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Robert Rebholz & Daniel Preuß - How Automation & Personalization Turned Direct Mail into CRM's New Secret Weapon: Outfittery Case Study

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Robert Rebholz, Managing Director at Optilyz, and Daniel Preuß, Retention Marketing Manager at Outfittery, present "How Automation & Personalization Turned Direct Mail into CRM's New Secret Weapon: Outfittery Case Study"
Their collaborative presentation is on the growing effectiveness of direct mail, and the innovation behind it.

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Robert Rebholz & Daniel Preuß - How Automation & Personalization Turned Direct Mail into CRM's New Secret Weapon: Outfittery Case Study

  1. 1. Heroes of CRM Berlin 2019
  2. 2. Presenting today / 2 Robert Rebholz Managing Director Daniel Preuß Retention Marketing Manager
  3. 3. Direct mail is a very compelling channel §Almost 100% of your customer base can be targeted §Advertorial mail is usually kept for around 17 days and converts over time §Direct mail can be highly profitable, generating conversion rates of ca 3,7% BUT DIRECT MAIL NOWADAYS IS TOO COMPLICATED
  4. 4. optilyz turns mail into a performance channel / 4 optilyz enables marketers to run direct mail campaigns just like their online marketing and integrate physical touchpoints into customer journeys
  5. 5. Trusted by hundreds of great companies in e-commerce, retail and beyond / 5
  6. 6. The OUTFITTERY story to innovate fashion / 6 Biggest personal shopping service for men in Europe Make shopping for men as convenient as possible through a mix of personal service & intelligent technology § Founded 2012 § 300 employees § Active in 8 Countries (DE, CH, AT, NL, BE, LU, SE, DK) § 3 Offices (Berlin, Düsseldorf, Zurich) 2018 brand re-enlivenment § Service extension and brand refresh § New logo, color, fonts, imagery, claim § Website and app redesign
  7. 7. Relevant event-based touchpoints make direct mail powerful / 7 CRM DIRECT MAIL EMAIL Churn prevention & reactivation Cross- & up-selling Referral marketing Customer retention & loyalty Branding & VIP Life event mailings Lead generation & engagement Shopping cart abandonment Second order push Problem solving
  8. 8. Example 1: Steps into direct mail via selfmailers / 8 Objectives § Increase customer engagement and reactivate inactive customers § Introduce new services and new brand direction Content § Focus on explanation of new services § Show fashion trends for the Autumn/Winter § Promotion of updated app Incentive 50€ / CHF70, validity 2 months
  9. 9. / 9 Major profitability from direct mail from the start / 9 24% 76% Ordershare Inactive Loyal Audience § 140.000 customers § DACH Performance § Conversion rate: 4.5% § Loyal: 5.3% § Inactive: 3.1% § Positive CM III (after marketing costs)
  10. 10. Mailings even boost app downloads if done right / 10 65 % 35 % Mobile Share IOS Android App performance § Positive result, due to web based platform § Uplift in app installs: 47% in the weeks of landing § 22% orders in total generated via app
  11. 11. Example 2: Further success via postcards / 11 Objectives § Reward for loyal customers from 2018 § Reactivation for churning/inactive customers Content § Seasonal greetings and a warm thank you for a successful 2018 Incentive 50€ / CHF70, validity 2 months
  12. 12. Profitability should constantly increase via optimization / 12 24% 76% Ordershare Inactive Loyal Audience § 73.000 customers § DACH Performance § Conversion rate: 4.8% § Loyal: 4.8% § Inactive: 4.9% § Positive CM III (after marketing costs)
  13. 13. / 13 Marketing automation is the enabler to take direct mail to the next level
  14. 14. Cross-channel marketing enhances direct mail / 14 Selfmailer Postcard
  15. 15. Automated cross-channel campaigns are the holy grail of direct mail performance / 15 Event Email Opt-in CLV yes no CLVOthers … - + - + @
  16. 16. The OUTFITTERY direct mail journey has only just begun / 16 Further testing & optimization Postcard DACH & NL, BE § Loyal, Inactive and Signup customers § Service extension § New seasonal trends Spring/Summer Selfmailer DACH § Inactive customers who placed an order more than 18 month ago Automation & personalization Automated Direct Mail via integration of optilyz in automated customer journeys § Birthday § Loyalty § Churn prevention § Reactivation § … Q1 Q2 Q4Q3
  17. 17. / 17 Digital print Small batches, very flexible, high speed Artificial intelligence Maximum relevance 1:1 image personalization Email-like personalization The future of high-performance direct mail lies in online marketing-like capabilities
  18. 18. THANK YOU Get in touch rob@optilyz.com www.optilyz.com daniel.preuss@outfittery.de www.outfittery.de

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