Print has a measurable and lasting effect
The latest CMC Print Mailing Study 2025 impressively shows that print mailings are one of the most effective tools for marketing to existing customers. On average, they achieve a conversion rate of 4.1 per cent, increase the shopping basket by 13 per cent and achieve a return on advertising spend of 1,011 per cent. The long-term nature is also striking: almost half of all orders are only placed from the fifth week after dispatch. This is a clear indication that print mailings remain present in the household and continue to trigger purchasing decisions even weeks later.
Trust, acceptance and value
Print creates a personalised approach, conveys seriousness and has a stronger emotional impact than an email. Regular customers in particular have an above-average response: their conversion rate is 8.4%, which is well above average. Consumers also confirm the relevance, as 83% of addressed mailings are viewed - many of which lead to a website visit or even an order. At the same time, expectations of letterbox content have improved significantly in recent years. More and more people associate the moment of opening with something positive, which further strengthens the importance of print mailings.
Decision support for long-lasting purchases
Print mailings are particularly effective when it comes to furniture, household appliances or technology. Such purchases are rarely made spontaneously, but are carefully considered and often co-ordinated within the household. A mailing not only has a long-term effect, it can also be passed on and viewed together. As a tangible medium, it accompanies the decision-making process and strengthens trust in the brand and product range, which is of central importance for high-quality consumer goods.
The future lies in the combination
Print mailings show how effective physical advertising can be in the modern marketing mix. They create trust, accompany purchasing decisions and remain present where digital messages quickly fade. At the same time, they complement online channels perfectly, ensuring fast interaction and direct conversion.
Combining print mailings with digital measures in a targeted manner increases reach, recognition and sales. This is precisely where MEDIA CENTRAL provides support with its many years of experience and in-depth knowledge of the market. As a partner for holistic media planning, we link both worlds intelligently, orchestrate the right channels at the right time and make success measurable through transparent analyses.