The study uses specific KPIs to show how effective print mailings can be in eCommerce - especially when addressing existing customers. 

Key points at a glance:

Print mailings to existing customers of online shops achieve an average conversion rate (CVR) of 4.1% in 2025.
12% of recipients visit the advertised online shop after receiving the print mailing. The return on advertising spend (ROAS) is 1011%. This means that with an average shopping basket of 123.84 euros (before returns), every euro spent on print mailings generates 10.11 euros in revenue. Long-lasting effect: print mailings remain in the household for a long time and continue to generate orders even after 5 months.

Print mailings ensure higher shopping baskets: existing customers who receive a print mailing spend an average of 13% more on their order than on their previous order. 

Print mailings are most effective if they are sent to the customer not too long after a purchase.  The more frequently a customer buys from an online shop, the more effective activating print mailings are.

The design of the CMC Print Mailing Study 2025

The CMC Print Mailing Study is conducted by Collaborative Marketing Club - CMC in cooperation with Deutsche Post. 43 online stores took part this year, including Ameropa, Deutsche See, Medicom and WMF Professional Coffee. Customers of the online stores are analyzed in advance using RFM analysis (Recency/Frequency/Monetary Value). The scoring process provides information about the purchase probability of different customer groups. The results help advertisers to use print mailings more cost-effectively.

Get the results of the CMC Print Mailing Study 2025 in the detailed report.