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www.onetoone.de Issue 12/2022 | Euro 7.90 C–47895 Special Programmatic Printing "Creating added value with print" Print brochures no longer play a role in the marketing strategy of home improvement and hardware group OBI – but programmatic printing does. In this interview, Dr Christian von Hegel, Managing Director Brand & Communications, and John Krieger, Director Customer Management, explain the goals that OBI achieves with this. Page 6 Platinum sponsor

2 O N E t o O N E 1 2 / 2 0 2 2 Sponsors: PA G E 1 3 PA G E S 1 4 / 1 5 / 1 6 / 1 7 PA G E 2 1 BurdaDruck Printing the Good Life PA G E 3 6 / 3 7 KLAPPER GEHÖREN ZUM HANDWERK DER GLOBAL-LOCAL COMMUNICATION PA G E 4 1 Advertorial B U R D A & P A R T N E R . .

Wanted: a medium for slowing things down If advertising blindness already sets in from 3,000 to 5,000 ad- vertising messages per day – what do we then have to deal with when everyone is bombarded with four times that amount? (A rhetorical question, I know.) What communication decision makers would need are commu- nication concepts that counteract the fact that everything runs at such speed and heat. In other words, media channels that work slower and more sustainably, but are still personalised and individualised. Imagine we'd invented something like this: • A medium that, unlike digital media, functions linearly and absolutely, therefore attracting greater attention. • A medium that is able to exist in the real world and can appeal not only to visual stimuli but also to haptics, and perhaps even olfactory factors. • A medium in which you can interact with the right world and which radiates quality and value solely through its presence. • A programmatically controllable medium that is always able to convey the appropriate message for the recipients in question. Such a medium would – I am sure – be the ultimate miracle tool in the toolbox of every marketing and sales manager – the Swiss Army knife of marketing communication, as it were. Too bad there is no such medium. Or do you know one? I, and the entire marketing industry, would be eternally grateful to you for any helpful advice. Sincerely yours, Joachim Graf Editor On average, 26 emails are received a day in each professional inbox in Germany. If one extrapolates, the number of emails sent and received daily amounts to around 319.6 billion worldwide. With just under eight billion people, that's 41 a day for every person on earth. Including infants, those who are illiterate, and desert dwellers. More than 4.62 billion people use social media, and they do so for 2 hours and 27 minutes a day on average. On Facebook alone, 14.5 billion likes are doled out, 4.75 billion posts are written and 350 million photos are uploaded each day. The average Tiktok user opens the app ten times a day and spends 50 minutes on it. Each day, 3.7 million videos are newly uploaded to Youtube – with a running time of around 271,000 hours. Around 100 billion messages are sent around the world each day via the Whatsapp messenger alone – 12.5 for every single person on earth. Experts work on the assumption that each of us is confronted with 10,000 to 13,000 advertising messages – each and every day. So, the cacophony of digital communications is getting louder and louder. Only those who live under a media rock do not get drowned (as the rest of us all do) in information and news, in opinions, videos and interactions, in emails, posts, tweets and messages. The more (promotional) messages that get sent to an individual, the less time there is for each of them, of course, and so the less attention is paid to them. And the lower the involvement. Stra- tegies among the target group therefore usually run along the lines of "close", "delete", "ignore", "hide" or, even: "block".

6 O N E t o O N E 1 2 / 2 0 2 2 Practical knowledge of programmatic printing: Interview with OBI "Our advertising should pr Print brochures no longer play a role in the new marketing strategy of home impro- vement and hardware group OBI – but programmatic printing does. In an interview, Dr Christian von Hegel (in the right of the photo), Managing Director Brand & Com- munications at OBI, and John Krieger (left), Director Customer Management, report on the background behind this as well as the goals and challenges. Important les- sons are summarised in a checklist for use cases. The decision of DIY chain OBI to say goodbye to brochure advertising has generated a lot of buzz this year. After all, we're talking about the market leader in the DIY sector and a volume that's in the millions of copies. The reason for the change of strategy: this form of printed mass advertising is too costly and resource-intensive. What's more, the consumer and information behaviour of the target group has changed. Digital channels and the heyOBI service in the app are therefore becoming the focus of OBI's communication strategy. Even if OBI is greatly reducing its print advertising, it will still remain part of the marketing mix: with automated and

O N E t o O N E 1 2 / 2 0 2 2 7 I tising should provide added value" individualised print mailings, the DIY chain addresses selected customers in a highly targeted fashion with personalised product recommendations. In an interview with ONEtoONE, Dr Christian von Hegel and John Krieger explain why OBI has decided against brochures and in favour of programmatic printing, how this advertising format is integrated into their overall strategy, and what significance data-driven marketing has for the DIY group. Mr von Hegel, OBI is dispensing with printed brochures. What has the response from your customers been to this change of strategy so far? Have there also been criticisms from brochure fans who struggle with digital channels? Christian von Hegel: When we stopped using inserts, we ran an extensive media campaign at the same time in which we explained our various reasons in a really tangible and understandable way. The visualisation alone, with the 8,000-metre-high stack of paper that we will save per issue, convinced many that we were making the right decision. The decision to focus on the individual approach and on advice via the heyOBI platform was largely backed in a very positive manner – both by our customers and in the stores themselves. Of course, given such a drastic step, there were also some discussions, for example on social media, and some customers have told us that they will miss the brochure. We know that we are asking a lot of some of them in making this decision, but we still think that the move is the right one. We also note that more and more companies are coming to similar decisions. Many employees were therefore very proud that we were the first DIY store to lead the way here – something that was also welcomed by Deutsche Umwelthilfe (Environmental Action Germany), for example. The fact that we are not seeing any l B O m o r f e r a e c i t r a e h t n i s e g a m i l l A : e g a m I

8 O N E t o O N E 1 2 / 2 0 2 2 in an overcrowded letter box. This is why for campaign topics where we want to avoid a lot of data and wastage – as in CRM communications – we rely on the most individualised, supportive print communication possible, with a premium approach, and then embed this in our multi-channel strategy. But even this tool makes up only a small part of our marketing mix, which means that print advertising at OBI will be reduced down to a minimum in 2023. Instead of mass mailings and mountains of brochures, OBI will send personalised and automated print mailings to select target groups. Why did you choose programmatic printing? What are your objectives? John Krieger: As part of our marketing mix, we see programmatic printing as a good and more importantly attention-grabbing addition to our digital channels. It offers us the opportunity to activate customer segments based on behaviour along the individual customer journey through high-quality communication – i.e., whenever the message is sufficiently relevant for our customers. Programmatic printing offers us the possibility of clearly personalising our customer approach – as part of this personal approach, with individual visual worlds or with reference to relevant offers and services for our customers. Of course, this also means that we expect significantly more effectiveness when it comes to activation – but, most of all, it also signals that we attach importance to the individual customer relationship, because every customer's home is unique. These days, however, these advantages only come to offer sufficient strength when we are able to use this "special" channel with maximum flexibility and without long lead times. In this respect, we decided very early on to integrate programmatic printing seamlessly into our marketing tool landscape. Today, we benefit from extremely shortened processing times and are highly efficient throughout the entire campaign – from selection and installation to evaluation of the interaction of the target group in question at the various OBI touchpoints – and, indeed, before, during and after receipt of the print mailing. Who do you want to reach with the personalised print mailings? How many print mailings does OBI send on average, and at what frequency? John Krieger: Our personalised print mailings go to selected users of our OBI ecosystem. In exceptional cases, the selection can also be based on classic campaign mechanisms, but we usually use print in an automated fashion, based on individual user behaviour along the customer lifecycle. The editions of the individually prompted mailing batches therefore vary greatly. How are print mailings integrated into cross-channel marketing? How close is the dovetailing with other channels, and why is that important? John Krieger: That is especially important because we want to provide our customers with information that is relevant for them without being redundant. Our communications must always create added value. Print helps us do this if we use it selectively and correctly. In very rare cases, we would use this channel as a stand- alone medium, but for us, it usually works as a supplement At the heart of OBI's communication strategy are digital chan- nels and the heyOBI service. Programmatic Printing supports these with its valuable approach. negative effects on sales in any of the six participating countries also increases confidence in this decision among groups such as our franchise partners. Due to the economic environment and inflation, price sensitivity among the population is increasing. Surveys show that the communication of offers is therefore becoming more and more important, including via brochures. How is OBI's consumer behaviour developing? And how is OBI reacting to this? Christian von Hegel: As a family and DIY brand, our goal is to best support our customers in getting through this challenging time. The largest cost leverage we have available in the home and garden sector is good advice and planning. With our free support, we ensure that our customers avoid expensive planning errors in projects and demonstrate something like the effective planning of gardens can reduce costs in the long term and conserve resources. Gardens require much less water than pure lawns as a result of planting perennials and beds, for example. In addition, we offer our customers very specific opportunities to save money by providing appropriate offers, discounts and coupons. Communication of offers will therefore become more relevant for us too in 2023 – but we do not need the inserts for this. We have enough other options to cushion the effects of inflation for our customers. In a conversation with ONEtoONE.de, you emphasised that print advertising will still remain part of OBI communications. What strengths does print have that remain indispensable for OBI? Christian von Hegel: Print media is particularly suitable for conveying complex projects and topics, for things such as helping to provide advice to our customers. We will also not rule out print advertising in daily newspapers in future. However, that channel is only tactical for us and not an essential part of our marketing mix. After all, we believe – for various reasons, including sustainability – that print formats should only be displayed to a truly interested target group in order to avoid unnecessary waste. I t is impor tant to us to deliver added value with our advertising and not to appear as another annoying element

O N E t o O N E 1 2 / 2 0 2 2 9 Case: Customer activation with the "heyOBI Geburtstag" print mailing Point of departure: Direct mail campaigns are well suited for preventing churn. OBI, like others, wants to reactivate customers who are at risk of going elsewhere with personalised print mailings. Task: Optilyz delivers the technical setup for inserting the print mailings into the customer journey in a data-driven, automated and personalised manner. The direct mail automation software can be seamlessly integrated into an existing system, e.g., a marketing cloud or CDP. The Customer Success Management and Solution Engineering departments provide support for the technical connection and development of use cases. Implementation: The "heyOBI Geburtstag" (heyOBI Birthday) campaign is basically an anniversary mailing for inactive customers. Obi has restricted the recipient group to people who registered in the heyOBi app a year ago, but have not bought anything since then. According to Optilyz, this is a smart approach for a use case, as behaviour-based parameters (registration date, last purchase) provide the framework for customer segmentation. This approach is suitable, for example, for companies that do not enquire about their customers' dates of birth. Furthermore, individual living conditions are taken into account when implementing the content, e.g., balcony or garden, which makes the print mailing more personal for the recipients. Result: Targeted customer segmentation and personalised content create relevance for customers. OBI achieves average conversion rates of 6 percent with its print mailings. Significant uplifts in sales are seen in shopping baskets. The integration of Optilyz into Emarsys, and thus into OBI's martech environment, has also reduced manual effort by 70 to 80 percent. to other channels. When orchestrating all this, it helps a lot when colleagues work together across the company in a cross- functional way – and OBI really has a fantastic team. However, with the increasingly complex nature of customer journeys, it has to be said that data-driven technology is essential today. It helps us a lot that we started investing in these technologies a number of years ago. How do you rate the results of your print mailing campaigns so far? Are you satisfied? John Krieger: Yes, we are satisfied, both when it comes to how our communications are perceived and with respect to the behaviour our customers actually show – all the A/B tests performed confirm this for us. Whether the use of print mailings in this form is ultimately economically attractive and achieves a positive return on marketing investment comes down to intelligent selection of the target group. The scattergun approach really doesn't work here! We benefit enormously from the fact that we are able to understand the mechanisms of action of each individual campaign much better today based on data, and that these lessons are continuously incorporated into our further operationalisation and adjustments. In this respect, we are happy with the results, but we also see further potential.

10 O N E t o O N E 1 2 / 2 0 2 2 What insights from print advertising flow back into the data pool? What do you learn about your customers? John Krieger: We are constantly comparing the performance of our campaigns – with and without direct purchase incentives, for example – and the impact on the user cohort in question. The findings from this flow, in particular, into the arrangement and adjustment of further digital and physical CRM activations and the activation mix as a whole. In addition, our data team adds new data points on an almost monthly basis. We can then use those data points as the foundation for further personalisation of future programmatic print mailings. So we are constantly evolving. How well can print be integrated into marketing automation today? What were and are the biggest challenges with this? John Krieger: Flexibility and speed have always been our key guiding principles. Even with print, we want to be right there with the customer, and most importantly to do this in an invididualised way. Clean integration into our marketing technology tooling was key for us. Our print mailing tool provider Optilyz is integrated directly into our marketing cloud SAP Emarsys as an activation channel. This was possible to implement with a very manageable amount of effort. The big advantage today: direct mail campaigns, and putting these together, essentially work almost identically to Checklist: defining meaningful use cases Print mailings achieve the highest conversion rates and revenue uplifts if they are used selectively and in a targeted manner along the customer lifecycle. Which use case generates the highest added value depends very much on the target group. Therefore, the actual campaign planning should always be preceded by strategic customer segmentation. Using this checklist, software provider Optilyz describes the best way to do this. 1. Print mailings as part of the CRM strategy Use cases are not defined separately from other channels, but rather strategically orchestrated within the CRM. All advertising measures taken within the activation strategy pursue the same goal: (re)activating existing customers. Thanks to technical progress, print can now be measured and controlled as a performance channel. As a result, targeted and personalised print mailings within the customer journey contribute to sales growth, provided they are understood as a strategic part of the CRM. Conversion rates of 4 to 10 percent and higher sales per customer compared to digital email campaigns can then be achieved. 2. Consolidating the database What was an indiscriminate scattergun approach pre- programmatic printing has now become strategic customer segmentation. It makes a big difference whether someone is a first-time or frequent buyer, has a garden or a balcony, and lives in the city or in the countryside. This requires centralised data management, for example, via a marketing cloud or customer data platform (CDP). All customer data that is available is consolidated and processed in this system. In the best case scenario, it is the linchpin of the martech landscape, into which all other automation tools can be integrated, such as direct mail automation software. This way, the same real-time data is available to all channels. 3. Evaluating customer data and the customer structure Each CRM team should be familiar with the company-specific customer structure and should evaluate it regularly. Socio- demographic data (like place of residence, gender, previous life/preferences) can be analysed, for example, as can behavioural data (like inactive customers, first-time buyers, regular customers, opt-in customers). From these findings, joint activation measures can then be derived – always in line with the central marketing plan. Which aspects are taken into account in a customer behaviour analysis of this nature depends very much on the company. What is important is that all channels are equally involved and work with the same data. This strategic approach is particularly important for a more expensive channel like print, in order to track down meaningful use cases and thereby reduce advertising revenue per customer. 4. Creating relevance with content In an era of personalisation, the added value that is generated has individualised relevance. It is therefore important to meet customers along the customer lifecycle in a manner that is targeted, personalised and as natural as possible. This means not being too advertising-oriented, but also not being redundant in the customer journey and reaching customers in as personalised a way as possible. After all, every customer is unique in their shopping behaviour. Whether they have a garden or a balcony, an apartment or a house, whether they are a first-time buyer or a frequent buyer – all this information has a major influence on the relevance of the content and the possible purchase incentives. 5. Start small and learn from experience Even large companies start small. Especially with a complex channel like direct mail, it is advisable to start with simple use cases such as a birthday mailing or a second order push. For a birthday mailing, for example, only the date of birth and the postal address are required. The moment of surprise for the customer may then be all the greater later on. How many birthday wishes do you receive by email, and how many by post? Once the foundation has been laid, extensive performance analyses help to develop direct mail into a high- revenue channel. Parameters that you can also experiment with within a use case include various coupon levels and whether or not there is an incentive. The conversion rate, the activation rate and the sales per customer provide you with information about the success of the campaign. You can then also set these findings in relation to comparable digital activation measures, thereby consistently refining your use cases.

12 O N E t o O N E 1 2 / 2 0 2 2 digital activations. We can use the same marketing tools to generate the relevant customer segment based on data, create the advertising materials, and put together the automation. This way, we also enable our teams to make the right decisions quickly and to execute them properly. What criteria do you generally use when selecting service providers? What do you value when working together? Christian von Hegel: If you look at our agency portfolio, you can see that we have been working closely with many of our service providers for many years. We are convinced that the greatest excellence arises when OBI's knowledge and skills are combined with the appropriate expertise and the flexibility of an agency. Our goal with these kind of relationships is for both sides to learn from each other. Our industry has a certain complexity to it; it requires experience, curiosity and for you to always keep adopting this external view, which you yourself can lose at some point. That's why we carefully choose service providers based on who suits us for the long term and who wants to grow with us. I don't think it's good to frequently change agency when it comes to strategic topics like brand work and communication. John Krieger: Exactly! We rely on a high level of partnership. This is really important, because we of course want to create value together – it only works if the relationship is a lasting one. With our print mailing provider, we were particularly impressed by the option they provided for seamless integration into our martech landscape, alongside their previous experience with our existing marketing tech landscape. How well prepared is OBI for the loss of third-party data? John Krieger: Thanks to our large ecosystem, we are in a position to obtain a very good picture of our customers and their interests through our first-party data. So that we can use these findings in the future to drive our campaigns outside of our owned channels, we are closely monitoring the current developments within the programmatic advertising landscape. We are convinced that we will be very well positioned for future changes with heyOBI and our existing marketing tech stack, allowing us to continue guaranteeing that both we and our retail media partners can address the target groups. In the field of retail media, OBI is now also opening up to advertisers outside the DIY segment and making its platforms and data knowledge about the customer journey available to its clients. How challenging is it to merge and process this data across all platforms? Christian von Hegel: Bundling the data in a data pool such that it can be used on an automated basis is quite complex due to the large number of central and decentralised data clusters, as well as the different types of data. However, we began setting up our own OBI data pool and continuously filling it in compliance with data protection regulations more than three years ago, meaning that we are today already in a position to offer user- interest-centred targeting and informative insights for endemic and non-endemic advertisers via our retail media subsidiary, OBI First Media Group. Is it conceivable that external advertisers will also be able to place advertisements in OBI print mailings at some point, if the product suits the addressee and their preferences? Christian von Hegel: For us, retail media provides the opportunity to present brands and products in those spaces where their relevance, perceptibility and acceptance are highest, where their path to the customer is shortest and their context is the most natural. The OBI First Media Group steers its measures according to the objectives set in advance by advertisers. Where an OBI print mailing is a tailor-made touchpoint in the media mix of the individual customer journey of the target group being targeted in the use case being addressed, these are recommended for all advertising customers – whether DIY or not. Which CRM trends are also becoming more important for OBI? John Krieger: In order to obtain a valid foundation of data, a state-of-the-art customer data platform will play an even more important role in our CRM in the future. We will continue to invest in expansion and further development here. In the DIY and Home & Garden segments especially, personal advice and the development of long-term, trusting customer relationships are an essential aspect of success. For us, this also includes the appropriate personal marketing that reaches our customers in a targeted manner and according to their needs. With personalised print mailings, OBI avoids scatter loss. Intelligent selection of the target group is crucial for a positive return on marketing investment. This interview was conducted by Frauke Schobelt

O N E t o O N E 1 2 / 2 0 2 2 A D V E R T O R I A L 13 24/7 Servicelösungen Professionell und individuell Is good service more important than price? Which does more to determine your competitiveness? Even if the global economic situation is currently tense and many people are increasingly paying attention to prices, the quality of a company's service cannot be neglected. Customers are critical, but also loyal to companies that offer them special services and treat them with respect. Successful customer communication – the key to a company's success A company's customer focus first becomes apparent during communication with customers. The better a service is tailored to the needs of customers, the more satisfied they are. One key factor is quick contactability. The mechanisms in social media are similar: speed is critical here. Only those who communicate adequately and who react promptly to comments remain authentic and interesting. Equally important is customer communication that is solution-oriented, where the employees in the call centre listen and understand. Because we all know that only satisfied customers stay and pass on recommendations. Efficiency as a corporate strategy Be cheaper than the competition thanks to low production costs. To reduce personnel costs, companies are relocating their operational activities to nearby countries. Efficiency is then achieved primarily through large production volumes and strict control of costs. Although profit margins are lower in this efficiency-driven corporate strategy than in a quality-driven strategy, this is compensated for by significantly higher sales volumes. Quality as a corporate strategy If a company is managed according to the premise of "best quality", this creates an advantage over the competition. Quality-driven companies are characterised by unique selling points. Because their products are unique and of the highest quality, customers will happily pay more. The quality of the product is revealed in things like its design and service life. However, the quality category also includes quality of service. Anyone who has ever dealt with a company hotline knows what is important here. Companies that deliver quickly and which also offer additional services are always ahead of the competition. But what wins the race – good service or a reasonable price? Unlike in the past two years, when service was even more important than price, the ratio is balanced according to the current Customer Service Barometer 2022 study conducted on behalf of Armonia Deutschland GmbH. Current world events are likely to be crucial for this. Nevertheless, 88% of respondents still agreed with the assertion that service influences their purchase decision. When asked which channels are preferred, it turned out that the telephone is used more frequently than, for example, emails. When it comes to trust, however, emails have a small advantage. On the other hand, people are reluctant to communicate with chatbots; only 47% of customers trusted this mode of communication. Even though price plays a greater role than it did a year ago, customer service is a decisive factor for the success of the company. This is because it offers customers the opportunity to increase the quality of their purchased products by minimising risks and reducing follow-up costs. You're keen to share opinions and experiences about this engaging topic? Don't hesitate to get in touch with us at any time! Getaline GmbH Friedrich-Ebert-Damm 145 22047 Hamburg 040-6460460 getaline.de

14 A D V E R T O R I A L O N E t o O N E 1 2 / 2 0 2 2 Print marketing campaigns, sustainably and in real time – is it possible? Print helps you reduce the environmental impact of your marketing campaign. In view of the growing climate crisis, the demand among consumers for more sustainable practices and products has increased in recent years, with the pressure on companies to take stricter environmental measures having grown. For this reason, many marketing decision-makers are rethinking their strategies, tactics and tools so that they can solidly prepare themselves for the future. Matthias Rippel, Vice President of Global Brand Strategy at Adidas, emphasised at the 2022 Canon Future Book Forum that "78% of Generation Z expect companies to have sustainable solutions embedded in their business plans and to act accordingly". Jemima Cox of Canvas8, one of the leading consumer research agencies, said at the same event: "90% of Europeans expect brands to be committed to sustainability and to help them consume in a more conscious manner". Programmatic printing combines the best features of digital and print marketing. When done well, the emotional impact of individualised print mailings comes together with the benefits of digital marketing. Yves Gautschy, client advisor at Urs Zuber AG, who specialises in programmatic printing, explains: "Programmatic printing enables us to approach customers in an even more direct and personal manner – to react automatically to certain events in the customer journey with predefined so-called "triggers". This enables us to send tailor-made, targeted printed materials, thus significantly increasing the response rate of the campaigns and the return on investment for our customers. Furthermore, waste is avoided and resources and costs are reduced. Programmatic printing is therefore not only more efficient, but also more sustainable". Despite these opportunities, many marketers believe that print advertising is not sustainable. What is myth and what is truth? With sustainable strategies, marketing doesn't just strengthen a brand's image among consumers – it also makes the company more attractive to investors. Myths and truths How can you reduce the environmental impact of your campaigns? In times of "digital fatigue", print becomes an impor tant marketing tool for reaching customers. Through the targeted use of print in the communication mix, the environmental impact can also be reduced and marketing campaigns can be designed sustainably. First myth: "Digital and email marketing are green" T h e u s e o f p a p e r i s g e n e r a l l y c o n s i d e r e d t o n o t b e environmentally friendly, which is why many brand companies refrain from using print and rely entirely on digital media. However, digital communication is far from being environmentally neutral. Email marketing consumes energy and generates CO2 emissions in data centres and on end devices. Sending an email generates

O N E t o O N E 1 2 / 2 0 2 2 A D V E R T O R I A L 15 0.3g CO2e (carbon dioxide equivalents). Due to data volume, the emissions are increased to 4g for a standard email and up to 50g for an email with large attachments1. That doesn't sound like much at first, but it adds up. According to Statista, more than 306 billion emails were sent and received worldwide in 2020. Third myth: "Paper destroys our forests" It is a widespread misconception that forests are recklessly cut down in order to produce paper. This is because sustainable forestr y actually makes paper a renewable resource. Pay attention to proper certification when choosing paper. Of course, print advertising also generates CO2 emissions. By way of comparison, various postal services state that a printed mailing has a carbon footprint of 20g on average. However, most of this is not generated by production but by shipping and transport. It should therefore be noted that both print and digital communication lead to CO2 emissions. This means that ways of reducing those emissions still have to be found. With emails, the data volume can be reduced through selection of the design and format – image-heavy e-newsletters, embedded or uncompressed images, and email attachments require a greater data volume and increase energy consumption. With print mailings, the use of electric vehicles for delivery reduces emissions. In future, decentralised print production may also shorten delivery routes. However, it is even better to avoid unnecessary advertising messages altogether. This is where programmatic pressure plays a special role – in combination with digital channels. As Yves Gautschy describes above, programmatic printing identifies particularly receptive recipents and selectes them in real time using omni-channel triggers. This reduces the number of messages as early on as during the targeting process. At the same time, the relevance of the messages is increased with respect to their content and time of impact, leading to a higher return on marketing investment (ROMI). In an interview with Inkish TV, Managing Director Isla Munro of the direct marketing agency Dragonfly stated that "57% of people say they feel more valued when they receive a letter, because the post is credible, personal, selected, trustworthy and informative. Consumers are seven to ten times more likely to respond positively to targeted and relevant communications". Second myth: "Print is slow and expensive" Thanks to digital interfaces between marketing and print shops, and with the help of effective digital print production, print communication can be very fast. Ideally, the generation of the data for a personalised print mailing is initiated automatically in programmatic campaigns. On the basis of triggers, data from various data sources is selected in real time for a personalised message, processed automatically, then transmitted to a print service provider as a print-ready file. Thanks to the use of digital print workflows and print-on-demand processes, the print mailings are produced and dispatched within a few hours. Addressees with high purchase or decision-making intent thus receive a print mailing that is relevant to them within 1–3 days. When combined with other touchpoints, it is possible to devise completely new use cases along the customer journey. The Forest Stewardship Council (FSC) is a non-governmental, non-profit organisation that certifies papers that come from responsible forestry with environmental and social guidelines. The most environmentally friendly option is to use recycled paper. Did you know that 74% of paper in Europe was recycled in 2020?2 A particularly demanding label for recycled paper is the Blue Angel. When using Blue Angel-certified paper, you can be sure that it consists of recycled waste paper, paperboard and cardboard. No trees are cut down to make this paper. What's more, compared to paper made from virgin fibres, the production of recycled paper requires around two-thirds less energy and water – and no chemicals are used.3 Work with partners who share the same sustainability values Canon's efforts to improve sustainability are guided by the UN Sustainable Development Goals and, for the past six years, they have received the EcoVadis Gold Award – the internationally recognised sustainability certification. However, what is also important for our customers and partners is our corporate philosophy, based on Kyosei – a Japanese word that means "living and working together for the common good". This philosophy is embedded in all Canon's activities and encompasses our social, ecological and economic responsibility. Kyosei also gives our customers the certainty that we as a company act sustainably. What sustainability goals does your company want to achieve in marketing? From a commercial and economic point of view, the era of wasteful marketing based on the scattergun approach is definitely over, regardless of whether we're talking about print or digital media. It is therefore important to implement sustainability as a goal when planning marketing campaigns, to use the individual media channels in a way that conserves resources, and to make these savings effects just as measurable as performance. To achieve this, you ideally need the marketing department, IT department, agency and print service provider to work closely together from the outset. Actively talk to your print service provider and other partners and work together on sustainable, programmatic marketing and print campaigns. 1Source: Mike Berners-Lee – 2010 – How Bad are Bananas? The Carbon Footprint of Everything 2Source: CEPI statistics – 2021 – Key Statistics 2021: European pulp & paper industry 3Source: Recyclingpapier wirkt, Initiative Pro Recyclingpapier, 2019 Canon Deutschland GmbH Europark Fichtenhain A10 47807 Krefeld Dr Timo Raabe Timo.Raabe@canon.de www.canon.de

O N E t o O N E 1 2 / 2 0 2 2 Grandma still has what it takes! Don't dissapear in the digital flood Capturing the attention of target audiences is becoming increasingly difficult. Every day we receive countless advertising e-mails, sponsored posts and reels on social media platforms, or another recommendation from an influencer. But what remains of it? 17 Eye-Catcher Worth to keep or go to bin? You are something special - we want to give this feeling to our customers. Frequent teasers that attract our attention are personal messages from acquaintances or unique and funny, if not striking, . The postcard from friends on vacation - clearly, we hang that on the pin board or the fridge. Grandma's annual Christmas card with the nice words "buy yourself something nice" and the €50 note. These are things we would never leave unread or ignore. They create a warm and comfortable feeling and put a smile on our face. Only very few digital campaigns can achieve this. However, we cannot do without them, as they are the ideal and easiest way to explain our products and direct the customer to our shop. Therefore, it is necessary to create a connection - between the personal mailbox experience xxxxxxxxxxxxxxxxxxxxxand the digital experience. Save here, get something for free there and there is another must have of course In everyday life, we all receive information about discount campaigns, super mega deals, and must-have products. If the target group analysis has been implemented with care and diligence, the customer who is interested in the product will also receive the according advertising via e-mail or on social media. there´s a catch – it's just one out of many ads. In the digital age, it is almost impossible to stand out among all the offers and to present your brand in such a way that the potential new customer recognizes his personal added value. We decide in just a few seconds whether information is important to us or if we just skip it. But Gut instinct decides whether something is noticed or ignored. is worth to be kept and has got potential to Our goal is the fridge Lots of bling-bling with shiny hot foil finishing, personalized letters and giveaways, spectacular laser cuts and everything else that to be stuck on our fridge . . This is the first step. This is the first step. What distinguishes us from Grandma? We have a digital agency and build a bridge further information and news, using e.g. an augmented reality experience as With professional xxxxxxxxhigh-level mass customization xxxxxxxxxxxxxxxxxxxx xwe reach the broathe we reach both the general public and individually selected target groups. The right customer journey mapping strengthens connection between a brand or a product and the customer. gamification. the msp https://msp-druck.de https://studioborabora.com

18 O N E t o O N E 1 2 / 2 0 2 2 Lead generation Smart magazine for motorcycle enthusiasts BMW Motorrad addresses a very special and rewarding target group with a highly personalised smart paper from Funke – thereby receiving qualified leads for its specialist retailers. The range of personalisable print products is getting bigger and bigger. In addition to postcards, print mailings, flyers and catalogues, newspapers and magazines can also be customised – by way of high-speed inkjet and the integration of variable data. Dr Klemens Berktold (Managing Director of the Print Division) and Marc Schiffmann (Head of Sales & Partnerships) from Funke Druck – the newspaper printing division of Funke Mediengruppe – took the first step into personalised digital printing in 2018. The company produced something it knows very well: newspapers in the corporate design of its own titles. But personalised – with addresses from its own inventory as well as purchased addresses. National and regional advertisers can present their topics across at least eight newspaper pages – thereby addressing "spark readers" in a targeted and personal way, for example, with EDITORIAL Hallo , Motorradfahren ist eine Lebenseinstellung. Du kennst das Gefühl, wenn jede Kurve süchtig macht. Du willst die Kraft der Maschine spüren, Dich treibt das Fernweh und die Abenteuer- lust. Beim Motorradfahren dreht sich alles um das intensive Erleben von Beschleunigung und Verzögerung, einen unver- gleichlichen Motorensound, die direkte Rückmeldung der Straße und natürlich die Fahrfreude und die Benzingespräche mit Gleichgesinnten. Egal, ob Du mit einer Enduro durch die schönsten Sandwüsten der Erde düsen oder während einer Tour die Straßen Europas hautnah erleben willst: BMW Motorrad bietet Dir dafür das absolut perfekte Motorrad. Von reinrassiger Race-Performance über puristischer Roadster bis hin zum innovativen Scooter. Es ist eine Frage der eigenen Überzeugung und des eigenen Stils, ob Du mit einer BMW S 1000 RR, einer BMW R 18 Classic oder einem BMW CE 04 unterwegs bist. Ob Straßen-Fan oder Gelände-Liebhaber: Fahr Deinen persön- lichen Favoriten. Du ﬁndest Deinen perfekten Begleiter auf den folgenden Seiten. Wenn der Asphalt wartet und das Abenteuer ruft, dann zögere nicht. Entdecke jetzt in Deinem persönlichen BMW Motorrad Magazin viele spannende Themen. MAKE LIFE A RIDE Dein BMW Motorrad Team IMPRESSUM Bayerische Motoren Werke AG BMW Motorrad Deutschland 80788 München Telefon: +49 89 1250-16200 Email: motorrad@bmw.de RECHTSHINWEIS: Die Inhalte dieses Magazins wurden mit größtmöglicher Sorgfalt erstellt. BMW Motorrad über- nimmt jedoch keine Gewähr für die Richtigkeit, Vollständigkeit und Aktualität der bereitgestellten Inhalte. Die Verviel- fältigung von Informationen oder Daten, insbesondere die Verwendung von Tex-xx ten, Textteilen oder Bildmaterial, bedarf der vorherigen Zustimmung von BMW Motorrad. Insbesondere dürfen Nach- druck, Aufnahme in Online-Dienste, Inter- net und Vervielfältigung auf Datenträger, auch auszugsweise, nur nach vorheriger schriftlicher Zustimmung durch BMW Mo- torrad erfolgen. Druckfehler, Irrtümer und Änderungen vorbehalten. Dargestellte Modelle zeigen teilweise aufpreispﬂich- tige Sonderfarben und Sonderzubehör. Datenschutzinformationen: Du bekommst dieses Magazin aufgrund Deiner an die BMW AG erteilten Zu- stimmung in werbliche Kommunikation per Post. Diese Zustimmung kannst Du bei der BMW AG über die Kundenbe- treuung +49 89 1250-16000 oder kundenbetreuung@bmw.de widerrufen. Weitere Informationen zum Datenschutz erhältst Du unter www.bmw.de/datenschutz. BMW Motorrad, EX-V1-B, München, Deutschland. Diese Broschüre wurde auf 100 % chlorfrei gebleichtem Papier gedruckt. Printed in Germany 06/2022. GRENZENLOSE ABENTEUER DAS BMW MOTORRAD MAGAZIN FÜR Each addressee receives their own personal copy of a 24-page customer ma- gazine – with their own name throughout and not just on the front page. Personal salutation and customised content in the editorial. (Image source: All images BMW)

19 3 O N E t o O N E 1 2 / 2 0 2 2 a greeting on the front page and addresses on the inside. Each module of the smart paper can be personalised and substituted. This has been well received by customers such as Deutsche Leibrenten, Porsche, Opel and Deichmann. Funke has thereby learned for itself how to approach with the issue of programmatic print. Today, the company is richer due to numerous amassed experiences and, in addition to the classic smart paper, it also offers tailor-made programmatic print solutions in close collaboration with clients and their agencies. Once example from practice is this case from BMW Motorrad. Valuable leads: BMW Motorrad appeals to new target groups BMW Motorrad is a brand that feels extremely comfortable in digital channels and sets advertising standards there. However, as part of a multichannel campaign, it also uses the innovative print format "Smartpaper one2one" to successfully address a very special target group. This is made possible by implementation of the marketing HOL DIR DEINE MOMENTE Motorradfahren ist einzigartig: Nichts anderes lässt Dich Frei- heit und Fahrtwind so intensiv spüren. Jetzt geht es los – mit dem BMW Motorrad Magazin. Freu Dich auf aktuelle Modelle, individuelles Zubehör sowie stylishe Fahrerausstattungen. Außerdem auf viele spannende Highlights, Aktivitäten und Events, wie unsere Neudeﬁnition von urbaner Elektromobilität oder die International GS Trophy 2022. Und BMW Motorrad on Tour bringt unsere aktuellen Bikes direkt zu Dir. Also, worauf wartest Du noch? Die beste Zeit beginnt mit Dir und Deiner ersten Tour auf einem BMW Motorrad. 9 Dein persönlicher Zugangscode: QR and access codes lead to personalised websites with further information and services for motorcycle fans. automation and campaign software Leadsmanager Pro from the agency Dialog Komplex in Funke's smart paper portfolio. With this tool, potential prospects are generated, qualified and handed over to marketing and sales. The dialogue marketing experts have been working for BMW Motorrad for five years and know their customers and their requirements very well. The leads for this campaign were generated together with a collaborative partner of BMW Motorrad's as part of a competition. The target group overlap between the two companies is very high. BMW Motorrad takes advantage of this to reach people who apparently have a great interest in motorcycles but who not yet customers. Several thousand prospects who have registered for the competition and given their consent to be contacted by BMW Motorrad are on the address list. Each individual addressee receives a visually stunning 24- page customer magazine printed on high-quality A4 paper, addressed to them in a personal manner on almost every page. You can barely get more personalised than this. To achieve this, BMW Motorrad supplies Funke Druck with a PDF template that highlights the areas that can be personalised. This allows 20 to 22 data fields to be printed into each copy in a precise and tailor-made fashion. BRING DEINEN CHARAKTER AUF DIE STRASSE CUSTOM MADE BY YOU Die Freiheit, die Dir ein Modell aus der BMW R 18 Reihe bringt, spürst Du auf Tour am intensivsten. Aber sie beginnt mit Deinen Ideen. Gestalte Dir Dein perfektes Bike aus unseren umfangreichen Customizing-Optionen: Wähle aus hochwertig verarbeiteten Sitzbänken, z. B. mit akzentuierender Quersteppung, und deﬁniere Deine Haltung mit lässig hohem oder entspannt breitem Lenker. Auch bei der Wahl aus unterschiedlichen Windschilden und Rädern mit Bicolor- und Chrome-Optik dreht sich alles nur um Deine persönliche Vorstellung. Die Option 719 bietet Dir dabei vielfältige Mög- lichkeiten zur Individualisierung. Dein persönlicher Zugangscode: Almost every page contains personalised elements and QR codes.

20 O N E t o O N E 1 2 / 2 0 2 2 Emotional storytelling makes motorcycle fans dream HERITAGE – DIE R 18 MODELLE Sehnst Du Dich nach diesem unnachahmlichen Gefühl von Freiheit? Einfach losfahren und den Kopf freikriegen? Mit den Modellen der BMW R 18 Reihe ist Dein Ziel der Horizont und Dein Soundtrack der größte Boxermotor, den wir je gebaut haben. Mach jeden Kilometer Deiner Tour unendlich und erlebe die volle Emotion der BMW Motorrad Touring-Historie. #SoulFuel The name, in our example "Johannes Gutenberg", is already displayed unmistakably on the title page of the BMW Motorrad magazine. This makes the magazine a valuable unique item for the addressee. The editorial also addresses Johannes directly, inviting him on a motorcycle tour – one that in his mind, will involve a BMW model particularly close to his preferences and interests. Over the following pages, BMW Motorrad also uses emotional storytelling to awaken the desire for motorcycle adventures and the joy of the road, while also describing the experience of riding its models and conjuring up the feeling of freedom that motorcyclists love so much. The reader is addressed in an informal tone, conveying a sense of belonging. Personal QR codes guide readers to personalised websites The special feature: on almost every page, personal QR codes and various links lead to personalised websites (personal URL = 14 Seit über 40 Jahren steht die GS dafür, Abenteuer zu suchen und zu ﬁnden. Grenzen gibt es dabei dank der ausdauernden Kraft und zuverlässigen Technik keine. Ob über Straßen und Berge oder durch Wüsten, Steppen und Flussbetten, wenn Du willst, bringen Dich diese Bikes sogar bis ans Ende der Welt – und dann auch wieder zurück. Wecke Deinen Entdeckergeist und lass Dich von Deinem Fernweh antreiben. Dein Ziel? Wohin auch immer Du willst. Das ist der #SpiritOfGS bmw-motorrad.de/spirit-of-gs #SPIRITOFGS Emotional storytelling in print magazines awakens aspirations. Dein persönlicher Zugangscode: R 18 TRANSCONTINENTAL GRAND TOURING MIT BIG BOXER R 18 B VEREINT HISTORIE MIT EMOTIONALITÄT R 18 CLASSIC ZEITLOS TOUREN R 18 DER FREIHEIT AUF DER SPUR Print leads to online content and makes people want to take a test drive at a local retailer. pURL) from BMW Motorrad. Johannes can use a personal access code shown directly on the page to configure his dream vehicle in-browser and receive information on technical specifications and other tailored content. pURLs also lead to rental, financing and leasing offers, so as to bring the reader closer to financing a BMW motorcycle. There are also links to motorcycle clothing and accessories for Johannes in the magazine. Likewise, there is an invitation to the BMW Motorrad on Tour events at dealers nationwide, at which BMW Motorrad presents its models and offers test drives, alongside a colourful supporting programme. Every click is recorded, making success highly measurable. This allows BMW Motorrad to learn more and more for future campaigns about this target group and its interests. More than 75 percent of the addressees use mobile devices to take advantage of the digital services. Smart linking to print and online means integration gaps due to discontinuity of media are avoided. The acceptance of QR codes as printed signposts for digital content is high. With its personalised content, print generates emotions and awakens desires; the customer journey in the digital channels then becomes more tangible. Here, with content and services, BMW Motorrad leads the potential buyer Johannes further in the direction of a purchase decision and a test drive at a specialist dealer in his vicinity. Response rate of more than 30 percent The smart paper gives BMW Motorrad qualified leads for specialist retail, and the measurable response rate is very high – over 30 percent. The manufacturer is also "very satisfied" with other key figures and with the response from the dealer, as Raimund Leykauf, Managing Director of Dialog Komplex, emphasises. The print format is a "high-quality component" in the marketing mix and should remain an integral part of it in the future. (frs)

O N E t o O N E 1 2 / 2 0 2 2 A D V E R T O R I A L 21 Boost conversions through individualisation of direct mailings How programmatic print increases your conversion rate Leave the scattergun approach behind and move towards personalised mailings. Thanks to programmatic print, it is now possible to tailor print advertising to the interests and behaviour of individual people. Depending on the triggers involved, a postcard might come through the letterbox to remind the consumer of products in their basket or attract them with discounts and offers. All of which is guaranteed by linking digital touchpoints to the print channel. In contrast to "static" print campaigns, only people for whom the mailing has high relevance get addressed – such as new customers or customers at risk of going elsewhere. In contrast to classic campaigns, the scatter loss of programmatic print is reduced by orders of multitude – and the conversion rate increases. A high focus on data, the freedom to test a lot, and targeted analyses are important factors in increasing the relevance of communications – and thus also the conversion rate. With programmatic print, these systematics that digital channels have been harnessing for a long time can be transferred very easily to the powerful print channel. This enables effective cross-selling and upselling and long-term customer loyalty, as the customer perceives communication with your company as more relevant than that of the competition. How to increase your conversion rate Programmatic print is based on user behaviour data and prompted by special triggers. Customers and prospects only receive mailings that are ideally tailored to them and their behaviour. The conversion rate is increased as a result of three factors. 1. The right timing: The advertising message is shown at exactly that time when its relevance in the individual customer journey is greatest. This gives you a clear competitive advantage. 2. The right tone: Thanks to programmatics, it is possible not only to address the customer by name, but also to adapt the style of the address and the tone to the target group. This creates the feeling that you understand your customers and speak one language. 3. The right product: Relevance is important in print too. By purposefully only advertising those products that are truly of interest for the customer, you increase the likelihood of a purchase, for example, in a second-order push or in the case of basket abandonment. 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 in a position to use it properly. Campaigns are characterised, in particular, by efficient processes and the combination of marketing automation, customer insights and production expertise. This makes marketing automation and high-speed digital printing the perfect combination. When producing mailings, we rely on SCREEN's super-fast and high-resolution digital inkjet printing machines, which guarantee the highest performance and quality. As part of the Bertelsmann Printing Group, Campaign has been developing a wide range of marketing and communication solutions with the appropriate 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 is continuously improving and optimising the printing process in various printing industries. SCREEN invests a lot of money each year in research and development and is one of the top 100 most innovative companies in the world. The two market leaders, SCREEN and Campaign, are combining their skills and together shaping the future of programmatic print. More information and further advantages of programmatic print can be found in Campaign's white paper: www.campaign-services.de

22 O N E t o O N E 1 2 / 2 0 2 2 k c o t s r e t t u h s _ t a w u n a P o J : e g a m I x x x x : e g a m I Case study Print and pure play – the perfect complement Streetwear retailer Seventyseven is a digital high flyer: with smartphones, Instagram and Facebook, the Lower Saxony company grew to 3.5 million customers in just a few years. Further growth is now being brought by programmatic print. Of all things! If an online retailer is thinking of a channel for personalised, programmatic advertising, then print will likely be the last thing to come to mind for most. Internet applications, social media, smartphone and web apps … sure! These systems work in real time, can process interactions and can place content dynamically. An email is almost an old-fashioned medium, in comparison, because it is a static one. Print, however, seems totally out of the question – no matter how eye-catching, valuable and inspiring it may be. According to Smartcom CEO Johannes van de Loo, this is all just a matter of prejudices: "Print can do much more and is placed to become the 'perfect match' for its digital channels, especially for an online pure player". Seventyseven – a digital success story The programmatic printing pioneer, whose agency specialises in the development, implementation and execution of digital print campaigns, shows just how this can work, using the example of a campaign that it designed with and for the online shop Seventyseven. This is a 100% online pure player that has

O N E t o O N E 1 2 / 2 0 2 2 23 been operated by fashion retailer Styleboom Textilhandels GmbH from North Rhine-Westphalia since 2010. The idea: urban street wear, marketed and presented ascomplete outfits. Positioned for young target groups between 20 and 30 years of age. Made for people who can do without top brands, but not top prices and top quality. Of course, each piece can still be purchased individually and combined as desired at Seventyseven. However, the textiles are mainly presented and marketed as outfits. This makes the purchase decision easy for customers (and raises the shopping basket size). State-of-the-art, fully automated logistics, a lean organisation and highly efficient, purely digital marketing ensure low prices. With this concept, Seventyseven has grown to more than 3.5 million customers over the past twelve years and has become a digital success story from Germany, perfectly playing the entire digital repertoire from Instagram and Facebook to Amazon as well as its own Android and iOS apps. The hangover after the 3rd-party-data party Digital channels do also have limits to growth through. More and more advertisers have now discovered social media for themselves. Competition for attention is thus growing, while user growth has passed its peak. All of this increases costs and reduces performance. In addition, there are cookie and tracking rules, GDPR, ePrivacy and the TTDSG to deal with. In short, the third-party-data frenzy is coming to an end. User data is subject to ever stricter restrictions, with first-party data often not offering the desired way out. Because if users don't give their consent to marketing, the data can't be used digitally either. These are not good conditions for the desired further growth at digital high flyers like Seventyseven. Yet shop operators in particular actually have all the right attributes for this. "Retailers are sitting on an enormously valuable treasure trove of data, because they have direct customer data," says van der Loo. "Name, address, order history, sales volume, creditworthiness, purchase frequency, product preferences, abandoned shopping baskets and wish list items – all this information is available to dealers first-hand. The art here is in accessing this treasure trove in a way that is legally above board". Spoiler alert: conversions of > 20% For this purpose, the two partners developed a basket abandonment campaign in which Seventyseven customers are addressed in a highly personalised manner by letter. The trigger is abandoned baskets of registered customers in the online shop. Because no consent to marketing is required for mailings, but addresses are available for all registered customers, 100 percent of the target group can be reached. engine as the next best offer. A discount code, whose amount can be customised, serves as an action getter and – just like the personalised QR codes – enables precise measurability of the action. The success is as great as the mechanics are simple: Smartcom CEO van de Loo states that an average of 21.1 percent of basket- abandoners addressed with a print mailing have been able to be reactivated during the continuously measured four-week periods since the start of the campaign. "These are not always the products from the abandoned basket, but are often also the next best offer or another product". This means that for the average shopping basket size of Seventyseven, the return-on-advertising spend (ROAS) is 11.35 – an excellent figure. Simple mechanics – but a lot of brainpower Even if the campaign process itself can be summarised quickly and functions simply, a lot of expertise is needed behind the scenes so that everything runs smoothly. The first step was to identify the necessary information. In the case outlined, this includes: ● Customer master data: name, address, gender, consent to marketing ● Purchase history: past orders, returns, creditworthiness ● Purchasing behaviour: shopping basket and wish list content, channel preferences ● Product data: product description and images, product availability, complementary items, expiration dates and seasonality. In the next step, Smartcom analysed how and where this data is available in the company and how it can be transmitted. Van de Loo takes a pragmatic approach here: "In our experience, it rarely helps when large software investments have to be made in advance. We try to derive the data from the existing infrastructure". In the present case, this meant: ● The shop system and ● The merchandise management system No CRM system or marketing software was available, though these are often needed as a minimum requirement. The relevant product and company data were also not managed in dedicated software (ERP, PIM or DAM). "Our shop and our merchandise management system were our core systems – and we were able to get all the relevant information from these without having to compromise on the campaign results," says van de Loo. For Seventyseven, this meant minimal software investments as well as a short implementation time, which, moreover, did not affect ongoing operations. Find data, prepare data, use data The mailing itself consists of a letter and a flyer, personalised by gender and illustrated with the products from the shopping basket, alongside another outfit selected by a recommendation Data consolidation is followed by an initial analysis: Which customers are even in the database at all? Will the marketing spend be worthwhile? A score model such as an RFM analysis is

24 O N E t o O N E 1 2 / 2 0 2 2 A different outfit for everyone: the visualisation in the smartphone app shows the product that was "abandoned" in the shopping basket. There are also next- best offers, calculated automatically. The recipe is a successful one – the conversion rate is more than 20 percent! n e v e s y t n e v e S : e g a m I suitable for this purpose. This involves segmenting customers in a three-dimensional matrix according to the criteria of topicality ("recency"), purchase frequency ("frequency") and sales volume ("monetary") and assigning them to the categories: top, active, growing, fluctuating, endangered, inactive and flop. Each category can then be addressed in a targeted manner. For example: ● Top customers receive inspiration, motivation and VIP attention (events, exclusive offers, etc.) – but no marketing euros! ● Growth customers need a motivator and receive incentives. They will receive relevant information ("Complete your look..".) n e v e s y t n e v e S : e g a m I Activate more customers together: Tomasz Stefanowski, General Management at Seventyseven (left) and Johannes van de Loo, Smartcom paired with an interesting offer (for example, a matching accessory as a gift when buying two items) ● Inactive customers are given an incentive (for example a discount code) to test if there's still any chance of activating them. Based on the foundation of this selection, the focus is then on campaign personalisation, where the content that is relevant to the customers is first determined. Smartcom distinguishes between two levels here: ● At the macro level, customers are distinguished based on factors like gender. The imagery and text of the letter and flyer are designed differently for women and for men, and the personal style adviser (who "personally" signs each letter) is selected accordingly. ● At the micro level, the presented products and the nature of the incentive are selected. In addition to the shopping basket and wish list information, the previous purchase behaviour also helps here. Smartcom has developed its own recommendation engine that is optimised for the needs of print. "The available systems for online shops are highly optimised for live use," says van de Loo, explaining the background. "However, we need a larger vector in order to choose inspiring articles that are relevant long term". If the engine cannot make any commercially sensible proposals due to a lack of data or a lack of product availability, it uses Topseller as a fallback solution. Finally, a filter with black and white listing options is also used in the campaign process in order to offer a manual intervention option.

O N E t o O N E 1 2 / 2 0 2 2 25 Process flow in a trigger campaign Marketing automation Campaign Shopping cart Automation Production Letterbox/ Reporting launch abandonment and dispatch mailbox Deﬁning the campaign (layout, content, advertising media, rules and regulations) Approval by customer Reacts to customer action Shopping cart and calculation of further Next Best Oﬀer by Reco-Energie Automated creation of data Printing/letter shop and postal delivery Email dispatch Delivery to recipient Monitoring and performance measurement The mechanics of a campaign for shopping basket abandoners is pleasingly simple – the effort behind it then packs a punch: data analysis, data integration, au- tomation and personalisation rules, cost optimisation in production and shipping, and, finally, clever reporting all need to be included. Media-neutral automation The output of this individualisation process consists of a data set that can be used for both print and email (or other channels), thereby ensuring a consistent user experience across channels. A switch that checks whether valid consent to marketing is available for the recipient address has proven its effectiveness here. If the result is positive, an email is first generated, which is only then followed up by letter if there is no response. If, on the other hand, no consent is provided, the data record will be passed directly to the letter shop that generates the print mailing. Seventyseven uses a universally deployable layout. The advantage here is that, due to the tile display in the smartphone app, there is already a uniform image format – which can also be used in the print layout. However, a flexible design would also be possible: in other cases, Smartcom works with varying image formats and even populates entire catalogues with an automated layout. The campaign optimises the postage costs itself For the final step, the print mailings (consisting of A4 cover letters and flyers) are individually printed and precisely paired in the lettershop every day. Only the envelope remains untouched – apart from the addressing. "A neutral envelope ensures a consistently high opening rate," says van de Loo. "That is the first step towards a high conversion rate". The programmatic printing expert has come up with another optimisation, however: every day, 7,000 mailings are sent out to achieve an optimal dispatch quantity and to exploit the postage scale of 5,000 units. But, of course, the number of daily basket abandoners cannot be precisely predicted. The service provider therefore uses a second campaign to reactivate existing customers. The appropriate customers are identified by RFM analysis and the reactivation mailings always are always included in cost-effectively in the "campaign omnibus", when places are available, and fill the gap up to those 7,000 mailings. "We have also optimised this campaign well and achieved a conversion rate of 6.73 percent," says van de Loo, with pleasure. Implementation time? 10 weeks! Why is van de Loo particularly proud of this campaign? "With Seventyseven, we have achieved the perfect match of email and print," says the agency manager. "We have shown how an pure online player can achieve extraordinary growth by means of programmatic print. Above all, however, we have shown how it solves a strategic challenge that many digital retailers face today: lifting up their 1st-party data treasure!" And we achieved all this with an extremely lean application. Because the entire project took just 10 weeks and required hardly any interventions in the IT infrastructure. The key to success? "Seek pragmatic solutions and extract the data where it is, rather than demanding software investments for overly perfect solutions". A route that pays off quickly. Easy when you know how. (Dominik Grollmann)

26 O N E t o O N E 1 2 / 2 0 2 2 S P E C I A L I S T D I R E C T O R Y P R O G R A M M AT I C P R I N T Experienced service providers from your area can be found here, sorted by postcode. 11 9 10 2 8 1 0 1 / clicks digital GmbH https://clicks.digital 2 / T-Systems MMS www.t-systems-mms.com 3 / SDV Medien+Service GmbH https://www.sdv.de/ 4 / Avedo – a brand from Ströer Dialog Group GmbH www.avedo.de 5 / Mailingwork GmbH www.mailingwork.de 1 5 / Optimizely c/o Episerver GmbH www.optimizely.com 6 / optilyz optilyz.com 7 / MKM media – Selfmailer.com www.selfmailer.com 8 / VSP Direktmarketingkg www.vsp-direktmarketing.de 2 9 / wer-zu-wem GmbH www.wer-zu-wem.de 7 5 6 10 / DMA consulting GmbH & Co.kg www.dma-consulting.de 1 NL 4 13 12 18 26 14 15 20 16 19 24 25 23 22 21 17 3 29 27 28 37 33 34 35 30 31 32 43 41 5 44 42 46 38 39 40 36 45 6 53 56 51 52 55 47 48 49 54 50 74 73 77 72 71 76 75 9 0 2 3 1 4 11 / Eversfrank Gruppe www.eversfrank.com 3 12 / interfon adress Gesellschaft für AdressenResearch mbH www.interfon-adress.de 13 / SAZ Services GmbH www.saz.com 14 / beDirect GmbH & Co.KG www.bedirect.de 15 / Deutsche Post Adress www.postadress.de 16 / MAX FIELDS GmbH www.max-fields.com 7 8 57 58 59 60 61 62 63 64 65 66 67 68 70 69 1 Austria 3 4 1 2 Switzerland . m o c k c o t s r e t t u h s / k o H k o o N © d n a m o c o t o h p k c o t s i / s c i h p a r g - i i . © , . m o c o t o h p k c o t s i / i i k s w e n s e L r e n a R © i : e g a m i n o d e s a b p a M

O N E t o O N E 1 2 / 2 0 2 2 27 17 / myview systems GmbH www.myview.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 / KCC www.kcc-koeln.com 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 The Netherlands 1 / Screen Europe www.screeneurope.com You can find the detailed range of services offered by each individual company in the full-text search tool for service providers at www.programmatic-printing.de

28 B U S I N E S S G U I D E O N E t o O N E 1 2 / 2 0 2 2 With best regards You can find more information about all of the companies listed in the "Business Guide" chan- nel at ONEtoONE.de Is your company missing from here? businessguide@onetoone.de A D D R E S S E S ABIS GmbH Jens Gerlach Lyoner Straße 20 60528 Frankfurt T 069/792009-0 F 069/792009-20 info@abis-online.de www.abis-online.de Customy GmbH & Co.KG Thomas Schult Klarissengasse 4 48143 Münster T 0251/981171-0 F 0251/981171-111 info@dotss.de www.dotss.de DataM-Services GmbH AdressDirekt Tanja Komp Max-Planck-Str. 7/9 97082 Würzburg T 0931/4170-436 F 0931/4170-499 tkomp@datam-services.de www.datam-adressdirekt.de Ad WIR FINDEN IHRE ADRESSEN KLASSISCH - DIGITAL - QUALITATIV www.datam-adressdirekt.de Tel. +49 931 4170 436 Deutsche Post Adress GmbH & Co.kg Matthias Borner Am Anger 33 33332 Gütersloh T 05241/5393-0 F 05241/5393-49 info@postadress.de www.postadress.de Deutsche Post Direkt GmbH Anja Ehlen-Gavriilidis Junkersring 57 53844 Troisdorf T 02241/2661-0 F 02241/2661-1111 info@postdirekt.de www.postdirekt.de eGENTIC GmbH Lead Generation Istvan Volford Oberliederbacher Weg 25 65843 Sulzbach/Ts. T 06196/8022-0 F 06196/8022-100 vertrieb@egentic.com www.egentic.com Indima direct Stuttgarter Str. 41 75179 Pforzheim T +49 7231/3963-0 F +49 7231/3963-30 info@indima.de www.indima.de No category for what you need? onetoone.de/businessguide Melissa Data GmbH Mr Cagdas Gandar Cäcilienstr. 42-44 50667 Cologne T 0221/975892-40 F 0221/975892-49 info@melissa.de www.melissa.de Ad Im Clinch mit schlechten Daten? Wir helfen. www.melissa.de +49 (0) 221 97 58 92 40 info@melissa.de pbdirekt GmbH Jörg Höhnle Motorstraße 25 70499 Stuttgart T 0711/83632-55 F 0711/83632-36 info@pbdirekt.de pbdirekt.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 PROLEAGION GmbH Klaus Birkenbihl Kreuzberger Ring 24 65205 Wiesbaden T 0611/723777-0 F 0611/723777-77 info@proleagion.com www.proleagion.com SAZ Services AG Davidstrasse 38 9000 St. Gallen Switzerland T 0041/7122735-00 F 0041/7122735-01 info@saz.com www.saz.com Universal Postal Union (UPU) International Bureau Carla Sahli Weltpoststrasse 4 CH -3000 Bern 15 T 0041/31350-3491 F 0041/31350-3110 postcode@upu.int www.upu.int wer-zu-wem GmbH Stefan Duphorn Bergedorfer Schloßstr. 9 21029 Hamburg T 040/84304-888 info@wer-zu-wem.de www.wer-zu-wem.de AG E N C I E S a+s DialogGroup GmbH Kai-Uwe Hesse Stuttgarter Straße 41 71254 Ditzingen T 07156/42584-00 F 07156/42584-90 contact@as-dialoggroup.de www.as-dialoggroup.de below GmbH Agentur für Below-the-Line Marketing Christian Klöver Heidesheimer Straße 49 55124 Mainz T 06131/62740-0 F 06131/62740-40 info@below-mainz.de www.below-mainz.de Claneo GmbH Revaler Straße 30 10245 Berlin Germany T +49 30 767319000 F +49 30 767 319 009 https://www.claneo.com/de/ communications@claneo.com clicks digital GmbH An der Mauer 1 01067 Dresden T 0351/65312010 F 0351/65312011 info@clicks.de www.clicks.de Digitas Pixelpark Viviane Kruggel Heidi-Kabel-Platz 2 20099 Hamburg T 040/34101-0 info@digitaspixelpark.com www.digitaspixelpark.com fmk. + FACT Werbeagenturen GmbH Andreas Fahrion Einsteinstraße 44 73230 Kirchheim Teck T 07021/92009-0 F 07021/92009-22 info@fmk-web.de www.fmk-web.de gkk DialogGroup GmbH Meltem Gaye, Director Business Development Hanauer Landstraße 154 60314 Frankfurt am Main T 069/75447005 F 069/754477 Meltem.Gaye@gkk.de www.gkk.de Jahns and Friends Agentur für Dialogmarketing und Werbung AG Kirsten Gabriel Heerdter Sandberg 32 40549 Düsseldorf T 0211/55962-0 F 0211/55962-49 kgabriel@jahnsandfriends.de www.jahnsandfriends.de Sommer & Goßmann MEDIA-MANAGEMENT GmbH Helmut Hartinger Erlenmeyerstr. 1 63741 Aschaffenburg h.hartinger@ sommer-gossmann.com T 06021/360-787 F 06021/36088-787 www.sommer-gossmann.com

O N E t o O N E 1 2 / 2 0 2 2 B U S I N E S S G U I D E B U S I N E S S G U I D E 29 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 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 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 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 TRAINING AND CONTINUING DEVELOPMENT 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 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 145 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 Dun & Bradstreet Deutsch- land GmbH Senior Brand Manager Peter Schmitt Robert-Bosch-Straße 11 64293 Darmstadt T 06151/380-0 F 06151/380-360 peter.schmitt@dnb.com www.dnb.com/de-de/ Bisnode Deutschland Robert-Bosch-Str. 11 64293 Darmstadt Country: Germany Phone: 06151/380-0 Fax: 06151/380-360 kundenservice@ dnbgermany.de www.bisnode.de

30 B U S I N E S S G U I D E O N E t o O N E 1 2 / 2 0 2 2 HighRiser Digital Marketing 402, B/H Irish Hospital Rajpath Marg, Anand 388001 ANAND Country: India partner@highriser.in highriser.in VSP Direktmarketingkg Gregor Weisse Am Bahnhof 3 19086 Plate T 03861/5514-13 F 03861/5514-76 g.weisse@vsp-direktmarketing.de www.vsp-direktmarketing.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 PROLEAGION GmbH Klaus Birkenbihl Kreuzberger Ring 24 65205 Wiesbaden T 0611/723777-0 F 0611/723777-77 info@proleagion.com www.proleagion.com F U L F I L M E N T dataform dialogservices GmbH Feuchtwanger Straße 7 90574 Roßtal-Buchschwabach Tel: +49 151 6780 4908 Tel: +49 9127 599-0 klaus.vollmer@dataform. group www.dataform.group LO G I S T I C S Wirtz Druck GmbH & Co.kg Mr Vinzenz Schmidt Stemmbrückenstraße 1 45711 Datteln T 02363/5667-0 F 02363/5667-77 mailings@wirtz-druck.de www.wirtz-druck.de M A R K E T I N G S E R V I C E S styleranking media GmbH Managing Director Roland Schweins Königsberger Str. 1-5 40231 Düsseldorf T 0211/93674335 F 0211/93674350 roland@styleranking.de http://www.styleranking.de/ M E D I A Axel Springer Syndication GmbH Head of Sales Oliver Hamann Schützenstr. 15-17 10117 Berlin T 030/259173-609 F 030/259173-896 oliver.hamann@axelspringer.de axelspringer-syndication.de Loxxess AG Kerstin Schmiegel Betastr. 10E 85774 Unterföhring T 089/25547610 F 089/25547611 kerstin.schmiegel@loxxess.com www.loxxess.com P O S T A N D PA R C E L S E R V I C E S Asendia Germany GmbH Redcarstraße 3 53842 Troisdorf T +4 92 241 94720 info.de@asendia.com www.asendia.de M A I L S E R V I C E S SDV Medien+Service GmbH Tharandter Straße 23–35 01159 Dresden Country: Germany Phone: +49 (351) 4203-0 marketing@sdv.de https://www.sdv.de/ AUSTRIAN POST International Deutschland GmbH Heinemannstraße 11-13 53175 Bonn T 0228/932949-0 F 0228/932949-19 info@austrianpost.de www.austrianpost.de Direct Link Worldwide Philipp-Reis-Straße 15 63128 Dietzenbach Phone: 06155/897902-5 Fax: 06155/897902-9 infogermany@directlink.com www.directlink.com Spring Global Delivery Solutions Marketing Contact: Sonja Riebel Lise-Meitner-Straße 9 50259 Pulheim Email: Sonja.Riebel@spring- gds.com Sales Contact: Jan Brück Email: jan.brueck@spring-gds. com P R I N T Dialogidee GmbH Sara Götz Heilbronner Straße 40 71634 Ludwigsburg T 07141/298694-0 F 07141/298694-90 sg@dialogidee.de www.dialogidee.de Rainbowprint Your Online Print Shop Elena Kälber Paradiesstraße 10 97225 Zellingen-Retzbach T 09364/8173-0 F 09364/8173-173 info@rainbowprint.de www.rainbowprint.de P R O G R A M M AT I C P R I N T I N G Canon Deutschland GmbH Johann Schmidbauer Siemensallee 2 85586 Poing johann.schmidbauer @canon-europe.com Campaign – part of the Bertelsmann Printing Group Reinhard-Mohn-Str. 300 33333 Gütersloh Germany Phone: +49 5241 80-40865 info@campaign-services.de www.campaign-services.de dataform dialogservices GmbH Feuchtwanger Straße 7 90574 Roßtal-Buchschwabach Tel: +49 151 6780 4908 Tel: +49 9127 599-0 klaus.vollmer@dataform. group www.dataform.group T E C H N O LO G Y Apteco GmbH Martin Clark Schaumainkai 87 60596 Frankfurt a.M. T 069/2566970-101 F 069/2566970-111 info@apteco.de www.apteco.de Märtterer one to one Gerhard Märtterer Risselbronnen 25 71336 Waiblingen T 0715/1908855) gerhard@maertterer.net www.maertterer.net Michael Schiffer Dialog GmbH Executive Assistant Barbara Nocken Industriestr. 6 47495 Rheinberg T 02843/172-0 F 02843/172-10 info@michaelschiffer.com www.michaelschiffer.com MKM media Verlags- und Medien- produktionsgesell. mbH & Co.kg Managing Partner Mr Thomas G. Müller Quermathe 9 14532 Stahnsdorf (03329699620) (033296996299) mueller@mkm-media.de www.mkm-media.de O/D Print T 06824-9001-0 info@od-online.de www.od-online.de www.onetoone-marketing.de Ad SmartCom GmbH Sauerfeldstr. 1 47495 Rheinberg T +49 (0)2843 / 957-0 kontakt@smartcom.de www.smartcom.de MAC IT-Solutions GmbH Nicole Wehner Lise-Meitner-Str. 14 24941 Flensburg T 0461/43055-0 F 0461/43055-180 info@mac-its.com www.mac-its.com Mapp Digital Germany GmbH Sandstraße 3 80335 Munich Phone: 089 12009 600 marketing@webtrekk.de www.mapp.com/en myview systems GmbH Lindberghring 1 33142 Büren Phone: 02955 74330 petra.seifert@myview.de www.myview.de real media technic STAUDACHER GmbH Kreuzburger Str. 8 90471 Nuremberg T 0911/89393-0 F 0911/8939393 info@staudacher.de www.staudacher.de trbo GmbH Leopoldstr. 41 80802 Munich T 089/215 38 68 0 Infotrbo.com www.trbo.com T-Systems Multimedia Solutions GmbH Riesaer Straße 5 01129 Dresden Country: Germany T (0351) 28 20 0 a.dubau@t-systems.com www.t-systems-mms.com

O N E t o O N E 1 2 / 2 0 2 2 B U S I N E S S G U I D E 31 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 ow- ned, 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 Editorial advisory board: Timo Wägelein, Johann Schmidtbauer Additional authors: Dominik Grollmann 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 Mode 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. Circulated print run: 5,664 Programmatic-Printing.de is the platform for successful models of data-driven cross-channel communication * Updated regularly *Background reports on all programmatic print markets * Current success stories from national and international companies * Instructions and checklists for cross-media marketing practice * All articles for the special are online * Constantly updated database with programmatic print service providers * Free news alert Advertorial . . B U R D A & P A R T N E R KLAPPER GEHÖREN ZUM HANDWERK DER GLOBAL-LOCAL COMMUNICATION Wenn Millionen von Kundenzeitschriften, Kundenmailings und POS-Materialien in zigtausend lokalen Varianten erscheinen, dann geschieht dies Monat für Monat von Ort zu Ort aus ein- und demselben Datensatz heraus. Waswirhierzeigen,wirdbei tausendenvonApothekenpraktiziert. Das Prinzipempfiehltsichauch für andere Werbegemeinschaften, Einkaufsgenossenschaften, Franchise- unternehmen, Banken, Bausparkassen undVersicherungen.Esnennt sich Global-LocalCommunication. Dabeiwerdenalle Medienzentralerstelltund vorOrtden lokalenBesonderheitenangepasst. DazumüssendieMarketingverant- wortlichenin den Apotheken lediglich eineneinzigenDatensatzbearbeiten. Automatischwerdendanndie lokalen Variationen in die verschiedensten Kanäle ausgespielt:vomStraßen- stopperbis zu den POS-Materialien, vom Kassendisplay bis zur Website, vom Direktmarketing bis zur Kundenzeitschrift. Dieselben APIs und Workflows– ergänztumsHochladenvon Adresslisten–eignensich auch für echte programmatische One-to-One Personalisierungen vonCorporate- Publishing-Magazinen sowievon Kundenkatalogen,dievolladressiert postalischzugestelltwerden. Die Kundenzeitschrift druckt Burda im Tiefdruck.Die KlapperundFlappen steuertB+KDruckimDigitaldruckbei. Das Konzept stammt von der Werbe- agenturbuntebüffel. Und die Work- flowsundSchnittstellen wurden gemeinsamerarbeitet. So ist diese Kooperation zwischen Kreativen und Print Service Provider ein weiteres Beispiel, wie BurdaDruck die Kostenvorteile des hochauflagigen Tiefdrucks mit der Variabilität des Digitaldrucks kombiniert – und dabei für tausende von Werbetreibenden den Direkt- zugang zur Geopersonalisierung von Zeitschriften, Magazinen und Katalogen ermöglicht.

32 O N E t o O N E 1 2 / 2 0 2 2 Recalculated Print vs. digital: Which is more sustainable? The bottom line is that print campaigns are not only more efficient, but also more sustainable than their digital counterparts, as is revealed when we take a closer look at the matter. Whether on holiday, when shopping or with advertising: more and more customers are attaching importance to sustainability. This essentially includes the three Rs: reduce, reuse, recycle. Wherever possible, resources should be conserved and things reused or – if there is no other way – then at least recycled. to obtain the cellulose fibers contained within it. These are then suspended, compacted in a sieve and dried. Wood, water and energy are the main raw materials for paper production. How much of them are needed can be seen in the 2022 study Updated Life Cycle Assessment of Graphic and Tissue Paper by Germany's Federal Environment Agency: So long as this concerns tangible things, at least, it is very easy to understand and generally also feasible one way or another. Things get more dificult when comparing services. It is not always clear at first glance which resources are used. And it gets particularly complicated when digital services come into play. Who could say from the very outset whether streaming music or old-fashioned CD distribution is more favourable from a climate perspective? Marketers and consumers face a similar question when it comes to whether advertising on paper or in digital media is more sustainable. Can a piece of paper that is viewed briefly once end up being more sustainable than an electronic mailing? At first glance, paper is clearly at a disadvantage – after all, it has to be thrown away. And as soon as we do that, something inside us screams out: "Waste!" With a digital medium, hoeever, who thinks about how many resources have been wasted up until the point when an unread mail (hopefully!) gets deleted from an inbox? Manufacturing: How resource-hungry is paper? In fact, paper production carries a burden because it consumes a lot of energy and resources. For its production, wood is generally ground (cardboard) or boiled (graphic paper) in order ● 3 tonnes of wood per tonne of paper. Wood is harmless from the point of view of its carbon footprint. It is a renewable raw material that is cultivated sustainably in Germany. This means that just as many trees are planted as are cut down. Papermaking uses residual wood, which cannot be used for higher-quality products. However, it is not possible to cover the entire demand for wood from domestic stocks. The fibre mass (not the wood) is also imported. However, the PEFC and FSC certification systems are also there to then ensure sustainable forestry. ● 10 tonnes of water per tonne of paper. The water demand in paper production is not insignificant – but has fallen sharply in recent years. At the beginning of the 1980s, it was still around 25 litres; it is now at eight litres per kilogram of paper. In a modern operation, 80 percent of this can be cleaned and returned to the operational cycle. However, what is even more crucial than the losses at the papermaking factory is the consumption of so-called "virtual water". This is fresh water that is consumed throughout the production chain – from the tree to the plant distribution centre. One tonne of virgin paper comes to about 10,000 litres of water. ● 13,000 kWh of energy per tonne of paper. The paper industry is the world's fifth-largest industrial energy consumer. To produce one tonne of paper from virgin wood fibres, as much energy is required as to produce one tonne of steel. Although consumption has fallen sharply in recent years, it is still at around 2,650 kilowatt hours per tonne – and that's in the plant. The total virtual energy consumption, though, from the forest to delivery, is estimated

O N E t o O N E 1 2 / 2 0 2 2 33 by the Federal Environment Agency to be higher and amounts to approx. 13,000 kWh per tonne of paper. One should still note that while the raw material wood is relatively unproblematic from an environmental perspective, water and energy consumption are the critical factors. If one combines the resource consumption of virgin and recycled fibres based on the recycling rate for graphic paper, the actual resource consumption for one tonne of paper is 870kg of waste paper, 660kg of wood, 4,000 litres of water and 6,100kWh of energy. Or a CO₂ equivalent of 850kg. This means that the following resources are consumed to Recycling ensures a good lifecycle assessment produce one A4 letter (quality: 80g/m2): ● 3.3 grams of wood ● 20ml of water ● 30Wh energy ● 4 grams of CO₂ equivalents However, these figures underestimate one essential factor: paper can be recycled at a high quality. Around 78 percent of the cellulose fibres used in Germany do not originate from virgin fibre production and are instead obtained during recycling. And their production is far more resource-efficient: only 1.12 tonnes of waste paper, 2,250 litres of water and 4,200 kWh of energy are consumed for one tonne of recycled paper. Comparison with digital media But aren't four grams of CO₂ still a lot compared to a purely digital email? After all, apart from a tiny amount of electricity, a digital message consumes no ressources at all, can be transported k c o t s r e t t u h s _ h s u p a m : e g a m I

34 O N E t o O N E 1 2 / 2 0 2 2 Carbon footprint of digital vs. print mailings Media channel CO₂ emissions for production and shipping per unit (1) Conversion rate (2) 10g 0.5% 6.8% Email Classic print Programmatic print 20g (for standard letter) 20g (for standard letter) Shipping quantity for conversion = 1 200 units 14.7 units Total CO2 emissions 2,000g 294g 13.6% 7.4 units 148g (1) Internationally recognised estimate according to (among others): RENN Regionale Netzstellen Nachhaltigkeit https://www.nachhaltiger-warenkorb.de/klimabilanz-e-mail-vs-brief (2) According to: CMC Dialogpoststudie 2021, https://www.collaborativemarketingclub.com/cmc-print-mailing-studie-neukunden Costs/benefits of different output channels Media channel Print run Conception, art work, programming Shipping costs or pos- tage for postcards Postcard printing costs Email 10,000 €2,500.00 €100.00 €0.00 Total CO ₂ (20 g/letter) 0kg CO₂ compensation (€23/ tonne) €0.00 Marketing investment for 10,000 units €2,600.00 Conversion rate CVR 0.5% Shopping baskets sold 50 Shopping basket value (average) €100.00 Cost per order (CpO) €52.00 Revenue earned €5,000.00 Profit margin from sales 25% Profit from sales €1,250.00 Profit after deduction of marketing investment €-1,350.00 ROMI (return on media investment) €-0.52 Classic print Programmatic print 10,000 €5,000.00 €2,800.00 €250.00 200kg €4.50 10,000 € 7,500.00 €2,800.00 €500.00 200kg €4.60 €8,054.60 €10,804.60 6.8% 680 €122.00 €11.84 €82,960.00 30% €24,888.00 €16,833.40 €2.09 13.6% 1,360 €122.00 €7.94 €165,920.00 30% €49,776.00 €38,971.40 €3.61

O N E t o O N E 1 2 / 2 0 2 2 B U S I N E S S G U I D E 35 over any distances, no matter how far, and can be deleted at any time in just one swipe. Letter or email – which is more environmentally friendly? BUSINESS GUIDE But this is not entirely the case, however. Ultimately, a computer or a smartphone is also required to receive an email. Production of a laptop alone can consume up to 20,000 litres of water (across the entire production chain). A laptop is admittedly not made exclusively for receiving emails, and certainly not for receiving just a single email. However, just in terms of water consumption, a laptop would have to receive a staggering 1 million emails during its entire lifetime to reach the same value. This is unlikely to happen. What's more, the laptop not only consumes water during production, but also requires energy for operation. And the email is not only received on a laptop, but is also written on a computer and distributed via the Internet, as well as many routers, servers, mobile radio antennas and Wi-Fi access points. Energy and resources are consumed everywhere. And there is another crucial difference: a sheet of paper is produced and printed once – after that, it no longer consumes any energy. An email is completely different: as long as it is stored somewhere, it costs electricity. Over the years, lots of un-deleted emails therefore completely ruin the CO 2 footprint. With many billions of emails being unnecessarily stored worldwide, this all adds up to a lot. To be fair, however, we must also admit that we have only used the carbon footprint of the paper production in our analysis so far. However, for emails, the entire chain has already been included, right up until delivery. And anyone who has ever created a print mailing knows that the postage costs are significantly higher than the paper and printing costs. The same applies to the CO2 emissions: it is not the production, but the delivery of the sheet of paper that is the actual driver of CO2. Th e b o t to m l i n e i s t h at t h e l i fe c yc l e assessments of paper and digital media are very difficult to compare. In the case of paper, there are individual items which are relatively easy to quantify. Electronic media, on the other hand, involve high initial resource consumption, which must then be written off over a product's useful life. At the same time, however, there are also usage costs that add up over time. In order to be able to compare the carbon footprint of print and email mailings, one can, ultimately, only rely on qualified estimates. As can be read on the website of the Baden-Württemberg State Institute for the Environment, Survey and Nature Conservation, for example, environmental experts have agreed to accept an average CO2 emission of 10 grams for one email. For a standard letter transported by post, on the other hand, a total of 20 grams (production, printing, transport) is estimated. The bottom line is that the email thus retains a decent CO2advantage. At the same time, however, it is also clear that an email distribution list only has to be twice as large (or has to be used twice as often) in order for this advantage to be lost. This is not very much in practice. Because the disciplining factor of postage is missing, the end result is a rebound effect: the savings are overcompensated for by increased usage. Emails are sent in such an excessive fashion that the CO2 advantage is positively pulverised. This can be understood by means of a simple calculation: according to the CMC Dialogpost study, emails rack up an average conversion rate of 0.5 percent. A comparable classic print mailing will achieve a conversion rate of around seven percent, and a post mailing optimised by means of programmatic printing will come in at a rate of over 13 percent. This means: to encourage customers to buy, email marketers send 200 emails, while print marketers send fewer than 15 letters (classic mailing) or 7.4 letters (programmatic printing). For 200 emails, however, 2 kg of CO2 are emitted, whereas, for seven and a half letters, the amount is not even 150 grams. The result is that, on balance, the carbon footprint of programmatic printing is more than 13 times lower than that of than an email campaign. Anyone who wants to further reduce their company's CO2 emissions can also achieve this through offset payments. A number of print service providers offer climate-neutral printing, and Deutsche Post can also organise climate- neutral shipping. The special issue that you are holding in your hands was created in exactly the same way and sent directly to you: printed climate-neutrally and sent via Go Green. The e-paper edition appears on our climate-neutral websites (via ClimatePartner) and is promoted by means of newsletter marketing, for which we use 100% green electricity. (Dominik Grollmann) You can find more about offers from these companies at: ONEtoONE.de/businessguide

36 A D V E R T O R I A L O N E t o O N E 1 2 / 2 0 2 2 MAGAZINES GAIN MARKET SHARE Advertising needs a trusting environment in order to have an impact. Editorial media manages that. Burda shows how combining gravure and digital printing can make advertising in magazines more regional, more local and even more personal – even at print runs in the millions. The year 2022 became a turning point in the advertising industry: Elon Musk's Twitter lost its biggest advertisers and fired half of its 7,000 employees. The years-long ascent of Marc Zuckerberg's Face- book collapsed and went into a descent: Meta fired 11,000 digital experts. Online advertising registered a decline of almost 10% in Germany alone. Advertising in consumer magazines, on the other hand, regained market share. High level of trust in consumer publications The energy crisis, triggered by the war in Ukraine, combined with rising inflation and declining consumer sentiment, had an impact on the advertising market in 2022. Compared to the same month last year, gross advertising spend across all categories was down by -11.4% in October 2022. However, advertisers do not save to the same extent in all categories. Trust in consumer publications, for example, as high-quality advertising environments, remains high. At "only" - 1.2%, magazines recorded a significantly smaller decline compared to other categories, such as, e.g., TV (- 14.8%), online (-9.6%), advertising (-12.1%), cinema (-15.5%), or radio (-7.4%). (Horizont/Nielsen). This means that magazines are once again gaining market share in ad- vertisers' communications mix. All that glistens digitally is certainly not gold The example of Elon Musk shows where things can lead when an indi- vidual receives power over the expres- sion of opinion from several hundred million people and information is no longer curated. Note: those who in- vest their advertising money in social media do nothing to preserve demo- cracy. Those who invest it in editorial media, on the other hand, support good and balanced journalism. Therefore, wisely distributed adverti- sing spend contributes to the preservation of a free press – and thus to the strengthening of our democracy.

O N E t o O N E 1 2 / 2 0 2 2 A D V E R T O R I A L 37 BurdaDruck Printing the Good Life B U R D A & P A R T N E R Advertorial . . KLAPPER GEHÖREN ZUM HANDWERK DER GLOBAL-LOCAL COMMUNICATION Burda's new second plant at its Offenburg site BurdaDruck combines rotogravure Wenn Millionen von Kundenzeitschriften, Kundenmailings und POS-Materialien and digital printing in zigtausend lokalen Varianten erscheinen, dann geschieht dies Monat für Monat von Ort zu Ort aus ein- und demselben Datensatz heraus. The newly built production hall in Offenburg, which cost 30 million euros and includes a newly installed rotogravure printing machine and further processing, is now working at target capacity. geolocalised logistics – whether to postal dispatch centres, the press wholesaler or even the regional distribution centres of pharmaceutical wholesalers or food retailers. Dieselben APIs und Workflows– ergänztumsHochladenvon Adresslisten–eignensich auch für echte programmatische One-to-One Personalisierungen vonCorporate- Publishing-Magazinen sowievon Kundenkatalogen,dievolladressiert postalischzugestelltwerden. This should make it clear that hybrid gravure printing and programmatic printing are not mutually exclusive, but represent the most cost-effective variant for producing highly relevant printed products at high print runs. Pay us a visit – you will be amazed! Speak with BurdaDruck about your programmatic idea: Die Kundenzeitschrift druckt Burda im Tiefdruck.Die KlapperundFlappen steuertB+KDruckimDigitaldruckbei. Das Konzept stammt von der Werbe- agenturbuntebüffel. Und die Work- flowsundSchnittstellen wurden gemeinsamerarbeitet. So ist diese Kooperation zwischen Kreativen und Print Service Provider ein weiteres Beispiel, wie BurdaDruck die Kostenvorteile des hochauflagigen Tiefdrucks mit der Variabilität des Digitaldrucks kombiniert – und dabei für tausende von Werbetreibenden den Direkt- zugang zur Geopersonalisierung von Zeitschriften, Magazinen und Katalogen ermöglicht. Month after month, BurdaDruck prints millions of catalogues and magazines, including the 2.5 million copies of the pharmacy magazine my life. The special thing about this is that the cover pages are printed digitally – wherever this is desired. Even small sub-print runs can be regionalised and personalised in full colour and at low cost and sent to many thousands of local distribution offices from 50 units upwards. "We combine the cost advantages of gravure printing in the inside section with the variability of digital printing on the cover," explains Ingo Raab, BurdaDruck's Management Board Member for Sales and Business Development. And he adds: "We can even produce corporate publishing magazines, as well as mail-order catalogues, which are usually delivered fully addressed by post, on a one-to-one basis and deliver them by post". Waswirhierzeigen,wirdbei tausendenvonApothekenpraktiziert. Das Prinzipempfiehltsichauch für andere Werbegemeinschaften, Einkaufsgenossenschaften, Franchise- unternehmen, Banken, Bausparkassen undVersicherungen.Esnennt sich Global-LocalCommunication. Dabeiwerdenalle Medienzentralerstelltund vorOrtden lokalenBesonderheitenangepasst. DazumüssendieMarketingverant- wortlichenin den Apotheken lediglich eineneinzigenDatensatzbearbeiten. Automatischwerdendanndie lokalen Variationen in die verschiedensten Kanäle ausgespielt:vomStraßen- stopperbis zu den POS-Materialien, vom Kassendisplay bis zur Website, vom Direktmarketing bis zur Kundenzeitschrift. This is based on an ingenious logistical concept, from the One-to-One prepress to the interplay of gravure printing and digital printing to Ingo Raab Executive Director Sales and Business Development ingo.raab@burda.com Phone +49 781 84 2002 Mobile +49 173 540 49 11 www.burda.com

38 O N E t o O N E 1 2 / 2 0 2 2 Personalisation in B2B A lot of room for growth B2B marketing has been getting closer to B2C methodology for years. Personalisation is also becoming increasingly important here. But there are crucial differences that need to feed into the B2B personalisation strategy. W hen it comes to personalisation, the B2B market still has "a lot of room for growth", as Absolit Managing Director, Dr Torsten Schwarz, euphemistically explains. His study on the personalisation measures of German companies concludes: only one third of channels are personalised. Of the seven channels enquired about for the customer dialogue (email, print mailings, website/shop/app, social ads, programmatic, messenger/SMS and in-store/POS), just slightly more than two channels (2.4), on average, have ads displayed in a personalised manner. k c o t s r e t t u h s _ s n o i t c u d o r P s o B e n n e B i : e g a m I

O N E t o O N E 1 2 / 2 0 2 2 39 Email is the clear frontrunner – almost all respondents (93 percent) rely on customer-centric communication here. Less than half of the respondents use any of the other channels for individualised customer dialogue – in the case of print mailings and catalogues, this figure is just 45 percent. More than half of the companies only deliver content that is tailored to the addressees in online channels. Dr Torsten Schwarz sighs: "Even large companies with appropriate human resources fail to exploit a lot of potential. Not to mention the continuation of personalisation from the online to the offline world, and vice versa. This is extremely negligent when you consider that personalisation is one of the key strategic success factors for companies today – whether in lead generation, customer acquisition or customer loyalty". B2B companies in particular have a lot of catching up to do when it comes to personalising their customer communications – especially when you look at the channels outside their own website. Ulrich Gursky, Head of Communications at SSI Schäfer Shop, is the exception here. With its programmatically produced catalogue, the B2B dispatcher won business directory Versandhausberater's Catalogue of the Year award (ONEtoONE 1–2/2022). Ulrich Gursky does not understand the reluctance of the B2B industry to use personalisation: "In my view, the scattergun approach is no longer suitable if you want to be able to compete. It is also no longer contemporary. For us, the focus is on relevance. The more relevant I come across as to my customers, the better. This is nothing new, but the current state of the art in terms of technology offers increasingly better possibilities here". Approaches to personalisation in B2B Source and graphics: HighText Verlag CompanyPersonTask planningRole/departmentTaskProcesses- Sector-speciﬁc images- Sector-speciﬁc product oﬀers- Sector-speciﬁc event letters- Company anniversaries- Company-speciﬁc product oﬀers via mass customisation- Show personal data- personal salutation- Gender-speciﬁc images- Gender-speciﬁc address- Gender-speciﬁc product oﬀers- Birthday/anniversary cover letter- Personal product recommendations- Oﬀer action tools, tutorials, webinars and 1:1 services- Role-speciﬁc text and images- Role-speciﬁc page personalisation- Regional image worlds and address- Praise for taking part in an action- Send conﬁrmations- Reminders of expiring appointments- Reminders of upcoming service appointments- Notiﬁcation that product is available again- Write to shopping cart abandoners- Conﬁrm debits- Reminders for unﬁnished registrations- Carry out reactivation campaigns- Department-speciﬁc product oﬀers via customisation- Use local address for branch ﬁnder/service ﬁnderMarketing, sales R&D imagery and appealPersonalisation

40 O N E t o O N E 1 2 / 2 0 2 2 After all, B2B customers nowadays expect personalisation of advertising measures and personalised offers in online shops – almost all respondents to the B2B e-commerce business cycle index (e-KIX) of IFH Cologne agree on this. From a company perspective, personalisation works on several levels: personalisation is seen on the one hand as a special service that makes shopping easier for customers, and on the other hand, as an important strategic instrument for optimising the relationship with customers. the other hand, B2B communication has a more difficult data situation than B2C commerce, which also makes personalisation using first-party data more difficult. While in B2C commerce data can be collected on a massive scale via private devices, this is much more difficult in the case of end devices used for business purposes. Furthermore, the use of private and business devices is often blurred today. This makes the clean separation of relevant data more difficult, especially for providers who simultaneously address both B2B and B2C target groups. The mantra "B2B becomes B2C" is misleading Zero-party data instead of first-party data B2B companies are often advised by service providers, agencies and consultants to orient themselves towards B2C companies when it comes to personalisation. According to a study by Linkedin marketing think tank The B2B Institute, 73 percent of the 1,600 B2B marketing managers surveyed worldwide believe that the creative campaigns of B2B brands can increasingly compete with those of consumer brands. More than two-thirds (65 percent) of respondents agree with the statement that purchase decisions in the B2B sector are just as much determined by emotions as in the B2C sector. Around two-fifths (40 percent) are increasingly focusing on storytelling, emotions and humour in their campaigns. But this mindset leads people astray. Unlike in the B2C sector, B2B companies need to focus not only on just one customer, "In my view, the scattergun approach is no longer suitable if you want to be able to compete". Ulrich Gursky, Head of Communications at SSI Schäfer Shop p o h S r e f ä h c S I S S : e g a m I but also on the needs of different stakeholders. While B2C users buy for themselves, for their family or friends, B2B marketing is aimed at various employees in a company who acquire resources and products for that company. As a rule, more than one person is involved in such decisions, which means that several target persons in different roles need to be taken into account for B2B marketing. In marketing for a marketing software product, for example, these may include IT managers and decision makers in the legal division in addition to marketing decision makers. B2B marketing must address all these groups of people equally. The target group is thus more complex than in B2C commerce. The advantage of this is that the points of contact for personalisation in business-to-business markets are also significantly more diverse than in end-consumer markets. On D at a - b a s e d a n d a u to m ate d p ro ce s s e s a s we l l a s personalisation – which are commonplace in the B2C sector – are gaining in importance in B2B marketing, as a study by Innofact on behalf of Munich-based management consultancy Cloudbridge Consulting shows. Accordingly, marketing automation and the digitisation of marketing and sales are among the most important issues that companies will be dealing with in the coming months. However, these urgently require B2B companies to build up more data knowledge, as Robin Heintze from Morefire emphasises. "An understanding of how to obtain data, how to process and merge it, needs to be developed. This competence is still lacking in many companies". Also, the infrastructure is often not prepared in advance, and there are many data silos. "Companies need to work very intensively on this so that marketing and sales can make better decisions based on data". Sales staff would therefore also have to understand the added value of data and learn to operate a CRM. B2B companies have to collect a great deal of information that is relevant in the long term for a good customer relationship: What is their business model? Which systems and machines are used? All this data needs to be collected and maintained. Quite a lot of data cannot be tapped via first-party data systems, as often works very well with classic B2C online shops. Instead, you have to get the customers to bequeath the data themselves as zero-party data. Where potential buyers have an interest in optimising processes, creating preferences and generating wish lists, this also results in data sources that can be used for personalisation – on the website, shop or procurement system and likewise in email mailings, print mailings and catalogue communications. The second approach to a good stock of customer data is via one's own sales. As Laura Ameskamp, COO of the B2B online marketing agency Kyto, points out: "In the past, the value of sales staff was also measured by the experience and customer contacts they brought to the table. This knowledge can be reproduced in a CRM". Everyone then knows in theory what topics the customers are interested in, which facility they used, when the next trade fair visit is due, or, on a quite personal level, what their children are called. "This makes some traditional sales processes more replaceable and creates new opportunities". Opportunities to reduce the room for improvement in B2B personalisation. (jg)

O N E t o O N E 1 2 / 2 0 2 2 41 Print mailings: automated, fast and efficient, for more advertising impact Let's face it: who has the time to personally take care of every campaign in detail in their day-to-day business? Nobody! More and more companies are therefore relying on print mailing automation. Automation saves effort, time and money – and, at the same time, pushes the conversion rate of campaigns. This also works in B2B, as Laserhub proves. More and more channels, more and more finely carved out target groups, more and more individualised customer approaches, more and more information – advertising is a highly complex issue these days. It helps marketing managers to use a software-based method that makes everyday business easier and advertising success much more likely: marketing automation. And this is where print mailing automation comes into play: Deutsche Post cooperating with Hubspot. On this marketing automation platform, customers can use the HubPost app, which links up with Deutsche Post's print mailing automation system. With the help of this solution, Laserhub sent two dozen letters each month for a defined period of time. Making things easier in everyday business life With the help of marketing automation systems (MASs), companies communicate seamlessly across all channels with finely segmented target groups on a highly individual and event-related basis. So far, many of these MASs have been limited to digital touchpoints – but this has ruled out the demonstrably very successful combination of print mailings and digital advertising media. Meanwhile, advertisers can also adjust print mailings via MAS so as to be integrated and highly individualised. Deutsche Post works with Emarsys and Salesforce to achieve this, but also joins forces with many other marketing automation systems, and, by means of these collaborations, covers over 75 percent of the relevant market. Marketing automation is worthwhile both for start-ups and for long- established companies, for B2Cs and for B2Bs: anyone who wants to win new customers and communicate with existing customers can make campaign management much easier with these smart tools. Measurable and flexible Laserhub has tried, tested it, and liked the results: the B2B start-up from Stuttgart, founded in 2017, offers a purchasing platform for industrial metal parts and thereby considerably simplifies the procurement process for its target group – primarily medium-sized companies from the sheet metal processing industry. Laserhub relied on an automated print mailing campaign to acquire new customers and reactivate its existing customers. The goal: getting the recipients of the print mailings to place another order on the platform. The core element of the print mailing was an activating voucher code for the recipient's next order – which also allowed the success of the campaign to be accurately measured. One result: compared to a control group, the print mailing campaign for activating existing customers managed to achieve an order volume that was 30 percent higher. Anton Tsuji, Head of Marketing at Laserhub, summarises it as follows: "As a digital start-up with a very traditional customer base, the print mailing automation system from Deutsche Post offers us great added value. With this service, we can integrate postal measures measurably and flexibly into our otherwise strictly digital marketing mix. When will you be trying out print mailing automation? Thanks to automation, you can reach a large number of customers quickly and efficiently. And you can do this in a personalised way within your own marketing system. You can find out how to initiate the trigger-based dispatch of mailshots here: deutschepost.de/print-mailing-automatisiert More success stories are available at: Alles-ueber-Mailings.de Do you have any questions, or would you like a personalised consultation? alles-ueber-mailings@deutschepost.de

42 O N E t o O N E 1 2 / 2 0 2 2 What online players need to pay particular attention to in print campaigns Insider knowledge uncovered Cross-media campaigns show promise. If you want to supplement your online- channels with programmatically printed media, you should be familiar with their peculiatiries. P rogrammatic printing can be a useful addition to your own email and banner campaigns. Basket abandoners, for example, can be sent a reminder email by default – but they can also receive a printed and individualised letter when the basket value has reached a particular sum. However, those who venture into print realms from the online world will sooner or later come across the differences between the two media genres, print and online. To help you avoid this "we do everything completely differently" growing into a problem, we reveal eleven secrets of this mantra for the printed world that you should definitely know: (dog/jg) 1 Purchase history instead of clicks 2 Postal delivery time A recommendation engine spits out its recommendations online based on clicks. Anyone who plans programmatic print campaigns can also give purchase re- commendations, but will need to read them out of the CRM system based on the purchase history of the intended recipients. Unlike emails, letters take time. At Deutsche Post, Dialogpost (dia- logue mail) takes four days from the date of delivery. Delivery is usually from Tuesday to Saturday k c o t s r e t t u h s _ r a y a b n a g u U : e g a m I 3 Postage optimisation 4 Exploitation of postage scales "Dialogpost" is an offer from Deutsche Post. It can be used to send a standard letter of up to 20 grams from as little as 32 cents per unit. However, there need to be at least 5,000 units. First trick: with "Dialogpost Easy", you can ship from just 500 units, but at a price of 52 cents. Second trick: if you manage to send 200 units to the same lead region (the first two digits of the postcode corre- spond), you will pay the normal Dialogpost rate. If you do not reach the relevant minimum quantities, you can pay the corresponding additional amounts. With trigger mai- lings, the exact shipping quantity cannot be reliably predicted with accuracy. For this reason, postage scales cannot always be used optimally. Remedy: a second existing customer campaign uses the free "slots" and thereby saves the scale. This way, the company saves money and at the same time achieves an additional marketing effect!

O N E t o O N E 1 2 / 2 0 2 2 43 5 Alternative postal service providers 6 Haptics Letters can also be sent via, for example, Pin Mail AG, TNT, UPS or other po- stal competitors. Another alternative is Mail Alliance, a consortium of regional postal service providers. It may be worthwhile here to obtain an alternative offer. Printed material can be held in the hand. Paper type and paper thickness – all this can form a part of the customier expe- rience of your print mailing. The design of the envelope and gamification of the mai- ling through the use of scratch-off panels, folds and flaps also play a role (see page 48). 7 Resolution 8 Measurability Printed media require a higher resolution than the on- line world. While a monitor or smartphone display is completely satisfied when an image has a resolution of 72 dpi (dots per inch), that image will need to be 300 dpi when printed in order to look rea- sonable. The smartphone resolution of 1280x720 pixels fills a monitor area of 45x25 cm but only results in a printable image of 11x8 cm. Unlike on the Internet, the customer journey in printed media cannot be measured directly. Special lan- ding pages and increased traffic following a mailing allow conclusions to be drawn. In program- matic print mailings, however, individualised QR codes and personalised links can be used to create measurability. 9 GDPR 10 Lettershop The crucial advantage of print (in addition to higher at- tention) is that you can also send mailings to recepients without having their GDPR consent. Programmatic campaigns can be set up via data providers that offer additional data on addresses, such as household income. Gender (and, to a limited extent, age) can also be gleaned from the first name of the addressees. U n l i k e i n a n e m a i l campaign, you usually need a dialogue service provider or a letter shop to produce your print mailing. They feed in your data, print it, and take care of the delivery by post. Competent service providers can be found in our specialist directory starting on page 26 as well as in the business guide. 11 Opening rate In the case of classic e-mailings, the subject line is key for determining whether an email gets opened at all or gets deleted unread. Print does not offer this possibility. However, you have another tool for fine-tuning: the envelope! You can place an initial message there (preferably the pro- mise of a benefit) – or can deliberately opt for a completely neutral design. One advantage of the latter approach: banks also send sensitive post in neutral envelopes, which is why almost every recipient opens such letters. You also achieve an opening rate of 100 percent with postcards. Well, of course – how can you not open it? But seriously, though: hardly anyone throws away a postcard without at least glancing at it. In this respect, the 100-percent opening rate is not a cheap gag but a real opportunity to place a message that always gets seen.

44 O N E t o O N E 1 2 / 2 0 2 2 x x x x : e g a m I k c o t s r e t t u h s _ t u N y t h g u a N : e g a m I Programmatic advertising Putting print back into the relevant set In the future, advertisers and agencies will also be able to easily book print advertising in magazines and newspapers programmatically and according to digital principles. Launch customer CEWE is hoping for a more efficient purchasing process – and delivers important learnings for the entire category with its first-mover case. S elf-designed photo books with beautiful memories, or calendars with pictures of the grandchildren, make po- pular gifts and will lie under many Christmas trees once again this year. CEWE, the European market leader in photo finishing, sells more than six million photo books each year. The fourth quarter, with the Christmas business, is the most

O N E t o O N E 1 2 / 2 0 2 2 45 important time of the year, with the strongest sales, for the company from Lower Saxony and the entire industry. The ad- vertising measures need to be suitibly effective. CEWE is now also the first advertising customer to rely on digital, data-driven print buying. Pioneer CEWE dares to experiment and moves print budget around CEWE's media budget is managed by Pilot Hamburg. Together with the booking platform Pryntad, the programmatic service provider Virtual Minds and the marketer Ad Alliance, the media agency implements programmatic print planning – a collabo- ration that is the first of its kind to date in Germany. Virtual Minds provides the programmatic booking platform (DSP) with Active Agent, Ad Alliance is the publishing partner, and Pryntad is the programmatic inventory provider. The new booking process has been in use since November 2022. The designs appear on eight dates in eight titles that have not yet been classically allocated within the framework of CEWE's annual planning. Ad Alliance defined the title set: the four print designs can be seen in the magazines "Hygge", "Eltern", "Couch", "Brigitte Mom", "Flow", "Landlust" and "Brigitte", and twice in "Gala". "Print is a fixed component in the media mix of our customer CEWE and makes a valuable contribution to holistic communica- tions," says Anja Jeremias, Managing Director of Pilot Hamburg, explaining the importance of the channel for the brand. For this reason, the print category was already firmly scheduled for the fourth quarter and booked as usual via classic purchasing. Then there was a new option, though, about which CEWE quickly became enthusiastic. "Since CEWE has always been a driver of innovative campaigns and tools, we were able to con- vince the customer to implement the already planned media campaign with a high-quality title setup via the new booking mechanism," reports Jeremias. "With this new implementation option at the publisher Ad Alliance, which actually only emerged over the course of the third quarter of this year, the planned budget was moved around accordingly". All other print bookings still took place via the classic purchasing route. Almost the same workflow as for digital channels Here's how it works: with the help of the aggregation of offers from Pryntad, which uses technology from the OneTechGroup/ SSP1 as its print SSP, and via the current DSP partner Active Agent, an inventory of over 13,000 print media can be accessed. In prin- ciple, the process runs just like with other programmatic bookings: once the targeting criteria have been specified, the title selected and the campaign data, such as time period, etc., determined, a bid is submitted, which is served according to which bid is accepted. For CEWE as a first mover, the booking of the placement works as a guaranteed deal, with fixed prices and titles. "The advantages are already apparent in the simplification of the transaction – as part of the guaranteed deals. The print deals can easily be booked via the DSP using the deal ID," explains Anja Visscher, co-founder of Pryntad. The start-up creates the deals in advance on the SSP page using all relevant informa- tion and assumes responsibility for the complete implemen- tation of the campaign, with the booking of the insertion at the publishers, the shipment of documents and billing. "This means that print can be booked and processed in the same workflow as digital channels without the need for specific print skills. In addition, campaign reporting is automatically available in the DSP". Pryntad also enables an open bidding process with a variable floor price and short-term placements, which can be controlled directly via DSPs in the future. According to Visscher, there is already an interest in this. Brand safety: greater transparency in print As with other categories, bookings can also be realised for print in "real time", or at least at very short notice, the expert emphasises. "This means that the bids sent via the DSP will be answered very quickly on our SSP side, and it will then be clear whether a deal has been made or not". The lead time up until the advertisements appear in the print media then depends on the closing dates in question for the advertisements. "In daily newspapers, we can realise advertisements at very short notice, usually within one to three days. For magazines, it is sometimes very different. Often there are about three to four weeks until the on-sale date". Brand safety is a topic that particularly drives advertisers in the field of programmatic advertising. So how can programmatic print guarantee a brand-safe environment for campaigns? "This is where the advantage of non-real-time serving comes into play. Customers and agencies each know completely transparently when and in which print media their advertisements will ap- pear. Placement requests can also be taken into account within the framework of guaranteed deals," assures Anja Visscher from advertising inventory provider Pryntad. Better interaction in the media mix Just which products the programmatic booking solution is parti- cularly suitable for cannot be answered in blanket terms, according to media expert Anja Jeremias. "In the end, this booking method which is converging with the digital approach makes it possible to address target groups using a uniform system, and thereby to coordinate the points of contact as optimally as possible". Programmatic print can be used to adjust the planning moda- lities, which means that print no longer works in isolation in the media mix but in interaction with all other media. "We thereby achieve an even more efficient customer approach, because new paths open up within the framework of the customer journey –

46 O N E t o O N E 1 2 / 2 0 2 2 Gift tip for the Christmas season: the programmatically booked print designs from CEWE can be seen in eight Ad Alliance magazines. e w e C : e g a m I including beyond media, in areas such as creation," says Jeremias. Thanks to the new digital booking options, the print channel is moving back into the relevant set for planning – and so is ap- preciating in value. The media experts has been won over: "This means that in campaigns that are primarily intended for digital use, print will once again play a role as a relevant touchpoint for the target group". When booked and inserted digitally, the print channel can continue to display its strengths. "We see that new digital solu- tions are opening up new opportunities for offline media in the media world, and print is a great example of this. At the same time, print remains a valuable driver for brand perception in a high-quality environment – which is a key factor in many areas, and especially for advertising impact". "Milestone for the print category" Previously, print has lagged behind in programmatic adverti- sing: the technologies and booking mechanisms were not yet ready, and there was also a lack of inventory on the marketing side. Even then, for example, the challenge was to connect print inventories and the print booking process, with its specific re- quirements, to the programmatic workflow and to provide the data and technical aspects for everything in such a way that it could be programmatically accessed and booked," explains Anja Visscher from Pryntad. These days, however, the basic framework for programmatic print buying is in place, "and tests by customers such as CEWE make it possible to now fill this with cases in order to generate learnings," says media expert Jeremias. x x x x : e g a m I "The fact that the initial implementation still had some pitfalls in the procedural side of things was clear to everyone involved. It was precisely for this reason that the test was run, in order to put the handling and processing to the test. Future campaigns are already benefiting from the findings," she explains. The aim of all partners is to establish programmatic print as an "innovative, promising and efficient booking option". "We are delighted to be one of the first advertisers to partici- pate in this innovative print booking case," says Fabian Schwartz, Senior Manager Media at CEWE.We believe in the milestone na- ture of this implementation for a more efficient print purchasing process in daily newspapers as well as trade magazines and public press in the future". The case shows that "even large print campaigns can be handled via the programmatic unit," says Anja Visscher. Advertisers get more planning options, emphasises Ralf Ham- merath, Managing Director of Virtual Minds. "With print now connected to the programmatic ecosystem and embedded at an omnichannel level on Active Agent, the communication op- tions for the advertising industry have once again considerably multiplied based on efficient digital booking logic". And for Frank Vogel, Managing Director of Ad Alliance, a programmatic route for print is "not only a milestone for the category and its future viability, but also significantly increases the attractiveness of the medium – including for new customer segments". (frs)

O N E t o O N E 1 2 / 2 0 2 2 47 Five learnings Drafting successful print mailings In order for programmatic print to be successful, advertisers need to satisfy a number of prerequisites. k c o t s r e t t u h s _ i y k s n a a Y i i r d n A : e g a m l I A s a result of digitalisation and automation, print is moving into the relevant set of marketing managers, including at pure players, who would otherwise sooner be at home in digital channels (see p. 22). The agency A+S- Dialoggroup looks after an online retailer who sees its successful programmatic printing strategy as a major competitive advantage. Managing Director Daniel Mundt shares important learnings here. 1. Which customer types and target groups are particularly easy to reach with print mailings – and which are not? Print mailings generate a very high level of attention and create trust. In principle, the format is therefore suitable for all customer types and target groups – with the exception, of course, of those who have registered for the German Robinson List. Currently, this list has over one million entries. "I would regard these as largely complete refuseniks of postal advertising and not write to them – but, apart from that, I would approach everyone! Provided my content is relevant!" says Daniel Mundt. Customer data is used for personalised print mailings. How will this work in a cookie-free future? "We already work exclusively with first-party data and consent. That's why we don't see any major problems here for the time being," says Mundt. "Recommendation systems that are done well and relevant advertising content are expressly welcomed by customers and, if communication is good, then consent to this is usually only a formality". How important are tests? A/B tests are important for success, and should take place on a continuous basis. Mundt: "But there's one thing I'm always grappling with: in dialogue marketing, you are never done with testing. It is virtually the DNA of measurable and always transparent dialogue marketing". Furthermore, strategic meetings between the agency and marketing/distribution/sales should be a "matter of course". "A common understanding of key indicators such as cost per order/ lead/x and customer lifecycles is the basis for everything". Agencies also contribute knowledge about target groups and a creative, conceptual approach for them in advertising on the basis of the CI guide. How can print mailings also help to attract new customers? "Even if the smallest possible print run in programmatic printing is always 1 – target group clusters do arise," explains the dialogue marketing expert. "Although we all consider ourselves highly individual, we always belong to a larger group". These groups can be summarised and analysed homogeneously using lists, according to demographic and socio-demographic data, affinities, activities, typologies, their compass of values, neurology, etc. Companies can then use these findings via scored selections to acquire new customers. "And incidentally, that's across channels". What minimum requirements do advertisers need to fulfull in order for personalised print mailings to become a competitive advantage? On the one hand, there's the technical component: "Merchandise management and CRM systems, image databases, ERPs – it needs to be possible to resolve data silos so as to be able to view the end customer in a way that is as close as possible to the 360-degree brand." According to Mundt, however, the human component is just as important: "Unfortunately, a great deal of expertise has been lost in traditional dialogue marketing over the past 20 years. As an agency, we are partly back in the mediation of small-scale direct marketing 1x1". However, it gives him great pleasure to connect the new worlds with the old worlds and to see that the basic mechanics are really not so different. "It is great to support young marketing managers in successfully establishing genuine cross-media in the company. This creates sustainable win–win relationships: end customer, dialogue marketing user, agency." (frs)

O N E t o O N E 1 2 / 2 0 2 2 49 1. Indulge in the instinct to play y a b a x i p _ h c a b e d e H i l i l l i W : e g a m I Sure, you can click anywhere in a mailing. However, it is something completely different if you stick a prize stamp on the appropriate spot, have to open a small, secret envelope, or can scratch off a scratch-off panel and find a winning number. Involvement can be generated very easily with print mailings – it is often enough to pack different (light print) elements in a standard letter. 2. Making it truly personal y a b a x i p _ n e s s u a C g n a g f l o W l : e g a m I Why not make things as exquisite as the inventor of the donation letter? In the 19th century, he wrote his begging letters by hand with a fountain pen. You don't get more personal than this. No one could say "no" to donating. Friedrich von Bodelschwingh thereby created the financial foundation for the largest enterprise for social welfare work in Europe. Its cost a barrel of ink, handmade paper, a matching envelope, a stamp and a little saliva. In the 21st century, modern service companies such as Alphapicture, Signascript and Wunderpen take care of the laborious part of the mass production of handwritten mailings: here, writing robots produce your mailings in your personal handwriting (after they have learned it from you). Birthday congratulations or invitations to exclusive dinner evenings can also be personally produced in three-, four- or five-digit numbers. 3. Experience golden moments If you know the birthdays or name days of your customers, you can, of course, send an email or post a Linkedin message. However, you do not generate attention this way. If you want the golden moments in life to really trigger a one-to-one experience, then you should send out real printed, personalised birthday cards. You cannot create higher appreciation for less money with any other medium. All you need is a nice motif, a matching text and an address list with birthday dates in ascending order. Any programmatic printing service provider (see page 26ff ) will produce the cards for you week after week and send them just in time. As a postcard or self-mailer, this costs less than one euro per unit, including printing, postal delivery and full postage. 4. Smell and dream y a b a x i p _ a k n o M i : e g a m I Do you sell groceries? Or test drives? Then use the direct short form in the subconscious of your target group. Scented gloss paint is booming: more and more marketers are using the positive effect of fragrances for their direct mailings by furnishing them with a particular aroma. It is possible to print floral fragrances, but also woods, such as fir, sandalwood, or cedar, fruit, spice and herbal scents, and fragrances of edible finished products, such as pizza, marzipan, honey, baked apple, coffee or chocolate. But that's not all: mailings can also be scented with petrol and leather fragrances in order to – together with programmatically optimised printed text and visual worlds – awaken dreams of racing cars, luxury cars and test drives in the target group.

50 O N E t o O N E 1 2 / 2 0 2 2 5. Prevent the bounce 8. Generate attention Every second purchase ends up in the bin before payment: if the shopping basket in an online shop is left well filled before checkout, then it is worth following up. This works well as a transaction email: almost 11 percent of all contacted parties end up completing their purchase in the end as a result of an email reminder, as email service provider Cleverreach has established. Retargeting postcards achieve significantly higher conversion rates of 15 to 20 percent. Once the marketing automation has been set up, the costs, including dialogue postage, digital printing and paper, amount to less than 35 cents per unit. With programmatically printed self-mailers, higher conversion rates are also feasible, because visual worlds and product argumentation reinforce the desire of "wanting to own". 6. Just try things out Attach product samples to a programmatically printed mailing: nothing shows better that the goods being sold fulfil their promises. This can be the lightweight tea bag that a delicatessen retailer sends, a pack of spices, a sweet, or even the fabric sample with which the furniture retailer makes its sofa set tangible. 7. Useful items in the envelope g a l r e V t x e t h g H i : e g a m I However, you do not always need to send a product sample to provide the recipient with a genuine additional benefit. You could use a parking disc mailing, for example. Service providers such as Dialoghaus offer four-sided self-mailers in the standardised parking disc format. The insides as well as the back are available for individualised designs. The front is already designed according to the requirements of the Road Traffic Regulations for parking discs. The advantage: the mailing itself is an advertising medium which ideally remains accessible to the recipient for several years. The idea of a rotary disc mailing can, of course, be adapted to many other concepts such as financing calculators, cooking recipes, colour fans to aid with colour selection, or consumption calculators. e l l ü F k c u r d o f e i r B : e g a m I Not every mailing has to be a mailing. It can also be a package. With the right creative idea, and on the hunt for large shopping baskets, mailings can be produced in specially printed parcel packaging, which are guaranteed to be opened. Service provider Briefodruck Fülle, for example, offers pop-up mailings which unfold to become a paper ship or a house, mailings with a slipcase, or pre- configured mailing boxes which only need to be programmatically printed. Catalogues in a tablet design can also be realised from 1.09 euros including postage. 9. Product worlds to dream about A programmatic self-mailer as a catalogue offers product worlds for browsing through and dreaming – with voucher codes and QR code included. The important thing: catalogues almost always get flicked through – unlike emails, where it's often only the subject that gets noticed by the recipients. This way, you can invest directly in creating demand among your target group. 10. Receive gifts Customer cards, bonus cards, voucher cards, discount information cards: a five-euro bonus or a ten-percent discount can, of course, also be sent as a digital code by email. However, they seem much more valuable when pressed into the hands of the recipients in reality. A free raffle ticket is also an inexpensive but seemingly valuable gif t – and also incites the instinc t to play. Incidentally : if you want to send a programmatically addressed message that has something to do with money, simply have a newly minted one-cent coin attached to your mailing. Nothing ensures attention better than cash. Furthermore, if you also use transparent envelopes or envelopes with windows in the right place, you are guaranteed to have your mailing opened – no one just throws money away. Try doing that with an email.

O N E t o O N E 1 2 / 2 0 2 2 Challenge Branding/waterproof 51 Who in God's name is "Volkswa"? And why is he showing his sexual organs? Two and a half feet Updating 80,000 locations – that's what we call a real social media challenge. The crux of the matter e berzie h t T e r m i n ü Godot ist k a u m z bezahlbare Münchner Wohnung u f i n d e n UX- DESIGNER Pfadfinder führt Menschen au f i h r e m W e g The product marketing is optimally designed for 2.5-foot personas Our editorial team will be happy to receive submissions for "Last Exit" via redaktion@onetoone.de. Read more in ONEtoONE 1/2023 The focus is on customer experience. Here's how successful social commerce works. Realising brand experiences for every company. The future of connected TV. How to use customer reviews successfully. Customer experience in B2B. Lush's exit from social media under scrutiny. 75 years of DDV. The publication date is 28/02/2023. The printing deadline for advertisements and advertorials is 06/02/2023. You want to ensure you get the 1/2023 issue on your desk? Then get your personal subscription at onetoone.de/premium.

Advertorial PROGRAMMATIC PRINT IS A MATTER OF TRUST At first glance, programmatic print appears to be a highly complex process. O/D reduces this complexity through trust. Trust grows from familiarity – in the coming together between person and person as well as in the interaction of people, methodology and machines. People at O/D O/D's methodology Machines at O/D O/D began with one-to-one digital The linchpin is the O/D Core Hub. All data printing 20 years ago. Today, 140 well- from upstream processes are prepared for trained specialists are very familiar with printing here. The Core Hub also controls the necessary hardware, software, data downstream processes. The data transfer When investing in software and hardware, O/D decides according to the best-of- breed concept: two new Screen Truepress Jet520 HD machines set new records in high-speed inkjet. Precisely controlled flows and workflows. All work steps from from marketing automation systems, droplet sizes and new inks ensure the data transfer to digital printing, finishing as well as from third parties, enables and processing to delivery of the post extensive mailing campaigns as well as are carried out in-house - driven by the trigger-driven, up-to-the-minute, on- highest level of colour brilliance and attention to detail – and all this without any primer, even on coated offset paper. This is how O/D can print up to 2 million legendary O/D team spirit. demand mailings. A4 pages one-to-one every day. The familiar interaction of people, methodology and machines enables perfect, on-time work. Nothing else is needed to win customers' trust. Trust O/D with your next pilot project! More on this at od-online.de as well as onetoone-marketing.de and programmatic-printing-group.de O/D Print Johannes-Gutenberg-Straße 66564 Ottweiler T +49 (0) 68 24/9001-0 info@od-online.de Screen Europe, Bouwerij 46, 1185 XX Amstelveen / NL Tel. +31 (0) 20 456 78 00, Fax: +31 (0) 20 456 78 05 www.screeneurope.com, sales@screeneurope.com