“Delivered 2025” Virtual Event Delivers the Goods About Direct Mail Marketing
On Thursday, Sept 18, 450 eager marketers and othersinterested in direct mail gathered online to attend “Delivered 2025,” billed as“the world’s largest virtual direct mail event.” (PFL was proud to be the Title Sponsor.) Things were kicked off with a rousing welcome for Jay Schwedelson, Founder of GURU Media Hub, the host of the event.
Schwedelson, along with Stania Antoine, Conference Director at GURU Media, kicked things off by explaining the way things were going to work. “Everything is going to be very fast paced and rapid fire,” said Antoine.And it was—after the initial “Keynote” session, that is, all presentations were about 15 minutes long.
It was Heather Lewis, Manager of Product Integration & New Solutions at the United States Postal Service (USPS), who got the ball rolling. In this role, she leads various key initiatives, including the PostalService’s direct mail promotions—a robust program that generated over 35billion pieces of discounted mail last year.
Her message was clear: Direct mail, because it is both cost efficient and effective, remains a power marketing tool that has value for both businesses and the consumer. But Lewis made it clear that direct mail, alone, is not the total answer—it calls for omnichannel marketing. An integrated marketing approach across a variety of devices and touchpoints. Such a plan, according to Lewis, “let’s you eliminate discrepancies among communications channels while also taking advantage of each channel’s strengths.”
Lewis also shared some omnichannel “success tips”:
· Tip 1: Use your mail piece to deliver more than content
· Tip 2: Turn Conversation into profit.
· Tip 3: Magnify your mailing campaigns with new technologies.
She concluded by suggesting that it pays to let USPS help you succeed. “From test to home run,” Lewis said, “take advantage of USPS promotions discounts to test all of these techniques and get the most out of the mail.”
Following the keynote, attendees were treated for the next couple of hours to speedy yet informative sessions hosted by a “who’s who” indirect mail. This is what the lineup looked like and here is a link to the deck containing the slides for all of the presentations.
