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optilyz Direct Mail Automation Awards 2026: ROI Leader – Congratulations, MADELEINE!

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Relevance and precision lead to record results: How MADELEINE strengthens customer loyalty and achieves exceptional performance across the DACH region with an automated birthday mailing.

Our annual awards celebrate outstanding direct mail campaigns that stand out through exceptional concepts, excellent execution, or strong performance metrics. In the "ROI Leader" category, we focus on companies that take a razor-sharp, data-driven approach, proving that direct mail has a radically positive impact on the Return on Investment (ROI). This year, one partner particularly impressed us in this discipline: MADELEINE.

Who is MADELEINE?

For over 40 years, MADELEINE has offered exclusive, high-quality women's fashion for style-conscious shoppers. The brand stands for elegance, quality, and a premium fit. To reflect this high standard in their customer communications, the team focuses on personalized and highly relevant touchpoints that sustainably strengthen customer loyalty.

What defines the "ROI Leader" Award?

The "ROI Leader" Award recognizes companies that strategically plan, test, and consistently optimize their campaigns for measurable success. It is about deploying budgets exactly where they will have the greatest impact. The winner in this category impressively demonstrates that with intelligent segmentation, physical mailings can become one of the most profitable channels in the entire marketing mix.

Why MADELEINE Won

MADELEINE convinced the jury with a perfectly orchestrated birthday mailing across the DACH region. The campaign shows how the combination of a highly emotional occasion, clear channel separation, and a premium format creates maximum incentives to buy. The key success factors:

• Strong Customer Loyalty Through Relevance: A birthday is one of the most personal occasions in the customer lifecycle. Automated outreach at exactly the right time ensures the mailing captures maximum attention.
• Smart and Efficient Segmentation: To optimize budget and avoid communication fatigue, customers who were already contacted via email or outbound activities were systematically excluded from the physical mailing. This ensured the physical channel was utilized exactly where it brought the highest incremental value.
• Premium Format: Choosing a personalized maxi postcard perfectly translated MADELEINE’s high-end brand image directly into the hands of its customers.

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The outstanding performance metrics of the nominated mailing prove that this strategy was a complete success:

• Response Rate: 8.1%
• ROAS (Return on Advertising Spend): 45.94
• AOV (Average Order Value): €272.44

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MADELEINE impressively demonstrates how excellent customer retention and outstanding performance metrics go hand in hand in modern direct mailing. Warmest congratulations to the entire team on this well-deserved award!

Want to leverage direct mail automation for your omnichannel strategy and maximize your ROI? Let's explore what is possible for your business. Book a meeting here.

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