optilyz goes Emarsys: This is what perfect omni-channel marketing looks like
Physical mailings are seamlessly integrated into omni-channel marketing: Thanks to the optilyz integration, Emarsys customers can add letters, postcards, etc. as automated contact points to their customer journeys. Under the keyword “Direct Mail”, optilyz is now the standard integration for postal marketing in Emarsys. This innovative approach sends a clear message: if you want to inspire your customers, you must also include physical mailings in your efforts.
Physical mailings are integrated into customer journeys
With the optilyz integration, Emarsys customers can take advantage of the postal channel in just a few clicks for their omni-channel strategy. Studies show that omni-channel marketing has clear advantages over conventional multi-channel marketing.
In the latter case, the channels used coexist without being coordinated. In most cases, customers are not able to design their information or purchasing process across channels.
In omni-channel marketing, all marketing activities are coordinated with each other in order to inspire customers with a holistic brand experience. This leads to a strong and lasting relationship between customers and the company and thus generates significantly more sales. In figures this means:
Return on investment is easily possible with the combination of physical mailings and emails (as for example with our customer HelloFresh).
of existing customers can be reached with physical mailings, as the postal address in accordance with the DSGVO does not require consent (opt-in).
average customer retention rate is achieved by companies with omni-channel strategies. If omni-channel customer loyalty is weak or non-existent, the value is just 33%!
higher lifetime value is generated with omni-channel buyers compared to mono channel buyers (who, for example, only use the online shop)
Conversion rates and more is possible when combining postal mailings and emails (as for example with our customers posterXXL and Contorion).
Valuable synergy: email marketing and physical mailings
Leading companies are already demonstrating this: They use optilyz integration to perfectly coordinate physical mailings with email marketing and other channels.
Germany’s leading online retailer for photo products and services posterXXL sends its customers an email as a reminder as part of physical mailing campaigns a few days before the end of a discount campaign. In this email, customers are notified of the approaching end of the campaign. The results are impressive: The achieved uplift in the last days of the campaign is on average 106.5%. These omni-channel campaigns achieve conversion rates of over 8%.
With optilyz we have rediscovered a high-performance channel for our dialogue marketing. The seamless integration with the Emarsys Suite fits perfectly into the agile and scalable way our organization thinks and works.
Martin Berky, Team Manager CRM, posterXXL
The fact that this approach has enormous potential is also demonstrated by the world’s leading and listed cooker box supplier HelloFresh. With its clever marketing strategy, the company achieved annual sales of almost one billion euros in 2017. Physical mailings are optimally integrated into HelloFresh’s customer journeys. In this way, the company uses perfectly coordinated emails as teasers for planned mailing campaigns. A few days before receiving the physical mailing, customers are informed by email that they will soon find an unbeatable offer in their mailbox. These omni-channel campaigns have doubled conversion rates!
As the best tool in Europe for automating mailing campaigns, optilyz enables us to implement even highly segmented campaigns with minimal effort.
Dr. Florian Bonnet, Global Head of CRM, HelloFresh
Examples such as posterXXL or HelloFresh impressively demonstrate the potential of this approach. Both companies want to further intensify their omni-channel activities in order to link physical mailings even more intensively with other marketing activities.
Leading players rely on optilyz integration
optilyz is Europe’s leading online platform for direct mail campaigns and is seamlessly integrated into the Emarsys marketing platform. optilyz’ customers include leading e-commerce companies as well as large stationary chains and mass market companies. Their aim is to reduce customer acquisition costs and effort and to add another scalable and high-performance marketing channel to the marketing mix.
Rená Kulka, Client Marketing Manager, Emarsys
Since the sending of letters, postcards and the like can be triggered automatically, the effort especially for recurring use cases such as reactivations, shopping basket cancellations or birthday mailings is reduced by up to 80%. This is why optilyz integration is already being used by companies such as Otto, Klingel, Rewe and Contorion:
Thanks to the integration of optilyz […] our reactivation campaigns by letter now run just as fully automatically as our email campaigns. This saves us a lot of time and costs.
Christian Efendic, Team Lead CRM, Contorion
optilyz can be connected to any system
Even if you are not an Emarsys customer, you can still benefit from optilyz. Because our software can be connected via a standard interface to all common campaign management tools, marketing clouds or CRM systems. Do you also want to automate your recurring mailings? Then contact us!