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. Find us at www.heroesofcrm.com And follow us on: YouTube: https://www.youtube.com/channel/UCaTC-I6-FOpst6iQ_Z1Y5cA Facebook: https://www.facebook.com/heroesofcrm/ Twitter: https://twitter.com/heroesofcrm Instagram: @heroesofcrm

1. Heroes of CRM
Berlin 2019

2. Presenting
today
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Robert Rebholz
Managing Director
Daniel Preuß
Retention Marketing Manager

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. optilyz turns mail into
a performance channel
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optilyz enables marketers to
run direct mail campaigns just
like their online marketing and
integrate physical touchpoints
into customer journeys

5. Trusted by hundreds of great companies
in e-commerce, retail and beyond
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6. The OUTFITTERY story
to innovate fashion
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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. Relevant event-based touchpoints
make direct mail powerful
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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. Example 1: Steps into direct mail
via selfmailers
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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
Major profitability from direct mail
from the start
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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. Mailings even boost app downloads
if done right
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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. Example 2: Further success
via postcards
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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. Profitability should constantly increase
via optimization
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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
Marketing automation is the enabler
to take direct mail to the next level

14. Cross-channel marketing
enhances direct mail
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Selfmailer Postcard

15. Automated cross-channel campaigns
are the holy grail of direct mail performance
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Event
Email
Opt-in
CLV
yes
no
CLVOthers
…
-
+
-
+
@

16. The OUTFITTERY direct mail journey
has only just begun
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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
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. THANK YOU
Get in touch
rob@optilyz.com
www.optilyz.com
daniel.preuss@outfittery.de
www.outfittery.de