The Hows & Whys Behind Direct Mail Success Stories

ANA DATA & DIRECT MARKETING COMMITTEE MEETING
The Hows & Whys Behind Direct Mail Success Stories
JUNE 25, 2025 from 11:00AM ET – 1:00 PM ET (Virtual Only)

I. WELCOME & INTRODUCTIONS (11:00AM ET)

II. IMPACT PULSE (FORMERLY THE RESPONSE RATE REPORT): UNLOCKING THE TRUE POWER OF DIRECT MAIL (11:00am -11:30am ET)

Join us for an exclusive look at the latest findings from Impact Pulse, the reimagined Response Rate Report. This session dives deep into the performance benchmarks that define direct mail excellence, empowering you to measure and highlight your own success. Discover how top campaigns are leveraging data-driven strategies to achieve standout response rates—and learn how to elevate your own results using industry-leading insights. This is your opportunity to turn benchmarks into bragging rights.

Speakers:
Jeni Neiswonger, Vice President Data Excellence & Privacy, ANA
John Follett, Principal, Demand Metric

III. USING AUTOMATION TO PERSONALIZE DIRECT MAIL: BEST BUY'S TRADE IN STORY (11:30am -12:00pm ET)

Learn how Best Buy's Trade-In Direct Mail campaign utilizes automation through APIs to scale personalization efforts. The campaign's ongoing success is attributed to the strategic use of data, technology, and customer insights, consistently resulting in the highest Incremental Return on Ad Spend in the Best Buy Direct Mail portfolio. 

Speaker: Dawn Paulson, Senior Marketing Manager, Best Buy

IV. AMEX'S GUIDE TO CAPTIVATING THE DIGITAL GENERATION WITH NEXT-GEN DIRECT MAIL (12:00pm-12:30pm ET)

Discover how to revitalize direct mail by leveraging audience insights and data-driven personalization. This session will provide a strategic blueprint, showcasing innovative formats and tech-driven solutions through conceptual mock-ups, designed to educate on capturing consumer attention in our digitally fatigued world. 

Speakers:
John D. Craig, Senior Manager – Direct Mail Solutions, American Express
Savannah McGushion, Director, Experience Strategy, RAPP
Chris Barrett, Director, Analytics, RAPP

V. HOW DIRECT MAIL CAN LEVERAGE AI-POWERED PREDICTIVE MODELING TO DRIVE-REVENUE: A CASE STUDY (12:30pm-1:00pm ET)

Resonate's Dean de la Peña will discuss how AI-powered custom data modeling can be used to optimize conversion through multichannel applications including direct marketing. We will discuss real-time intent data creation and usage and review the business impact of integrating infrastructure with your data.

Speaker: David Huffman, Senior Vice President, Product Leadership Resonate

VI. CLOSING REMARKS (1:00pm ET)