When print is missing, impact is lost

A recent study from the Netherlands shows that when printed mailbox advertising is removed, both purchase frequency and revenue decline. Digital alternatives were not able to compensate for this effect. The study analysed a real-life case involving Lidl, based on a market experiment with thousands of households. The conclusion is clear: print activates – not just for promotions, but for overall purchasing behaviour.

But what does this mean for your marketing?

Print works where digital channels often don’t: in everyday life. A mailing can’t simply be clicked away. It stays on the table, gets seen multiple times and sticks in people’s minds. That presence is what makes brands visible in the first place.

So how do you truly reach your audience? By speaking to them directly – at home or in the office. An addressed mailing lands in their hands, not in a spam folder.

Print becomes even more powerful when it goes beyond pure information. An unexpected format, a distinctive tactile feel or eye-catching finishes turn a message into an experience. And that’s what people remember.

Our conclusion: print is not a replacement for digital – but often the key amplifier in the marketing mix.

You can find a detailed summary of the study here (PDF in german).