Higher conversion rates through precise data segmentation and personalisation
The best equipment alone won’t get you far – only when it’s perfectly set up, and you know exactly how to operate it will it reach its full potential. Imagine owning a state-of-the-art camera. Without knowing how to adjust the aperture, exposure time, and ISO settings, the results will likely fall short of expectations. It’s only with skilled handling and precise calibration that the technology truly shines. That’s the key: technology is only as effective as the person using it.
Your direct mail campaigns also perform better the more seamlessly the technology comes together. This is ultimately what data segmentation and campaign personalisation rely on. That’s why, in this blog post, we’d like to introduce you to our “Professional Service,” designed to help you achieve clean data segmentation and, building on that, optimal personalisation for your direct mail.
Professional Services: Two Pillars of successful consultation
To boost the conversion rate of your direct mail campaigns, our consultation is built on two essential pillars that cover every aspect of a successful advisory process. These pillars ensure that you receive not only a precise analysis of your current challenges but also concrete, actionable recommendations for future success.
1. Brainstorming Pillar: Consulting and Development of a Meaningful Data Structure and Segmentation Processes
This phase is all about gathering ideas without constraints and building a solid foundation for the future data structure and segmentation strategy of your direct mail campaigns. The goal is to offer not only technical insights but also practical recommendations for establishing a sustainable and valuable data base.
Key elements include:
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Identifying Technical Possibilities and Requirements: We assess what’s technically feasible and determine the infrastructure needed to enable efficient data processing and utilisation.
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Recommendations on Data Structure and Segmentation: Using best practices and industry-specific experience, we provide guidance on structuring and segmenting data to achieve optimal results.
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Identifying and Leveraging Existing Data Assets: We assist in analysing existing datasets to uncover potential “data treasures” that may have been previously overlooked. These can then be strategically used or enriched to maximise data potential.
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Opportunities for Data Enrichment: Beyond reviewing available data, we also explore how additional data sources can be utilised or integrated to enhance the accuracy and precision of segmentation and personalisation.
Overall, this brainstorming process is designed to lay the groundwork for structuring data efficiently and effectively, transforming it into a strategic asset that drives the success of your marketing and sales activities.
If, during the consultation, it becomes clear that certain optimisation measures are needed—such as adjusting data structures or implementing new processes—but your internal IT indicates that these adjustments would only be feasible in several months, we offer targeted support. Our Professional Service helps you make the necessary adjustments promptly, without having to wait for your IT department’s long-term resources.
Our range of services includes:
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One-Time Data Migration: We handle the migration and integration of your existing data into the new structure, so you can start with an optimised data foundation that provides swift access to valuable insights.
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Use of the optilyz Custom Connector: If your systems are not yet ready for direct integration, we deploy the optilyz Custom Connector. This connector seamlessly links various systems such as marketing cloud platforms, e-commerce systems, customer data platforms, data warehouses, and optilyz.
- Example: When a customer receives a voucher code, it’s crucial that this information is accessible in the customer support tool. This way, the support team can see exactly which customer received which voucher in the context of which communication, allowing them to tailor interactions accordingly. If the support team primarily operates within a dedicated support tool, rather than directly with the marketing cloud, reliable data synchronisation is essential.
Our service ensures that this information is passed to the cloud in real time and can be updated bidirectionally as needed. This keeps the customer support team up-to-date and enables them to respond effectively to individual offers and interactions—regardless of the system where the information was initially stored. In this way, we foster seamless communication and enhance efficiency in customer support.
Thorsten Hemann
Solution Engineer
- Individual Marketing Data Streams: By connecting multiple systems and data sources, we enable the creation of specific marketing flows that can be enriched with additional data sources. This allows us to build a flexible and scalable infrastructure that meets the needs of modern, data-driven marketing processes.
Through these measures, we ensure that your direct mail campaigns are strengthened and data-driven, without delays – regardless of your IT department’s internal capacity constraints.
Professional Service: Book your strategy call now
Du möchtest deinen Daten-Chaos mit uns bereinigen und deine Direct Mail Kampagnen optimieren? Dann buche dir ein unverbindliches Strategiegespräch mit unserem Sulution Engineer Thorsten Hemann.
