How Antonio Hersonski Made Old-School Print Mail a CRM Secret Weapon

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Guest: Antonio Hersonski, Head of CRM at Kartenmacherei

When your customers stop paying attention to emails, maybe it’s time to surprise their mailbox instead.

Why You Should Listen:

• Antonio helped drive 20–30% redemption rates using print — yes, real paper.

• He cracked the code on blending direct mail with digital CRM channels.

• His team built smart automations that made an old channel feel fresh — and profitable.

Introduction

Antonio Hersonski isn’t your average CRM guy.
He’s been at the heart of CRM for eight years, shaping loyalty at brands like GetYourGuide and now leading the charge at Kartenmacherei — the market leader for personalized print products.

In this conversation, you'll hear how Antonio broke free from the noisy digital ad world...and why sending a real, physical letter might be your next CRM superpower.

You’ll learn:

• Why print isn’t dead — it’s just been misused.

• How to build print into your CRM playbook without losing your mind.

• The surprising timing trick that makes print and email work better together.

• How to track print ROI so you never fly blind.

• Ways to make high-cost channels profitable (and when to walk away).

Takeaways That Stick

• Print works best for loyal, high-margin customers. Don’t spray and pray.

• Always combine email and print. Double the reminder, double the chance they act.

• Timing matters: Email before the print lands — not after.

• Control groups aren’t optional. Guesswork will kill your ROI.

• Templates save your sanity. Don't reinvent the wheel with every print job.

• Postcards often beat fancy brochures. Cheaper, faster, just as effective.

• Choose paper quality once — and stick to it. Customers care way less than you think.

• Don’t waste print on bargain shoppers. Invest where the returns are real.

• Use parcel inserts if you want to dip your toe into print without the postage bill.

• Personalized voucher codes > Generic ones. Trust us. It’s worth it.

Guest Links

• Antonio Hersonski on LinkedIn

Episode Breakdown

[00:00] — How Antonio went from selling to building loyalty empires (and why CRM felt like home)
[01:00] — Why printed paper — yes, paper — beats Instagram ads for the right customer
[03:30] — When print becomes your secret weapon: ROI math nobody talks about
[04:45] — Start smart: Why you should always build email first before touching print
[05:30] — Seasons of gold: How weddings, Christmas, and life moments fuel CRM wins
[06:30] — The email vs. print debate: What happens when you send email before a letter hits?
[07:00] — Tracking old-school marketing: How to prove your print mailings actually work
[07:45] — Optilyze, Emarsys, Deutsche Post: Choosing your partners without losing your sanity
[09:00] — The truth about print formats: Why customers crave simple, not shiny
[10:45] — Real talk: How long it really takes to ship thousands of print campaigns
[13:30] — Control groups that don't suck: Making experiments clean and convincing
[14:30] — What if your customers are 25 or 45? How age really (doesn’t) change CRM tactics
[16:00] — Perfection vs. profits: Why standardization wins when scaling print
[18:00] — Automation dreams: Using smart funnels to keep your print game alive (without drowning)
[19:45] — Minimum orders, postage hacks, and saving yourself a financial faceplant
[21:00] — Consent made simple: How to handle unsubscribes without headaches
[21:45] — Buying addresses: The good, the bad, and the very legally grey
[22:15] — Why unique voucher codes aren’t optional if you care about your bottom line
[23:30] — Skeptical about print? Start here: Parcel inserts and cheap wins to test the waters

Referenced Resources

• Optilyz — Direct mail automation for CRM

• Emarsys — CRM platform connecting digital + physical channels

• Deutsche Post — Traditional print/mail delivery services

Listen to This Episode

Listen and follow now on Apple, Spotify and Others.