can help establish browsing habits that encourage customers to return regularly.
Example
The new Spring leaflet is front and center of a newsletter.
QR codes
QR codes make it easy to connect physical marketing materials with your digital leaflet. So, with a quick scan, shoppers have access to your latest leaflet on their mobile.
You can place QR codes on:
printed leaflets
in-store signage
posters
product displays
advertisements
QR codes work well to combine in-store inspiration with digital engagement and online buying journeys.
Example
An ad with a QR code.
Sales representatives
Digital leaflets can also support representatives, sales teams and distributors.
Instead of relying solely on printed materials, representatives can share leaflets through:
email
messaging apps
social media
This helps the representatives:
share up-to-date content instantly
support sales conversations with visual content
That’s it! Except…
You may use other channels in your marketing mix, or see specific opportunities for your business that aren’t mentioned here.
We’ve tried to compile common ways to promote leaflets online, but you know your business best:
Which channels work for you
Where you audience spends their time
Which messages they are receptive to
Etc.
So, go forth and promote your leaflets on existing channels, new channels, add to your newsletter, optimize your website for leaflet visits and so on.
If you need any help or have questions, we would gladly be of service. Send us a mail at support@ipaper.io or send a message in the Horizon admin chat.