April 26-29, 2020 | Orlando World Center Marriott | Orlando, FL

Education Tracks & Workshops

PUSHING THE ENVELOPE: WHY MAIL WORKS

2020 MAILING PROMOTIONS AND NEW TECHNOLOGY PROVIDER DIRECTORY

Hear about the three promotions currently underway and three upcoming promotions that allow mailers to obtain an upfront postage discount on mail pieces that integrate technology or innovative print techniques. Actual mailer samples will be shared to ignite interest in different ways mailers can participate. Also highlighted will be the new directory created to help mailers who wish to participate in promotions find providers who can help them integrate some of the various technologies in their mail.

Krista Becker, USPS 
Heather Snead, USPS

ACCOUNT BASED EVERYTHING: LEVERAGING ABM AND DIRECT MAIL TO DEVELOP HYPER-PERSONALIZED, IMPACTFUL CAMPAIGNS THAT AUTHENTICALLY CONNECT WITH CUSTOMERS

The typical buying group for B2B solutions involves six to 10 decision makers, each armed with four or five pieces of information they’ve gathered independently for their specific role and associated needs. At the same time, the amount of options a buying group is considering is expanding as new technologies, products, suppliers and services emerge. These factors can make it hard to connect with businesses on an authentic, more human, and thereby more effective level. Account-based marketing is a highly focused strategy between sales and marketing that treats a target organization like an individual customer. Join us for this session where we’ll talk all things account-based marketing and how a thoughtful approach to data and audience segmentation, integrated with hyper-personalized direct mail, can increase ROI, shorten sales cycles, fortify relationship with customers and align sales and marketing teams.

Amber Dixon, MRM/McCann
Denise Bruhns, MRM/McCann

BIG DATA DRIVEN DIRECT MAIL PERSONALIZATION

The digital-to-direct mail revolution has given marketers unprecedented opportunity to deliver personalized mail pieces to customers and prospects alike. This workshop will explore how big data and advanced analytics can be used to programmatically build unique creative with messaging for the right person at the right time in a respectful manner.

Tom Gibbons, PebblePost

CUTTING THROUGH THE CLUTTER

In this workshop, we will discuss the importance of using data to make informed direct mail campaign decisions. This will include topics like finding the right audiences for the campaign, what audiences will respond best, what are address assist products and how do these products ensure the data is clean and correct.

Jeff Wingfield

GROWING THE MAIL WITH NEW DESIGNS AND MARKINGS

This workshop will take a look at the new designs and markings that are currently being used that create great marketing pieces.

Chuck Tricamo, USPS

HOW TO DRIVE RIDICULOUS OMNICHANNEL RESULTS WITH MAIL

This workshop will showcase the latest strategies and techniques to put direct mail in the driver seat of omnichannel marketing success. The session will explore the latest consumer and marketing trends, examples of successful campaigns, and strategies for using data to deliver a highly personalized customer experience across all channels of an omnichannel campaign. This session is sure to engage both your analytical and creative mind by showcasing how to combine the right data, strategy and eye-catching creative to capture your audience’s attention, and deliver ridiculous results. You’ll leave with practical tips that you can implement with your omnichannel marketing efforts immediately, as well as long-term strategies that will increase your return on marketing investment.

Debora Haskel, IWCO Direct
Mike Dietz, IWCO Direct

INTEGRATION: WHAT DOES IT ALL MEAN?

At some point you might have heard “you need to integrate!” But, what does that mean? The advertising landscape has fundamentally changed. The average person receives roughly 2900 marketing messages per day. Digital ads flash before our eyes at blazing speeds, however direct mail is at an all-time high! So how do we marry the offline with the online world? Answer: Integration! Now let’s learn exactly HOW to do that.

Erica Switzer, DirectMail2.0

MAIL 3.0—EMBELLISHING YOUR MAIL TO MAKE A GREATER IMPACT WITH YOUR CUSTOMERS

Mail has changed dramatically over the past 25 years.
Generic direct mail pieces were once the focus of most direct mail campaigns until the introduction of variable data and personalization allowed direct mail to become a value-added aspect of any mail campaign. Then Mail 3.0 happened, and it became possible to add more personalization to any direct mail campaign, as well as the possibility to add digital components like augmented reality, and finishing embellishments like foils, digital embossing, and varnishes. Tactile enhancements have added the consideration of haptic sensory experience to a mail piece designer’s arsenal of tools enabling a capacity for unique appeal amongst the plethora of marketing channels. This presentation explores the new possibilities through the examination of research data as well as examples of direct mail meant to open your eyes to the possibility of leveraging the value of a unique tactile and visual experience to direct mail campaigns.

Charles Weiss, Clemson University
Dr. Eric Wesienmiller, Clemson University

SECRETS FROM NEXT GENERATION CAMPAIGN AWARD WINNERS

Join VP of Product Innovation Gary Reblin as he talks to this year’s finalists and winners about the secrets to successful Informed Delivery and business-to-business (B2B) campaigns and announces this year’s Grand Champion winner.

Gary Reblin, USPS
Kriti Vichare, USPS

THE STATE OF DIRECT MAIL

Attend this session as we dig into the art and science of direct mail marketing. Direct mail is still relevant? 60% of companies sending direct mail say it’s their highest ROI marketing channel. Over 50% of companies see response rates of 5% or higher on their direct mail campaigns. How is it used? Direct mail is no longer just a customer acquisition vehicle. Customers are increasingly using it for customer engagement, retention, and even advocacy. These lifecycle-focused campaigns see some of the highest returns. What’s new in direct mail? Software is displacing traditional mail house and agency relationships. Companies that use technology to automate direct mail campaigns have higher ROIs and profitability than their competitors.

Tatiana Afanasyeva, Lob

2020 POLITICAL MAIL WORKSHOP

This workshop will focus on lessons learned from the 2018 midterm elections. We will share key insights on how mail impacts voter’s decisions and we’ll look ahead to the 2020 election.

Don Nichols, USPS

BUILDING THE NEXT WAVE OF INTEGRATED MARKETING CAPABILITY: LESSONS FROM USPS ACADEMIC OUTREACH

How can we all help our industry build capacity for the future? Pulling from 2+ years of experience integrating the Direct Effect Curriculum at over 60 colleges and universities, in programs ranging from Advertising, Marketing, and Entrepreneurship, to Design and Interactive Media, and partnering with a diverse set of live clients, the USPS Academic Outreach program has uncovered a great opportunity for proponents of integrated direct marketing. We’ll share results and lessons learned – from academia, industry and communities, and inspire you to find new ways to build capability and demand for the power of mail in the integrated marketing mix. We’ll share powerful lessons learned from innovation challenges and the classroom that you can use in your network.

Julie Anixter, Maga Design Inc. 
Jeff Tackes, USPS

DELIVERING VALUE WITH BEST PRACTICES IN THE MAIL

We’ll have a collaborative conversation to explore why and how mail works in today’s marketplace. Starting with data quality management exercises behind the marketing strategy; we’ll look at the how to deliver the offer, create the call to action and how marketers have integrated email with postal mail. Collaborate for ideas on how to best engage your customers and learn from companies who have used the USPS Informed Delivery program. Bring your favorite mail pieces to share lessons learned in strategy and execution. The California Consumer Privacy Act (CCPA) takes effect January 1, 2020. Let’s talk about how to establish a customer communications workflow process to comply with the law.

Jodi Berenblatt, Ricoh USA

HOW TO FIND YOUR AUDIENCE—WHAT SHOULD HAPPEN BEFORE YOU MAIL

In this fast-paced fun workshop, you will learn about finding your audience. Who are your customers – how do you find more of them? How good is your customer file? What do you really know about your customers and clients? How much data do you have about them, and how to fix it? How to make list selections to find better prospects and get a higher return on your mailing and marketing investment. So, before you mail – find out how to mail smarter.

Chris Slauter, Compact Information Systems, Inc

MAIL—THE TOTAL EXPERIENCE

Whether you’re a small or large business, marketing mail should be part of your omnichannel advertising campaign. In this session you’ll get an updated in-depth look at what determines consumer engagement with mail and what businesses are doing to meet those expectations. What’s driving business and consumer satisfaction with mail and where are businesses looking to spend their ad dollars over the next two years? Consumers, overwhelmed by email inboxes cluttered with unsolicited marketing advertisements, are more receptive to direct mail. This workshop will share research demonstrating the value of direct mail!

Doug Wiggins, USPS

MARKETING IN THE FOURTH INDUSTRIAL REVOLUTION

The Fourth Industrial Revolution has finally come of age and it’s infusing virtually into every aspect of modern life. From consumers to manufacturers to cities, 4D advancements are more accessible than ever before. But 4D is more than technology: it gradually shapes how we live, and work and it is enhancing our marketing world. One of the technologies is Artificial Intelligence (AI), a form of computer science that uses machine intelligence to perform complex analyses. It has started to make waves in the marketing industry, yet brands have been slow to adopt it. Marketers face several hurdles when it comes to its adoption. In this session we will investigate how marketers can overcome the barriers and use AI.

Mike Kytoski, MRM/McCann
Chris Cotter, MRM/McCann

SHARPEN YOUR 2020 MAILING VISION

2020 is set to be a big year for the mailing industry, are
you prepared? In this workshop, you’ll get exclusive insight into the state of the industry and what it means for your company. We will discuss what’s changed in the last 10 years, what’s happening today, and what’s on the horizon. Topic breakdown includes:

  • Past – Revisiting prior predictions for 2020 and evaluating how they held up; what was correct and incorrect?
  • Present – Discussing the current USPS and the state of the mailing industry and what it means for your business.
  • Future – Preparing for the next 10 years and the predictions and suggestions to stay competitive in a rapidly changing mailing industry.

Christopher Lien, BCC Software

TOUCHPOINT STRATEGIES FOR GREATER IMPACT

This session answers questions about creating a touchpoint strategy, channels that will be utilized, what will be said and how to measure it. We will also dive into outlining the schedule of activities, how mail and automation fit into the strategy and key performance indicators set against the expected outcomes to benchmark and measure success. This session will also demonstrate how touchpoints should be married to the customer journey to ensure that every touchpoint is fully utilized to push and persuade the prospect to convert. This session will help mailing industry professionals think differently about how to position mail and sell its value in an omnichannel world.

Joseph Boyce, MRM/McCann
Tracey Sutherland, MRM/McCann

WHY SECURE DESTRUCTION IS THE NEW PRACTICAL SOLUTION IN MAIL PRODUCTIONS

Use of the Secure Destruction product has identified several outstanding benefits to the organization, its internal and external customers. It has allowed updates to the mailing list prior to production. This provides savings on production and mailing costs. Updates to the Secure Destruction process has also provided greater technology to better manage data received, development of more detailed reporting for efficiencies and processing accountability.

Tina Dickens, Centers for Medicare and Medicaid

WHEN WAS THE LAST TIME YOU REVIEWED YOUR WORKFLOW? ARE YOU LEAVING POSTAL DISCOUNTS ON THE TABLE?

Print and post print hardware has changed. Has our mailing workflow adapted to increase your mail density and save more postal dollars? Batching and job evaluation with emphasis on postal savings will be examined. This session will examine USPS Promotions and how you can benefit from them regardless of your upstream processes.

David Day, Solimar Systems, Inc

BEST PRACTICES IN DIRECT MAIL RETARGETING

You’ve seen the headlines – Direct Mail Retargeting can generate truly impressive results. Hear from our panel of marketers and providers currently using this technique and what it takes to achieve these response rates at your company. Topics we will cover include, how to decide who to retarget, how to determine physical addresses, and what creative works best.

Ray Van Iterson, USPS

CCPA, GDPR PRIVACY CHANGES—WHAT DOES IT MEAN FOR ME?

Now that Europe has the General Data Protection Regulation (GDPR) and California has passed the California Consumer Privacy Act (CCPA), other states are looking at passing their own privacy laws too. Web browser companies are responding by reducing the ability to track online behavior. What comes next? How will it affect you?

Ray Van Iterson, USPS

EMERGING TECHNOLOGIES IN THE MAIL

This session will provide a review of the latest emerging technologies and how they might be applied to a printed mail piece in the future to help drive engagement and response rates. USPS will present concepts to inspire marketers and mailers about the ways in which we may leverage the printed piece to bridge between the physical and digital. You can realize all the benefits through the capabilities of mail and the convergence of paper and pixels. 

Jeff Tackes, USPS

HOW AI AND ML CAN HELP DIRECT MAIL

Artificial Intelligence (AI) and Machine Learning (ML) unlock incredible potential for integrated cross-channel direct mail campaigns. Using both for direct mail frees up resources; helps develop better customer profiles; and allows marketers to reach customers at the right time with the right message. Companies should invest resources into understanding AI and ML — and specifically, how they can use the data they are collecting to understand their consumers and create one-to- one connections. Through AI/ML, marketers can decipher vast amounts of data faster than ever to get actionable insights. In this course you will learn the basics of AI and ML. Then we will study how each can affect your direct mail producing significant results, faster and with less expense.

David Mastervich, World Wide Technology

HOW WILL AI AFFECT THE MAIL? – USING DATA TO WIN AT OMNI-CHANNEL MARKETING

An omni-channel marketing approach is critical in order to reach customers at the right time with the right message, but how do you know whether to send someone an email, target them with a social media ad, or send them a piece of direct mail (or all three?) In this session, we’ll talk about how you combine customer data with artificial intelligence (AI) and machine learning (ML) in order to understand your target audience, predict which channels will drive the greatest engagement, and deliver messages when they’ll be most relevant. After this session, you’ll walk away with an understanding of how to use these emerging technologies to decide which customers to target with direct mail and what role direct mail should play in your omni-channel campaigns.

Emily Carr, Deloitte Consulting
Kate Holman, Deloitte Consulting

PERSONALIZATION IN PRINT—HOW UNIQUE CONVERSATIONS DRIVE ENGAGEMENT

This presentation will focus on the value of personalization within the printing industry. Topics discussed will include: Industry statistics on the impact of personalization, Variable Data, Digital Printing, Trigger Programs and an Asset Management Quantum case study.

Joe Holleman, Quantum Group

POLITICAL POWER UP: STAY AHEAD OF THE CURVE THIS VOTING SEASON

Help your candidates WIN their election by powering up their political mailings! Learn the do’s & dont’s, new ad regulations and best practices to get the MOST out of yours or your client’s marketing campaigns this political season.

Erica Switzer, DirectMail2.0

THE EVOLUTION OF THE ENVELOPE & MEETING USPS REQUIREMENTS

Learn about the history of the envelope. How it is made, detail designs and how you can meet USPS requirements. The envelope is a key piece of your direct mail piece, learn how to make it more than just the envelope!

Tim Plunk, Tension Corporation

RETARGETING WEBSITE ABANDONERS OFFLINE IN REAL TIME

We are able to capture prospects whom abandon a website in real time. In other words, if someone visits your customer’s website and abandons before purchasing, we can capture their Internet Protocal address and match it back to their physical home address. Then, we can mail these website abandoners within 24 hours. Imagine your customer’s prospects receiving a relevant offer from their company 1-2 days after they abandon their website.

Greg Palacios, Lead Performance Marketing
David Keeney, Lead Performance Marketing

WHAT CAN THE DIGITAL REVOLUTION’S PROMISE OF SMART AUTOMATION MEAN FOR YOU? THE LEADER’S GUIDE

This workshop will describe emerging trends in digital services – Robotic Process Automation and Artificial Intelligence (AI)/ Machine Learning (ML) as they are being applied to a growing degree across the federal government today. They will soon begin reshaping the mailing industry as well. This session will offer reaction to the trend and insight into the way in which data from Informed Delivery can create the databases that will yield insight in tomorrow’s AI applications. This is a highly practical session focusing on “What will this new technology mean to you, the mailer?” We will explain how these tools are already addressing accountability, visibility and predictability that can increase mail’s marketing impact, improve returns on investment and improve the productivity of mail operations.

Robert Reisner

WHAT YOU ALWAYS WANTED TO KNOW AND WERE AFRAID TO ASK—WHAT KIND OF MAIL IS THAT?

USPS has an array of products that offer great value, but most mailers have never heard of. Attend this session to learn about Repositionable Notes, Share Mail, Picture Permit, and Customized Marketing Mail. You will hear how those products help you engage with your customers better and easier- and you will take home use cases that you can immediately apply in your company.

Elke Reuning-Elliott, USPS