What do you do if you rent 2500 different professional machines and tools for many different target groups? Make the direct mail relevant and personal. For Boels, we devised a special direct mail with a message tailored to each target group, fully automated. This makes personalization easier and everything can be produced efficiently in one run. They varied with 450 different signatories (depot managers), the 3 closest locations in the vicinity of the receiver, 11 languages, 10 countries, different product segments and a variation in the range.