The Future of Direct Mail Virtual Half-Day Conference presented by United States Postal Service

OPENING REMARKS

Leah Marshall

Senior Director, Influencer Marketing ANA

HOW MAIL HAS TRANSFORMED FROM A PHYSICAL CHANNEL TO A DIGITALLY INTEGRATED TOOL FOR IMPACT

Join us to learn all the ways digital technologies and techniques are taking mail to the next level. From real-time tracking to augmented reality (AR) and data-driven accuracy and personalization, direct mail is helping marketers connect with their customers in new ways. 

Brian Pasco

Acting Director, Brand Marketing - Mail USPS

ENCLOSED IS YOUR WINNING STRATEGY

Whether it be the push to online via vanity URLs, QR codes, Informed Delivery or other vast omnichannel approaches, Direct Mail continues to be the cash cow for nonprofit organizations. This session focuses on meeting donors where they’re at in the digitally changing environment, while staying true to your strategy. We’ll touch on how to become better and more efficient, speak to younger donors, and get ahead of the turbulent supply chain climate at-hand.

Melanie Arnold

Senior Manager, Direct Mail Fundraising American Red Cross

SMART STRATEGY FOR A SMART SKINCARE LINE

Learn how skincare brand PMD Beauty uses storytelling to forge an emotional connection with their mostly-millennial audience through direct mail, while integrating technology to lend impact to their unique selling proposition. We'll discuss the strategic and tactical decisions that drove creative strategy, merchandising strategy, and mail strategy, including what decisions were driven by data, and what decisions were made based on experience and instinct. And of course, how to keep those new customers coming back, with #brilliantconfidence!

In this session, you'll learn:

• Storytelling techniques
• Data-driven decisions
• Creative strategy
• Engagement techniques
• Encouraging repurchase after the sale

Alyssa Smith

VP of Brand & Marketing PMD Beauty

DRIVING RESPONSE: HOW ONE INSURER BEAT THEIR CONTROL USING BEHAVIORAL SCIENCE

The auto insurance market is extremely competitive. Creating a successful direct mail control is hard. Beating that control is even harder.

Discover how The Hartford did just that, by adding the emerging discipline of behavioral science to direct marketing best practices. Hear the inside story of how the team overcame several buying barriers, including inertia, an increasingly cost-conscious target, and lower brand awareness. And see how you can use their approach to increase the response to your own direct mail campaigns.

Gain actionable tactics proven to increase readership and response, so you’re prepared for the future of direct mail.

Nancy Harhut

Co-Founder and Chief Creative Officer HBT Marketing

THE MILLENNIAL MAILBOX: HOW TO REACH AND CONVERT TODAY'S TOP CONSUMERS

Millennials make up the largest consumer market and possess the most purchasing power. Contrary to popular belief, they also happen to love direct mail, and savvy direct-to-consumer (DTC) brands have taken notice. In this session, Erik Koenig, President & Chief Marketing Strategist at SeQuel Response, will share how DTC brands are using mail to reach and convert these digital natives. He will also offer insights on creating compelling mail pieces that drive millennial response, as well as best practices for measuring campaign performance and proving your ROI.

Erik Koenig

President & Chief Marketing Strategist SeQuel Response

TRANSLATING A WORLD-CLASS REBRAND INTO WINNING DIRECT MAIL

Good direct mail showcases the brand, highlights need, communicates value, and drives response. And a good rebrand builds new and even more relevant consumer connections. But applying a powerful rebrand to an established and effective direct mail program? That can be tricky.

OneMain Financial—one of America’s leading personal lenders—worked with direct response agency Gunderson Direct to update the brand within a highly-effective direct mail program via a carefully planned rollout. This session will cover how OneMail and their agency collaborated to translate the content and intent of the rebrand into their prospecting direct mail campaign.

Chris Denney

VP/Director of Brand & Creative Services OneMain

CLOSING REMARKS

Leah Marshall

Senior Director, Influencer Marketing ANA