Common Questions & Objections
Why Not Just Run LinkedIn Ads?
LinkedIn ads are genuinely good at what they do, precise targeting by title, company and industry, and a campaign that can launch in a day. What they can't do is get out of a feed that's fighting for the same few seconds of attention as everyone else's sponsored content. A postcard isn't competing with anything else in that moment, and it reaches people who barely open LinkedIn at all.
Practical guide · Published August 22, 2026 · Written by Jeffrey Huis in 't Veld
What LinkedIn ads do well
Give credit where it's due. LinkedIn's targeting by job title, function, seniority, company size and industry is hard to match, and you can stand up a campaign against a defined account list in a matter of hours. Cost per impression is low, iteration is fast, and for building awareness across a broad target segment quickly, it's a strong tool. Anyone dismissing LinkedIn ads outright isn't giving you the full picture.
The feed is the limitation
The limitation isn't the targeting, it's what happens after the ad is served. Even a perfectly targeted impression is one of dozens a person scrolls past in a session, sandwiched between posts from people they actually follow. Precise targeting gets you in front of the right person, it doesn't guarantee they register the ad at all, let alone act on it. That's not a flaw specific to LinkedIn, it's just how any feed-based format works, attention is the scarce resource, not reach.
The people LinkedIn ads miss
There's also a coverage gap worth naming honestly. Not every senior decision-maker is an active LinkedIn user. Plenty check it occasionally, skim a notification digest, or barely log in outside of job searches. If your target list includes people in that category, and it usually does, LinkedIn ads simply never reach them no matter how well the targeting is configured, because the platform can't serve an ad to someone who isn't looking at their feed. Mail doesn't have that gap. It goes to a physical address regardless of anyone's platform habits.
What a physical piece adds
A postcard isn't trying to out-target LinkedIn, it's doing something different. It arrives without competing against forty other pieces of content in the same five-second window. It sits on a desk instead of disappearing the moment someone swipes past it. And because it's unusual in a mostly-digital day, it tends to register as a distinct, memorable touch rather than one more ad. None of that makes it a replacement for precise digital targeting, it's a different kind of attention entirely.
Using both in sequence
The stronger approach for most accounts worth pursuing isn't picking one over the other, it's using LinkedIn's speed and targeting precision alongside mail's ability to create a distinct physical touchpoint. A mailer that arrives around the same time as a run of LinkedIn ads gives the account two different ways to register your company, and each one raises the odds the other gets noticed. For a fuller framework on sequencing the two, see how to combine direct mail and LinkedIn outreach.
Frequently asked questions
No, they're not comparable in that way. LinkedIn ads are strong for fast, precise digital reach, mail is strong for a distinct physical touch that isn't fighting a feed for attention. They solve different parts of the problem.
No. Coverage depends heavily on how active each individual is on the platform, and plenty of relevant decision-makers use LinkedIn rarely. Mail reaches a physical address regardless of platform activity, which is one reason the two channels complement each other.
Either can work, but many teams get more out of loosely sequencing them, a mailer arriving around the same window as a run of ads, so each touch reinforces recognition of the other rather than the two happening in isolation.
LinkedIn ads are cheaper per impression by a wide margin. The relevant comparison isn't cost per impression though, it's what each channel contributes to moving a qualified account toward a conversation, which is a different calculation than raw cost.
It can make sense, particularly if the list is broad or budget for physical production is limited. For a narrower, higher-value account list, a physical touch is often easier to justify since the cost is concentrated on fewer, more valuable recipients.
Related topics
Work with Yotru
How Yotru complements a LinkedIn ad program
Yotru is designed to run alongside a LinkedIn ad program rather than compete with it, using the same target account list to time a physical touch that reinforces whatever's happening in the feed. We help clients figure out which accounts are worth that added physical investment and which are better served by digital reach alone. .