May 2-5, 2021 | Gaylord Opryland Hotel & Convention Center | Nashville, TN

Education Tracks & Workshops

THE EVOLUTION OF DELIVERY: FROM MAILBOX TO MAIL “INBOX”

A VIEW FROM MARs: USING SOCIAL MEDIA TO HELP INFORM AND UPDATE YOUR CUSTOMERS

Businesses have been using social networks like Facebook and YouTube for many years now. However, because of the rivalry between email and postage mail, the use of this technology has not been fully exploited by our industry. This is a big mistake on our part. This session will show how partnering up with social media can benefit both you and your customers. How getting your message out through short videos helps shed light on what many people thought was an industry in the dark.

Dale Bruning, Washington University in St. Louis

EVOLVING BEYOND THE MAILBOX TO ENSURE YOUR MESSAGE IS DELIVERED

More than half of consumers surveyed check their personal email account more than 10 times per day and it is “by far” their preferred way to receive updates from brands. Are you best leveraging this channel to increase conversions for your clients’ direct mail campaigns? In this presentation, you’ll learn tips and tricks for getting your message delivered to the inbox as well as the mailbox, including how to best convert offline creative to mobile-responsive HTML, ensure consistent messaging across both channels, properly match and verify email addresses, write enticing and effective subject lines, avoid Internet Protocol blacklisting, and more.

Nate Petel, AccuData Integrated Marketing

THE ROI OF INFORMED DELIVERY—MORE THAN CLICKS AND DISCOUNTS. HOW MARKETERS ARE USING INFORMED DELIVERY TODAY TO BUILD THEIR BUSINESS

After more than two years, Informed Delivery (ID) is coming into its own as a new marketing channel. In this session we’ll share use cases of how a catalog retailer generated new views for their online catalog – and boosted sales, how a nonprofit boosted their online donations and the effectiveness of their mail campaigns with their ID campaign, and how a medical training firm has gained thousands of inquiries from ID. We’ll look at the costs and benefits of how these campaigns worked, how they measured success, and the ROI they gained.

David Lewis, Snailworks

CONNECTING PHYSICAL AND DIGITAL IN A COMPLIANCE ENVIRONMENT

This session will show how your company can leverage the latest USPS offerings including Informed Delivery, Mail Tracking, and Electronic Address Correction Services. There will be special emphasis on digital marketing to enhance the overall customer experience.

Tracie Schrader, Security Finance Corporation of Spartanburg
Denise Knapp, Security Finance Corporation of Spartanburg

HOW TO CREATE INFORMED DELIVERY CAMPAIGNS THROUGH POSTALONE!

Informed Delivery gives residential consumers the ability to digitally preview their mail and manage packages in one convenient location. Business mailers can leverage Informed Delivery to engage users through integrated mail and digital marketing campaigns that generate additional consumer impressions, interactions, and insights. Learn all about the technical aspects and requirements for creating and maintaining Informed Delivery campaigns to ensure a positive experience and to maximize your campaign’s value.

Vicki Bosch, USPS

PROGRAMMATIC DIRECT MAIL—THE BRIDGE FROM PHYSICAL TO DIGITAL SUCCESS

Programmatic mail has been the buzz word for the past two mailing seasons. With many mailers and their marketing agencies, we see more and more budget move towards digital. Now with the inclusion of USPS’ Informed Delivery, the combination of digital and physical is at the forefront of many marketing campaigns. This session will provide an overview of the current programmatic market and help attendees gain an understanding of how to incorporate it into their current efforts. You will learn how to combine the digital tools that are the strength of this new direction for mail and combine them with your current mail programs such as mail tracking, Informed Delivery, and Informed Visibility. This will allow you to bring a more meaningful conversation to customers at the exact moment they are ready to continue the conversation from another channel, then gain visibility into campaigns from origin to the hands of the consumer.

Tom Gibbons, PebblePost

ENHANCING THE CUSTOMER EXPERIENCE WITH INFORMED DELIVERY DATA

Informed Delivery provides robust data describing how users interact with your interactive campaigns. Learn how to translate campaign data into actionable insights that you can use to drive your marketing objectives and enhance your customer’s experience with your brand.

Bob Dixon, USPS

INCREASING RESPONSE RATE WITH INFORMED DELIVERY

Informed Delivery is designed to increase response rates through a strong call-to-action (CTA). This session will discuss techniques for implementing Informed Delivery to increase responses to CTAs. CTA’s will cover recalls, activations, surveys and transactions.

Bob Dixon, USPS

INFORMED DELIVERY USAGE TRENDS AND INSIGHTS

Informed Delivery users are highly engaged and satisfied! This session will dive deeper into understanding who Informed Delivery users are and how they behave, focusing on how to use these insights to increase the effectiveness of your next campaign.

Bob Dixon, USPS

INFORMED OFFERS PILOT RECAP

In August 2019 USPS piloted Informed Offers, a new coupon platform that allows consumers to personalize the digital and physical mail they receive from retailers and brands. This session will discuss insights from this pilot and USPS’ plans for future versions of the Informed Offers platform to include the opportunities it yields to increase the value of mail and improve prospecting rates.

Bob Dixon, USPS