Direct Mail Automation
Connect print and digital to maximize reach and ROI
Combine online and offline data to deliver 1:1 personalized direct mail that drives omnichannel engagement and predictable, profitable revenue.
Unleash the power of 1:1 personalized direct mail, fueled by cross-channel customer data
Although offline engagements are highly impactful, direct mail can be costly and often lacks the personalization of digital experiences. By automating direct mail campaigns, optimizing send lists, and leveraging transactional and behavioral data from Emarsys, you can send personalized mailers that deliver business outcomes, such as making a second purchase, preventing churn, or reactivating non-responsive customers.
Connect direct mail to every channel
Eliminate manual labor and human error
Achieve 4-10% conversion rates
Increase ROI of direct mail
Use data to fuel direct mail personalization
Increase engagement and drive conversion with personalized direct mail campaigns, powered by integrated first-party data. Emarsys unifies customer, product, and sales data to enrich customer profiles which can be used to personalize direct mail campaigns with loyalty vouchers, product recommendations, special offers and more.
Power your direct mail automations with partner integrations
Seamlessly integrate physical mailings into your omnichannel marketing. With our direct mail integrations, Emarsys customers can add print marketing as automated touchpoints to their customer journeys, driving awareness, engagement and conversions.
Explore SAP Emarsys features, use cases + more
Drive omnichannel engagement with direct mail marketing automation
Bridge the gap between physical and digital marketing by adding direct mail to your automation programs with an easy-to-use channel node. Define which audiences will receive the mailers and based on the nature of your program, send mailings in batches, or trigger them individually to deliver highly relevant content at the right time.
Launch fast and within budget with optimized direct mail templates
Save time with an agile interface that guides marketers through campaign setup. Upload content and create campaigns quickly from a wide range of templates, such as postcards, catalogues, letters, and flyers. Easily create content variations to run insightful A/B tests, view campaign costs up front, then schedule when to send.
Learn more about how direct mail fits into our wider customer engagement platform
Discover more
AI Marketing
Access AI powered processes, tools and product features that allow you to predict, automate, and personalize every customer interaction.
Personalization
Enrich customer data and segments with AI-driven insights and turn insights into action by personalizing across all of your channels.
Customer Data
Bring together multiple data sources in your business and activate them across all channels – personalizing every interaction.
Marketing Automation
Execute simple, single-channel campaigns or create sophisticated, cross-channel journeys at scale.
Omnichannel Marketing
Deliver consistent, relevant messaging across email, web, mobile, ads, and more — engaging customers wherever they are.
Customer Loyalty
Actively engage customers and build brand loyalty across every customer interaction with SAP Emarsys’ native loyalty solution.
Strategies and Tactics
Execute your strategy with pre-built tactics – best practice, fully customizable journeys built within the platform — that are ready to deploy.
Reporting and Analytics
Use AI to predict campaign performance, measure customer outcomes, and optimize to maximize engagement across channels.
Technology Integrations
See how SAP Emarsys connects with Technology and Expert Solutions Partners to unlock additional revenue streams, scalability and innovation.
Frequently Asked Questions
Direct mail automation is the process of sending personalized physical mail like postcards and letters, triggered by customer data and behavior. With SAP Emarsys, marketers can seamlessly integrate direct mail alongside their digital markting campaigns. Target based on specific actions (like a recent purchase or inactivity), segment membership, or lifecycle stage and automate mail sends as part of omnichannel customer journeys.
SAP Emarsys integrates with Optilyz, allowing marketers to use both online and offline data to personalize and send direct mail alongside digital marketing campaigns. Within SAP Emarsys, marketers select templates, customize content, define audiences, set campaign parameters (e.g. send frequency) and schedule automation to trigger mailings based on customer actions, ensuring timely, relevant outreach with built-in cost calculations.
Yes – SAP Emarsys uses first-party data to personalize printed materials with customer names, addresses, product recommendations, and unique voucher codes, enhancing engagement and driving higher conversion rates.
To help manage costs, a dynamic price calculator is embedded within the SAP Emarsys platform as part of the direct mail creation workflow. Marketers can view real-time cost estimates as they configure campaigns, selecting print types, materials, and quantities to optimize budgets.
As with other channels, SAP Emarsys allows for A/B testing of direct mail through an A/B testing node. This creates two paths within an automation program. Simply assign each mail version to a different path, then each version is distributed randomly, enabling marketers to analyze performance and optimize future campaigns.
With SAP Emarsys templates and automation, campaigns can be set up and launched quickly. Digital printing supports fast turnarounds (1-2 days), while offset printing is used for larger runs (4-5 days production time).