Direct mail is dead? Not even close! If integrated into the customer journey in a meaningful way, it can have an enormous impact on your customer’s behavior. Marit Quaatz, CRM Manager at flaconi, and Julia Vockeroth, Customer Success Consultant at optilyz, show how flaconi manages to integrate direct mail into its digital customer journey.

1. How flaconi integrates
direct mail into its digital
customer journeys
Heroes of CRM
29.10.2021

2. CONFIDENTIAL
CRM Manager
Introduction
Customer Success Consultant
2
Marit Quaatz Julia Vockeroth

3. CONFIDENTIAL
• flaconi is one of the leading online beauty pure
players in Germany
• more than 55.000 products of more than 900
brands
• €300m revenue in 2020
• mission: “flaconi wants to encourage its customers
to rediscover their beauty everyday: Find your
beauty. Everyday”
3

4. CONFIDENTIAL 4
25
countries
>40
employees
#1
in Europe
4
offices
>300
customers
>10
tech-partners
27001
ISO
DE
hosting
100%
carbon-neutral

5. CONFIDENTIAL
#customerfirst
flaconi puts the customer at the heart of its
strategy
5
frictionless on-site customer
experience
adoption of customer
perspective
focus to deliver a high quality
shopping experience for the
customer
structure of a
permanent customer-
centric relationship

6. CONFIDENTIAL
#customerfirst
Structured approach towards customer centricity
6
communication is a key factor
cross-channel alignment engagement
cross-channel communication based
on the individual customer lifecycle,
needs and preferences
align the right time and right
communication channel with the
customers preferences
high engagement is the base for a
valuable relationship

7. CONFIDENTIAL
Are these customer-centric experiences?
7
Winter Sale!
Sale!
Happy Anniversary!
Sale! Sale! Black Friday!
Summer Sales!
Christmas!
Mother’s Day!
Sale!
Sale!
New line!
Sale!

8. CONFIDENTIAL
Customer-centricity: what does it mean?
8
Right time Right content Right channel

9. CONFIDENTIAL
Run direct mail like digital channels
automation
Agile, event-triggered direct mail
Omnichannel-integration
direct mail is part of the omni-
channel journey
9
Personalization
hyper-personalised content,
even 1:1 picture personalization
Right time Right content Right channel

10. CONFIDENTIAL
How does customer-centricity work in direct mail?
11
Right time Right content Right channel

11. CONFIDENTIAL
Direct mail along the
customer lifecycle
12
C
R
M
reactivation
„We miss you!“
cross- & upselling
„Recommendations for you…“
referral marketing
„refer-a-friend…“
loyalty
„Thank you for your loyalty!.“
branding & saisonal
„Merry Christmas!“
lead activation
„Start now!“
abandoned cart
„Still indecisive?“
welcome-journeys
„Hi, Your benefits…“
second order push
„Ready to re-order?“
life events
„Happy Birthday!“
right
time

12. CONFIDENTIAL
Optimization of format and content
13
Postcards Postcards in envelopes Self-mailer
+60%
conversion
rate
+40%
conversion
rate
refer-a-friend
turning most loyal
customers into brand
ambassadors
right
content

13. CONFIDENTIAL
Testing 1:1 picture personalization
14
right
content

14. CONFIDENTIAL
right
channel
The perfect CRM channel doesn’t exist
• fast
• cheap
• easy setup
but…
• requires an opt-in
• no optin needed
• converts over time
• highest conversion-rates
but…
• slow
• expensive
15
email app
• super fast
• cheap
• higher conversion-rates
but…
• requires a download
direct mail

15. CONFIDENTIAL
Direct mail touchpoints in the digital
customer journey
16
right
channel

16. CONFIDENTIAL 17
Continuous optimization is key

17. CONFIDENTIAL
The Challenges of the direct mail channel
18
Delivery Overlap in Mailings Address clean-up Track KPI’s Testing
Challenges

18. CONFIDENTIAL 19
And what do you get out of it?

19. CONFIDENTIAL
Software as a chance to run CRM more successful
and more focused
20
increase of CVR & revenue
via more relevant content, new
use cases, easier A/B-testing,
cross-channel effects
30 – 50%
decrease of effort
via automation and an all-in-one
web solution
90%

20. CONFIDENTIAL 21
What´s next?

21. CONFIDENTIAL
How do we stay ahead of our customers needs?
22
Trust in Data
Stay agile through changing times
and needs. React to clues in our
Data.
Batch
Mail out a
seasonal Batch for
the holiday
season
Filter
Always find the
ideal recipient for
offline campaigns

22. Europe‘s leading direct mail
software
Thank you for your
attention!
Questions?