In today’s uncertainty, many companies are tempted to cut back on traditional marketing channels like direct mail, assuming that their online presence will seamlessly fill the gap. But for businesses in the direct-to-consumer (DTC) space, especially those with a history of catalog / print marketing, stopping mailings abruptly can have severe repercussions and unintended consequences. We’ve observed in client case studies — and industry-wide data backs this up — that DTC brands who abruptly halted catalog mailings experienced a 50–70% year-over-year revenue decline.
So, what exactly happens when a company stops mailing print pieces, and why can the fallout be so significant? Here are several key factors at play
- Disruption to Customer Habits
Print is a powerful tool for engaging a company’s existing customer base. For many consumers, receiving a catalog serves as a regular reminder of the brand and its products. When catalogs stop arriving, loyal customers don’t necessarily pivot to digital. They may simply stop shopping altogether.
- Catalogs Create a Tangible Connection
In an era of digital overload, printed marketing pieces stand out by offering something physical. This tactile experience fosters a different kind of connection with customers, one that digital ads or emails can’t replicate. A company’s marketing piece often acts as a curated showcase of products, inspiring customers and prospects to buy items they might not have otherwise considered. When this physical connection is severed, companies risk losing a valuable engagement tool that encourages deeper, more spontaneous browsing.
- Impact on Customer Segments
Print pieces tend to resonate particularly well with certain customer cohorts. These cohorts vary from those who aren’t engaged in digital channels, those who lapsed beyond your ability to engage with them, and those who need a reason to purchase. When a company ceases printed mailings, these segments, which may not be as responsive to digital marketing efforts, are left behind and there’s nothing to reactivate them. The sudden drop in engagement and sales from these groups contributes to the overall revenue decline. By reallocating budget from lower-performing print segments to digital or print audiences with stronger return on ad spend (ROAS) or higher lifetime value. This isn’t just about saving money — it’s about redeploying your dollars where they can drive the most revenue growth.
- Erosion of Brand Loyalty
Printed marketing vehicles don’t just sell products; they also reinforce the brand. Regular mailings keep the brand top-of-mind, reminding customers of its values, style, and offerings. When the catalog disappears, so does a key vehicle for nurturing brand loyalty. Customers may start exploring other brands — your competitors — leading to a longer-term erosion of the customer base.
- Over-Reliance on Digital Channels
A sudden cessation of catalog mailings puts immense pressure on digital channels to pick up the top-of-the-funnel slack. Email marketing, Meta retargeting, and search campaigns must all work overtime to generate traffic and conversions. This usually means higher expenses and lower conversion rates. However, these channels don’t have the same reach or staying power as catalogs. Many businesses find that even ramping up digital efforts doesn’t fully compensate for the loss of catalog-driven revenue. Print has proven time and again to deliver higher initial contribution and stronger lifetime value. When these channels are used in concert — not in silos, brands can amplify their reach, deepen customer relationships, and fuel incremental growth.
- Recovery Can Be Slow
Once a company stops mailing direct mail pieces, the resulting revenue decline can be fast and severe. However, rebuilding that lost revenue isn’t as simple as restarting the mailing program. Customer trust and habits may have shifted in the interim, prospecting has been eliminated thereby creating a stagnant customer file and the brand may have lost its prime position in consumers’ minds. In many cases, the longer a company goes without catalog mailings, the more challenging it becomes to re-engage those lost customers.
Planning for Holiday and Beyond
Catalogs and various print media remain a vital part of many DTC companies’ marketing mix. As the case of a company experiencing a staggering 70% drop in DTC revenue demonstrates, abruptly stopping direct mail can result in catastrophic consequences. These physical tools play a unique role in driving both online and offline behavior, creating a tangible connection with customers, and maintaining brand loyalty.
For companies looking to evolve their marketing strategy, the solution is not to eliminate direct mail but to integrate catalogs and other inexpensive print pieces more seamlessly into a cross-marketing approach. Print should work alongside digital efforts, reinforcing the brand across all touchpoints and continuing to drive sales in today’s competitive landscape.
As you finalize your Holiday 2025 media plan, avoid abrupt changes that compromise long-term growth. Instead of cutting catalogs, consider evolving your strategy by refining audience targeting and integrating print into a broader omnichannel mix. Sustainable growth lies in orchestration — not elimination.