Committees | Events & Webinars | Data & Direct Marketing | ANA

Data & Direct Marketing

This event is over.

WELCOME & INTRODUCTIONS (11:00am - 11:30am ET) 

Lisa Merizio Smith, Director, ANA

I. Achieving Impactful Direct Mail by American Express 
(11:30am - 12:10pm ET)

Direct mail continues to be a key part of a brand’s multi-channel strategy to acquire new customers and reward the loyalty of existing customers. Rogers will share insights on the Direct Mail journey, focusing on how to stimulate creative thinking to increase collaboration, reduce pain points, and implement near-term enhancements that provide greater access, accuracy, assistance, and agility to deepen customer engagement. Participants will gain in-depth knowledge that guides the novice and reminds the most seasoned Subject Matter Experts about the necessary steps for seamless campaign management. 

Charles P. Rogers, Senior Manager- Customer DM Execution, US Marketing & Enterprise Channel Solutions, American Express                           


II. Making the Grade at Road Scholar (12:10 - 12:50pm ET)

Hear how this popular travel nonprofit utilizes a diversified media portfolio to engage boomers and beyond. 

Steve August, VP, Marketing, Road Scholar     


III. ANA Legislative, Ethics, Advocacy Update (12:50 - 1:10pm ET) 

Hear the latest update from our Washington Legislative, Ethics and Advocacy team on: 

  • ANA’s Ethics CodeDMAchoice: Self-regulate in the eyes of legislators while building trust with consumers by honoring their marketing preferences while reducing waste and your costs.
  • ANA’s cross-border compliance mediation service, ANA DPF Dispute Resolution: Global marketing companies and data providers can join the Data Privacy Framework (DPF – formerly Privacy Shield) to legally transfer data from the EU, UK, or Switzerland to the United States. Learn about how the ANA as an approved mediator under this program can assist you.
  • ANA/4A's Hill Day federal and state activity on data privacy, and other legislative, regulatory activity directly affecting marketers.

Senny Boone, Senior Vice President, ANA Center for Ethical Marketing | ANA DPF Dispute Resolution
David BuzbySenior Director, Government Relations, ANA

IV. 2024 State of Direct Mail Marketing (1:10pm - 1:40pm ET)

Partnering with Comperemedia for the third year, 250 business professionals who work at North American companies across several industries with 1,000+ employees and who target both B2B and B2C audiences were interviewed. Lob reveals what was learned about recent and future mail volumes and uses of direct mail: conversions, response rates, ROI, attribution, etc. Discover what their direct mail spend will be going forward.


  • Year-over-year trends point to increased intent to spend in the direct mail channel 
  • Higher investment in technology solution 
  • Stronger usage of personalization and data segmentation to drive more efficient ROIs

Summer HahnlenSenior Director, Industry Expert, Lob 


V.  Member Roundtable - TOWN HALL -  (1:40pm - 2:00pm ET)

Gather your team, listen, and participate in this TOWN HALL format where these topics and more will be addressed by our panelists and YOU as time allows.