At the end of each year, the scene repeats itself: omnipresent digital campaigns, a hyper-competitive Black Friday, saturated purchasing tunnels. E-commerce and retail brands fight with promotions, emails, sponsored advertisements… but in this digital frenzy, part of the potential often remains untapped: dormant customers, those who have already purchased, but who do not instinctively return.
However, in a context where the cost of acquisition is exploding and where digital attention is crumbling, reactivating these existing customers is one of the most profitable levers. You still have to know how to talk to them differently. And this is where an approach that many believed to be outdated comes into play: addressed mail (Direct Mail), revisited by data and operational precision.
Digital saturation, noted by brands.
Brands have noticed that the effectiveness of digital is plateauing.
Email inboxes are overflowing, push notifications are ignored, advertisements on social networks blend into an incessant hubbub.
“Silent” customers, those who have not purchased for several months, slowly slip off the radar. Automatic reminders are no longer enough. These customers aren’t lost – they’re just disconnected.
What if the solution came from a channel that we thought was obsolete? A tangible, personal channel, but now controllable with digital tools.
The return of the physical controlled like the digital.
This is precisely what Oppizi, a pioneering company in the transformation of offline marketing, offers.
Originally specializing in distribution of flyers On a large scale, the brand has been able to reinvent itself by building an “offline data-driven” offering, capable of linking physical activations to measurable digital performance.
“Oppizi is first and foremost a powerful offline acquisition channel, but above all a technological and data-centric solution. We offer brands the ability to manage paper as they manage their online campaigns.”
Concretely, Oppizi manages the entire cycle with:
- CRM segmentation to identify dormant customers
- the creation and personalization of physical media (letters, flyers, catalogs)
- large-scale logistics and distribution
- and finally, performance measurement (via QR codes, PURLs, dashboards and real-time analytics)
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The ideal time: Black Friday and Christmas, two peaks of attention and saturation.
The holiday season is a paradoxical time.
- On the one hand, consumers are in a peak purchasing state.
- On the other hand, there are so many digital messages that they neutralize each other.
This is where the physical takes on all its value: it creates a differentiating, tangible and memorable point of contact.
An envelope bearing the customer’s first name, an invitation card slipped into their box, a personalized flyer… So many emotional signals that leave more impact than an e-mail or a banner.
Oppizi demonstrates this through its campaigns: direct email posts response rates of 2.7% to 4.4%, when an email rarely exceeds 1%. But above all, thanks to data and tracking, this “analog” channel becomes as measurable as digital.
The mechanics: how to transform an inactive customer into a returning customer.
An e-commerce brand identifies in its CRM 10,000 customers who have not purchased in 12 months.
Oppizi helps him to:
- Segment this database according to value, frequency, geographic area
- Design a personalized message: “We miss you!”, Your exclusive Black Friday offer, just for you.” (…)
- Print and send these letters via its European logistics network, with unique QR codes and promo codes
- Measure returns in real time: scans, purchases, reactivation rate by mail
- Use these KPIs as a powerful retargeting lever for your CRM / Sales teams
Result: a physical campaign but data-driven, traceable and optimizable, which reactivates an already acquired customer base at a controlled cost.
Uber notably called on Oppizi to orchestrate a vast offline marketing campaignthis combines Door-to-Door and Hand-to-Hand distribution, as well as a Direct Mail campaign in New Zealand.
“Oppizi supported us in an offline marketing campaign carried out in Australia and New Zealand. It included Door-to-Door and Hand-to-Hand operations in five Australian cities, and Direct Mail in New Zealand. The campaign far exceeded our goals in terms of engaged customers – both high-value existing customers and new users. We also learned valuable lessons about the offers tested, flyer localization and customer engagement, which will be used to optimize our future campaigns. » Aswin Chow Senior Consumer Strategy & Operations Manager at Uber.
Why this strategy works (and will last).
The effectiveness of paper is based on a simple reality, physical contact creates memory and trust. In a saturated digital world, receiving a personalized card or letter triggers an immediate attention effect. But beyond emotion, success relies on the method: controlled execution, clean data, clear design, measurable monitoring.
Oppizi takes this rigor to the extreme: each campaign is tracked, each QR code is analyzed, each geographic area can be optimized.
For a retail brand, it’s a way to bring traffic to the store; for e-commerce, a rapid reactivation lever before major sales peaks.
Towards a new model: offline-online convergence.
The message is clear: it is not a question of replacing digital, but of complementing it intelligently.
The mailing can become the first point of contact, which then triggers a reminder by e-mail or SMS, then an advertising retargeting targeting those who have scanned the QR code.
This synchronization of channels, made possible by data, transforms an offline campaign into a complete cross-channel experience.
And it is this convergence that players like Oppizi are finally making accessible, rapid and measurable.
As the holidays approach, many brands are focusing their efforts on acquiring new customers. However, the real opportunity — and often the most underestimated competitive advantage — lies within your own bases: those customers who already know you, who liked you, but with whom the connection has weakened.
OPPIZI now offers powerful tools to recreate links differently, with more meaning, more impact while maintaining a ROI approach. Paper, long considered outdated, is once again becoming a strategic, measurable and powerful channel. It now stands out as a complete lever, both a reactivation, acquisition and retention media, entirely at the service of performance.
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