AI Won’t Replace Direct Mail: Deutsche Post‘s CMO on the Power of Dialog Marketing
Table of Contents
By priyashah, world-today-news.com
Benjamin Rasch, Chief marketing Officer of Post & Package Germany (part of the DHL Group), believes reports of the death of dialog marketing are greatly exaggerated.Having served the DHL Group for nearly twelve years, adn as Germany Chief Marketing Officer since June 2023, Rasch offers a compelling case for why direct mail remains a vital component of a successful marketing strategy, even – and especially – in the age of artificial intelligence.
The Enduring Strengths of Direct Mail
In a marketing landscape increasingly dominated by digital channels, why should companies continue to invest in printed advertising? Rasch points to three key strengths: credibility, visibility, and activation.
He argues that the rise of digital manipulation and fake content actually increases the value of tangible, physical interaction.
Though, Rasch is quick to emphasize that AI and dialog marketing aren’t mutually exclusive. AI already supports the target group selection,the individualization of offers and the determination of optimal shipping times.
He envisions a powerful synergy: combining the inherent strengths of physical mail with the analytical capabilities of AI to create highly effective and economically successful campaigns. Furthermore,AI can democratize access to dialog marketing for smaller businesses,bolstering Deutsche Post’s core buisness of physical advertisement delivery.
AI: No Longer a Niche in Dialog marketing
Rasch confirms that AI is now deeply integrated into Deutsche Post’s operations. It is already an integral part of our everyday work, for example in process optimization and in data-driven campaign management.
The company’s subsidiary, Deutsche Post, actively utilizes AI in data management, and they collaborate closely with clients to unlock AI’s potential in areas like individualization, design, and even text generation.
The Numbers Speak for Themselves
To underscore the effectiveness of dialog marketing, rasch references the recent CMC Print mailing study 2025, highlighting impressive results:
| Metric | Value | Comparison |
|---|---|---|
| Conversion Rate | 4.1% | Email: approx. 1-2% |
| ROAS (Return on Ad Spend) | 1,011% | €10.11 sales per €1 invested |
| Shopping Cart Uplift | +13% | Compared to previous order |
These figures show that physical advertisements are a highly effective and economically sensible instrument in the marketing mix – especially in times of reserved consumption mood.
Simply put, when consumers are being cautious with their spending, direct mail cuts through the noise and delivers results.
Communicating Value and Future events
Rasch stresses the importance of the message itself when communicating these successes to potential clients. Deutsche Post remains firmly committed to dialog marketing and will continue to invest in its quality and innovation. They maintain regular direct contact with marketing decision-makers and actively participate in industry trade fairs and congresses.
he specifically highlighted the Dialog experience Forum on October 9, 2025, in Düsseldorf, as a key event for discussing current trends and best practices in dialog marketing.
