OMR Education Podcast – Direct Mail Automation as a high-performance marketing channel
Companies should not underestimate direct mail as it is a powerful performance marketing channel for reactivation, customer loyalty and increasing customer lifetime value! Why? Our CEO Martin Twellmeyer will tell you in the OMR Education Podcast. If you’re unable to listen to the podcast you can read through the transcript and figure out, how companies implement direct mail automation and personalisation of direct mail sucessfully with conversion rates starting from 4% and above.
Rolf
“It’s Monday again, time for a new episode of OMR Education. My name is Rolf Herrmann. I’m the editor-in-chief of OMR Reports. Today, we’re talking about direct mail. A super strong channel, with an average conversion rate of 4%. Not bad at all. That’s not coming from me, but from my guest today, Martin Twellmeyer, the CEO of optilyz. How did this episode come about? I received a direct mail, a postcard to be precise, in my mailbox. I shared it with you on LinkedIn. Martin reached out and said: Shall we have a chat about it?
And I wanted to, because direct mail is a really interesting performance marketing channel. You can segment really well with it. Most importantly – as Martin will explain later in the podcast – you can reach almost all of your customers. You can achieve different campaign goals with it, from sales to loyalty, to prompting a second purchase, and so on. Martin also brings some interesting cases to the table. You can certainly scale this up big time, with tens of thousands of data sets. We’ll walk through that.
In the end, we’ll also create a smaller campaign. Anyone with customer data who simply wants to reach out to their people can do this. So, sit back, adjust your AirPods, and then listen to this marketing channel that I completely underestimated: direct mail with Martin Twellmeyer. Enjoy.”
Rolf
“In good old OMR Education tradition. Who are you? What do you do and why is it a bloody good idea to talk to you about the topic of direct mail?”
Martin
“Yes, I’m Martin, founder, CEO of optilyz. I founded the company nine years ago. We are Europe’s market leader in Direct Mail Automation. We send letters, postcards, and the like in a digital context. And why is this a good idea? Direct Mail is still an underestimated performance marketing channel. When done right, it can efficiently reach a large portion of your existing customers.”
Rolf
“So, we’ve established that we have a pen-pal relationship. That means, various things that I’ve received in my mailbox and held in my hands, they come from you or have been executed by you. So, let’s bring in all the people who, let’s say, quite sacrilegiously pull out their direct mail from their mailboxes. Why is it a good idea for advertisers to do something like this?”
Martin
“I wouldn’t call it junk mail either. When we talk about direct marketing and advertising mail, we’re talking about 100% addressed letters and postcards. That means, in the end, you need the address of the respective person and with that, you can reach almost 100% of all individuals in your database, even in compliance with GDPR. So, unlike email marketing or other digital channels, you don’t need an opt-in. And for that reason alone, it’s a super intriguing topic to consider if you have access to address data.”
Rolf
“Just to emphasize that point. So, I’m allowed to send a postcard or a letter to anyone who has ever bought something from me.“
Martin
“Correct. And I would go as far as saying, once you have a GDPR opt-in. That means, if you have the option on your website to set an opt-in, you could send even earlier, but the purchase is definitely the legal opt-in that allows you to contact that person again anytime, until they actively reach out and say, ‘Please never contact me again.’”
Rolf
“Why would you prefer the print channel, for example, over traditional email marketing?”
Martin
“I wouldn’t necessarily prefer it. I would always say, and this is something we always emphasize with our clients, using the right channel with the right message at the right time is key. So, if I can reach someone with email, then I’ll do that, because when thinking about return on investment, I might have the cheaper channel here. But if I don’t have a digital opt-in and can’t reach that person, then I should rather try the direct mail channel than not address the customer at all.
That means, here I have a so-called ‘Cost of Inaction’ that I need to consider, and where I need to be able to increase the customer value with the right channel. And this brings us back to my earlier point: this is an ‘Out-Out’ channel. That means, you can reach almost 100% of customers. So, if you have a 15% email opt-in rate, you have 85% of customers whom you could address with a bit of display retargeting or social media retargeting, but not really hyperpersonalised and individualized.
I believe the most important thing, and the typical mistake that many companies make, is not to proceed systematically with selection, segmentation, or even forgetting or ignoring tracking. So, when I think about segmentation, I naturally don’t want to, let’s say, I have three million customers in my database, and I’m not going to send three million people a reactivation message twice a year saying, ‘Hey Rolf, come back. Here’s a voucher,’ but I’m going to be smart and systematic.
Ideally, I even integrate it into my existing digital marketing mix, because if someone has just converted via email or app or something similar, then I shouldn’t send that person a direct mail. So, the most important thing is first selection, segmentation, and also paying attention to the age of the customers. The second is tracking. If you’re not able to systematically use things like voucher codes, as you do in email, ensuring tracking, but also setting up control groups cleanly and systematically to ensure you have a performing channel, then you shouldn’t even start. And then – we can talk about it in a moment – there are further ways to systematically increase the performance of this channel.”
Rolf
“That’s true. A quick question, because many people might flinch now that we’ve mentioned trash a few times. This is, of course, always paper that I’m sending. Are there any compensation options? Because inevitably, I am producing waste, because not everyone will keep the postcard, and even when the voucher code has been used, it goes into the recycling bin.”
Martin
“Absolutely. Fundamentally, you can’t prevent the use of paper in this channel, and paper is used just as much as printing and transport. I believe the overall effect is overestimated. We’ve been carbon-neutral for four years. That means, all mailings sent through us, we also compensate for. And you’re using optilyz to move away from mass mailings to personalised and targeted mailings. Therefore, you can definitely set up ways to compensate for the CO₂ effect that occurs. We do this automatically for all our customers, and through Climate Partners, you are essentially certified.”
Rolf
“And of course, through segmentation, as you mentioned, that you’re no longer sending one message to many, but always the right one to the customer segment where it has the greatest impact, simply to avoid the unwanted.”
Martin
“Absolutely. Yes.”
Rolf
“The conversion rate – as you mentioned earlier, on average 4%, but it can also be between 1 to 10%. What about the costs for such a mailing? Where do they lie?”
Martin
“You have two components. Besides – in our case a software fee for optilyz – you have postage and printing. Postage is set by Deutsche Post. It varies a bit depending on whether you’re sending a letter or a postcard. You can expect between 40 to 45 cents per piece that you have to spend for such a mailing, purely on transactional costs.”
Rolf
“What about the design of such a mailing? What are some best-practice ideas on how to set it up? You’ve mentioned personalisation a few times already. What else is there?”
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Martin
“Absolutely. I think many companies are now considering how to address this not immediate, but somewhat longer-term effect. It’s important, and something we’ve seen very frequently, customers coming from digital marketing always want to limit the voucher expiration time.
Very important, if I do that, the voucher expiration should be at four, ideally eight weeks, but they should be individual vouchers. That means, there should be a single-use aspect to it. So, they don’t end up on the internet. And customers should consider this when planning.”
Rolf
“So, we’re not sending them the good old voucher code for the shopping cart, which we always put into the podcast call, but we limit it.”
Martin
“Exactly, yes.”
Rolf
“Okay, I got that. What do I send? A postcard or a letter?”
Martin
“We had the first results on this with customers seven, eight years ago. If you ask me broadly, I would say: ‘Send a letter without a logo on it, white, so envelope-wise, because then you have the highest effect with the fridge effect.’
People don’t necessarily look directly into the mailbox, but they see the postcard, and if they don’t immediately respond because it’s their favorite brand, it lands – for example, I have a trash can right next to my mailbox – directly in the trash.
However, we have a performance database/benchmark database. We get a bit more specific with our customers and look at it based on the business model and use case. For example, a birthday card sent as a postcard tends to resonate better on average. So, broad advice.
And by the way, it depends on the country. In the UK, for example, where you often have letterboxes in the door, a postcard works better than an envelope. But in Germany, I would recommend a white envelope. With that, you can’t go wrong initially.
And most importantly, you open it first at the top of your apartment, and the path to the trash can is longer, so you’re more likely to put it on the fridge.”
The refrigerator effect: How to utilize the performance of print mailings
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Martin
“I was just talking about this Conversion Gap earlier. I think fundamentally, what everyone underestimates – you’re very attentive and also professionally involved in the topic.
When I talk to other people, the first thing they always say is: ‘Why even bother with that anymore? That doesn’t work at all!’.
Take three steps back and then think again about the touchpoints you’ve had with your favorite brands lately, and which of those may have also gone through the mailbox.
And let’s move away from the unaddressed mailings that don’t have your name on them. Then many people realize that the performance of this channel is better because they themselves also respond to it.
And we’re talking here about an average 4% conversion rate. Of course, this depends a lot on the business model, but something between one and ten percent is not unlikely. And that means, first of all, when thinking about it, the advantage is that I reach customers and that with a positive ROI depending on the use case.”
Rolf
“And you also mentioned something about a certain ‘fridge effect’ in our pre-conversation. What is that?”
Martin
“Yes, I mentioned it earlier as well: You take these cards upstairs, and in doing so, you also bridge this short-term effect that you get with email. When you send out an email newsletter, you expect a response within two to three days, and otherwise, not much happens.
It’s completely different with direct mail. People take the letter or postcard upstairs and stick it with a magnet on their fridge. That’s what we call the ‘fridge effect.’
So, this Conversion Gap is bridged here, and maybe you don’t need those red shoes right now, but maybe you’ll need them in three, four, five weeks, although needing is another question, but maybe the impulse to buy them is greater then.”
Rolf
“Yeah, I can also imagine vouchers for tickets, for example, like amusement parks or similar. Then I say: ‘Okay, I’ll save this for the event I want to attend.’ And then it hangs there for two, three, four, five weeks.”
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Rolf
“So, just to elaborate on that a bit more. So, direct mail is for working with existing customers. I can target very well based on the ordering behavior of the customers because I know what they’ve bought from me before. And it’s a reactivation tool, right?”
Martin
“First point: Yes, you can also purchase new customer data. That’s still possible. There are one, two, three providers in the market. The conversion rates are relatively low. You really need a very fitting model for that. We’ve tried that with customers.
So, when we talk about direct mail, indeed, I’m talking about an existing customer marketing channel and a channel within CRM. I think that’s the important point to start with.
Reactivation? Yes, I would go a bit further. I would say, it’s more about increasing the Customer Lifetime Value, CLV, in the broadest sense, because it starts with, when you think about typical use cases, turning a first-time customer into a repeat customer.
And I wouldn’t necessarily talk about reactivation, but really increasing loyalty and the Customer Lifetime Value. And just as you can use email, display, and app systematically, you can also use the print channel within a customer journey to systematically increase the CLV here.”
Rolf
“Let’s do it then. Let’s start at the mailbox before we talk about preparing our campaign. You just mentioned the advantage of direct mail is that there’s not much going on in the mailbox. That’s true. So when I think about it, I get bills and official mail, that’s still in print, otherwise, nothing much.
So, I immediately agree with you on the attention aspect. It’s definitely there when you have it in your hand and I have to pick it up. That means, I’m inevitably engaging with it. What are some other advantages of sending customers a tactile mailing?”“I was just talking about this Conversion Gap earlier. I think fundamentally, what everyone underestimates – you’re very attentive and also professionally involved in the topic.
Martin
“Yes, I think that’s a very important point and what we started with seven, eight years ago, is that the design of a mailing has almost the same effect as when you have an A/B test on a website, where whether you use an orange or a green button can make a huge difference. The same applies one to one in mailing. There are certain things you should consider, for example, if I talk about a letter as an example, then you should have a clean subject line, because there are also camera analyses that were often done earlier:
How does a person read this letter within two, three seconds? They look: What does the person actually want from me? That means, the subject line is super important. You need a conversion-driving element, like a prominent voucher with a euro or percentage amount behind it. You should have a blue-highlighted signature below it with a person who sounds relevant, like Head of Customer Service or something similar.
You should pay attention to highlighting certain things in the structure of the letter, if possible, what you want from the customers. And the image elements are extremely important as well. One of our first cases seven, eight years ago was a company in the banking sector and two of the three designs were totally focused on the product, and one was not at all. The conversion rates were 60% apart.
That means, paying attention to these topics is important. And then you can personalise one to one. That means, if Rolf bought red pants, he now gets suggested red shoes, a red t-shirt, etc. That means, you rely on all the data you have about the customer, just like you would use in email marketing. These are all things that drive performance and are just as relevant in the physical realm.“
Rolf
“You just mentioned event-related aspects: birthdays, for example. That’s also a nice idea, to send my customers a birthday card with a voucher code.”
Martin
“Absolutely. There are two basic ideas why you send. One is still sales-related topics and that’s the ‘send once’ around Christmas, around Black Friday, End of Season, all those kinds of things. And the other are event-driven use cases, which you also use in email marketing or other digital channels. Turning first-time customers into repeat customers, birthdays, churn prevention, reactivation, upsell, cross-sell, all kinds of loyalty. So always think about what are the typical use cases that I might already have in use.”
Rolf
“Really interesting, how diverse that is, because the list you just mentioned actually covers all variations of performance marketing.”
Martin
“Correct. We also have a standard slide in our presentation with a use case wheel, because many, just like you right now, are surprised how analog direct mail actually works similarly to email marketing.”
Rolf
“Are there industries that direct mail is particularly well-suited for?”
Martin
“I would say, a typical case is everything related to fashion. So whenever you think about what is impulse-driven, it’s naturally more relevant. What always comes to mind as my anti-case is the kitchen. Yes, how often do you build something? How often do you buy a kitchen? It’s not an impulse purchase. And catching the person at the right time after eight, ten, twelve years doesn’t make sense. So as a company, you should think about this: Do I have a product where I can systematically influence the purchase? Then using direct mail definitely makes sense. And the first thing that comes to mind is of course Fashion, whether it’s e-commerce or retail.”
Rolf
“Are there industries where you would say it doesn’t work at all? Besides the kitchen example you just mentioned?”
Martin
“We also define our Ideal Customer Profile, our favorite customers. And there are of course certain industries that we exclude, where the repurchase rates are very low. So if I’m a company in an industry where repurchase rates are very low or I can’t influence that systematically, then we exclude that for ourselves.
I would say, everything, so an example besides the kitchen would of course be something like a car. There it’s more of a branding effect and you have to be much more long-term oriented. What makes total sense are actually opticians and hearing aid manufacturers. But you have to be much more systematic in your marketing and think about, okay, a hearing aid is bought every four years somehow.
Then you have to be more systematic: ‘How do I get the customer loyal over these four years and get them back to maybe my store or in contact with me, so that in four years they come to me and not to the competitor?’. So it’s more challenging then and it’s not about impulse buying, but rather focusing on loyalty and Customer Lifetime Value over a longer period. That means tracking becomes much more difficult than if you’re just aiming for sales.”
Checklist: Loyalty programme
This checklist summarizes the most important framework conditions that a loyalty programme needs to be successful.
Rolf
“Is this only for e-commerce folks or is it also for people with stores, like physical shops where people shop?”
Martin
“One prerequisite is that you have addresses. That’s why it’s correct that you first bring up the topic of e-commerce. At the same time, there is hardly a retailer today who does not also operate e-commerce in parallel or has their own loyalty program. And if you have a loyalty program, you always have addresses and then direct mail definitely makes sense. So if you have addresses, then it’s relevant for e-commerce, for retail, but definitely also for other segments like banks, insurance, utilities, where you typically also get mail that is not just bills. So the all-encompassing part.”
Rolf
“So it could also be about services, for example. If you now say, for example, that every four years there is a new purchase coming up, then I could send out such a post annually: ‘Come by for maintenance,’ let’s say. I have no idea what needs to be done.”
Martin
“Yes, maintenance for example. I know cases where, for example, a replacement battery is given out or something similar. Absolutely. Or a discount on maintenance, whatever it may be, or in the case of a car manufacturer, winter tires or tire change or something like that. There are always various other cases. Then you have to get a bit more creative as a marketer, but I think that’s no different from how it works around other existing customer marketing channels. So even the digital channel doesn’t work quite as easily as just sending out a newsletter with the latest collection.”
Rolf
“You mentioned age earlier. I kind of skipped over that. What role does age or other demographic factors play in the context of direct mail?”
Martin
“Interesting and funny point, because the first thing people always say when they approach us about the channel is: ‘Oh, okay, so you’re targeting the golden agers, sort of.’ Sure, historically that’s the group that also knows catalogs and sometimes even still wants those catalogs today, which can totally make sense.
However, studies also show and prove that even Gen Z and younger, so 18 to 24-year-olds, definitely show good conversion rates today, because they are just as excited when their favorite brand reaches out to them. So you can’t generalize and say that one age group works better or worse.“
Rolf
“I can really imagine that this is relevant for all age groups, because as you said, it’s about building customer relationships or maintaining relationships, which is why we actually communicate, so it makes complete sense. Let’s talk about some cases. I know you’ve brought a few. Could you share a best practice case regarding direct mail with us?“
Martin
“Recently, we’ve had some very interesting public cases. Last year at OMR, for example, we worked with OBI, who completely revamped their loyalty program, transformed their entire marketing approach, and as part of that, they also incorporated direct mail and recurring cases into their channel mix.
What was particularly interesting was that they tried – as we were just talking about use cases – to think a bit outside the box. They have a loyalty program and they used two interesting cases. One was not just congratulating customers on their birthday, but on their one-year OBI anniversary. So if you had been a loyalty member for a year, they sent you a voucher code, which was a very positive case.
In the second case, they didn’t even use a voucher, but they informed customers that they had a certain number of points in their account that would expire if not used within two, three, or four weeks. This meant they could show a positive effect compared to a control group, with many people redeeming those points. So these are two interesting cases that may not be so obvious when thinking about standard use cases, but they show that this approach can be very versatile and diverse.”
Rolf
“What if I don’t have 10,000 records lying around, but I’m smaller or in a growth phase and I still say, ‘Oh, what Martin just talked about sounds smart, I’d like to try it!’”
Martin
“Great point, and I have many conversations about this.
Then you don’t need software initially. You can go to a so-called lettershop, right around the corner from you. If you have 100 to 250,000 addresses in your entire customer database and you’re not yet ready for automation, then we recommend: ‘Give it a try, make a manual selection, and go to the lettershop around the corner.’
That’s enough for the first step.
And when you realize, ‘I’ve started automating all my digital marketing and now I have enough data, I want to also integrate software like optilyz!’, then you come to us and we are pre-installed in all standard marketing systems.
So, afterward, you can automate the channel as well. But in the first step, you can also go manually, because if you don’t get 10,000 pieces together, you can manually select five times a year and send it all to the printer, to the lettershop.”
Rolf
“How large should a dataset be at minimum? Like an address list I’m working with, so we can say that’s a test from which I can derive valid results?”
Martin
“Good point. I would say, it should definitely be five digits for such a test. If you’re sending out less than 10,000 pieces, you won’t have particularly statistically relevant results. When you’re really going for the first time and say, ‘I want to set up a test,’ we always recommend starting with twice 10,000 pieces, just to be able to set up tests at all. We also recommend testing more than one use case because it’s possible that the use case doesn’t work for you. And potentially also an A/B test, letter versus postcard or two designs against each other. So, that would be the entry point.”
Rolf
“So I’m taking away now that the topic of direct mail is much more complex than I initially thought. I thought we’d just send out some fun postcards and see what happens, but it’s actually like building a complete funnel, which is really interesting. Let’s build a sample funnel as our final big point. So, I have some address data lying around, what’s the next step?”
Martin
“Yes, the first question you should ask yourself: How, where, what kind of data do you have lying around? Because I would say the ideal situation is that you have some sort of marketing automation system, cloud system, or customer data platform that you can use to systematically work with your data. This means systematically segmenting on one hand, but also integrating direct mail into existing customer journeys. Because selection is an extremely important aspect of direct Mail.
We talked about the prices. The fact that the channel isn’t cheap is clear. And the conversion rate is of course lower for a reactivation case where the addresses are 6, 8 years old, compared to addresses of customers who bought 6 to 12 months ago. So, first of all, you have a marketing system that you can somehow start with. The old way would be that you have a business intelligence team that does manual data segmentation for you. But ideally, you have such a system.
Then you need designs. That means designing either a letter or your postcard, ideally focusing on the performance drivers I mentioned earlier. Then you integrate the channel into your existing journeys, in the first round, second round, etc.
And then you set certain trigger points. How often have you reached which data trigger points, and thus you can address the customer with direct m,ail at the right time. But also, choosing channels that are more ROI-positive first.
This way, you can proceed systematically, having selected the right data, and of course, one point I forgot, you think about tracking. What do you use in this channel, vouchers or not, QR codes, etc.? And you always set up control groups. In the end, you also stick to standardized formats. Super important. It might be particularly nice for special campaigns when you’re addressing especially loyal, great customers. But in the end, it’s about choosing a performance-oriented approach. And for the most part, postcards or letters, as they can be used today, as personalised as possible, are sufficient.”
Checklist: Key elements of hyperpersonalisation
This checklist identifies and summarizes three key elements of hyperpersonalisation.
Rolf
“Do you know how well that worked?”
Martin
“Well, in terms of customer reactivation, they saw a 218% increase in revenue per customer compared to the control group, and they were also able to reduce inactive customers, reducing churn, so to speak – even compared to the group. And in the loyalty campaign, where the goal was to redeem points, they managed to increase point redemption by 30%. So from my perspective, these are very relevant performance metrics, considering what might have happened if they hadn’t addressed them.”
Rolf
“Definitely, I find the first case even more valuable than the second, because those are inactive customers. So if you have points lying around, it’s likely that you shop regularly or more often. You’ve been a member for a year, maybe you only signed up on the first visit because you got an attractive percentage off the first purchase, and so on. But then to turn these inactive customers back into customers, especially in a hardware store where the product range is likely quite extensive. A really exciting campaign.”
Martin
“Absolutely. Maybe another example: In May, this year at the OMR, we will have another exciting Masterclass. This time unfortunately without the beaver, but with Fressnapf. So also a very interesting company, which for the first time used direct mail independently as part of their transition to Customer Journeys, and approached the whole topic very systematically with us, addressing various use cases.
And here’s the case I mentioned earlier: The first-time buyer who was motivated to make a second online purchase, which had a 19 times higher conversion rate during the campaign period of eight weeks. That’s an increase of 1700%. So a fascinating number and also a big sign of how a typical retailer can use the channel to become more active and successful in e-commerce. That’s just one example, and anyone interested in hearing more can apply for our Masterclass at the OMR in May, as soon as the application window opens.”
Rolf
“That’s definitely worth it.
But it’s a really interesting case, because you know how it is. As you said, people are standing at the checkout – those who buy at the counter – and then they can become customers through a bonus program or something similar, and then sending a postcard afterwards is of course pretty good, because often, especially in rural areas, there are long journeys to these stores. And then the switch to e-commerce is of course a very good idea.”
Martin
“Absolutely, and an app push. So that’s also something we often talk to customers about. A nice example you just brought up, Rolf: You have a person in the store. That means you can’t immediately get an email opt-in. You first become a member of the loyalty program. So then to get this person into an email opt-in or even to become an app customer, where the customer is almost more valuable, these are super exciting cases that you can use here.”
Rolf
“Then take a look to see if the case fits for you and if you have address data somewhere in an Excel spreadsheet, a database, or in a really good CRM system that you can clean up as neatly as Martin just described, to just get started. And I’m curious to see what kind of mail I’ll receive from you in the mailbox soon and how the Direct mail channel develops. Martin, that was incredibly exciting. There’s a lot more potential there, I believe, than one might think when holding that postcard in hand. It was a lot of fun!”
Martin
“Thank you, Rolf, thank you very much for the invitation. I really enjoyed it, and for those who want to learn more, catch us at the OMR, either at our booth or in the Masterclass. Thank you!”
Checklist: Define & create meaningful Direct Mail use cases
Rolf
“What are the key things I should check if I want to get started? And now we’re already in our last category, ‘Results to go,’ that’s what it’s called.
I want to start with this channel. You’ve mentioned a lot already. But if I want to clarify the crucial points to get started, what would they be?”
Martin
“The first, and we talked about this, is: do I even have addresses? There are many large companies that don’t have addresses. Typically, Aldi, Lidl, if you just go shopping, they don’t have address data. So, first: Do I have address data? And how are these address data available? Am I able to segment them? And whether it’s automated or manual, can I create meaningful data groups from this?
Because if I mix people here who bought three months ago with people who bought eight or ten years ago, then the risk of burning a lot of money in this channel is very high. So, I should be able to have my data under control. After that, I need someone internally or externally who can design for me, because that’s a very interesting point we learned painfully:
A typical online designer first needs to learn the whole print design aspect because there are typical things. Just the fact that I have to set up the whole thing in different color modes because it comes out completely different in print, even from the colors, not all designers necessarily know that anymore. So, I need someone who can design the whole thing, and then in the end, I need a partner to implement it. And with that, I can get started.”
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Rolf
“That can definitely be exciting. And I’m also thinking about industries that you might not even have on your radar.
For example, craftsmen, I could imagine that very well. Heating maintenance, which has to be done now, getting people addressed for that in an analog way.”
Martin
“Absolutely. I think it’s important: There are certain minimum sizes from Deutsche Post that you should adhere to. From about 500 pieces, there’s reduced postage, and from 5,000 onwards, it’s significantly reduced.
These are minimum sizes that you should consider if you’re not just thinking about performance and statistics.”
Rolf
“So this online marketing discipline, can I also use it locally or regionally as a smaller company?”
Martin
“Absolutely.”
