Lehner Versand AG is a leading Swiss multi-channel retailer. The company is offering a wide range of products, from fashion to household items to bed linen and much more. Lehner Versand employs 300 people and generates sales in the three-digit million $ range. E-commerce is the most important part of this business – powered by Mautic as the Marketing Automation platform, with almost 2 million contacts and up to over a million emails per day – in two languages and for multiple brands, and with many advanced features.
The initial driver for the project were the cost savings that were realized in 2022 by switching to Mautic. Over time, the capabilities has grown way beyond the original scope.
The friction-free migration from the legacy email system to Mautic was a challenging project by itself, including the usual topics like structures, quality, encodings, and of course the large numbers alone.
However, even the original implementation was already an enhancement to the original capabilities, starting from much better GDPR support (even with FADP, the Swiss flavor of GDPR, not yet effective at the time) and more flexible subscription options, with deep API-based integration with the e-commerce platform.
In the following months, feature after feature got added to the installation, including
any many more, plus GrapesJS / email rendering power features like
Moreover, many Mautic-based special marketing campaigns are being run, from sweepstakes to offline events to the online advent calendar.
Mautic also serves as a tool for administrative tasks, e.g with a Mautic Landing Page as the front-end for the service department which might receive opt-out inquiries via phone.
And of course, A/B tests are being used.
Lessons learned include the efforts to create technically clean emails plus to maintain good IP and domain reputations, and thus to ensure continuously good and better deliverability, has proven to be a winning factor.
In doing so, Google Postmaster Tools (and the Yahoo and Microsoft pendants) have been valuable tools. But close domain-based monitoring turned out to be very effective, too, so that deliverability issues especially with other providers like Bluewin (big in Switzerland) can be immediately detected and fixed.
On the Mautic side, email personalization was pushed to the limits – which proved especially tricky with the high performance demands (Million mails in two hours)
The cost saving have gotten bigger over time, and are not in a high 5-digit range.
More importantly, email-based campaigns have become THE proactive driver for Lehner Versand AG’s revenue. Mautic allows the team to efficiently created the content, and to integrate intelligent ideas for adding new leads. And by doing so, to keep the email not only stable and flawless, but also to constantly improve its effectiveness – remember that every 0,1% improvement is serious revenue.
Most notably, this project drove development of the plugin support for GrapesJS in Mautic, which in between has made it to the core.
Also, the need for tight database table management brought a lot of improvements to the https://github.com/Leuchtfeuer/mautic-housekeeping-bundle
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Das Leuchtfeuer Mautic-Team betreut seit vielen Jahren Kunden wie Deutsche Bahn, Lehner Versand, Sennheiser – und viele weniger bekannte, quer durch alle Branchen. Wir unterstützen maßgeschneidert:
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