Observed Signal · Aug 24, 2021 · Market Research · Source: OnlineMarketing.de · Impact: 3/5 · Sentiment: Positive
Study: Print Mailings Boosted by Email Ads
Deutsche Post AG and Collaborative Marketing Club (CMC) published the 2021 Print-Mailing Study, showing print mailings perform markedly better when paired with email advertising for existing customers. Across 36 participating online shops, the average CVR rose to 6.8% in 2021 (up from 4.9% in 2020), while the average cart value increased by 22% and RoAS reached 1,190%. The study compared three groups: A (no email subscription), B (newsletter subscribers receiving print only), and C (print plus email prompts and reminders). In Group B, CVR was about 21% higher and cart value 17% higher than Group A. In Group C, Preminder boosted CVR by 11% within four days post-shipment, and reminders boosted CVR by 101% within the same window. Results suggest cross-channel orchestration and marketing automation can amplify postal campaigns; fieldwork ran Oct 22, 2020 to Feb 28, 2021.
Cross-channel print & email advertising effectiveness; study-based insights from 36 shops.
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Key Takeaways & Evidence Grounding
- Deutsche Post AG and Collaborative Marketing Club (CMC) published the 2021 Print-Mailing Study on cross-channel advertising.
- Average CVR across 36 shops: 6.8% in 2021 (up from 4.9% in 2020).
- Average cart value up 22%; RoAS reached 1,190% across the study.
- Group B (newsletter subscribers, print only) had 21% higher CVR and 17% higher cart value than Group A.
- Group C (print + email, Preminder + reminders) saw Preminder CVR +11% within 4 days; reminders +101% within 4 days.
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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.
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.
CMC Print Mail Study: Higher Vouchers Boost Sales, Not Always Profit
The CMC Print-Mailing Study 2026, conducted by Deutsche Post and the Collaborative Marketing Club (CMC), analyzed 35 online shops to determine the impact of voucher values on advertising return. It found that while higher discounts generally increase conversion rates and revenue, they often reduce profit margins, especially among high-value, loyal customers. Case studies from allnatura, Hemden.de, and Otto Gourmet showed that offering slightly lower discounts to top customers preserved margins and improved return on advertising spend (ROAS), while higher discounts for occasional customers boosted their conversion rates and overall profitability. The study challenges the common practice of giving the biggest discounts to the most valuable customers, advocating for segment-specific voucher strategies to optimize profitability.
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