Physical Experience Meets Automated Sending

Vomela creates the environments where customers meet your brand. PFL, a Vomela company, follows up with automated direct mail. Because both are part of the same company, a customer of either one can easily benefit from the other.

Sometime in mid-October, a shopper stops to look at a window display, drifts inside, and buys a sweater. She hands over her loyalty card when the cashier asks. Two weeks later, a mailer arrives at her house featuring a scarf that complements the sweater, printed in the same deep burgundy that caught her eye in the window.

Most brands buy the in-store experience and the direct mail from different vendors, working from different files, with teams that rarely talk to each other. At Vomela, both come from one company. Vomela designs and produces physical brand experiences, including retail environments, events and exhibits, transportation graphics, and marketing collateral. PFL is Vomela’s automated direct mail business. If you already work with one, your account team can tap into the other.

What Automated Direct Mail Is

Vomela’s marketing collateral group has printed and mailed for decades. PFL does something different. Its platform connects to Salesforce Marketing Cloud, Marketo, Iterable, Eloqua, and other CRM and marketing automation systems, so a mail piece becomes a step in a customer journey, in the same way as an email. Your customer data decides who gets a piece and when it goes out, and every piece can be personalized, whether you send one or a million.

Delivery data flows back into your systems, so you can measure mail the way you measure digital channels. PFL also holds HIPAA, SOC 1, SOC 2, GDPR, ISO 27001, CCPA, and PCI certifications, which makes it a fit for healthcare, financial services, and other regulated industries.

Why the Two Belong Together

A store display or a trade show booth is very good at getting attention, but neither has a way to follow up with the people reached. Automated mail picks up where the experience leaves off, reaching those same people at home or at their desks when the data says the timing is right.

When the physical work and the mail come from separate suppliers, each one works from its own files and schedule, and no one is responsible for how the pieces fit together. Colors drift between the display and the mailer, and creative that already exists gets re-briefed from scratch. With Vomela and PFL, the mail is built from the same creative files and brand standards as are the display, booth, or vehicle, and one account team plans the whole program.

What It Looks Like by Industry

• Retail: Vomela produces the seasonal windows, in-store signage, and point-of-purchase displays. PFL uses the retailer’s loyalty and e-commerce data to follow up by mail, with pieces designed to match the in-store campaign. That might be a lookbook for loyalty members, an offer when a customer reaches a new tier, or a win-back mailer when a good customer hasn’t shopped  in a while.

• Events: Before a trade show, PFL sends dimensional mailers to target accounts pulled from the CRM, designed to match the booth Vomela is building. After the show, a badge scan can trigger a follow-up piece that arrives within days. If one of those deals stalls months later, the CRM can trigger another mailing to the people who visited the booth.

• Transportation: When a service company expands into a new area, Vomela wraps its vans and trucks while PFL mails to households in the same ZIP codes, so residents see the vehicles and the mail in the same weeks. Movers, home services, and other companies that serve people who are relocating can also use new-address data to send a personalized piece as soon as a household moves in.

If You’re a Vomela Customer

You already have creative files, brand standards, and an account team that knows your programs. That covers most of what’s needed to add automated direct mail. Ask your account team about it, and they’ll bring PFL into the conversation.

If You’re a PFL Customer

You also have access to everything Vomela does. That includes trade show exhibits and event environments, retail and store décor programs, and fleet graphics, along with creative, engineering, prototyping, print production, kitting, warehousing, and installation across 20+ locations nationwide and globally. Your PFL account team can connect you with the right people at Vomela.

Start With Your Next Campaign

Whether you came to us for a store rollout or for automated direct mail, the easiest way to see what the combination can do is to bring your next campaign to your account team and ask how the other side of the company could fit in. If this sounds interesting, or you’re new to Vomela and PFL, contact us and we’ll walk you through it.