CMC & Deutsche Post Print Mailing Study 2025: Physical Mailers Activate Existing Customers with 4.1% Conversion Rate

4.1% conversion rate and 1,011% ROAS — the study ran from October 2024 to February 2025 and covered 1,157,674 mailers sent to existing customers of 43 online shops. Every euro invested in a mailer generated an average of €10.11 in revenue.

Recipients spend 13% more than on their previous order. The average basket value grew from €109.69 to €123.84, confirming that mailers not only re-activate customers but also increase order value.

47% of orders come in from the fifth week after sending. Physical mailers stay present in households and can generate orders long after delivery — unlike digital channels.

RFM segmentation determines campaign success. Loyal customers with multiple purchases convert up to four times better than one-time buyers. Envelope design, on the other hand, has no significant impact on conversion rate.

Successful direct mail campaigns rely on high-quality CRM data and detailed customer segmentation. Companies that work with purchase history, RFM analysis, and up-to-date customer data achieve higher conversions, better personalization, and higher return on investment.

A significant factor in success is automation and data-driven direct mail for more effective customer activation. Automated campaigns connected to personalization and customer data allow companies to more precisely target communications and increase campaign performance and long-term sales.