Print in the digital age: a case study of uncovered sales growth
Print: outdated or underrated?
Email marketing has become the backbone of customer engagement and advertising, particularly in e-commerce. With its ability to deliver highly personalized messages instantly and target audiences with precision, it is an essential tool in any modern marketing strategy. In comparison, traditional postal mailings may seem outdated – slower, less measurable, more expensive and lacking the efficiency of digital channels.
The challenge
As digital inboxes become increasingly cluttered and consumers grow weary of the constant flood of digital messages, businesses are forced to reconsider their approach. One of our e-commerce clients was facing the challenge of breaking through the noise in an oversaturated digital advertising landscape. Despite running sophisticated email campaigns, they struggled to capture and sustain customer engagement. To stand out and drive stronger results, they needed a fresh approach – one that would cut through digital noise and create a more lasting impact. Together, we set out to answer a crucial question by using our advanced Marketing Mix Modeling approach:
- Could postal mailings offer a valuable alternative to break through the digital noise?
- More importantly, how can postal mailings and email marketing work together to drive stronger results?
This case study explores the insights gained and the impact of strategically integrating both channels.
The solution
To understand the interaction between email marketing and postal mailings, we conducted a regression analysis. This statistical method allowed us to measure how these two channels influence sales – both individually and in combination.
At the core of our Marketing Mix Modeling approach was a proprietary model designed to quantify potential synergy effects. Rather than looking at email and postal mailings in isolation, the model assessed their combined impact, identifying whether using both channels together led to additional sales beyond their individual effects. To ensure accuracy, we incorporated various control variables to account for other marketing activities and external factors that could influence the results.
To validate our findings, we applied multiple statistical tests and verification procedures, ensuring the robustness and reliability of our results.
This rigorous approach allowed us to uncover the “invisible” interaction between email and postal mailings and determine the long-term value of an integrated marketing strategy.
The results
Our analysis of three years’ worth of customer data from this e-commerce case study delivered surprising insights. By directly comparing the effectiveness of email marketing and postal mailings, we found that both channels independently contribute to sales success.
The most striking result, however, was the cross-effect (see figure below): When email marketing and postal mailings were used together, sales increased by an average of 3% compared to using either channel alone. This synergy highlights the untapped potential of an integrated communication strategy – one that strategically combines digital efficiency with the impact of physical mail to maximize customer engagement and revenue.
The analysis not only confirms the immediate sales impact of both channels but also highlights a crucial recall–effect. While overlooked emails quickly get lost in crowded inboxes and are soon forgotten, postal mailings have a significantly longer lifespan – lasting, on average, three times longer than emails (see figure below). This extended presence increases the likelihood of engagement, as physical mail remains visible and can prompt a response even days after delivery.
Moreover, the study reveals that there is still untapped potential. By better coordinating the timing and messaging of postal mailings and email campaigns, businesses could amplify the cross-effect – achieving even greater impact without increasing the marketing budget. This underscores the importance of a data-driven, well-orchestrated communication strategy that leverages the strengths of both digital and physical channels to maximize customer engagement and revenue.
Postal mailing & Email: a powerful duo
The results of the case study are clear: postal mailings remain a powerful tool in the modern marketing mix. They are not only a means of increasing reach – they can be strategically leveraged, for example, through offline retargeting, to re-engage interested customers and drive conversions.
In combination with email marketing, a synergy is created that can significantly increase sales success. Companies that embrace an integrated communication strategy – blending the strengths of both digital and physical channels – can engage customers more effectively and achieve superior marketing results.
This study provides clear evidence that print advertising, especially postal mailings, is far from obsolete – it is experiencing a renaissance in the digital age. By complementing digital efforts with tangible, high-impact communication, businesses can unlock new levels of customer engagement and long-term success.
Want to learn how this approach can work for your business? Schedule a free online Discovery Call with our experts. Get to know our solution and understand how you can benefit from our approach.
