International fashion brand to better integrate direct mail into cross-channel customer journeys and eliminate the channel’s carbon footprint by leveraging optilyz

optilyz, one of the leaders in direct mail automation, announced a new partnership in fashion retail today. After a successful programmatic print pilot phase in 2020, international fashion brand Esprit chose optilyz to enhance its digital customer strategy by way of letters, postcards, and self-mailers. optilyz is integrated with Salesforce Marketing Cloud, which Esprit already uses to orchestrate digital marketing channels. The solution, available here on Salesforce AppExchange, enables Esprit to go beyond digital marketing, leveraging the power of software for physical customer touchpoints.

Esprit is now able to run more targeted and more profitable direct mail campaigns while reducing the waste of generic mass marketing. Esprit will furthermore benefit from the commitment that optilyz has to carbon neutrality. optilyz offsets its entire carbon footprint (plus a safety margin of 10%) via ClimatePartner (following the guidelines of the Greenhouse Gas Protocol Corporate Accounting and Reporting Standard, GHG Protocol).

“Esprit’s commitment to providing enhanced customer experience while minimizing our impact on the environment is nicely supported by the implementation of optilyz,” said Leif Erichson, Chief Digital & Operation Officer at Esprit. “optilyz’s market-leading technology and approach of leveraging the power of software for direct mail fits our strategy perfectly.”

“We are happy to have optilyz onboard, who helped us in rolling our first use case within 4 weeks,” said Jatin Pandey, Vice President – Head of CRM at Esprit. “optilyz integrating with Salesforce Marketing Cloud enables Esprit to provide holistic customer communication across email and direct mail both.”

Esprit is deploying optilyz across Europe to run more customer-centric direct mail campaigns in up to 20 countries and to connect direct mail with email, mobile, social, web, and more. Consumers can enjoy smarter and more personalized omnichannel shopping experiences, with predictive product recommendations even on physical direct mail assets.

“Consumers nowadays have higher expectations than ever and by ensuring all channels – including direct mail – are aligned, companies can increase marketing ROI significantly. Our AppExchange solution makes this more efficient, and enables companies to not only better integrate direct mail touchpoints into customer journeys but also hyper-personalize content. Esprit successfully added product recommendations on various formats already, hereby leveraging the power of AI for physical mail,” said Robert Rebholz, Managing Director, optilyz. “We are also very excited that Esprit shares our vision of moving to a carbon-neutral future.”

Esprit collaborates closely with the optilyz customer success team in taking direct mail to the next level. The optilyz team of experts ensures that Esprit benefits from cross-industry best practices and benchmarks while aligning the channel with the Esprit vision.

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For more details on how Esprit uses direct mail within the omni-channel customer journey, check out the fireside chat with Jatin Pandey and Robert Rebholz here.