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

Education Tracks &
Workshops

PUSHING THE ENVELOPE: WHY MAIL WORKS

INCREASE YOUR ROI WITH AR: HANDS ON EXPERIENCE

Sunday 5/5, Period 1 | 9:00AM–10:00AM | RM 140

Come find out how to best use AR to increase your response rates and ROI.  Also, get a hands-on demo of creating your own AR Campaign with an innovative and exciting AR company. 

Josen Punnose, Innovation & Product Development Specialist, USPS | Muyesser Taqi-Eddin, Marketing Director, Augmania

WILDS: THE FUTURE OF BLOCKCHAIN IN TRADE AND LOGISTICS

Sunday 5/5, Period 2 | 10:15AM–11:15AM | RM 134

Managing today’s logistics supply chains is extraordinarily complex. Ensuring the efficient flow of goods, data, and payments across multiple locations still requires lengthy paper trails, various intermediaries and many manual processes. This makes it difficult to manage critical information such as the origin and status of shipments, causing frictions in global trade. Blockchain technology promises to reduce these frictions through greater process digitization, automation, traceability and transparency. Come join our panelists who will share insights on the unique attributes of Blockchain, its impact on our industry, and how it will transform global logistics.

Beth Fluto, Director of Web Services, Optimo | Wendy Henry, Senior Manager, Deloitte | Lauren Lee, Blockchain Lead, USPS | Harry Whitehouse, Chief Innovation Officer, International Bridge

POWER OF VISUALIZATION AND DATA STORIES

Sunday 5/5, Period 4 | 1:30PM–2:30PM | RM 135

Data visualization has been part of understanding our world since the first maps were drawn. The maps told the story of the cartographer’s understanding of their world through the data they collected in an illustrative way. Today the stories our data can tell us are innumerable, but the story is only as good as the medium and the storyteller. We can either continue to rely on our slow interpretation of thousands of rows of numbers on a traditional report or use our innate human ability to quickly find patterns in what we see. Data visualization helps to boil down complex ideas into simple, actionable views that can be both beautiful and highly informative. Here, we will give an overview of why you should use visualizations to tell your data stories and why you need the speed to action it provides.

Thad Wellington, Product Manager, Grayhair Software

HOW TO MAKE TECHNOLOGY WORK FOR YOUR DIRECT MAIL

Sunday 5/5, Period 5 | 2:45PM–3:45PM | RM 140

This course will offer insights to the “How” to build the technologies that will make your direct mail explode with responses that will increase your ROI. Technologies covered will be Variable Data Print, Augmented Reality, and QR codes. We will start with a brief discussion on “Why Print”. We will discuss in detail how to secure your data and your web presence to comply with the guidelines developed by the National Institute of Standards and Technology. As Marketers increase their usage of customer data to build more responsive Direct Mail, they need to know how to protect that data. This session will offer a top ten list of actions every SMB should take to protect their data.

Brandon Bulldis, Chief Technologist, World Wide Technology | David Mastervich, Client Executive, World Wide Technology

HOW HAS POLITICAL MAIL BECOME MORE DYNAMIC AND WHY IT'S A BIG OPPORTUNITY IN 2020

Monday 5/6, Period 7 | 11:00AM–12:00PM | RM 142

Political advertisers spent $5.25 billion on the 2018 midterm election, 17% more than 2016. And that number is expected to skyrocket as we head into the 2020 election cycle. What does this mean for you? Growth opportunity. In this session, we’ll dive into the promise of “new mail” in the political arena; how it can drive action across the voter journey fueled by tech innovations such as automation, CRM, Informed Delivery, and Informed Visibility; and why political mail is the real winner when it comes to converting voters.  While campaigns continue to spend on digital ads, they’re having a harder time converting due to oversaturation.  Also, the state of politics has led to a lack of trust in media, creating voter desire for a physical, direct, and conversational medium they can trust.  Political mail connects and resonates in ways that digital mediums simply can’t even with digital natives like Millennials and GenZers.  Don’t miss this opportunity to learn how you can turn “new mail” into growth by partnering with campaign managers in the 2020 election cycle.

Don Nichols, National Lead, Political & Mailing Services, USPS | Tracey Sutherland, Strategy Director, McCann Worldgroup

HOT TOPICS FOR MAIL OWNERS

Monday 5/6, Period 9 | 2:45PM–3:45PM | RM 140

The Mail Owners Workshop is a panel discussion for and by mail owners. With industry leaders from AT&T, Bank of America, Progressive and more, our panel will cover hot topics impacting mail owners today. Plus we will have a robust Q&A with the audience to see what is on your mind and help you with your questions. Topics will include how programs like Informed Delivery, Green and Secure Destruction, Informed Visibility, Seamless Acceptance, Move Update and much more are utilized by mail owners. Plus we will provide ideas and suggestions to help you as a mail owner an opportunity for you to engage with industry associations.

David Marinelli, Process Consultant, Postal Affairs Liaison, Progressive Insurance | Mike Tate, SVP, Enterprise Postal Strategy, Bank of America

EMERGING TECHNOLOGIES IN THE MAIL

Monday 5/6, Period 10 | 4:00PM–5:00PM | RM 131

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. We 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, and realize all the benefits through the capabilities of mail and the convergence of paper and pixels. Also, learn what direct mail could look like beyond the year 2020. Determine what you can do now to be ready for the future.

Ted Mann, CEO, Slyce | Vicki Stephen, Director, Mail Services, USPS

PUTTING THE DATA INTO DATA-DRIVEN DIRECT MARKETING

Tuesday 5/7, Period 12 | 1:30PM–2:30PM | RM 133

Data is a powerful tool to help businesses make important marketing decisions, and many companies don’t know where to start with data or are seeking fresh new opportunities. This workshop will show you how to get started – with some simple methods to understand how to use data to drive you next direct mail campaign. We’ll share actual examples of how businesses have used data to change their mailing programs. Mail smarter and improve their ROI. Learn about internal and external data sources and how they can help you jump-start into smarter Data Driven Direct Mail.

Gary Seitz, EVP, CTRAC Direct

JOURNEY MAPPING YOUR CUSTOMER EXPERIENCE DESIGN

Tuesday 5/7, Period 12 | 1:30PM–3:45PM | RM 142

In a world where commoditization is the norm, differentiation is key. The kind of differentiation customers will notice doesn’t come from what they say, it comes more from what you do. Customer Experience is a new discipline that helps you figure out what to differentiate and how to do it in a way that benefits your customers and your bottom line at the same time. More than any other factor, your brand’s customer experience will determine whether you thrive and profit or struggle and fade. There is a strong business case for improving the customer experience especially when it leads to increased retention and referrals. In this workshop, you will learn the essential skill of journey mapping, which is the foundation of all differentiated customer experience design.

SECRETS FROM THE NEXT GENERATION CAMPAIGN AWARD WINNERS

Tuesday 5/7, Period 13 | 2:45PM–3:45PM | RM 134

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

Gary Reblin, Vice President Product Innovation, USPS | Kriti Vichare, Director Innovation, USPS

TIMING IS EVERYTHING: HOW MARKETING MAIL CAN DELIVER CUSTOMERS AT LIGHT SPEED

Tuesday 5/7, Period 13 | 2:45PM–3:45PM | RM 133

Marketing Mail has proven itself to be a valuable component of any multichannel campaign. However, it’s often difficult to execute concurrently with digital, mobile and social media channels. How can marketers ensure that mailing will be targeted to the right prospects at the right time to be effective? How can mail service providers ensure that mailings are perfectly choreographed with other touch points (ie call centers) for time sensitive campaigns? Getting it right could mean the difference between conversion and confusion. Attend this session and learn how companies are effectively leveraging marketing mail with digital channels & analytics to improve retention, response rates, and conversion and grow beyond their mailing list. Discussion will focus on relevant topics such as message targeting, optimizing spend, tracking and measuring response across channels, and leveraging additional response channels such as USPS Informed Delivery. Gain insights on best practices for executing successful campaigns that drive more value from your mailings.

Nat Cooper, Principal Consultant, Marketing Location Analytics and Data Team, Pitney Bowes Global Services | Anik Jain, Product Manager, Direct Mail Solutions, Pitney Bowes Presort Services

GIVE THEM WHAT THEY’RE ASKING FOR: WHAT MARKETERS WANT FROM MAIL

Sunday 5/5, Period 2 | 10:15AM–11:15AM | RM 131

Marketers and advertisers are looking for channels that offer flexibility, ease of use, high return on investment, and measurability, especially when compared to the multitude of digital channels that are available. Mail can be all of these things, but marketers are often not aware of the tools that can make direct mail a valuable channel. We’ll review the characteristics that marketers are looking for in their channels, how direct mail meets those needs, and how to show marketers that direct mail delivers the value proposition they are looking for.

Emily Carr, Specialist Leader, Deloitte Consulting | RJ Krawiec, Principal, Deloitte Consulting | Eric Uhlir, Senior Manager, Deloitte Consulting

FINDING YOUR BEST PROSPECTS USING LISTS, LOOK-ALIKE MODELS, LOCATION DATA, AND BEHAVIORAL TARGETING

Sunday 5/5, Period 3 | 11:30AM–12:30PM | RM 134

New marketing technology and all sorts of data have made this the golden age of audience targeting. Direct Mail response rates are increasing year after year. Prospects can now be targeted based on their demographics, their real-world behavior and their online behavior. Hear from audience experts how to identify prospects that are like your best current customers and reach them both offline and online.

Chris DeMartine, Founding Partner, ProgrammaticB2B | Stacy Griggs, CEO, El Toro | Ajay Gupta, CEO, Strista | Sheldon Smith, CEO, Twenty-Ten | Ray Van Iterson, Manager of Innovation and Product Development, USPS

QUANTIFYING THE VALUE OF MAIL IN AN OMNI-CHANNEL MARKETPLACE

Sunday 5/5, Period 4 | 1:30PM–2:30PM | RM 141

Please join us to discuss the drivers of marketing for the decision makers that choose the marketing spend, the CMO. What are their challenges and why do we have to ensure that, when we communicate with the CMO, we use their language, which is the overall ROI. Related to this, many of us have seen the studies that reflect the value that physical mail has over its digital counterpart. We’ll discuss the potential value of mail to the overall marketing strategy.

Nat Cooper, Principal Consultant, Marketing Location Analytics and Data Team, Pitney Bowes | Greta Wilson, Vice President, Brand Strategy and Transactional Marketing, Pitney Bowes

2019 USPS MAILING PROMOTIONS

Sunday 5/5, Period 5 | 2:45PM–3:45PM | RM 133

Hear about the three promotions currently underway and three upcoming promotions that allow mailers to obtain an upfront postage discount on mailpieces that integrate technology or innovative print techniques.

Krista Becker, Manager New Solutions, USPS | Jeff Tackes, Manager, Mail Innovation, USPS

WHY PRINT IS STILL AN IMPORTANT COMMUNICATION TOOL

Sunday 5/5, Period 6 | 4:00PM–5:00PM | RM 130

For 15-20 years we’ve heard the prediction that print is dead, but the reality is – it is not going away any time soon. In fact, direct mail marketing pieces are on the rise and electronic delivery adoption rates for certain communications have flattened. This presentation will discuss why print is still an important communication channel – whether it is for marketing purposes or transactional mail – and how print is a critical part of an overall omnichannel communications strategy. Bottom line? Consumers still open and read their mail; however the trick is to grab their attention and increase engagement with your brand. Topics to be covered will include how to use print to drive consumers to digital channels as well as how to utilize the latest innovations of the USPS such as Informed Delivery and Informed Visibility to your advantage by increasing customer engagement and improving the overall customer experience.

Gina Ferrara, Senior Analyst, Madison Advisors

MAKING MARKETING MAIL WORK FOR YOU

Monday 5/6, Period 8 | 1:30PM–2:30PM | RM 142

Attend this workshop to learn about USPS Marketing Mail and how to choose the product that is best for your business purpose. Whether you mail catalogs, donation requests, or other customer communication, you will find this workshop useful to determine what works best for your business. Additionally, this session will review market trends and research findings that help you extract the greatest value from your mail.

Verdonna Hudson, Principal Product Management Specialist, USPS | Tony Jones, Vice President Creative Director, McCann Worldgroup

DIGGING FOR DIAMONDS...HOW TO UNLOCK HIDDEN GEMS IN YOUR DATA

Monday 5/6, Period 10 | 4:00PM–5:00PM | RM 141

An effective mail campaign doesn’t start when the ink hits the paper – it starts with the quality of the data. Data can be like a diamond in the rough; apply the

right adjustments here and there and its’ value and effectiveness goes up tremendously. Of course, address cleansing and presorting are critical components to any mail campaign, but stopping there undermines the real potential in your data. That’s why repeatable and high quality data hygiene that goes beyond standard cleansing is critical to optimizing data in ways that produce successful campaigns time and time again.

Gina Greco, Manager of Data Services, CTRAC Direct / Midwest Direct | Tony Mass, Principal Consultant, Firstlogic Solutions, LLC

11 TIPS FOR MORE EFFECTIVE DIRECT MAIL

Tuesday 5/7, Period 11 | 11:00AM–12:00PM | RM 135

Marketers are renewing their interest in direct mail as consumers suffer from email fatigue. Applying strategies such as precise targeting, customized offers, and personalized communications, marketers are leveraging direct mail’s ability to convert. Mail continues to outpace digital alternatives in this regard. Though direct mail use is resurging, sending the same old postcards to the same old list won’t cut it anymore. To take advantage of the medium, marketers must combine their new data-crunching and content-generation tools with creative design and innovative presentation. This workshop will cover tips for getting consumer attention, encouraging recipients to open their mail, and enticing them to take action.

Kristen McKiernan, President, AccuZIP Inc.

8 INTEGRATION TECHNOLOGIES TO SEAMLESSLY TRACK DIRECT MAIL EFFECTIVENESS AND ENHANCE RESULTS

Tuesday 5/7, Period 12 | 1:30PM–2:30PM | RM 140

The major buzz in the direct mail industry is that you need to integrate. Sure, we all understand the concept of utilizing several marketing channels to achieve the best results. What are the best technologies to use in conjunction with direct mail? How can you prove attribution specifically from direct mail? And most importantly, with all of the growing technology options, which are the most complimentary to a direct mail campaign and will help to boost the overall results and return on investment? Come to this workshop to learn about the 8 technologies that need to be integrated with direct mail in order to seamlessly track the effectiveness of the direct mail campaign while enhancing the overall results by an average of 53%.

Erica Switzer, VP, DirectMail2.0

HOW DIRECT MAIL CAN RAISE $1.5 BILLION FOR YOU AND YOUR ORGANIZATION

Tuesday 5/7, Period 13 | 2:45PM–3:45PM | RM 141

In this advanced session, you will learn how personalized letters, cards, magazines, newsletters, acknowledgments, confirmations, acquisition packages, and other mailable collateral can generate significant revenue and operational support through the power of direct mail. Using actual strategies and tactics, this session will show you step-by-step how you can gain significant growth, enlarge your file, and receive the stellar ROI that you deserve. In an age when online is the rage, direct mail when properly applied can, will, and does outperform digital platforms.

Paul Bigham, President, Bigham Agency

EMERGING TECHNOLOGIES - WHY SHOULD YOU CARE?

Tuesday 5/7, Period 14 | 4:00PM–5:00PM | RM 132

This workshop will provide a review of emerging technologies and how they can be applied to print mail pieces in the future to help drive engagement and response rates. Come and learn how to leverage the gap between the physical and digital world and realize the benefits through its capabilities.

David Day, Sr. Architect and Engineer, Solimar Systems, Inc

FIRST-CLASS MAIL – THE PERSONAL TOUCH

Sunday 5/5, Period 2 | 10:15AM–11:15AM | RM 133

First-Class Mail is the most personal communications method for you to use with your customers. Find out best practices that not only leverage your mail budget but make bills and statements an effective customer engagement tool. This session will review latest trends and research findings that help your company make the most of this mail. Also, learn how recent price changes make mailing bills and statements more affordable.

Pat McGrew, Senior Director, Info Trends Production Software and Services | Elke Reuning-Elliott, Director, Product Management Mailing Services, USPS

MARKETING MAIL & SHIPPING TRENDS – TODAY AND TOMORROW

Sunday 5/5, Period 2 | 10:15AM–11:15AM | RM 141

E-commerce continues to be one of the fastest growing segments in the worldwide economy. As the industry has grown, consumer expectations and shopping behaviors have swiftly evolved. The share of e-commerce shopping through smartphones has nearly doubled in the past two years, free shipping on high-value items has become more common, and more and more packages are delivered directly to one’s home. As this landscape changes, explore what major innovations are occurring in the shipping space both domestically and internationally. How will the major carriers keep up? Marketing Mail plays an important role in advertising and serves as a catalyst in generating sales that create package shipments. In this session you’ll also get an in-depth look at what drives consumer engagement with mail and what businesses are doing to meet those expectations.  What’s driving business and consumer satisfaction with Mail and how the Omni-Channel advertising model is working and where. Research shows that direct mial, when used in combination with digital, drives consumer-purchasing behavior.

Markes Lucius, Manager, Market Research and Insights, USPS | Doug Wiggins, Market Insights Consultant, Sr., USPS

DATA DRIVEN: THE KEY ATTRIBUTE THAT MAKES MAIL A VIABLE MARKETING CHANNEL

Sunday 5/5, Period 6 | 4:00PM–5:00PM | RM 135

Not all marketing channels are created equal  — costs, response rates, reach, and ability to segment varies. This workshop will promote and discuss the key attribute that makes mail a viable marketing channel.

Stephen Grech, Sr. Direct Marketing Executive, Major Accounts / National, USPS | Lucie Jameson, AD Direct Mail Marketing Programs, The Hartford

WHY DIRECT MAIL STILL WORKS

Monday 5/6, Period 8 | 1:30PM-2:30PM | RM 132

The largest living generation, millennials were born and raised in the digital age. However, this does not mean they are “digital addicts, and the impact of “digital fatigue” is very real. Direct mail is proven to work with millennials, and recent studies have shown that 90 percent of millennials surveyed find direct mail trustworthy. Moreover, 92 percent of those surveyed shared that mail influenced their purchasing decision. It’s time for savvy marketers to understand mail and millennials, and how to market to this important demographic. In this workshop, you’ll learn:

  • -The importance of personalized messaging
  • -How to keep up with millennials on the move
  • -How to leverage multichannel marketing to improve response rates with millennials

Chris Lien, President, BCC Software

DELIVERING THE RIGHT MESSAGE TO THE RIGHT AUDIENCE AT THE RIGHT TIME–AUTOMATICALLY

Monday 5/6, Period 9 | 2:45PM–3:45PM | RM 134

If you could put a personalized message in the mail within 24 hours of an event, would you do it? Triggered direct mail can send a message to people who visit your website, or visit a competitor’s store, or sign up for your service, or earn elite loyalty status, or who doesn’t read your emails – all without you doing a thing.

Tom Gibbons, Cofounder and VP of R&D, Pebble Post | Greg Hewitt, Director of Demand Generation and ABM, Emplify | Eva Jackson, Marketing Manager, Demand Generation, PFL | Michael McCarthy, CEO, Inkit | Ray Van Iterson, Manager of Innovation and Product Development, USPS

BEAT THE COMPETITION WITH BETTER DIRECT MAIL DATA

Monday 5/6, Period 10 | 4:00PM–5:00PM | RM 140

In an increasingly tech-savvy world, customer expectations are higher than ever. Marketers who wish to attract and engage these customers must rely on customer data. Learn to identify and use the many types of data available, leverage third-party data to achieve better marketing results, and discover breakout data solutions to give you a competitive edge.

Nate Petel, EVP Sales & Service, AccuData Integrated Marketing

B2B ADVERTISING - CUTTING THROUGH THE CLUTTER

Tuesday 5/7, Period 11 | 11:00AM–12:00PM | RM 134

Email boxes are overflowing, display ads are ignored, webinars are undersubscribed – How do you connect with prospects anymore? Hear from our panel how packages with personalized gifts and letters with the recipient’s picture on them get opened, and how hard copy thank you notes get read. 

Brad Beutler, Director of Marketing, Sigstr | Paul Blaylock, CEO, Enthusem | Jim Lurie, Partner, o2kl | Stacy Monahan, VP Marketing, Zelis Health Care | Ray Van Iterson, Manager of Innovation and Product Development, USPS | Braydon Young, Head of Growth and CoFounder, Sendoso

WHAT IS SO NEW AND DYNAMIC ABOUT DIRECT MAIL?

Tuesday 5/7, Period 12 | 1:30PM–2:30PM | RM 134

For marketers, getting people to act on their message is their top priority. While they have more channels and tools than ever before, it’s still as hard as ever to drive conversion. Luckily, new innovations have added digital intelligence to mail’s inherent magic, giving mail a dynamic and powerful digital/physical combination that drives action. This makes mail an indispensable tool to driving action across the customer journey, moving people from one stage to the next. Attend this session to learn about the dynamism of mail, and how to take advantage of mail innovations like Programmatic Mail, Informed Delivery, and Informed Visibility to turn each interaction with people into action. 

Chris Cotter, Associate Director of Strategy, McCann Worldgroup | Kara Gera, SVP Strategy Director, McCann Worldgroup

MAIL JUST WORKS: LEARN WHY AND HOW IT REMAINS RELEVANT

Tuesday 5/7, Period 13 | 2:45PM–3:45PM | RM 136

In this workshop, the attendee will learn why mail still works today. The presentation will support this theory with documented statistics and industry experiences of the presenter. It will go a step further and present information about how mail works to drive responses and generate ROI when used by itself and in conjunction with other media channels (E-mail, Social media, etc.) to supplement it effectively. Finally, throughout the session, attendees will gain insight into working with their internal partners to “sell” mail effectively and strategically to drive print and other core functions they also manage.

Scott Holton, Vice President, Strategic Sourcing, Enterprise Supply Chain, Citibank | Mark Rheaume, Solutions Design Architect, Exela Enterprise Solutions

EMBRACING THE “WEIRD AND WONDERFUL” POSSIBILITIES OF MAIL TO DRIVE OMNICHANNEL SUCCESS

Tuesday 5/7, Period 14 | 4:00PM–5:00PM | RM 140

With consumers exposed to thousands of ads each  day, direct mail is proving effective at cutting through  the clutter to play a starring role in omnichannel campaigns designed to acquire new customers. Presenting a unified, personalized message that starts with print and seamlessly integrates across digital platforms and devices requires the right data, a sound strategy, and eye-catching creative. Combining the insights that strategists provide with the artistic perspective of a creative director, this session will explore the weird and wonderful possibilities that direct mail provides for creating new customers by captivating your audience’s attention, driving response across channels, and improving your return on marketing investment.

Mike Dietz, Executive Creative Director, IWCO Direct | Debora Haskel, VP Marketing & Corporate Communications, IWCO Direct

GOING WHERE THE MONEY IS–SELLING DIRECT MAIL TO DIGITAL BUYERS

Wednesday 5/8, Period 15 | 8:00AM–9:00AM | RM 134

With digital marketing budgets growing at double digits and traditional marketing budgets flat, selling to digital buyers is key to meeting growth targets. Learn from digital buyers what they are looking for, and how to position Direct Mail to meet their needs. Direct Mail response rates are 6 times that of any digital channel. Learn how to use SMS Text, cell phone cameras, and Informed Delivery to drive your prospects to your digital experiences. 

Dennis Nicoski, VP of Sales (A), USPS – Panel Moderator |
Lewis Gersh, Chief Stamp Licker, Pebble Post | Dennis Kelly, CEO, Postalytics | Manushika Yapa, Head of Partner Operations, Lob