Observed Signal · Jul 13, 2026 · Study Release · Source: Horizont · Impact: 3/5 · Sentiment: Positive
Dialogmarketing Monitor 2026: Print Mailings Win Back Customers
The Dialogmarketing-Monitor 2026 (Deutsche Post, produced with Statista+) and the CMC Print-Mailing Study 2026 show growing importance of dialog media and measurable effectiveness of postal print-mailings for reactivating existing customers. While online channels dominate overall, gaps in email reach make targeted print-mailings a strong tool for customer retention. Case data from MYPOSTER and 35 online shops show high conversion and return-on-ad-spend (ROAS) for print-mailings, and the Dialogmarketing-Monitor reports rising dialog-media budgets and broad adoption of postal advertising among senders.
Market studies show measurable, high ROAS and conversion from print-mailings and indicate budget shifts toward dialog media; relevant to media planners and marketers but not industry-shifting platform or policy news.
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Key Takeaways & Evidence Grounding
- The Dialogmarketing-Monitor 2026 (Deutsche Post, produced with Statista+) surveyed 1,505 marketing decision-makers and 1,500 consumers.
- Dialog media grew by €1.4 billion to €26.6 billion in 2025; classic media fell by €0.3 billion to €18.6 billion; dialog media now account for 59% of budgets.
- MYPOSTER tested a print-mailing with a 7.5% conversion rate and an additional advertising yield of 492% (approximately €5 revenue per €1 invested).
- The CMC Print-Mailing Study 2026 evaluated ~859,000 print-mailings from 35 online shops (Sept 2025–Feb 2026): average basket value increased by 25%, ROAS reached 961%, and conversion rate averaged 4%.
- Among companies that send print-mailings, 89% use postal advertising for existing-customer outreach and 66% rank it as the most important medium for that purpose.
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Deutsche Post CMC Study: Print Mailings Deliver High ROAS
The Deutsche Post's free whitepaper presents results from the CMC Print-Mailing Study 2026 (ninth edition), analysing 35 real e‑commerce campaigns with almost 859,000 print mailings sent to existing customers over five months. The study reports measurable performance lifts for physical mailings, including a 4.0% average conversion rate, a 961% ROAS during the campaign period, a 24.8% increase in average basket value, and 8.5% of recipients visiting the promoted online shop directly after receipt. Findings also show that 46% of orders triggered by mailings arrive only from the fifth week onward, and that lower-value coupons produced higher ROAS for top customers. The whitepaper is a sponsored, downloadable resource published via OnlineMarketing.de in partnership with Deutsche Post.
Study: Dialog Marketing Drives German Ad Market Record
A Deutsche Post study (Dialogmarketing-Monitor 2026) reports that the German advertising market grew in 2025, with net advertising spend rising 2.7% from €44.1bn to €45.3bn. The increase was driven by dialog media — principally online marketing, addressed mailings and telemarketing — which grew by €1.4bn to €26.6bn and now represent about 59% of total ad budgets. Online marketing alone increased to €19.9bn and is the main growth engine across sectors. Classic media (TV and print/display advertising) declined to €18.6bn. The report also finds growing use of AI in marketing (notably AI for text generation), but consumers express mistrust: 82% expect clear AI labeling in ad texts/images and 65% view AI-generated content as less trustworthy. The study surveyed 1,500 marketing decision-makers and 1,500 consumers and is published by Deutsche Post with market research by Statista+.
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