A Look Back and Ahead: The optilyz Awards and the Kick-off for 2026

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The optilyz Direct Mail Automation Awards recognize companies that successfully integrate printed mailings into their digital marketing infrastructure. For us, this is a great opportunity to review the submissions from the past two years.

The winners demonstrate how modern direct mail automation is implemented in practice—data-driven, targeted, and measurable. If you are looking for concrete approaches to optimize your own customer communication, these examples offer valuable guidance.

Our Categories: The Benchmarks for Data-Driven Direct Mailing

The awards are presented in five fixed categories. They cover the essential disciplines required for a modern omnichannel strategy:

• Creative Concept: Focus on innovative visual approaches, compelling messaging, and precise audience targeting that generates attention.
• Cross Channel Champion: The seamless interplay between digital triggers (like emails) and physical delivery to the mailbox.
• Rising Star: Speed and efficiency in implementation. This category honors teams that put direct mail automation to productive use in the shortest time possible.
• ROI Leader: Focus on measurable profitability. This category recognizes companies that optimize their campaigns through continuous testing for maximum conversion rates and high ROAS.
• International Growth: Strategic use of direct mail to open up new international markets while considering local specificities.

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A Look into Practice: The Winners from 2024 and 2025

The range of examples submitted shows that automated print works in both the B2C and B2B sectors. The following companies came out on top in recent years:

The Award Year 2024

• GolfHouse (Creative Concept): Impressed with a well-thought-out visual design and a tailored, targeted customer approach.
• Fressnapf (Cross-Channel Champion): Successfully linked digital customer journeys with the physical mailbox and set standards in channel orchestration.
• Palmers (Rising Star): Implemented the automation tool swiftly from the very beginning and demonstrated how quickly new processes can be established.
• congstar (ROI Leader): Achieved a significant and measurable increase in return on investment through precise segmentation and data-driven optimization.
• HelloFresh (International Growth): Used automation to scale country-specific print campaigns efficiently and flexibly across national borders.

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The Award Year 2025

• Hugendubel (Creative Concept): Utilized CRM data and insights from digital channels to implement a product presentation tailored to seasonal customer needs.
• grenke (Cross Channel Champion): Implemented a multi-stage campaign in the B2B sector, where email and direct mail were strategically aligned across three countries.
• apo.com Group (Rising Star): Integrated the platform into existing processes in record time and was able to use the tool profitably from day one.
• Bergzeit (ROI Leader): Optimized an existing concept for birthday mailings step-by-step by adjusting design and segmentation. The result was a ROAS of approx. 19 with a conversion rate of 7.5%.
• Seidensticker (International Growth): Successfully expanded into Austria and Switzerland by precisely adapting mailings to local market needs through personalized messaging and exclusive offers.

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The Expert Jury: Independent Practice-Driven Expertise

To evaluate the submissions on a sound and independent professional basis, the jury consists of experienced experts from the fields of CRM, data, and marketing automation:

• Dr. Markus Wübben (AI & CRM Transformation): Markus guides companies in integrating AI operationally and effectively into business processes. He earned his PhD in machine learning and predictive CRM at the TU Munich back in 2008. After positions at DeutschlandCard, Rocket Internet, and Project A, he founded the AI-based platform CrossEngage, which was sold to the Spotler Group at the end of 2023. He brings deep tech and data expertise to the jury.
• Tim Becker (Fractional & Interim Head of CRM): Tim helps companies build CRM as a strategic growth system. His references include brands like Volkswagen, Audi, eBay, Fressnapf, Mister Spex, and Raisin. As the author of the book “CRM als Systemdesign” (CRM as System Design), he has extensive practical experience in marketing automation, lifecycle management, and cross-channel customer communication.
• Anna-Maria Schnitzenbaumer (Managing Director Retention at optilyz): Anna-Maria brings years of experience in omnichannel marketing and personalized customer communication. In her role at optilyz, she drives performance results and customer retention concepts for leading brands across Europe.

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Conclusion and Outlook

The past years clearly show: Direct mail works best when it is not viewed in isolation, but integrated as a fixed, automated component of the marketing mix. Whether it's about increasing ROI, reactivating customers, or international expansion—the right combination of data and tangible communication delivers measurable results.

And the journey continues right away: The official kick-off for the 2026 Awards has begun! Stay tuned over the coming weeks so you don't miss any details or updates on the new round.

Let these practical examples inspire your own campaigns. If you want to learn how to integrate direct mail automation into your existing systems, you can find detailed cases and further information on our official Awards page.

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