Deutsche Post DHL: Print Mailings in E-Commerce Marketing

Deutsche Post DHL's trade fair appearance shows that print has by no means lost its importance in digital marketing. On the contrary: especially in the context of a strongly digital-oriented trade fair, it becomes clear that physical mailings can have a special effect. Deutsche Post DHL is using the platform to demonstrate why print mailings are highly relevant in e-commerce and how companies can use them specifically for conversion, customer loyalty, and reach building.

Print in the digital environment – deliberately rethought

At first glance, the topic of print may seem surprising at a digital trade fair. However, Deutsche Post DHL has been present with precisely this focus for years. This is based on regular studies conducted in collaboration with agencies. These analyses show that print mailings work very well in e-commerce and achieve measurable effects. Particular emphasis is placed on high conversion rates, increasing shopping carts, and a convincing return on advertising spend. Print is thus not understood as a nostalgic medium, but as a powerful component of modern marketing strategies that meaningfully complements digital measures.

Attention and exclusivity in the mailbox

A key argument in favor of print mailings is their exclusivity today. While email inboxes are filled with numerous messages every day, a physical mailing in the mailbox attracts significantly more attention. It can be touched, remains visible, and does not disappear from view after a few seconds. Deutsche Post DHL has observed that print mailings often remain in the household for a longer period of time. They are noticed multiple times and can therefore trigger more sustainable purchasing impulses. Especially in times of increasing digitalization, this haptic contact is regaining importance.

Print mailings as conversion drivers in e-commerce

Studies clearly show that print mailings have concrete economic effects in e-commerce. They not only support initial purchases, but also have a positive effect on repeat purchases and customer loyalty. Targeted communication can reactivate existing customers and bind them to a brand in the long term. At the same time, mailings are also suitable for acquiring new customers. Different target groups can be reached via broad-based or highly segmented mailing models. Print is not viewed in isolation, but as part of a cross-channel customer journey.

Full service for print mailings

An important aspect of Deutsche Post DHL's offering is its full-service approach. Companies do not have to worry about individual production steps. The entire process is supported, from consulting and design to printing, preparation, and delivery. This also includes technical requirements, such as machine processing in the mailrooms. The aim is to enable companies to implement their print campaigns easily and securely – regardless of whether they are initial tests or extensive campaigns by experienced customers.

Legal advantages over digital communication

Another point highlighted in the interview is the legal framework. Print mailings to existing customers have one important advantage: no double opt-in is required. Companies can therefore use existing customer data directly for postal communication. This creates planning security and opens up additional scope for dialogue with existing customers. Compared to email marketing in particular, this is a relevant advantage that continues to make print mailings attractive.

Reach and target group control in postal marketing

Deutsche Post DHL offers various options for building reach or targeting specific groups. Companies can distribute mailings widely or target them very specifically based on interests, regions, and other criteria. This makes print suitable both for brands that want to quickly build awareness and for companies that want to target specific customer segments. This flexibility makes print mailings a versatile tool in the marketing mix.

Print as a tool for customer loyalty and churn prevention

While digital channels are often strongly focused on growth and new customer acquisition, print plays to its strengths particularly in customer loyalty. Mailings can be used in a targeted manner to show appreciation to existing customers, inform them about offers, or stabilize relationships in the long term. The strength of postal communication is also evident in the area of churn prevention. Personally addressed mailings can build trust and create a bond that purely digital touchpoints often cannot achieve.

Key areas of application for print mailings

The role of print mailings in marketing can be summarized in terms of key areas of application:

• Increasing conversion rates in e-commerce
• Increasing shopping carts and advertising impact
• Building and maintaining long-term customer relationships
• Acquiring new customers through broad or targeted reach
• Supplementing digital channels with a tactile approach

Print as a conscious complement to digital strategies

Deutsche Post DHL emphasizes that print should not be played off against digital channels. Online growth is efficient and sensible in many cases. However, the right balance is crucial. Print can play to its strengths, especially when it comes to loyalty, trust, and long-term relationships. The trade fair presentation makes it clear that print mailings are not a relic of past marketing times. They are a targeted tool that, in combination with digital measures, has a measurable effect. For companies that want to strategically expand their marketing mix, print remains a relevant and powerful channel.