The latest Deutsche Post Dialogmarketing-Monitor 2026 provides a valuable perspective on the continued role of physical media within Germany’s advertising market.
While digital channels remain a major driver of growth, physical mailbox media continues to play a significant role in how brands reach, inform and influence consumers.
Germany’s advertising market reached €45.3 billion, with online marketing accounting for €19.9 billion. Yet postal advertising remains one of the country’s largest media categories. Addressed, partially addressed and unaddressed mail together represent €5.9 billion in advertising investment.
For ELMA and the wider leaflet media industry, the findings underline a key point: physical media remains highly relevant when it is used for the right marketing task.
Leaflets and Inserts Still Represent Significant Investment
Within the leaflet market, the study reports:
- €1.1 billion invested in partially addressed and unaddressed mail
- €2.0 billion invested in insert advertising
- Stable usage rates of 11% for unaddressed mail and 10% for inserts
- Average annual company spending of €3,200 for unaddressed mail and €6,400 for inserts
These figures show that leaflets, door drops and inserts continue to occupy a meaningful position in Germany’s media landscape.
They are particularly relevant for campaigns that require local reach, visibility and timely activation — including store openings, promotional periods, regional services, retail offers and household-level communications.
Physical Media Is More Than Distribution
One of the most interesting findings from the Dialogmarketing-Monitor is how budgets are allocated.
Almost half of the budget for postal advertising is invested in planning, conception and production. For inserts, this share remains substantial at 35%.
This matters because it shows that physical media is not simply a delivery channel.
It is a designed communication experience.
The creative format, paper quality, layout, offer structure, targeting, timing and distribution strategy all contribute to its effectiveness. A leaflet or insert does not just reach a household. It can be kept, shared, compared, revisited and used as part of the shopping journey.
That tangible presence remains one of its defining strengths.
Consumers Still Use Print to Support Decisions
The study also highlights the continuing role of print in consumer decision-making.
According to the findings, 69% of consumers have a positive or neutral attitude towards postal advertising, while 71% actively use print to compare offers and support purchase decisions.
This is especially important in the current retail environment, where consumers remain highly value-conscious and actively compare prices, promotions and store choices.
For many households, leaflets and inserts continue to provide a practical function. They help shoppers plan purchases, identify savings opportunities and decide where to shop.
The Real Question Is Not Print Versus Digital
For marketers, the conclusion is not that print should compete with digital.
The real opportunity lies in understanding the role each touchpoint plays.
Digital channels are essential for immediacy, targeting, search, social engagement and transaction. Physical media is powerful when brands need visibility, household reach, local relevance and a tangible reminder close to the point of decision.
Solus leaflets, bundled distribution and inserts continue to deliver impact because they reach people in their everyday environment — at home, close to the local store, service or offer being promoted.
In an increasingly fragmented media landscape, this physical presence can help brands cut through.
A Strong Local Marketing Touchpoint
The Dialogmarketing-Monitor 2026 confirms that leaflets and inserts remain an important part of Germany’s advertising ecosystem.
They are not legacy media. They are local marketing touchpoints with clear strategic value.
For retailers and service providers, they continue to support awareness, comparison, store traffic and purchase decisions.
For the wider industry, the message is clear:
The future of marketing is not about choosing one channel over another.
It is about building smarter combinations of touchpoints — and using physical media where it can do what it does best: create attention, relevance and action close to home.
Source: Deutsche Post Dialogmarketing-Monitor 2026, based on the German advertising market in 2025.