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Strategies to optimise direct mail with segmentation & personalisation
Although many marketers may think the days of print are over, the picture among end customers is quite different. After all, 70% of customers find print mailings more personal than online touchpoints. At first glance, direct mail can seem a little complex and costly. But with the selection of the right customer segments and a […]
How OBI makes print advertising more sustainable through customer segmentation & integrates it strategically into CRM
The beaver has achieved worldwide fame through OBI. Germany’s largest DIY chain reaches thousands of customers every day, both on-site in the stores and in the online store. The product range is as diverse as individual buying interests. Whether apartment or house, balcony or garden, city or country, first-time customer or frequent buyer, online shopper […]
Checklist: Define & create meaningful direct mail use cases
Second order push, birthday mailing, churn prevention – the list of direct mail use cases is potentially endless. Which use case suits you best depends strongly on your target group. Based on our own experience we know that the so-called use case detection is a complex and continuous process. What may work for some does […]
Sales increase over cost efficiency: The ROI in direct mail
What should your media mix look like in order to be as engaging as possible for your customers and thereby generate the biggest success possible? According to the mindset of the status quo, the first thing to look at is the cost of an advertising medium. Using this logic, it has long been believed that […]
Checklist: 5 steps to a successful loyalty programme
Loyalty is the megatrend in existing customer marketing! And rightly so, because loyal customers not only bring a monetary uplift, for example by buying more often and generating higher shopping baskets. They are also your most important brand ambassadors. But many loyalty programs fail within the first two years. So we asked ourselves what you […]
Checklist: Getting started with hyperpersonalisation
The demands on marketing and CRM teams are becoming more technological and data-driven. In this checklist, we have summarised for you in a clear and easy-to-understand way how to create the personnel, strategic and technological foundation that enables hyperpersonalisation. Why is this necessary? Only when you have created a solid foundation can you fully exploit […]
First-party data strategy: 3 things you can do right now
What will the marketing future look like without cookies? As our two experts Martin Twellmeyer and Alexander Kull noted in the “OMR After-Talk”, there was little on what is a hot topic even at this year’s OMR. Even if much is currently still unspecific or unsatisfactory, companies must not close their eyes, otherwise, the competition […]
Why direct mail should be part of your loyalty program
“It’s really amazing that companies spend a lot of money to attract new customers but are still very reluctant when it comes to investing in loyal customers,” says Janina Kraus, Team Lead CRM at Flaconi. “But it is precisely these customers who are very open to communication and some kind of relationship with the company. […]
OMR Masterclass 2023: Bye bye brochure! OBI reveals how print becomes a data-driven performance channel
Saying goodbye to the printed mass insert was an important and courageous step for OBI 2022. Instead, OBI is now integrating highly personalized print mailings into its CRM. Through targeted and data-driven customer segmentation, print becomes a performance channel. The hub is the heyOBI app. All activation measures, from newsletter to postcard, are based on […]