Mapp Cloud Marketing Platform Now Includes Integrated Direct Mail

Tue 11th May

Mapp’s Spring Product Update highlights 15 new functionalities for its marketing solutions. 

Mapp, the international provider of insight-led customer experience, has enhanced its marketing platform Mapp Cloud by integrating direct mail for tailored print campaigns into its cross-channel offering.

Mapp’s newly released Spring Product Update includes a total of 15 new functionalities for its cross-channel marketing module, Mapp Engage, and customer analytics module, Mapp Intelligence. Marketers can now use Mapp Cloud to integrate direct mail, in all common formats, into their marketing mix. In addition, new data feeds enable the automatic import and simultaneous transformation of data from external sources, so that they are available for the personalisation and automation in campaigns. Thanks to artificial intelligence, forecasts can now be created to know about the future development of crucial KPIs. This allows marketers to optimise their activities if the goals they set out are not met.

Michael Diestelberg, VP Product & Marketing at Mapp, comments, “As the lockdown is gradually lifting, the priority for retailers will be to drive customers back into their physical shops. Personalised print and post cards with QR codes are great ways of achieving that goal. The potential created by combining targeted online activities and physical advertising is enormous, especially since direct mailings can also be sent based on rules and behaviour through our marketing automation solution.”

Direct mail connects online and offline marketing activities and effectively leverages touchpoints in the customer journey. Print integration enables marketers to complement their digital engagement strategy with physical marketing communications, such as letters, postcards, and more, which can be sent via a broad European postal delivery network. This integration is based on a partnership with optilyz, Europe’s leading programmatic print solution.

Direct mail can be used for a wide range of applications:

Mapp now also offers a new Data Feed function, that allows the addition of contact, transaction, wishlist, shopping cart abandonment, and location data. Marketers can create their own import jobs in the user interface, transform the imported data, and map it to the desired target. With this update, elaborate contact scenarios for targeted mass mailings can be easily and effectively automated.

At the same time, the application possibilities with Mapp Intelligence have been further expanded through artificial intelligence. Marketers can now benefit from Forecasts on key metrics, which allows for more informed decisions. You can, among other things, determine the expected sales in advance and track target achievement.

Through AI-based RFM model recommendations, the factors Recency (how recently did the customer purchase), Frequency (how often do they purchase) and Monetary Value (how much do they spend) can be adapted even more specifically to the respective buying behaviour of the customer in the future. The results are predefined segments with which customers can be targeted precisely based on their historical buying behaviour. The RFM model makes it much easier for marketers to identify profitable segments, for example customers with high historical sales and a high purchase frequency, but who have not ordered for a while.

Further innovations as part of the Spring Product Update are:

The Spring Update contains even more new functionalities and improvements. A detailed summary can be found here.