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Warning on Noto Emoji 14.0 Important: All image and text personalization requirements should be coordinated with optilyz before implementation. This allows technical and design requirements to be reviewed in advance and ensures a smooth implementation.
For assistance, please contact support@optilyz.com or the responsible optilyz contact person.


Image Personalization by Customer Segment

Personalizing images based on predefined customer segments is a simple and effective way to increase the relevance of Direct Mail campaigns. Tailored visuals and product imagery create a more engaging customer experience by reflecting the interests, customer status, or preferences of each target group.


The core message, offer, and content of the mailing remain unchanged. Only the visual design is adapted to the respective customer segment.


Examples: 

  • New customers, existing customers, and VIP customers each receive a visual experience tailored to their relationship with the brand.
  • Loyal customers can be presented with premium brands or exclusive products, while new customers are introduced to the general product range.
  • Inactive customers receive attention-grabbing visuals and reactivation incentives, whereas active customers are inspired with relevant product recommendations.
  • In industries such as fashion, beauty, or sports, different audiences – for example men, women, and diverse customers – can be addressed with tailored imagery and product selections.


This approach is particularly suitable for campaigns that aim to increase relevance with minimal implementation effort.


Additional design recommendations can be found in the article Are there design best practices for direct mail?


Individual 1:1 Image Personalization

While customer segment personalization displays different visuals for predefined customer groups, 1:1 image personalization delivers individually selected images for every recipient.


Images are selected based on available customer data, such as purchase history, interests, browsing behavior, or other information stored in connected data and content systems. This enables personalized product images and other dynamic content to be automatically integrated into letters, postcards, and self-mailers.


The result is a highly relevant Direct Mail experience that increases customer engagement and improves conversion potential.


Use Case Examples

Personalized Product Recommendations

Customer interests and purchasing behavior can be used to display individually selected product recommendations within each mailing.

    As a result, every recipient receives product suggestions that are tailored to their individual preferences.


Recently Viewed Products

Products that have been viewed but not yet purchased can be featured directly in the mailing.

    This helps reactivate existing interest and provides an additional incentive to complete the purchase.


Customer Retention Based on Purchase History

Previous purchases and preferred brands can be used to personalize product recommendations.

    Relevant complementary products, familiar brands, or exclusive offers help strengthen customer loyalty and encourage repeat purchases.


Providing Data to optilyz 

The requirements for displaying personalized content in the print artwork and personalized example generally correspond to those of basic personalization.


Before implementation, please refer to the article Basics: simple personalization 


Additional Requirements for 1:1 Image Personalization

Providing Image Files

Image files are provided via the connected Marketing Cloud.

The following technical requirements must be considered:

  • URL structure
  • File format
  • Bleed
  • CMYK color profile
  • Data format and delivery

Further information is available in the article "Technical Requirements"


Personalized Example

To ensure correct implementation, optilyz requires a personalized example that clearly indicates:

  • the intended image position,
  • the required image size,
  • and the desired image shape (e.g. rectangular or circular).

Image placeholders should be marked using light grey, dotted outlines.


The same applies to dynamically displayed logos or certifications, such as FSC logos.


Image Scaling and Custom Shapes

Image placeholders are taken into account during image scaling to ensure precise alignment with surrounding design elements.


If images are displayed in custom shapes (e.g. circular or other non-rectangular formats), additional instructions regarding scaling and positioning are required.


This information should be included on the final page of the PDF artwork to ensure correct implementation.



Related Articles

Learn more about the available personalization options: