CMC Print Mailing Study 2022: Vouchers increase the advertising impact of print mailings

  • Success driver: Higher-value vouchers increase the conversion rate (CVR) by 61 percent on average
  • 4.7 percent CVR: Print mailings to existing customers of online shops as effective as before the pandemic
  • Long-term effect: 51 percent of the orders triggered by print mailings are received five weeks or more after the mailing
CMC Print Mailing Study 2022: Vouchers increase the advertising impact of print mailings
© Deutsche Post DHL AG
25.05.2022
Source:  Company news

Deutsche Post and Collaborative Marketing Club (CMC) have published their latest study on the advertising impact of print mailings to existing customers. The most important result of the CMC Print Mailing Study 2022: coupon offers are effective performance boosters for print mailings. Higher-value vouchers prove to be particularly successful: on average, they achieve a 61 percent higher conversion rate (CVR) than lower-value vouchers. The striking thing is that higher-value vouchers not only lead to a better CVR, but also to higher shopping basket sales. With high voucher values, the average shopping basket is 28 percent higher than with low voucher values.

With an average CVR of 4.7 per cent, the conversion rate settles back to pre-pandemic times after the corona-related special effect in 2021 (6.8 per cent CVR). This means that the print mailing is and remains a very effective advertising medium. The Return on Advertising Spend (RoAS) is 734 per cent on average, which means: every advertising euro invested leads to 7.34 euros in sales. One reason for the high performance values of print mailings is their longevity: they are often present in the customer's household for several months. 51 per cent of the orders triggered by print mailings are received by online shops five weeks or more after they have been sent. Print mailings therefore generate repeated contacts for many months and support further purchases.

Successful duo: print mailing and voucher
The current study focuses on the influence of vouchers on the CVR of print mailings. Two test scenarios were set up for this purpose: In test 1, the participating online shops tested voucher offers with discount values in euros against those with percentage values. In test 2, the online retailers tested different voucher values against each other.

The most important results: Customers apparently prefer to use percentage vouchers: In Test 1, the percentage vouchers scored with an average 23 percent higher CVR. The values of the euro and percentage vouchers tested were directly comparable. Next to customer selection, the amount of the voucher offer is the strongest lever for advertising impact. High voucher values achieve a RoAS of 1004 percent thanks to the higher CVR and the larger shopping basket. By choosing the right voucher, online retailers can double their marketing efficiency.

Dirk Görtz, Vice President Dialogue Marketing Deutsche Post AG: "The CMC Print Mailing Study 2022 reveals to us one of the strongest performance levers for print mailing campaigns: The optimisation of the voucher offer has tripled the conversion rate in individual cases, which we would not have expected in advance. Even more surprising is the development of average shopping baskets - as soon as the online retailers gradually increased their voucher values for the test, the average shopping basket always increased with the conversion rate."

Christian Hain, Founder and Managing Director Collaborative Marketing Club - CMC GmbH: "In almost every customer conversation before a print mailing campaign, the question of which voucher should best be used comes up: The CMC Print Mailing Study 2022 finally provides clarity here: vouchers with percentage values are clearly ahead of Eurovalue vouchers with a 23 per cent higher conversion rate."

RFM analysis provides insights into buying behaviour
The CMC Print Mailing Study 2022 also analyses CVR using an RFM analysis (Recency-Frequency-Monetary Value). The scoring method provides information about the purchase probability of different target group segments. The results help advertisers to use print mailings more cost-effectively. The key indicators are the time of the last purchase (recency), purchase frequency and value of the shopping basket (monetary value). The study shows: print mailings should be sent to customers as soon as possible after a purchase, because this is when they have their greatest effect. It is also worthwhile to turn customers into repeat customers as quickly as possible. The more often a customer buys, the more effective are activating print mailings.

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