23. April 2026

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

A large-scale study of 43 online shops proves that physical direct mail remains a highly effective tool for activating existing customers in 2025.
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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.

In the B2B segment, mailers achieved a ROAS of 935% at a CVR of 2.8%. Despite the lower conversion rate, the high order value ensures an excellent return on investment.

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