Digital channels dominate many marketing budgets. At the same time, cost per click continues to rise, competition for attention is increasing, and the customer journey is becoming more complex.
This makes one question particularly important for marketing decision-makers:
Are print mailings still worth it in 2026?
The latest CMC Print Mailing Study 2026 by Deutsche Post provides a clear answer: Yes.
With an average conversion rate of 4.0%, a ROAS of 961%, and a 24.8% higher average order value after receiving a print mailing, print mailings remain among the most effective tools for activating existing customers.
The study highlights not only the effectiveness of the channel itself but, above all, the importance of data-driven and audience-specific customer communication.
Print Mailings Deliver Strong Performance
The results of the CMC Print Mailing Study 2026 speak for themselves:
- 4.0% average conversion rate
- 961% ROAS (Return on Advertising Spend)
- +24.8% higher average order value after receiving a print mailing
- 8.5% of existing customers visit the online shop directly
- 46% of all orders are placed in week 5 or later after mailing
What makes these results particularly remarkable is that the impact of print mailings does not end after just a few days. Almost half of all orders are placed several weeks after the mailing has been sent. This means that print mailings continue to generate results for significantly longer than many digital advertising formats.
What Does This Mean for Businesses?
The key finding of the study is clear:
Offering the highest discount does not automatically deliver the best return on investment.
What matters much more is delivering the right message to the right audience at the right time.
In marketing to existing customers, the intelligent use of available customer data repeatedly proves to be a decisive factor. Businesses that analyze purchase histories, interests, customer values, and potential opportunities to develop relevant offers can sustainably improve both conversion rates and advertising returns.
At Trebbau, we have observed this for many years in customer projects across a wide range of industries:
It is not the size of the incentive that determines campaign success, but the relevance of the message.
Relevance Matters More Than Discount Size
The study clearly demonstrates that successful campaigns are built on four key success factors:
Understand Your Target Audience
Analyze customer data, identify potential opportunities, and create relevant customer segments.
Drive Measurable Results
Higher conversion rates, increased average order values, and better advertising returns are the results of relevant customer communication.
Deliver Relevant Messages
Personalized communication attracts attention and increases customers’ willingness to buy.
Measure and Optimize Success
Data enables continuous optimization and long-term campaign success.
Our Conclusion
The findings of the CMC Print Mailing Study 2026 provide compelling evidence:
Print mailings are far from being a relic of the past.
On the contrary, they remain among the most effective tools for activating existing customers and delivering measurable results, especially when businesses make intelligent use of their customer data and develop relevant messages.
The decisive success factor remains unchanged:
It is not the channel that determines the success of a campaign, but how relevant the communication is to its target audience.
FAQ: CMC Print Mailing Study 2026
Yes. The CMC Print Mailing Study 2026 reports an average ROAS of 961%, confirming the strong cost-effectiveness of print mailings in marketing to existing customers.
The study reports an average conversion rate of 4.0%.
Print mailings attract significant attention, have a longer-lasting impact than many digital advertising formats, and are often perceived by recipients as particularly valuable and high-quality.
No. The best results come from intelligently combining print and digital marketing within a cross-channel customer journey.
Customer data plays a crucial role. The study shows that relevant offers and audience-specific communication contribute significantly more to campaign success than large discounts or high-value vouchers.
Print mailings are particularly suitable for businesses with established customer relationships and existing CRM data that want to reactivate customers, increase customer lifetime value, or unlock cross-selling and upselling opportunities.