Data & Direct Marketing Committee

Open to Client-Side Marketer members and Platinum/Gold/Silver members (MSP or Nonprofit) only

The Data & Direct Marketing Committee is for members who need to learn the latest best practices and techniques in the direct marketing space both offline and online for customer acquisition and loyalty programs. This committee is channel agnostic and provides brands and leading service providers with a forum to discuss optimal strategic and tactical DTC  interactions on behalf of a brand through all direct media methods including direct mail, catalogs, email, mobile, and new emerging platforms leveraging data for increase personalization and improve the customer experience. Addressable media, 1st party and quality data sourcing, measurement and response rates will be discussed, as well as case studies on how brands have leveraged data and direct marketing as an integral part of their integrated marketing strategy and drive overall growth. Two co-chairs and an executive council advise and discuss programming and topics for the committee at large.

The Data & Direct Marketing Committee will include a new platform for members to address current public policy issues in the print and postal areas. The Postal Advisory Council will address key industry issues including but not limited to direct mail/postal rates, legislation and capabilities, national and state consumer privacy regulations, data quality standards, appropriate data collecting technologies and participation in other evolving marketing industry standards and will advise the Data & Direct Marketing Committee on developing issues at the state, Federal and Global level. The Postal Advisory Council may also solicit input from the Committee on various issues and actions affecting the industry.

All meetings are free for ANA client-side and MSP members to attend in-person when appropriate or via webinar.

Committee Co-Chairs:
Chuck La Tournous, Vice President, Marketing, American National Multiple Line Agencies
Debora Haskel, Vice President Marketing & Communications, Moore 

Have a case study or 'how to' session to share?  
Contact the ANA staff managing the Data & Direct Marketing Committee  -  Tina Jordan and Lisa Merizio Smith.

Discussion Topics:

• Direct Media Channels & Tactics
• Integrating Online & Offline Marketing
• Data-driven segmentation & personalization
• Print and supply chain shortages
• Measurement (e.g. ROI, brand lift, brand awareness)
• Effective creative in direct mail & print advertising
• Consumer privacy & postal issues
• Understanding consumer behavior
• Data quality and sources
• Emerging technology

Thought Leadership

The 2022 Response Rate Survey will be released soon!
Updating industry benchmarks! 

ANA and Demand Metric have partnered again to produce the ANA Response Rate Report for 2022. The primary objective of this study is to collect data on the performance of direct media for benchmarking purposes and to share that data with ANA members and the data-driven marketing community. The report will provide key insights for future planning and help identify new norms and trends in today’s ever-changing marketplace. Media benchmarked in this report include direct mail, email, social media, paid search, display and SMS; and in particular, the effectiveness of QR codes. 

Participate! Each year, we seek participation from ANA members and the direct marketing community to take part in the study, which is scheduled to be released in the Fall. The report will once again be free to ANA members and anyone who participates in the survey. Please have your team participate as this helps the industry as a whole by providing accurate benchmarks. Thank you in advance. 
Note: You can still access the 2021 Response Rate Report here. 

Privacy Updates from ANA's Government Relations Team

USPS Industry Alerts and Notices  

June 17, 2022 - Paper Availability - In acknowledgement of the nationwide paper availability challenges, the Postal Service and mailing industry have developed a two-step process to explore the opportunity to expand paper options outside of current specifications to enable the continued production and entry of mail. 

Step 1. Alternative paper may be tested and approved for use by Postal engineering to meet machinability requirements for specific formats. 

Step 2. Exceptions to use approved paper for specific commercial mailings will be considered on a case by case basis. Exception requests for mailings must be sent to and approved by the Pricing and Classification Service Center: PCSC@usps.gov 

A complete set of instructions for tests (Step 1 above) has been posted on our Postal Pro website along with the list of paper that has been approved based on Postal engineering tests to meet machinability requirements for specific formats: Letter Mail Paper Testing Instructions | PostalPro (usps.com)