www.onetoone.de Issue 04-05/2022 | EUR 7.90 C–47895 Special Programmatic Printing Print as part of the digital strategy Interview with Ulrich Gursky, Head of Communication SSI Schäfer Shop, about challenges and solutions at Programmatic Printing. Page 8 BurdaDruck Printing the Good Life S I L V E R S P O N S O R B R O N Z E S P O N S O R B U R D A & P A R T N E R . . P L A T I N U M S P O N S O R Advertorial KLAPPER GEHÖREN ZUM HANDWERK DER GLOBAL-LOCAL COMMUNICATION

O N E t o O N E 0 4 - 0 5 / 2 0 2 2 3 On the way to the mainstream • The technology: The list of marketing automation solutions that offer a print output is getting longer and longer (overview on page 40 et seqq.). A sign that manufacturers see a growing market in this field. As editorial staff, we also take this turning point into account insofar as we are bringing the topic of programmatic printing even closer to the "normal" ONEtoONE edition. You will receive all programmatic printing reports as previously through cross-media print, as an e-magazine, via email newsletter and as a web special on Programmatic-Printing.de. With the difference that printed and EMagazine issues appear as regular issues (and no longer as "special" issues). Simply mainstream. The developments in the programmatic printing market in recent months and years also show who is among the winners and who will lose touch: • The digitally oriented will win: those service providers are the drivers who have already had experience with data-supported marketing in recent years. For them, (programmatic) printing is just another digital channel that needs to be played. • The early adopters will win: programmatic printing is above all project know-how. Those who realise many projects, can continue to offer projects more successfully, faster, and more cost-effectively in the future. Joachim Graf Editor In recent years, programmatic printing was first an idea, then a concept and then became new hot stuff. In the past two years, we have reported on technology and trends, actors and applications, concepts and calculations via Program- matic-Printing.de and in our now four biannual specials. The focus was always to inform people about a new technology and its effects on more classic dialogue marketing and more modern online marketing. In the meantime, the market for digitally controlled individualised print production has changed. Programmatic printing is no longer suspiciously eyed as new hot stuff, but has long since found its way to daily business, to the mainstream. This can be taken from a number of indications that you will see on the following pages: • Those printing service providers who only think in terms of "paper" will lose: those who cannot offer the entire (digital) value chain – whether through partner companies – will end up as con- tract printers, whose only selection criterion will be the lowest possible price. • Marketing managers who think in terms of integration will win: the time of silos (digital department here, creative, dialogue and/or catalogue departments there) is over. Those who collect a wealth of data, those who build a holistic customer experience, will win. • The population's opinion: In our programmatic printing study that is representative of the population, which has been carried out for years, the results have been shifting: from abstract-positive- unspecified voting behaviour so far (as is typical when people don't really know a technology), clear opinions are now emer- ging. A sign for the concrete examination of concrete existing applications (page 6). • The applications: For the second time in a row in its 21-year history, the renowned “Catalogue of the Year” award has chosen a programmatically printed catalogue as the winner (interview on page 8 et seqq.). A sign that more and more programmatic printing is being integrated into state-of-the-art catalogues.

O N E t o O N E 0 4 - 0 5 / 2 0 2 2 5 30 Project calculation How a pilot project pays off 40 Marketing automation How to successfully integrate print 46 Programmatic printing success stories Love letters to resellers 34 Directory of specialists Service providers for programmatic printing 36 Business guide 37 Imprint

O N E t o O N E 0 4 - 0 5 / 2 0 2 2 7 More in the average shopping basket +22% Further insight: the attention span of consumers who have catalogues is continuously decreasing year after year. Only two out of five respondents will keep a catalogue until the follow-up catalogue is published. In 2018, it was just under half. The product reference work "Catalogue" is increasingly becoming a short-term attention peak. Therefore, online retailers have to, more often than not, produce smaller catalogues. The CMC dialogue mailing study has already shown that these work. The alternative to higher mailing frequencies is to produce more relevant catalogues. Our survey clearly shows that programmatic printing processes can be used to create individualised catalogues that are individually tailored to the purchasing behaviour of in- dividual customers using new digital printing techniques and connections to PIM and CRM. The return on advertising spend Source: Splendid Research; Image: Open Clipart Vectors 1,190% According to the current CMC dialogue mailing study, online shops achieve an average of 22 percent higher shopping basket sales with print mailings. on technology. It is only when a technology becomes concrete and tangible for the individual that concrete opinions emerge. This is apparently the case with programmatic printing in 2022. Programmatically-produced individualised catalogues thus have a good chance of driving up sales – especially if the process is explained to the recipients. (jg) Average CVR for online shops when sending print mailings 6.8% Total print mailings sent: 991,364 Total orders placed: 67,112 Print has an impact on e-commerce: print mailings to existing customers of online shops ended up with a conversion rate of 6.8 percent in the CMC dialogue mailing study. Source: Splendid Research; Image: Open Clipart Vectors Print mailings are paying off: the ROAS for the CMC dialogue mailing study averaged 1,190%. Significantly more than half of the respondents stated that they would be more interested in a catalogue tailored to their personal needs and individual purchasing behaviour than a classic, unpersonalised product catalogue. Almost a third (31 percent) would also "probably rather buy something" according to their own predispositions. In contrast, only 12 percent expect less interest in a catalogue tailored to them. Nine percent of the respondents don't care, or they still can't imagine programmatic printing catalogues. The development over the various survey waves in recent years is interesting. It shows that both the proportion of Ger- man citizens who are interested in programmatically printed catalogues, or who would even be more likely to buy something in them, and those who are concerned about data protection, is constantly growing. From an abstract-positive-unspecified voting behaviour, both supporters and opponents have formed clearer opinions in recent years. Such a development can also be found in other studies that are representative of the population, which question the opinion on a rather unknown technique (for example: Bitcoin or NFT): the answers correspond to rather abstract basic beliefs

O N E t o O N E 0 4 - 0 5 / 2 0 2 2 9 An interview with Ulrich Gursky, Head of Communication, about repositioning and goals, about challenges and soluti- ons in programmatic printing, the worth- while combination of online and print, the relevance of in-house know-how and marketing tasks of the future. Congratulations! Your new catalogue concept was named "B2B catalogue of the year 2021/2022" by magazine Ver- sandhausberater in cooperation with the BEVH (ger- man association of e-commerce and mail-order trade) What does this prestigious award mean for your team and your work? We were very happy to have received the award. This news has spread like wildfire in our company. Many colleagues from a wide variety of departments are a part of this success, and you don't get praise from an expert jury like this every day. Many colleagues were impressed by the fact that the work of each individual was so appreciated in the laudatory speech by jury member Christian Städler – after all, he is chairperson of BEVH e.V.'s Print working group SSI Schäfer Shop now relies on a modular catalogue concept – tailored to different customer segments and purchase pre- ferences – instead of a complete catalogue of almost 1,500 pages. The jury evaluated your personalised catalogue con- cept as "forward-looking" and "decisive for success" and as "pioneering work for a new generation of catalogues for the future." How forward-looking is your company's new concept? It is so forward-looking that we will continue to work on opti- misations in order to be able to offer our customers even more targeted offers. In my opinion, the "watering can" principle is no longer suitable to compete with others. It is no longer contem- porary. For us, the focus is on relevance. The more relevant I am to my customers, the better. This is nothing new, but the current state-of-the-art offers increasingly better possibilities here. SSI has been on the road for years in terms of data-supported catalogue production. But what has changed in 2021? Why was a realignment necessary? The speed at which we have to react to market changes has increased. Not least because of external factors such as Coro- navirus, supply chain problems and raw material shortages. In terms of our catalogue strategy, the change in 2021 was the next step in development, which we have been working towards for a long time. We have already laid the foundation for a modular approach before the main catalogue. We were able to minimise the alleged risks. In the 2021 autumn/winter edition, we then fully exploited all the advantages, synergies and savings potentials. How elaborate is implementing the new catalogue concept? What were the biggest hurdles? After the first strategic considerations and objectives, three thematic areas emerged. Firstly, data. Without customers' be- havioural data, there can be no forecasts and no clustering, let alone product recommendations. Secondly, content. Structured content is absolutely necessary for individual product recom- mendations and the automation associated with them. The third area was then about the topics that are relevant to production. We realised that no one had ever implemented such a project with this kind of complexity and comparable conditions. Howe- ver, our discussions with the printing partners quickly led to an –admittedly – extensive production plan. Our data warehouse and the Content department have done real pioneering work for implementing this. What's next? What exactly do you want to further optimise? The next step for us is the interplay of individualisation, clustering and static elements in an object. This means different printing techniques – but also includes the knowledge of how high the respective uplift can be in the different sections. What are the challenges? At first, we only individualised catalogue covers. However, various tests with digitally printed catalogue envelopes have shown that this is not enough to be accepted by customers. Currently, we use individualisation primarily for mailings and for the catalogue environment, on address labels. We will now incorporate this more intensively into the catalogues. In a test with the main catalogue, the front part has already been individualised. Technically, this was a major challenge, also for our service providers. For cata- logues with adhesive binding, the part that is individualised for an address must then be matched again with the address label during further processing. That's not half bad. Jury member Christian Städler, during his laudatory speech, acknowledged how complex this process is and how closely the teams have to work together to achieve it. He said: from the customer's perspective, a catalogue concept like this is fantastic, but for production it's awful. Can you confirm this? Yes, we have demanded a lot from our service providers. Also from our printing service provider Mohn Media. Because we could not learn from others, we could not exchange ideas with other customers. What lead time was needed before you could go into pro- duction? The production time has not become longer. But there was cer- tainly one year lead time from planning to implementing the catalogue object. First, we tested individualisation on a smaller scale. This then resulted in more and more. At first, the customi- sation for package inserts was planned, for which we had sought service providers. But then it shifted towards mailings, because we could be much faster there. With interfaces to marketing automation and thanks to digital printing, print mailings can be designed and sent automatically and individually. So does the programmatic printing trend have a future? Definitely. In the mailing area, we first tested individual product

O N E t o O N E 0 4 - 0 5 / 2 0 2 2 11 The basis for the individualisation of advertising measures is data. How and where do you generate the necessary data? We have a very good in-house data warehouse team for these tasks. They do a great job. Without this team, we wouldn't be able to handle this at all. This is the basis for everything. What are your most important learnings after the premiere, which will now be included in the future catalogue design? Looking back, what would you do differently now? We expected that catalogues would no longer primarily serve research, but would increasingly become an impulse medium. At this point, we will reliably continue to follow suit regarding the design. As far as the concept is concerned, the modular system is only at the beginning. Learning would include the fact that a smaller page size can offer you the same success as a much more extensive advertising medium. It saves resources and costs. Looking back, the path was stony but definitely aligned with our current intermediate objective. Perhaps we could have tested even more different forms of advertising. For SSI Schäfer Shop, e-commerce is a rapidly growing sales channel and "essential driver of the future." Why do you con- tinue to rely on printed catalogues in times when the shift is more and more towards digital? For us, print is a regular part of the digital strategy. Our custo- mers determine how they want to communicate with us. Print as a driving force in the customer journey works well for us and is an important contribution to our business. So does print work as a driving force to attract customers to the online shop? Yes, and it works very well. Years ago, we lowered our require- ments and then had to make the painful experience that we no longer had enough traffic in the shop. With print for our custo- mers, we manage to point out online products, give impulses and generate traffic. Discontinuing channels is a hurdle, but this thinking about which channel makes what amount of turnover is outdated. Print can no longer be viewed so isolated. The cus- tomers decide how they make the turnover or where they want The beginning of the catalogue with the first eight pages is individualised. On the inside cover, the cover's title product is brought to your attention. This is fol- lowed by an eight-sided bound insert with sample products from all product ranges. Then 16 cluster pages in six versions and then the relevant modules for the respective target group. At the end there are again offers, depending on the cluster.

O N E t o O N E 0 4 - 0 5 / 2 0 2 2 What do you think of Google's bundle of measures so far? I am observing this and am sometimes a little irritated about what Google is changing again and its consequences. Google has incredible power over the market. However, in the B2B area, we have the advantage that personal data is not that important and is not part of our primary goal, but rather company data. The function is more important to us than the person. We of course attach great importance to the data protection regulation. This is checked on several times before we use data. Is content marketing becoming more important? Also through your own website? Information and research are certainly more likely to run online, on social media and on the website. We can provide more de- tailed information there. Print offers teasers and sets impulses. The QR codes then refer to further content online, an explanation video or the product detail page. We can use the codes to track this in the future. This is also becoming more important for our service area. How so? We offer a wide range of services, from shell construction plan- ning to the completed furnishings of offices. For this, we even have our own in-house department with planners and interior designers. But many customers are not yet familiar with these services. We can then better refer to this. What part does customer service play in the brand's success? A decisive part. Many claim this, but we really want to align oursel- ves completely with our customers. Several working groups are continuously discussing how we can place our customers in the foreground even more. What is required, what return channels do we have, how can we listen to our customers even more? We try to learn from regular surveys. Because customers' opinions are essential. We see a lot through the figures. But getting a direct response is even better. Your company has received several awards for outstanding customer service. These kinds of awards create trust and should certainly be placed more prominently in your catalogue, as the jury advises. What do you think of this suggestion? Are you too modest? This is indeed an element of trust we could make better use of. We will definitely be developing something in this respect. Some- times you can get a bit "stuck in a rut". We're not that modest. But it is very important to us that we are not misunderstood. For this reason, for example, we are not yet doing any advertising on our commitment to sustainability. What do you do in the area of sustainability? We have set up a task force that has developed a concept suitable for Schäfer Shop. It covers all areas to do with the environment, procurement, ethics and social affairs. For us, sustainability is a holistic topic that every business unit can contribute to. For ex- ample, by reducing CO2 emissions at our sites, more sustainable procurement and products, and social commitment both inter- nally and externally. We are now also certified and are working on the external communication of our measures. SSI Schäfer Shop also puts its own brands in the spotlight in print and online – as well as its customer and consulting services.

O N E t o O N E 0 4 - 0 5 / 2 0 2 2 15 BUSINESS GUIDE You found your service provider for program- matic printing at the Mailingtage event. Do you miss these kinds of industry events? Before the Coronavirus pandemic, the advantage of these events was that you could meet the entire industry and maintain personal contact with all service providers as a customer. It was not only about current, ongoing projects, but also about further development, new technical possibilities. This exchange was a real advantage and I perso- nally miss it. Hybrid events are very limited in this respect. We are still doing business from person to person, and I think it is a pity that this cannot be done at the moment. Speaking of the challenge of personal exchange: how is your team organised as far as working from home is concerned? Two years ago, we faced a very big challenge be- cause we lacked the technical prerequisites for working from home. Meanwhile, however, it is working very well. As far as digital communica- tion is concerned, our colleagues are doing well, so I can only pay a compliment to my team. It's going great. When the situation gets back to nor- mal again, we will probably go back to working in the company again on a daily basis. How big is your marketing team? We have a lot of people and teams working to make sure that the catalogue is a success. Each About the person: Ulrich Gursky has been Head of Communica- tion at SSI Schäfer Shop GmbH, a specialist in office furniture, office supplies and storage equipment, for almost ten years. In this po- sition, he is responsible for the design and production of corporate communication (print, online, B2B/B2C), the digitisation of publishing processes, and the individuali- sation of advertising measures of all kinds (clustering up to 1to1). Design and draf- ting of customer-oriented online and print communication as well as sales support measures. He is also responsible for the de- velopment of CI guidelines, optimisation of paper and print purchasing, team-leading and development of interdisciplinary teams and processes. Previously, Gursky, a graduate designer specialising in graphic design and a marketing communications economist, held senior positions for agencies and customers in the area of dialogue marketing and has many years of mail order experience. and every person who was a part of this must be highly commended. As many as eighteen design- ers work on the graphics. Six people deal only with the data topic. There is a campaign planning group. Interaction is extremely versatile. No de- partment works only for itself any more. That's why digital meetings are getting bigger and big- ger, sometimes with more than 30 people, so that everyone is informed. Your job offers also include jobs in the areas of marketing and communication. Have you also noticed the shortage of specialists in marketing? What do you do to attract new employees? Of course, the shortage of specialists is an issue. Some time ago, we expanded our recruiting team and in particular brought colleagues on board to personally train employees. And it pays off. The Coronavirus crisis has not yet been over- come, but the war in Ukraine is now unsettling for Europe and the world – with consequences for the economy that cannot yet be predicted. What impact do you expect this to have on your business and budget? Basically, everything will go on as planned for now. Because of the Coronavirus, two years ago we had to completely rethink our initiation chain within a week. It was not the right time to send out large catalogues. We changed our strategy, sent out mailings instead, worked more closely with smaller advertising media. From this we learnt that we can react very quickly if need be. This will continue to be the case in the future, no matter in which direction the situation develops. We will then sit down and discuss things and come to a conclusion in an agile way. It certainly helps that you already have a mo- dular catalogue concept. Once these modules have been set up, the pool is of course vast. A price update can then also be implemented much more quickly. How does your company deal with the threat of the war in Ukraine? And you personally? We, like definitely many of our fellow citizens, are watching what is currently going on with concern, and hope that this war and violence will soon come to an end. For me personally, it is incomprehensible and, above all, inhumane how interests can be more important than the value of human life. Frauke Schobelt conducted the interview. You can find more about the offers of these companies at: ONEtoONE.de/businessguide

O N E t o O N E 0 4 - 0 5 / 2 0 2 2 A D V E R T O R I A L 17 By combining the Customer Relationship Management (CRM) sys- tem with the online exhibition and digital printing, The Drum and Canon were finally able to use various data for a highly relevant approach. For example, the surfing behaviour and corresponding users' focus of interest was linked to existing user data in the CRM system, such as the residential or business address, in order to generate personalised printed products almost in real time and at a specific time (trigger). In close cooperation with the printing service provider Severnprint Ltd., these kinds of trigger-based and individual postcard packages were produced and dispatched over the entire duration of the exhibition. Thanks to the use of personalised QR codes, the gap between online and print has been closed. Trigger, individual content and mix of online and offline communication put together at the right time generated a relevant response and encouraged the recipients to take action. Canon's Professional Service team supported the campaign to ensure that the aspect of programmatic pressure flowed consistently into the individual actions along the user journey. 2. Triggering an emotional tie By receiving printed products that were personalised for each recipient based on their interests stated when registering for the exhibition, we were able to create relevant content that was tailored to them. That triggered an emotional tie. 3. More participation Creatives who received a printed mailing were more com- mitted to the exhibition than those who received only one email. Compared to people who had only received emails, those who had also received printed copies, looked at more pages on average. 4. Targeted actions through "pressure-led" activation The creatives who received printed matter engaged much more intensively with the exhibition. They not only looked at the content of the exhibition light-mindedly, but also accessed the content that seemed most relevant to them. At a glance 2,800 6.5 x 40% 3 x personalised postcards were sent to the target persons for the duration of the exhibition higher registration rates for those who received a printed postcard in addition to email communication participation rate amongst regis- tered creatives who clicked on an email and visited the exhibition. This is twice as high as for those who only received one email (20%) higher response rate through direct mailing (30%) compared to email (10%) when asked to give feedback on the "The Year 2021" exhibition Trends and experiences Since this was a purely virtual exhibition, the surprise among crea- tives and students to have also received printed communication was great. Holding something "tangible" in their hands generated a feeling of appreciation among the recipients and, at the same time, increased the value of the exhibition and its purpose. The fact was that those receiving print communication were more wil- ling to engage in a dialogue. What do these experiences mean for marketing in general? Closing remarks The seven basic principles of effective marketing communication are still the same: reach, attention, creativity, distinctiveness, con- sistency, emotion and motivation. Thanks to programmatic printing capabilities, brands can now achieve all of these goals at once. This proves that the role of printing in the marketing mix and bringing together the digital and virtual worlds is more important than ever. Added value that print can offer in a multi-channel marketing mix: 1. More momentum through an omnichannel approach When emails and print mailings were used, the number of crea- tives taking part in the exhibition doubled. More than a third of the creatives, who did not open email links but received print mailings, viewed the exhibition. Canon Deutschland GmbH Europark Fichtenhain A10 47807 Krefeld - Germany Dr. Timo Raabe Timo.Raabe@canon.de www.canon.de

O N E t o O N E 0 4 - 0 5 / 2 0 2 2 19 Programmatic printing How automated layouts are created For many digital marketers, programmatic printing has been a successful addition. But how can good print layouts be created automatically? Without touching the existing data? Let's take a look at the solutions. P rogrammatic printing is closely linked to the topic of mar- keting automation. Because 1:1 communication only makes sense if the possibilities for personalisation and individua- lisation are exhausted and there is a more relevant message for the recipient. Personalisation on a massive scale must be carried out automatically. Originally, the possibilities in one-to-one marketing were clear: advertising material was usually pre-produced and then individua- lised with only one print. Thanks to programmatic printing, this limitation has been completely lifted. The entire printing surface is individually printed using a high-speed inkjet process, and is thus available for individualisation over the entire surface. From postcards to multi-page inserts, brochures or complete catalogues – almost anything can be printed in one edition. Individually tailored to the needs and preferences of individual customers. But: with all the possibilities available, the demands on auto- mation solutions also increase. The challenges of design and layout Digital marketers and operators of online shops already have at least a functioning digital infrastructure at their disposal: customer data, product data and images are digitally available and a mar- keting automation software (MAS) processes the mail dispatch. This means that almost everything is available to include the print channel in marketing, because for many MAS products there are interfaces with which it is very easy to produce and send printed matter in a letter shop. The result: prints are produced instead of emails, and they are sent by post instead of the internet. pagination, double pages – you don't have all these things in electronic dispatch. Therefore, work is usually carried out in a two-stage process: MAS manages the marketing workflow and the personalisation signals, but then transfers this data to a layout engine specialised in print at the Deutsche Post lettershop or at Optilyz. In this en- gine, one (or more) template(s) is created for the various target groups, which in turn contains placeholders for the elements to be personalised. Even in this way, a very individual approach can be achieved. A tourism operator could, for example, proceed as follows: From the three basic templates "Italy: family holiday", "Italy: holiday for couples (women)" and "Italy: holiday for couples (men)", the appropriate one is selected. The basic template "family holiday" is combined with the illustra- tion of a family of three, four or five, depending on the recipient. Children of two age groups are available (toddlers and school- children). In the background, you either have a camping site or a hotel. The advertised highlight offer is presented according to the price range of last year's booking and the total number of people. The point in time serves as the trigger for the dispatch: "Two months before last year's booking decision", so the customers are reached according to their individual booking behaviour. While most MAS applications have an editor for mail designs, only a few products are able to produce a print-ready PDF do- cument for the lettershop. This has less to do with technical li- mitations than with the development history of MAS systems. Actually, all applications originate from the email world and are already overwhelmed with the print basics. Limited space, Even with this technique, a higher degree of individualisation can be achieved without giving up control over the layout or requiring too much manual effort. At the end, the layout is made up of a limited number of coordinated elements. The diversity of options and depth of individualisation is only brought about by combining the individual elements. x k c o t s r e t t u h s ; t a d v a Y : e g a m I

O N E t o O N E 0 4 - 0 5 / 2 0 2 2 21 Special solutions for automatic catalogue production However, there are requirements that go beyond this depth of application. If you want to compile entire brochures or catalogues individually, you need to pay more attention to the digital print channel. Partial automation is often a good solution. This means that individual product pages are essentially prefabricated, but for each customer, the appropriate product categories are presented in a weighted order for her and him. This is combined with single, individualised highlights and eye-catchers as well as a photo of the personal customer advisor for B2B dispatch and an impression of the individual price including a scale of discount. Solutions of this type generally guarantee a very good cost- benefit ratio, but can no longer be realised with an MAS. In addi- tion to the product data and images, meaningful information on the customers' purchasing behaviour must be available. These can come from a shop system, CRM or a PIM. Processing of the data must also be adapted to the print conditions. This is not only about the text length and image size, but also about content-related issues. For example, online-based recommendation engines tend to evaluate short-term click behaviour, whereas longer-term order behaviour is crucial for print catalogues. There are a number of service providers such as Smartcom or Michael Schiffer Dialog who have specialised in this task and can extract and process the necessary data with simple solutions. But what if an online retailer wants to create an individual ca- talogue for their customers from their entire range? If you want to go that far, you will come up against the limits of most of the conventional marketing suites. For several reasons: based engine. References include the electronics retailer Conrad, the wine distributor Belvini or the sports shop Triathlon. The software first arranges the products so that a balanced relationship between image, text and white space is created. Landscape and portrait images are positioned accordingly, and basic design rules are observed. The result is quite solid and hardly differs from a manual grid-based layout. The software's limits have more to do with creativity. "A graphic designer can stage an eye-catcher better," admits Autlay founder and boss, Sven Müller. "But we fully meet the crafting requirements in terms of layout, as well as in terms of aesthetics." But creativity and artistic design are not Müller's greatest chal- lenge. For the time being, solid craftsmanship quality is sufficient for him – and the certainty that a completely different task has been completed with 100% certainty: "our top priority is to be able to process the existing data completely without manual inter vention," he explains. "Otherwise, some application scenarios would not even be economically feasible." Therefore, there are no compromises at the expense of automa- tion at Autlay. Customers can always make cutbacks themselves later if they wish. For example, by pre-selecting certain highlight products and assigning them fixed places. "But our claim is to be able to handle the entire process without any user intervention," Müller clarifies. In this way, for example, trigger-based print mails to shopping basket abandoners can be created, for which the complete inventory of the online shop can be accessed. You have to understand print as the continuation of digital marketing The usual recommendation engines are not designed for this task. Who would have thought that print would be rediscovered once again? But in fact, from a marketing point of view, the medium is an ideal extension for digital marketers. The existing product descriptions are unsuitable even in terms of their length. Manual customisation would nevertheless make mass individualisation impossible. Special tools from program- matic printing specialists provide a remedy by converting the existing article texts into an optimised format based on AI. Print media have more complex aesthetic requirements. In the catalogue, there should be a rhythm with a changing design, visual highlights should break up the page, white areas should not exceed a certain proportion and models must look into the page and not out. The page design must therefore not only meet the requirements of the recommendation engine, but also the graphic requirements. Automated layout engines must therefore take the place of a template-based layout. The Cologne-based company Autlay is also pursuing the latter goal. Started as a university project, Autlay has developed an AI- Many companies are currently rediscovering the topic of print for themselves. The high level of attention and the above-average long duration of the effect are one of the reasons for this. Above all, however, the advances in printing technology make it pos- sible to control the print channel just as flexibly, individually and precisely as marketers are used to from digital channels. Programmatic printing thus also ties in with the important topic of "personalisation", which more and more retailers are discovering and now skilfully playing out. Here, print once again represents an opportunity for improvement. Because the attention that can be achieved with print is significantly higher than with digital media. Of course, at higher costs. Nevertheless, a dream couple arises in which the return is always higher than the investment, because personalisation also means having the exact measurement data and control over the advertising material. Only then can premium advertising material be used in a targeted manner. (Dominik Grollmann)

O N E t o O N E 0 4 - 0 5 / 2 0 2 2 D I S P L A Y 23 Der Eye Catcher Ein guter Einstieg in eine Kampagne ist mit einem Mailing wie im Eingangsbeispiel beschrieben. Ein Postmailing ist ganz einfach DSGVO-konform zu gestalten und hilft eine erste Selektion der Beworbenen durchzuführen. Dies spart wiederum Geld im digitalen Teil der Kampagne, da der Weg des Inbound Streuverluste so gut wie ausschließt und dazu führt, dass die Werbung nicht als „nervig“ empfunden wird. Mit jeder Kontakt zum Kunden ein absoluter Eye-Catcher werden. innovativen Produktionsmöglichkeiten kann Personalisierte Lasercuts- oder Gravuren Filigranstanzungen Veredelungstechniken, wie Heißfolienprägung Relief- oder UV-Lacke ausgefallene Formen und Aufbautechniken Der erste Eindruck zählt. Hat das Printprodukt die Aufmerksamkeit gewonnen, ist der Weg für den Übergang in die Digitalkampagne geebnet. Doch auch hier heißt es herauszustechen. Next Level Digitalmarketing – Augmented Reality (AR) Hat man einen persönlichen und emotionalen Kontakt aufgebaut, heißt es diesen zu festigen und intensivieren. Um sich von den anderen abzuheben, bietet es sich an weiterzugehen und neue Technologien einzusetzen. Die erweiterte Realität bietet die Chance, Dinge völlig anders zu erleben, indem digitale Daten nahtlos mit der physikalischen Welt verbunden werden. So ist es nicht nur einfacher komplexe Themen oder Produkte zu erklären, sondern weckt auch den Spieltrieb des Users. In Verbindung mit einem Druckprodukt - egal ob Selfmailer, Postkarte oder Broschüre - ist es kinderleicht die Brücke in die digitale Welt zu bauen. Anders als bei einer bisher oft genutzten Landingpage, wird in AR ein digitales Bild - meist animiert in 3D - über die tatsächliche Umgebung gelegt, die der Nutzer in seiner Handykamera sieht. So können beispielsweise lästige Bedienungsanleitungen zum eindrucksvollen Erlebnis werden. Auch interaktive AR Designs in Form von kleinen Spielen garantieren, dass das beworbene Produkt und die Marke in Erinnerung bleiben und darüber hinaus sogar noch Freunden oder Kollegen vorgestellt wird. Kostenlose Werbung ohne Aufwand - was will man mehr? BoraBora GmbH haveabeer@gobora.com +49 221 169 367 43 https://studioborabora.com Das ist unser Fazit „Der Weg ins Herz ist Old-School“ - meint Markus Stricker (CEO msp druck und medien GmbH) „und ist man erst mal drin, dann kann man es richtig knallen lassen!“ – ergänzt Florian Wögerer (CEO BoraBora GmbH). "Das Verschmelzen der physischen und digitalen Welt macht Marketing zu einem Erlebnis." Follow us to the island Mit dem Scannen des QR Codes bieten wir einen kleinen Vorgeschmack auf eine AR-Experience msp msp druck und medien gmbh msp druck und medien gmbh welcome@msp-druck.de +49 2745 920210 https://msp-druck.de

O N E t o O N E 0 4 - 0 5 / 2 0 2 2 25 The same trend can be observed in fundraising as in other areas: the market is competitive, the information overload is huge and people are increasingly difficult to reach. In order to get through to them and convince them with arguments, com- panies and organisations must come up with new strategies. In marketing, this has been the case for a long time, and fundraising faces the same challenge. In response to this development, marketing initially focused on digital channels, and online advertising experienced a boom. Paradoxically, however, this also led to a renaissance of classic channels, especially TV and print. The reason: many marketers are now strongly data-driven and have achieved such a high degree of automation that they also consistently automate other adver- tising channels on the same data pool. Programmatic advertising deliveries for TV offers are now just as common as programmatic print campaigns. The great advantage of programmatic printing is that the mailings in digital print can be highly individualised – and at affordable costs, even with small print runs. Not only texts, but also illustrations can be customised. In theory, it is even possible to send each customer their own unique copy – with very indivi- dual texts and images. The donor groups can be addressed more directly, with a greater chance of winning them over. A further ad- vantage is the uniform digital data pool. For example, in marketing, print vouchers are sent that are based on the average amount in shopping baskets in the webshop, or users are reminded by a print mailing of an incomplete online purchase. All these possibilities are now also available for fundraising campaigns. Fundraising mailings before innovation leaps "From our experience, the CVR increases in every channel with the degree of personalisation, and also in the area of donation mailings, we see that different responses and images increase the willingness to donate, depending on personal characteristics," ex- plains Nik Bockmann, Managing Director of Campaign, a business unit of the Bertelsmann Printing Group. However, this also increases the complexity in the processing of print campaigns, which can best be mastered with the automation of the print channel and the integration of the channel into marketing automation. "However, the most important argument in fundraising is the time to market," says Bockmann. This is the time at which the donation mailing ends up in the recipient's mailbox. In this discipline, according to the expert, programmatic printing is way ahead of classic mailing. According to Bockmann, if the print channel is integrated directly into the database or into marketing automation, a large part of the 10 reasons for programmatic printing in fundraising 1. All findings on donor groups can be translated into programmatic print mailing campaigns 2. Print mailings are data-based and automatically controlled without scatter loss 3. Better personal ties through individual approach 4. Good chance of conversion 5. In addition to donor types, age, gender, location and other criteria can be used for the design, printing and sending of print mailings. 6. Images, texts, envelopes – everything is customisable, even haptic elements 7. AB tests can be carried out in any number of small and large quantities 8. Writing to many different donor groups is economically feasible in digital printing 9. Linkage with individualised information in other media and channels possible, e.g., via QR codes 10. A programmatic print mailing campaign easily achieves the minimum requirements of cost-effective postage classes for dia- logue mails, even with strong customisations, since it is produced in one process and thus combined into one mailing x k c o t s r e t t u h s ; g n o p a n n h C i : e g a m I

O N E t o O N E 0 4 - 0 5 / 2 0 2 2 27 Distribution of limbic types in the population A d venturers Hedonists d e d n i M - n e p O 6% 13% 11% 12% 13% 17% 28% P e r f o r m e r s D i s z i p l i n a ria ns m o r c i M : e c r u o S s r e onis Harm Tra ditional ists The limbic types target group model characterises seven types for the indivi- dualised approach. The basis is an approach of the Nymphenburg Group. able to identify typical donor groups. The mailing was optimised according to the geo-types and sent to three donor target groups. With today's possibilities, this kind of appeal could be further differentiated. With programmatic printing, it is now possible to incorporate further information – such as age, gender or place of residence – and to implement this information in a haptic mailing. So far, seven or eight different types of mailings have been ela- borate and expensive to print. With programmatic printing, even small quantities are economical, since the various individual donor mailings can be printed coherently. A cost advantage arises from the printing process. For example, in previous procedures, mailing to three different target groups has equalled three individual deliveries by postal services. But the dialogue post with cheap postage has limitations. For mailings with too fine a structure, there has hitherto been a risk of not achieving the minimum requirement for a postage class that is cost-effective. In the case of digital printing, on the other hand, the entire print runs – independently of the respective motif and text – in one go, for example in ascending or descending postal order. Therefore, only one mailing is necessary, which as a rule easily reaches the minimum quantity of a postage-friendly dialogue post class. In automated, digital printing, the approach can not only be individualised in terms of content, but also haptic adjustments can be carried out. With today's possibilities, CBM could even pro- vide mailing recipients with a sensory experience by imprinting sublime and palpable Braille that would bring potential donors even closer to the topic emotionally. Implementing individualisation consistently "As to print communication with middle donors, for upgrading and shopping lists, programmatic printing is an immediate op- tion," says Udo Schnieders, Head of Business Development at Schomerus Consulting. According to the expert, donor journeys can thus be implemented in a highly individualised manner, even by letter. "All the advantages of consistent digitisation and the use of personas in fundraising can be used effectively for print communication, which has so often been written off." Many organisations have recognised the need for an accurate donor group analysis. However, this is often only carried out to get to know the donors better. The last consequence – namely implementation of the findings into individual mailings – has so far been lacking, since the printing requirements for this were not met. "You have to think and implement individualisation consi- stently," emphasises Senftleben. The homepage and brochures should be aligned with the donor groups, as well as the print mailings, or a possible campaign landing page on the web. If this is done, programmatic printing can use another strength: the networking of channels. For example, in the mailing, you can print a QR code or a URL that motivates you to visit an individualised landing page. In addition to a video of the donation campaign, recipients could also find information tailored to them, including their preferred contact or interaction options. In this way, even video donation appeals can be distributed in large numbers via print mailing, and haptics (mailing) can be linked to emotions (video). Individuali- sation could even go so far as to give the prospective customer the opportunity to make a donation directly on their individual landing page – in the amount that matches their income. This would lower the hurdle for donations once again. According to Schnieders, donors are increasingly accustomed to a persona- lised approach – whether from commercial advertising or online fundraising. "Programmatic printing is the ideal way of transposing the standards from individualised online communications to the print sector. A high degree of personalisation opens up real competitive advantages, especially for the young target groups, for whom personal ties to a donation-gathering organisation are very important," says the expert. The current developments show that while individualisations on the internet are made more difficult due to cookie restrictions, they are being taken to a new level in the print sector by digitisa- tion. Findings from a donor structure analysis, a cluster analysis or an accumulation or selection of consumer addresses can now be consistently continued in the fundraising action – from con- ception of the campaign via individual appeal, appearance and content of the mailing to the mailbox of the respective recipients. (Karsten Zunke)

O N E t o O N E 0 4 - 0 5 / 2 0 2 2 A D V E R T O R I A L BurdaDruck Printing the Good Life B U R D A & P A R T N E R Advertorial . . Advertorial B U R D A & P A R T N E R B U R D A & P A R T N E R FLAPS ARE PART OF THE CRAFT OF KLAPPER GEHÖREN ZUM HANDWERK GLOBAL-LOCAL COMMUNICATION KLAPPER GEHÖREN ZUM HANDWERK DER GLOBAL-LOCAL COMMUNICATION DER GLOBAL-LOCAL COMMUNICATION . . Wenn Millionen von Kundenzeitschriften, Kundenmailings und POS-Materialien Wenn Millionen von Kundenzeitschriften, Kundenmailings und POS-Materialien Monat für Monat von Ort zu Ort aus ein- und demselben Datensatz heraus. If millions of customer magazines, customer mailings and POS materials appear in tens of thousands of local variations, then this takes place month after month from Monat für Monat von Ort zu Ort aus ein- und demselben Datensatz heraus. in zigtausend lokalen Varianten erscheinen, dann geschieht dies in zigtausend lokalen Varianten erscheinen, dann geschieht dies place to place from one and the same data set. What we are showing here is practised at thousands of pharmacies. The principle is also recommended for other advertising groups, purchasing cooperatives, franchise companies, banks, building societies and insurance companies. It's called global-local communication. Waswirhierzeigen,wirdbei tausendenvonApothekenpraktiziert. Das Prinzipempfiehltsichauch für Waswirhierzeigen,wirdbei andere Werbegemeinschaften, tausendenvonApothekenpraktiziert. Einkaufsgenossenschaften, Franchise- Das Prinzipempfiehltsichauch für unternehmen, Banken, Bausparkassen andere Werbegemeinschaften, undVersicherungen.Esnennt sich Einkaufsgenossenschaften, Franchise- Global-LocalCommunication. unternehmen, Banken, Bausparkassen Dabeiwerdenalle undVersicherungen.Esnennt sich Medienzentralerstelltund vorOrtden Global-LocalCommunication. lokalenBesonderheitenangepasst. Dabeiwerdenalle DazumüssendieMarketingverant- Medienzentralerstelltund vorOrtden wortlichenin den Apotheken lediglich lokalenBesonderheitenangepasst. eineneinzigenDatensatzbearbeiten. DazumüssendieMarketingverant- Automatischwerdendanndie lokalen wortlichenin den Apotheken lediglich Variationen in die verschiedensten eineneinzigenDatensatzbearbeiten. Kanäle ausgespielt:vomStraßen- Automatischwerdendanndie lokalen stopperbis zu den POS-Materialien, Variationen in die verschiedensten vom Kassendisplay bis zur Website, Kanäle ausgespielt:vomStraßen- vom Direktmarketing bis zur stopperbis zu den POS-Materialien, Kundenzeitschrift. vom Kassendisplay bis zur Website, vom Direktmarketing bis zur Kundenzeitschrift. All media are created centrally and adapted to the local specifics on site. For this pur- pose, the marketing managers in the phar- macies only have to process a single data set. The local variations are then automa- tically played out in a wide variety of chan- nels: from street stoppers to POS materials, from cash register displays to websites, from direct marketing to customer magazines. Die Kundenzeitschrift druckt Burda im Tiefdruck.Die KlapperundFlappen steuertB+KDruckimDigitaldruckbei. Die Kundenzeitschrift druckt Burda im Das Konzept stammt von der Werbe- Tiefdruck.Die KlapperundFlappen agenturbuntebüffel. Und die Work- steuertB+KDruckimDigitaldruckbei. flowsundSchnittstellen wurden Das Konzept stammt von der Werbe- gemeinsamerarbeitet. agenturbuntebüffel. Und die Work- flowsundSchnittstellen wurden gemeinsamerarbeitet. The customer magazine Burda prints in gra- vure. B&K® print•digitally contributes to the flaps in digital printing. The concept comes from the advertising agency bunte büffel So ist diese Kooperation zwischen GmbH. And the workflows and interfaces were developed together. Kreativen und Print Service Provider ein weiteres Beispiel, wie So ist diese Kooperation zwischen BurdaDruck die Kostenvorteile des This cooperation between creatives and print Kreativen und Print Service hochauflagigen Tiefdrucks mit der service providers is another example of how Provider ein weiteres Beispiel, wie Variabilität des Digitaldrucks BurdaDruck combines the cost advantages BurdaDruck die Kostenvorteile des kombiniert – und dabei für tausende of high-volume gravure printing with the va- hochauflagigen Tiefdrucks mit der von Werbetreibenden den Direkt- riability of digital printing – and at the same Variabilität des Digitaldrucks zugang zur Geopersonalisierung time enables thousands of advertisers direct kombiniert – und dabei für tausende von Zeitschriften, Magazinen und access to the geo-personalisation of periodi- von Werbetreibenden den Direkt- Katalogen ermöglicht. cals, magazines and catalogues. zugang zur Geopersonalisierung von Zeitschriften, Magazinen und Katalogen ermöglicht. Dieselben APIs und Workflows– ergänztumsHochladenvon Adresslisten–eignensich auch für Dieselben APIs und Workflows– echte programmatische One-to-One ergänztumsHochladenvon Personalisierungen vonCorporate- Adresslisten–eignensich auch für Publishing-Magazinen sowievon echte programmatische One-to-One Kundenkatalogen,dievolladressiert Personalisierungen vonCorporate- postalischzugestelltwerden. Publishing-Magazinen sowievon Kundenkatalogen,dievolladressiert postalischzugestelltwerden. The same APIs and workflows – supplemen- ted by the uploading of address lists – are also suitable for real programmatic one-to- one personalisation of corporate publishing magazines as well as of customer catalogues, which are delivered fully addressed by post. Speak with BurdaDruck about your programmatic idea: Ingo Raab Managing Director Sales and Business Development ingo.raab@burda.com Telephone +49 781 84 2002 www.burda.com #Concept, #Layout, #Individualisation, #Content, #Print, #Paper, #Logistics, #Distribution

O N E t o O N E 0 4 - 0 5 / 2 0 2 2 3 1 Image: Joop Hoek; shutterstockx

O N E t o O N E 0 4 - 0 5 / 2 0 2 2 A D V E R T O R I A L 33 Fast time to market – print is that fast This is how programmatic print affects the time to market Programmatic print makes print flexible – for customers and also for your company. This allows you to combine the advantages of online advertising with those of print from two perspectives: that of your customers and that of your company. From the customer perspective Thanks to programmatic print, print communication becomes more agile and reaches the customer faster. Traditional adverti- sing campaigns, some of which are planned weeks in advance, have a major problem: in these campaigns, it is inevitable that customers are contacted who are no longer relevant at all, or that relevant customers are not reached. Thanks to digital printing, the customer receives the message within a time frame in which the interest in the offers is cur- rently relevant, e.g., for the second-order push or for shopping basket abandoners. Herkömmliches Mailing Programmatic Print 1. Planung der Mailings 1. Kunden-Trigger 2. 2. Design der Mailings Erstellung der individuellen Mailings 3. 3. Freigabe der Mailings Posteingang bei Kunden 4. Erstellung der Mailings 5. Posteingang beim Kunden ZEITERSPARNIS 1 2 CHECK-OUT 3 Bekannter Interessent / Kunde Kunde besucht Webshop Warenkorb-Abbrecher (Trigger) 1 0 % R A B AT T 4 5 Druck & Versand eines individuellen Mailing Kunde erhält nach wenigen Tagen Mailing From a company perspective Thanks to the automated compilation of the mailings, you have the opportunity to react flexibly to events or your stock. This increases customer satisfaction and at the same time optimises your costs. A large part of the planning phase of classic mailing cam- paigns is omitted – basic layouts are defined once and texts and images result from a predefined logic for each persona and trigger. The creation of postcards, self-mailers, catalogues etc. is automatically triggered, lengthy approval processes and short-term changes become obsolete. As a result, the time to market shrinks to a minimum. Should short-term changes still occur in the layout, this is also no problem thanks to white paper production in high-resolution 4c digital printing. Logos, texts and pictures can be exchanged on the day of production. There is no longer any personalisation of offset-printed layouts. Campaign and screen – your link between marketing automation tools and high-speed digital printing No matter how good a marketing automation tool is, it will only be able to reach its full potential if companies are able to use it properly. A campaign is characterised in particular by efficient processes and combining marketing automation, customer insights and production expertise. This makes com- bining marketing automation and high-speed digital printing perfect. In mailing production, we rely on Screen's super-fast and high-resolution digital inkjet printing machines, which guar- antee the highest performance and quality. As part of the Bertelsmann Printing Group, Campaign has been developing a wide range of marketing and communication solu- tions with the right technology and results analysis for over 25 years. Whether digital or traditional communication channel, Campaign stands for clever direct marketing campaigns, which are created in close cooperation with customers. With its digital inkjet printing solutions, SCREEN continuously improves and optimises printing processes in various printing industries. SCREEN invests a lot of money annually in research and development and is one of the top 100 most innovative companies in the world. The two market leaders SCREEN and Campaign combine their competencies and are together sha- ping the future of programmatic print. More information and further advantages of programmatic print can be found in the white paper of Campaign: https:// www.campaign-services.de/service/whitepaper/whitepaper- programmatic-print/

O N E t o O N E 0 4 - 0 5 / 2 0 2 2 35 18 / RICOH Deutschland www.ricoh.de 19 / locr GmbH www.locr.com 20 / Riek, direkt Marketing www.adressen-riek.de 43/ eGENTIC GmbH www.egentic.com 44 / O/D Print http://www.od-online.de 45 / Direct Link Worldwide www.directlink.com 21 / Campaign - part of Bertelsmann Printing Group www.campaign-services.de 46 / WERBEHAUS B2B Marketing Consult www.werbehaus.com 4 22 / DATEN_PARTNER www.daten-partner.de 23 / Jahns and Friends www.jahnsandfriends.de 24 / Michael Schiffer Dialog GmbH www.michaelschiffer.com 25 / SmartCom GmbH www.smartcom.de 26 / Customy GmbH & Co.KG www.customy.de 5 27 / Melissa Data GmbH www.melissa.de 28 / boloria – Beratungsagentur für Relationship Marketing www.boloria.de 29 / AS Address Solutions GmbH www.address-solutions.de 30 / promio.net GmbH www.promio.net 31 / Austrian Post International Deutschland GmbH www.austrianpost.de 32 / artegic AG www.artegic.de 33 / walter services GmbH www.walterservices.com 34 / Deutsche Post Direkt GmbH www.postdirekt.de 35 / Asendia Germany GmbH www.asendia.de 36 / below GmbH www.below-mainz.de 37/ Trebbau direct media GmbH www.trebbau.com 6 38 / ABIS GmbH www.abis-online.de 39 /DIALOGISTIKER GmbH www.dialogistiker.de 40 / gkk dialogGroup GmbH www.gkk.de 41/ XQueue GmbH www.xqueue.de 42 / PROLEAGION GmbH www.proleagion.com 7 47 / ABSICHT AG www.absicht.ag 48 / pbdirekt GmbH www.pbdirekt.de 49 / ARUMedia GmbH https://aru-media.com/de.html 50 / Schober Information Group Deutschland GmbH www.schober.de 51 / a+s DialogGroup GmbH www.as-dialoggroup.de 52 / WIRmachenDRUCK GmbH https://www.wir-machen-druck.de/ 53 / mediadress GmbH www.mediadress.de 54 / Burda Druck GmbH www.burda-druck.de 55 / REXAGO Information GmbH www.rexago.com 56 / MMS Melter Mail Service GmbH www.melter.de 8 57 / Mapp Digital Germany GmbH www.mapp.com/de 58 / Serviceplan One GmbH & Co.KG www.serviceplan-one.com 59 / panadress marketing intelligence GmbH www.panadress.de 60 / HEROLD Medien Data GmbH www.heroldmedia.com 61 / Acxiom Deutschland GmbH www.acxiom.de 62 / Hillert und Co. Werbeagentur GmbH www.hillertundco.de 63 / Göbel+Lenze Direktmarketing GmbH www.goebellenze.de 64 / b.telligent www.btelligent.com 65 / Evalanche (SC-Networks GmbH) www.sc-networks.de 66 / Quadient CXM Germany GmbH www.quadient.com 67 / Canon Production Printing www.canon.de 68 / eMBIS Akademie für Online Marketing www.embis.de 69 / Firmen-Radar UG www.firmen-radar.de 70 / adnymics GmbH adnymics.com 9 71 / Integrated Realization Services GmbH www.irs-nbg.de 72 / performance werk GmbH www.performance-werk.de 73 / marcapo GmbH www.marcapo.com 74 / AlphaPicture GmbH www.alphapicture.com 75 / DataM-Services GmbH www.datam-adressdirekt.de 76 / Business Data Solutions GmbH & Co.KG www.bds-online.com 77 / Dataform Dialogservices GmbH www.dataform.group Switzerland 1 / Universal Postal Union (UPU) www.upu.int 2 / Jordi AG https://www.jordibelp.ch/ 3 / Swiss Direct Marketing AG https://www.mysdm.ch/ 4 / SAZ Services AG www.saz.com Austria 1 / feibra GmbH www.feibra.at Netherlands 1 / Screen Europe www.screeneurope.com You can find the detailed range of services offered by each individual company in the service provider full text search at www.programmatic-printing.de

O N E t o O N E 0 4 - 0 5 / 2 0 2 2 B U S I N E S S G U I D E 37 Wundermann Thompson GmbH Stuttgart Arno Hoffmann New Business Manager Forststraße 9 70174 Stuttgart T 0711/28470000 F 0711/28470027 arno.hoffmann@wunder- mannthompson.com www.wundermannthompson. com AU D I O, P H OTO, V I D E O AlphaPicture GmbH Michael von Aichberger Wiesenstraße 1A 96450 Coburg T 09561/6756781 m.v.aichberger@alphapicture. com www.AlphaPicture.com Sommer & Co. GmbH Managing Director Dr Damian Sarnes Rheinische Allee 1 50858 Cologne T 0221/6537300 T 02233/5180-69 sarnes@sommer-co.com www.sommer-co.com T R A I N I N G A N D CO N T I N U I N G D E V E LO P - M E N T eMBIS GmbH Akademie für Online-Marketing Markus Bockhorni Blumenstr. 25 85399 Hallbergmoos bei München T 0811/993366-0 F 0811/993366-1 mail@embis.de www.embis.de CO M M E R C E OXID eSales AG Bertoldstraße 48 79098 Freiburg T 0761/36889-0 F 0761/36889-29 marketing@oxid-esales.com www.oxid-esales.com ProfiMasking Image Editing / Photography / Graphic Design / Multimedia Björn Brücker, Torben Jakob Föhrenstraße 33 90530 Wendelstein T 09129/2969696 F 03212/1395849 info@profimasking.de www.profimasking.de CO N TAC T C E N T R E AIC Service & Call Center GmbH Andreas Diederich Gottfried-Hagen-Straße 36 Dillenburger Str. 95L T 0221/96372-15 F 0221/96372-75 info@aic-services.com www.aic-services.com getaline GmbH Axel Dunker Friedrich-Ebert-Damm 111 c 22047 Hamburg T 040/646046-6050 F 040/646046-6750 welcome@getaline.de www.getaline.de C R M d+s management GmbH Mexikoring 33 22297 Hamburg T 040/4114-0 F 040/4114-1098 info@ds-cc.de www.ds360grad.com Schober Information Group Deutschland GmbH Meisenweg 37 70771 Leinfelden-Echterdingen T 0715/63040 jessica.mueller@schober.de www.schober.de DATA Bisnode Deutschland GmbH Senior Brand Manager Peter Schmitt Robert-Bosch-Straße 11 64293 Darmstadt T 06151/380-0 F 06151/380-360 peter.schmitt@bisnode.com www.bisnode.de Business Data Solutions GmbH & Co. KG Sissi Baudach Kettelerstr. 3-11 97222 Rimpar T 09365/8878188 info@bds-online.com www.bds-online.com mohrstade – Mohr & Stade GmbH Schillerstrasse 14 80336 Munich Phone: 01741443311 timo@mohrstade.de www.mohrstade.de panadress marketing intelligence GmbH Karl-Heinz Mühlbauer Nymphenburger Straße 14 80335 Munich T 089/8908335-0 F 089/8908335-30 info@panadress.de www.panadress.de SAZ Services GmbH Gutenbergstraße 1 – 5 30823 Garbsen T 069/848463-0 F 069/848463-79 listinfo@saz.net www.saz.com D I G I TA L M A R K E T I N G Akima MEdia Volker Schmidt Garmischerstr. 8 80339 Munich T 089/1795918-0 F 089/1795918-99 social@akima.de ARUMedia GmbH Motorstr. 52 70499 Stuttgart T 0711/9070980 info@aru-media.com www.aru-media.com construktiv GmbH trafficmaxx Oliver Dahm Haferwende 1 28357 Bremen T 0421/27867-0 F 0421/20709-78 info@construktiv.de www.construktiv.de eGENTIC GmbH Istvan Volford Am Unisyspark 1 65843 Sulzbach/Ts. T 06196/8022-0 F 06196/8022-100 vertrieb@egentic.com www.egentic.com Liferay GmbH Kölner Str. 3 65760 Eschborn Phone: 061969219321 http://www.liferay.com marketing-dach@liferay.com performance werk GmbH Mark Dimster Flößautraße 22 90763 Fürth T 0911/766624-200 F 0911/766624-299 m.dimster@performance- werk.de www.performance-werk.de PROLEAGION GmbH Klaus Birkenbihl Kreuzberger Ring 24 65205 Wiesbaden T 0611/723777-0 F 0611/723777-77 info@proleagion.com www.proleagion.com Sichtbar Online Marketing AG Überlandstr. 109 CH- 8600 Dübendorf info@sichtbar.ag www.sichtbar.ag E M A I L artegic AG Stefan von Lieven Zanderstraße 7 53177 Bonn T 0228/227797-0 F 0228/227797-900 info@artegic.de www.artegic.de BACKCLICK GmbH Matthias Gottschalk Brabandtstraße 8 38100 Braunschweig T 0531/61563-200 F 0531/61563-179 info@backclick.de www.backclick.de eGENTIC GmbH Lead Generation Istvan Volford Am Unisyspark 1 65843 Sulzbach/Ts. T 06196/8022-0 F 06196/8022-100 vertrieb@egentic.com www.egentic.com Inxmail Wentzingerstraße 17 79106 Freiburg T 0761/296979-800 F 0761/296979-9 kontakt@inxmail.de www.inxmail.de mailingwork GmbH Diana Falke Schönherrstraße 8 09113 Chemnitz T 0371/337161-0 F 0371/337161-10 info@mailingwork.de www.mailingwork.de netnomics GmbH Jens Hilbrands, Martin Beermann Großneumarkt 50 20459 Hamburg T 040/6360784-11 F 040/6360784-29 info@netnomics.com www.netnomics.com Episerver GmbH Wallstraße 16 10179 Berlin Germany T 030/7680780 F 030/768078499 infodach@episerver.com http://www.episerver.de performance werk GmbH Mark Dimster Flößautraße 22 90763 Fürth T 0911/766624-200 F 0911/766624-299 m.dimster@performance- werk.de www.performance-werk.de

All lectures and presentations available Three days, full of concrete solutions, useful application tips and strategic recommendations around the most important topic of the year – optimisation of the customer experience: that was the "Digital Experience 2022". The online lectures and presentations by the two dozen speakers during the three live conference days are now available to you: from digital excellence to programmatic printing, from personalisation to emails, from PXM to DXP. Get valuable practical tips, insights from specific CX projects and strategic classifications for your business. Legal notice Publisher Hightext publishers Graf and Treplin OHG 80687 Munich Schäufeleinstr. 5 Phone +49 / 89- 57 83 87-0 Fax +49 / 89-57 83 87-99 www.onetoone.de Notice required as per Section 8, Art. 3 of the Bavarian Press Act (BayPrG) HighText Verlag and Graf und Treplin OHG are owned, each with a 50 percent share, by Joachim Graf (responsible for editing and advertising) and Daniel Treplin (both journalists in Munich); Commercial Register of Munich HR A 72216 Publisher (V.i.S.d.P.) Joachim Graf Redaktion @onetoone.de Editors: Christina Rose Frauke Schobelt Additional authors: Dominik Grollmann Karsten Zunke Editorial office Valérie Wagner-Amougou Media @onetoone.de Dagmar Kraux, Elke Lange Leserservice@onetoone.de Bianka Matthies Grafik@onetoone.de Gertrud Graf Copy editing Katrin Haase Printing Holzmann Druck GmbH & Co. KG Gewerbestr. 2, 86825 Bad Wörishofen Method of publication Every month Reference prices Single issue: 7.90 euros Annual subscription: 88.96 euros, prices incl. shipping, incl. VAT ISSN: 2568-5635 We look forward to receiving your input: Frauke Schobelt Editor Christina Rose Editorial Director ONEtoONE is a member of IVW e.V. Distributed edition: 13,060

O N E t o O N E 0 4 - 0 5 / 2 0 2 2 41 y a b a x i P ; fi p o M : e g a m I (4.9 percent in 2020) and a return on advertising spend (ROAS) averaging 1,190 percent. The RoAS expresses the profit per in- vested euro, in this case it is almost 12 euros for each invested euro (in 2020 it was 990 percent). In this respect, it is no wonder that more and more providers of marketing automation solutions are discovering the advantages of print to complement their tools. The aim is not so much to develop independent print campaigns as to fully integrate the print channel into the existing marketing process. This requires the following: • An automated interface to a postal service provider so that the data can be processed without any manual intervention – just like with emails. • A measurable return channel to process response and reactions. This can be created with coupons, QR codes, individualised links, order numbers or voucher codes. • Customer data that can be used for mailing – which at least the operators of online shops have at their disposal without any problems. Everything else – especially campaign logic and success meas- urement – can be handled by the familiar marketing automation solution. As a result, the procedure is particularly convenient for marketers, because they hardly have to change anything. How it works: 1. Data required Of course, the mail-relevant data must be available for the man- agement of printed advertising mailings. For existing customers in online shops, this is probably the least of the problems. However, all the other data for individualisation (such as purchase behaviour or complete purchase history) can also be obtained from the usual sources. With this specific data, for example, best next offers are then possible. This means offers that match products that have already been purchased in the past and promise as high a purchase probability as possible. Just as with digital marketing campaigns, this data also allows for management at the right time, for example after a shopping basket abandonment. Event-based triggers, such as the customer's birthdays or the reaching of a point threshold of a loyalty pro- gramme, can also be used as triggers for post-mailings. 2. Software-based optimisation of the process In our example, a reminder of the abandoned shopping basket is triggered. There is a split as early as the first reminder: • Group of email recipients: all customers with an email address and an opt-in receive an electronic reminder. • Group of print recipients: if there is either no email address or no opt-in, a profitability test is carried out on the basis of the most recent purchase behaviour. If the probability of purchase seems high enough, then the customer receives a printed reminder by post. The reaction can be tracked using a QR code. For the group of email recipients, the process is not yet over. Depending on their reaction, the group is split again: • Buyers: for customers who have purchased after the reminder email, the journey ends. • Openers: if the customer has clicked on the email but has not purchased, he or she will receive a voucher with a suitable dis- count after two days. Then the journey ends. • Non-openers: customers who have not opened the email will also receive a suitable voucher by post after a positive profitability check. The customer can be tracked using the voucher code. The combination of several channels (here email and print) is also referred to as multi-channel management. The management by post ensures that all recipients who are to be addressed receive the message. The profitability check ensures that the return-on- investment of the campaign stays positive. 3. Security through continuous controlling Since the print channel can be used flexibly from a print run of one, the risk remains manageable. In order to determine the ROI, you can first work with a manageable test group. If you have sufficient experience with purchasing behaviour and if the cam- paign is optimised to such an extent that it has a promising effect, it is implemented as a fixed rule in marketing workflow. The ROI can be continuously controlled by the analytics features of the marketing software. A fixed budget limit provides additional security. If many custom- ers unexpectedly meet the campaign criteria, only the recipients with the highest probability of purchase will be served. If the ROI remains positive, the marketer can gradually increase the budget or otherwise take corrective action. Personalised post-mailings are an excellent way of standing out from the flood of ads and tapping into new marketing potential. The investment costs are low, the effort manageable, and the chances of profiting are great. The overview on the following pages illustrates which marketing automation software has already integrated an interface for print.

O N E t o O N E 0 4 - 0 5 / 2 0 2 2 43 HUBSPOT Print feature: optional (extension for HubSpot) Marketing workflow/campaign management: management in HubSpot Data transfer: raw data via API Template design/data mergence: at partner Analytics/reporting: reporting in HubSpot Lettershop, partner, print service provider: Deutsche Post print auto- mation, Media Worx (manufacturer of the extension) Cost and layout management: budget limits as part of marketing automation, layout and shipping costs in the print mail tool Automation: all features analogous to the email process. Print mailings are treated like emails in the workflow manager. Analytics/reporting: commitment measurement of recipients' activities after shipping using promotional code, discount code, coupon codes, tracking URL, QR code, phone number, response forms, response card, attendance (at events, webinar, etc.) MAPP Print feature: can be optionally booked Marketing workflow/campaign management: seamless no-touch in- tegration in the marketing app Data transfer: raw data via API Template design/data mergence: at partner Analytics/reporting: reporting in the marketing app Lettershop, partner, print service provider: Optilyz Cost and layout control: budget limits as part of marketing automation, layout features in the Optilyz interface Automation: all features are available analogous to the email process. Direct marketing can be activated in Mapp's whiteboard and trigger campaigns for a specific target group. Analytics/reporting: various statistics are available to customers: e.g., shipping or validation statistics. OPTIMIZELY (EPISERVER) Print feature: optional Marketing workflow/campaign management: management in Opti- mizely Data transfer: raw data via API Template design/data mergence: raw data via API Analytics/reporting: reporting in Optimizely Lettershop, partner, print service provider: Deutsche Post Cost and layout management: budget limits as part of marketing automation, layout and shipping costs in the print mail tool Automation: all features are available analogous to the email process. Behavioural and event-based triggers, full integration into the auto- mation centre Analytics/reporting: via classic response elements such as voucher codes, QR codes or similar PROMIO.CONNECT Print feature: print feature included/lettershop feature can be booked optionally Marketing workflow/campaign management: complete campaign management in promio.connect Data transfer: via API (with optional lettershop feature) Template design/data mergence: in promio.connect/at partner (with optional lettershop feature) Analytics/reporting: reporting in Promio.connect Lettershop, partner, print service provider: any (with own PDF print template)/Deutsche Post print automation (with lettershop feature) SALESFORCE Print feature: optional via Salesforce AppExchange Marketing workflow/campaign management: complete campaign management in Salesforce Marketing Cloud Data transfer: raw data via API Template design/data mergence: at partner Analytics/reporting: reporting in Salesforce Marketing Cloud Lettershop, partner, print service provider: Optilyz, Deutsche Post print automation (manufacturer of the extension) Cost and layout control: for own PDF generation, the cost calculation lies with the shipping service provider. For Deutsche Post's print mailing automation, budgets can be managed there. Automation: all features are available analogous to the email process. Any third-party systems can be connected via interfaces. Analytics/reporting: via classic response elements such as voucher codes, QR codes or similar Cost and layout management: budget limits as part of salesforce mar- keting automation, layout and shipping costs in the print mail tool Automation: all features are available analogous to the email process. Analytics/reporting: Via response elements (voucher codes, QR codes, URLs, etc.)

O N E t o O N E 0 4 - 0 5 / 2 0 2 2 A D V E R T O R I A L 45 Activated customers, bigger shopping baskets, more response: Tom Tailor successfully relies on automated print mailings With the right message at the right time via the right channel to the right target group: this League of marketing communication. Tom Tailor mastered them with flying colours using an automated cross-channel campaign. is the Champions T he number of communication channels has increased enormously, the attention of customers is a valuable asset and the competi- tive pressure in the fashion industry is high. Advertisers such as the Hamburg-based casual lifestyle brand Tom Tailor have to address the needs of their target group by communicating to them with the right offer at the right time, now more than ever. The multichannel com- pany, which sells its fashion both through its own bricks-and-mortar stores, as well as through retail partners, its own online shop and e-commerce platforms, relies on professional marketing automation to achieve exactly that. Marketing automation prevails More and more marketing managers rely on marketing automatio n to be able to communicate seamlessly across all channels with finely segmented target groups. So far, many of these systems have been limited to digital touchpoints, which makes the demon- strably very successful combination of physical dialogue marketing and digital advertising media impossible. But for some time now, advertisers have also been able to manage print mailings over their marketing automation tools via the app or API in an integrated and highly individualised manner. Automated, personalised and successful In the summer of 2021, Tom Tailor addressed customers in a targeted manner who had purchased a Tom Tailor product online or in a store in the past 375 days with a cross-channel campaign. The basis for segmentation of the target group was data from the in-house customer loyalty programme, "Collectors Club", newly registered customers for the newsletter and all those who had left their data during their purchase. The automated, two-stage campaign was managed via the marketing automation solution from emarsys. The goal: to motivate the target group to visit Tom Tailor again. As an incentive, the marketing managers relied on a purchase discount. In the first stage, the company sent emails with the discount offer. Ten days later, all non-responders received a personalised maxi postcard with an emotional address, such as "We miss you" or "Why don't you come and visit us again?" The addressees could redeem the QR discount code shown online at tom-tailor.de or in a store within four weeks. In addition to emarsys and – most recently – Salesforce, Deutsche Post is cooperating with many other marketing automation systems and covers over 75 percent of the relevant market with these collaborations. With this, advertisers of the Champions League – the right message at the right time via the right channel to the right target group – are moving a big step closer. Tom Tailor has already shown us the way. More information on the automation of print mailings is available here: deutschepost.de/print-mailing-automatisiert More success stories are available at: Alles-ueber-Mailings.de If you have any questions or need a personal consultation: alles-ueber-mailings@deutschepost.de

O N E t o O N E 0 4 - 0 5 / 2 0 2 2 47 a personal live shopping experience as well as orders via digital channels. Every day, about 41,500 packages leave their own logistics centre. 82 percent of the approximately 1.7 million active customers are women. the individual product images with a direct link to the webshop. Here, Paragon uses an automated process to access up to 50,000 items in the QVC image database. These are then checked for print quality and size, adapted if necessary or faults managed. The challenge: from product-centric to customer-centric marketing So far, QVC has produced its direct mailings with many different varieties through offset printing. However, this meant complica- ted and cost-intensive plate changes and a high internal manual outlay when selecting suitable products. QVC therefore set out to look for a partner who would accompany and implement the path from product-centric marketing to customer-centric mar- keting. The goal: highly individualised purchase incentives for customers that are analysed from the purchase history. Customer satisfaction and sales should be increased through an individual and emotional customer approach. The main challenges are: a high degree of individualisation in texts and images, strengthening customer loyalty through relevant offers and increasing conversion. Implementation: analysing purchase behaviour for next-best-offer mailings QVC started a highly individualised next-best-offer mailing with the dialogue marketing specialist Paragon Customer Communi- cations. This mailing is produced partly as a maxi-postcard and partly as a self-mailer in order to test the success of the respective form. The data for the one-to-one print campaign is provided by QVC's CRM system. From the previous purchasing behaviour of customers, rele- vant offers (next-best-offers) are analysed, ones which promise a high purchasing probability. Likewise, suitable mood boards are created to visualise postcards, which represent a wide variety of topics, such as beauty, fashion, home, kitchen. The individual address data of QVC contains the respective design (mood) and QVC also used Paragon's address service. In this case, the addres- ses within the automated production process are compared and adjusted with the postal address databases with regard to people who have moved, deceased persons or undeliverables. This avoids production and postage costs for mail items identified as unde- liverable. The results of this address cleansing can optionally be played back to the CRM system of QVC. According to Paragon, the savings potential depends on the address quality used. On average, three to five percent of the addresses are affected. The self-mailers and the maxi postcards are then produced through digital web printing. The more individual the print mailing is to be set up, the more customer data must be made available, according to the dialogue marketing specialists. Depending on the scope of the campaign, it can start after only four weeks. The most important thing is testing in order to lay the right parameters/data for success and to be able to react to changes. The result: more response, more sales, adjusted addresses QVC was able to achieve its goals through the relevant offers in the automated print mailings. Imen Szigeti, Supervisor of Tar- geted Marketing Print & Email Marketing, QVC Handel, draws a correspondingly positive conclusion: "We have reduced the internal effort required to create print versions, created highly individualised purchase initiatives, now an individual and emotio- nal customer approach, an automated process using our 50,000 items, and have optimised the quality of addresses. We managed to achieve a significant increase in response and sales." For this reason, QVC also planned to provide the welcome mai- ling with individually suitable offers in the next step. Buying impulses through maxi-postcards: QVC started a highly individualised next-best-offer mailing and is testing various formats.

O N E t o O N E 0 4 - 0 5 / 2 0 2 2 49 lume that was 30 percent higher. Through the customer loyalty achieved by this, the effect is still there. Today, Laserhub's cus tomer base includes around 5,000 companies from industry and the metalworking industry. The independently conducted promo- tional campaign via print mailing automation led to an increase in monthly sales of 50 percent. The company now plans to use automated print mailing for further A/B tests. Print mailing automation offers great added value to digital start-ups with its very traditional customer base, confirms Anton Tsuji, Head of Marketing at Laserhub. "With this service, we can integrate postal campaigns measurably and flexibly into our otherwise strictly digital marketing mix." Email and print: how Tom Tailor encourages customers to more purchases Under the umbrella of the Hamburg fashion label Tom Tailor, there is now an entire brand family with various fashion lines. These are sold in their own shops, via various trading partners, via their own online shop and on large e-commerce platforms. A challenge, not only for Tom Tailor, are one-time buyers who do not return. With a campaign, the company wanted to encourage this target group to make a second purchase. As a service provider, Deutsche Post supported this. The starting point: data from newsletter registrations and from the "Collectors Club" The fashion company opted for a second-buy cross-channel campaign. The target group were customers who had shopped Wir vermissen Dich, <First Name> 20% Rabatt auf alles* Two-stage automated campaign: with emails and print mailings, Tom Tailor is winning back one-time buyers. In addition, the average value in shopping baskets was increased. online or in a local Tom Tailor shop within the past 375 days, but were then no longer active. Data from the customer loyalty programme "Collectors Club" as well as data from newsletter registrations and purchase registra- tions served as the basis. The aim was for a two-stage campaign to motivate this target group to visit Tom Tailor again – with a discount on the next purchase. The implementation: maxi postcards with discount code The campaign was implemented in two automated waves in June 2021. In the first stage, Tom Tailor sent emails that included a discount offer for the second purchase. Ten days later, the custo- mers received a print mailing in the form of a similarly designed maxi postcard. As a personalised salutation on the front and back, Tom Tailor – in line with their brand philosophy – chose informal speech: "We miss you", the card read, and: "Why don't you visit us again?" Customers could redeem the discount code on the postcard online at tom-tailor.de or at a store when paying at the counter within four weeks. A printed QR code led them directly to the online shop. The print mailing was realised and implemented via Emarsys' marketing automation system. The result: higher response rate Compared to the first push via email newsletters, print mailing triggered a much stronger response rate. In addition, the number of secondary purchases from Tom Tailor increased, so did the average value in shopping baskets. "Mass mailings are a thing of the past, because thanks to print mailing automation, we can send personalised mailings to the right target group at the right time," says Maximilian Zippel, Manager of Customer Relationship Management at Tom Tailor. "In addition, two different channels were combined, and we were able to reach customers through their preferred channel." Problems in logistics chains create new challenges The decision for automated print mailings requires some effort, but is rewarded with good and sustainable results. Whether com- panies will invest more here in the coming months remains to be seen. While the Coronavirus pandemic has not yet come to an end, the war in Ukraine and the consequences thereof are unsett- ling the economy. This could also have an impact on advertising budgets for print mailings and dialogue marketing in general. According to Managing Director Martin Twellmeyer, Optilyz does not yet feel reluctant to plan print mailing campaigns. "However, we see potential risks for the paper market and logistics chains." Thus, there is a risk that the already prevalent shortage of paper that we are experiencing will now get much worse. At the same time, the logistics industry is facing enormous challenges, on the one hand, due to the huge rise in petrol and diesel prices and, on the other hand, due to staff shortages and uncertain route planning. "This not only affects the dispatch of print mailing itself, but also the availability of our customers' product range. This should be considered especially for campaigns with automated product recommendations." (frs)

O N E t o O N E 0 4 - 0 5 / 2 0 2 2 It’s easy 51 It was difficult If the copywriters would rather eat well than swallow pills. The crux of the matter s against h o s t il e t h g i f o m i n a t i on d o p e n s s i l o s Spartan Farmer TRANSFOR- MATION- CONSULTANT someone who has undergone a Pentecostal baptism speaks in ton g u e s Customer service is a thing of the past. In addition to hundreds of responses, the LinkedIn post also brought the desired response from Lufthansa. Our editorial team will be happy to receive submissions to "Last Exit" via redaktion@onetoone.de. What's next in ONEtoONE 6/2022 The special "2022/2023 Dialogue Marketing Yearbook" illustrates the winning applications of the MAX Award 2022, pre- sents the marketing head of the year, and provides an overview of the dialogue trends of the future. It also presents the future marketing profiles and provides methods of success for conversational marketing. The publication date is 18 May 2022. Printing deadline for advertisements and advertorials is 28 April 2022. Are you really looking forward to this edition? Then secure your personal ONEtoONE subscription here. You also get access to online premium content and all digital editions here: onetoone.de/premium