Unlocking the Economic Power of Direct Mail in the Age of New Technology

This seminar is jointly hosted by the Data and Direct Marketing, the Nonprofit Organizations and the Ethics Policy Committees.

Unlocking the Economic Power of Direct Mail in the Age of New Technology

In a world where digital communication dominates, direct mail remains a powerful tool for businesses and organizations. This seminar explores the economic efficiencies of the direct mail channel, focusing on direct marketing strategies that can optimize its impact for you and your brand. Furthermore, as data privacy concerns become increasingly important, the seminar will highlight useful best practices and maintaining trust in the mailbox.

Key Takeaways:

• Understanding how new technologies (like AI, data analytics, and automated workflows) are transforming direct mail efficiency and personalization
• Success stories that showcase the power of direct mail!
• How to utilize mailing discounts to lower costs and increase reach as presented by marketers at top brands.
• Policy updates impacting mail – legislation and regulation that impacts use of the USPS – a DC update!
• And much more…

Welcome & Opening Remarks (11:00 AM - 11:10 AM ET)

Senny Boone
Senior Vice President, Center for Ethical Marketing
ANA

Session I (11:10 AM - 11:50 AM ET)
Maximizing Marketing Impact: Why Direct Mail Deserves a Place in Every Multichannel Strategy
In this session, we will explore new USPS-sponsored academic research on the efficacy of direct mail. This presentation will look at qualitative, quantitative and case study feedback on direct mail's cost per acquisition and customer value.

Speakers:

Eddie Alvarran
Manager, Customer Marketing Mail
USPS

Dr. Jonathan Zhang
Professor  
Colorado State University

Session II (11:50 AM - 12:30 PM ET)
Tangible Impact: The Relevance of Direct Mail in Today's Fundraising Landscape
Direct mail continues to deliver powerful, measurable results for nonprofits. This session will explore why direct mail remains a relevant and effective tool in modern fundraising. Whether you're new to the channel or looking to refine your approach, you'll walk away with fresh ideas, proven examples, and key considerations to help you craft successful, donor-centric campaigns with clarity and confidence.

Speakers:

Mark McLean
Vice President, Nonprofit Solutions
Data Axle

Jamie Waltz
Director of Multichannel Fundraising
Operation Smile

Session III (12:30 PM - 1:10 PM ET)
Mail & Digital: The Winning Formula for High-Impact Marketing
In a digital-first world, direct mail stands out as a high-performing, cost-effective channel—when powered by the right technology. Teams seeing the best ROI are leveraging automation platforms, high-quality data, and advanced tracking like multi-touch attribution. In fact, companies that say direct mail outperforms other channels are 32% more likely to use these tools. Join our presenters as they share real-world success stories and proven tactics for maximizing impact, reducing costs with mail discounts, and scaling direct mail for growth.

Speakers:

Kate Chamberlain
Director, CRM and Promotions
SimpliSafe

Ryan Ferrier
CEO
Lob

Session IV (1:10 PM - 1:50 PM ET)
Postal Policy Update: Changing Rates, Service & Policy Implications under the Trump Administration
As the Trump Administration eyes changes for all government agencies, including the USPS, join us for the latest updates. This session will provide the latest information on the changes in leadership at the USPS and implications for upcoming rate increases as well as service changes. Join Katherine Versteegh and Senny Boone as they give an update on postal policy and MTAC updates from the March meeting. Bring your questions!

Speakers:

Senny Boone
Senior Vice President, Center for Ethical Marketing
ANA

Katherine Versteegh
Senior Vice President, Data Driven Communications
A.B. Data, Ltd.