Success Story
How did an e-commerce company increase customer reactivation rates by integrating direct mail into its braze workflow?
Challenge
A European direct-to-consumer (DTC) e-commerce company with a customer database of approximately 2 million contacts, operating in four languages and using Braze for marketing automation. Its digital channels (email, SMS, and push notifications) were performing well, but reactivation rates among hard-to-reengage customer segments had stopped improving. The main challenges were:
- Direct Mail Operated Outside the Automated Workflow – Campaigns were launched with delays, missing the optimal moment to re-engage customers.
- No Unified Online and Offline Performance Tracking – QR code and promotional code data had to be manually added to reports.
- Inconsistent quality standards
- Time-consuming management of multiple language versions
Solution
At Prografix, we understand that automation is essential for performance measurement and optimization. That’s why we implemented Programmatic Print, enabling Direct Mail to respond to online customer behavior at precisely the right moment — rather than operating as a separate channel.
- Braze Integration – Direct Mail became another step in the same automated workflow as email and SMS.
- Creative Design and VIP Win-Back Personalization – A personalized letter and insert featuring customized graphics and unique tracking elements (individual QR codes and promotional codes for each recipient).
- Production and Distribution – End-to-end execution, including variable data printing, packing, mailing, distribution, and returns management.
- Postal Mailing and Returns Management – Coordinated distribution and returns handling through postal operators across Europe.
- Sorting According to National Postal Standards – Mailpiece and pallet preparation to meet local postal requirements and qualify for postal discounts.
Results
- Higher VIP Reactivation Rate – A 7% increase in customer reactivation by integrating Direct Mail into the automated workflow rather than running it as a separate campaign.
- Unified Online and Offline Reporting – QR code and promotional code results are automatically integrated into campaign reporting, eliminating manual data exports and consolidation.
- Reduced Workload for the Marketing Team – One end-to-end partner covering technology, creative design, production, and mailing means less coordination and fewer operational tasks.
- Hundreds of Working Hours Saved – Significant time savings for graphic design teams and country managers.
Frequently asked questions (FAQ)
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e-mail: renata.chrobak@prografix.pl
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e-mail: prografix@prografix.pl