1. Direct Mail Automation &
Hyper-Personalization at Contorion

2. Florian Menge
CRM Manager, Contorion
Lara Bröckelt
Senior Account Executive, optilyz
2020

3. Direct mail in CRM
is irreplaceable...
No need for an opt-in,
conversion rates of 4 - 10%

4. ...but little has changed
since the 90s.
„We‘ve always used CSV files“ still
is normal for many companies

5. 91% of consumers
are more likely to shop with brands that
recognize, remember, and provide them
with relevant offers and
recommendations.
Accenture Interactive
40% of executives
report that their customer
personalization efforts have directly
impacted sales, basket size and profits
in direct-to- consumer channels such as
e-commerce.
Forbes Insights
96% of marketers
agree that personalization advances
customer relationships.
Evergage
77% of consumers
have chosen, recommended, or paid
more for a brand that provides a
personalized service or experience.
Forrester
Personalization as success factor

6. optilyz turns mail into
a performance channel
optilyz enables companies to
integrate direct mail into
their customer journeys and
run it like an online channel.

7. Automation
Personalization
Cross-channel integration

8. AI provides the insights and triggers,
channel management tools execute
…

9. Trusted by hundreds of great companies

10. Our mission:
We empower craftsmen and small businesses to save time and resources.
▪ Leading digital retailer for trade and craft supplies in B2B sector
▪ Wide assortment including private label STIER and more than 400.000 products
for craftsmen with best quality for every budget
▪ Convenient shopping experience combined with personal service by experts
▪ Over 250 employees in Berlin
▪ Founded in 2014 in Berlin, since 2017 fully owned subsidiary of Hoffmann
Group, a billion-Euro-revenue market leader
▪ Contorion is hiring: contorion.de/jobs

11. Direct mail as part of the Contorion CRM
▪ Addition to our online channels, e.g. without opt-in
▪ Managed directly out of our marketing cloud
▪ Powerful channel for our target audience, esp. B2B
▪ Performance-drive use of direct mail, with high ROI

12. Lifecycle mailings
rather than „spray-and-pray“
1
CR
M
Reactivation &
churn prevention
Cross- &
up-selling
Referral
marketing
Customer
loyalty
Seasonal &
branding
Life event
campaigns
Lead generation
and engagement
Shopping cart
abandonment
Second order
push
Problem
solving

13. ▪ Push First-time-B2B-buyer to order again
▪ Incentive for second order as part of a
welcome-message with USP reasoning
▪ Leaflet with benefits and possibilities in
customer account
Second order push for first-time-buyers
as part of a welcome journey

14. Hyper-personalization
rather than „one-size-fits-all“
2

15. ▪ Product selection based on previous orders
and customer level
▪ 1:1 product personalization out of
marketing cloud
▪ Conversion rates over 5%,
setup effort reduced by over 50%
Cross-channel reactivation
via highly relevant product personalization

16. Thousands of
individual
letters
Cross-channel reactivation
via highly relevant product personalization
Personalized
article names & numbers
Personalized
units per product
Personalized
product pictures

17. A/B-testing & optimization
Rather than „that‘s how we do it“
3
Incentives:
% vs. €
Messaging:
direct vs. indirect
Visual:
mood vs. formal
Format:
letter vs. postcard
Personalization:
text vs. 1:1 picture

18. Optimization does not exclude anything
if one wants the best performance
▪ Letters, postcards or self-mailer? Maybe even catalogues? > Letters
▪ Branded or plain envelope? > Plain envelope
▪ Added flyers or other additional elements? > PVC Card, added flyer
▪ Trigger? > Depends on use case, between 500 and 5k (postage vs. speed)
▪ Formal, mood or no pictures? > Formal and no pictures
▪ Messaging > comprehensible, specific and customer-oriented
▪ Additional tests=? > PVC vs. Paper Card

19. Cross-channel journeys
rather than isolated touchpoints
4

20. Reduce effort
by up to 60%
due to automation
out of marketing cloud
Conversion rates
of 4-10%
due to more relevance,
added use cases,
easier A/B testing and
cross-channel effects
And the impact?
Value of
automation and hyper-personalization

21. Direct mail automation
for market leaders
Lara Bröckelt
Lara.broeckelt@optilyz.com
0151/51 81 10 89
Florian Menge
Florian.menge@contorion.de

22. Direct Mail Automation &
Hyper-Personalization at Contorion
Thank You!