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Direct Mail’s Digital Transformation A Fireside Chat with Lob + Verizon

There is a growing urgency for companies investing in “digital transformation” to turbocharge their core programs by accessing unprecedented levels of interactivity. Yet this investment and subsequent impact aren’t limited to online channels of communication. In fact, incorporating historically offline channels unlocks new, truly omnichannel strategies for engaging customers in their daily lives. At Lob, we’ve seen direct mail’s recent digitization bring increased agility, scalability, and ROI to enterprise marketing programs.

Join us for a virtual fireside chat with Lob’s Head of Business Development, Manushika Yapa, and Verizon’s Head of Acquisition Marketing Strategy, Doug Collman, to discuss how enterprise organizations like Verizon use modern technology to simplify workflows and create strategic advantages that drive real business results.

In this webinar, you’ll learn how Verizon was able to:

- Translate leadership vision into cross-functional execution
- Build a leaner, more coordinated process
- Experiment with direct mail to elevate your omnichannel engagement strategy
Recorded Sep 21 2021 61 mins
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Presented by
Manushika Yapa, Head of Business Development at Lob
Presentation preview: Direct Mail’s Digital Transformation A Fireside Chat with Lob + Verizon

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Lob

  • Direct Mail Playbook: How Does Direct Mail Stack Up Against Digital Channels Nov 9 2021 5:00 pm UTC 56 mins
    Tatiana Afanasyeva, Marketing & Growth at Lob
    Direct mail remains an indispensable technology, both for marketing and transactional communication! To maximize its benefits, you need the right technology and the right tactics. According to a recent State of Direct Mail Study by Lob, 64.2% of marketing leaders believe direct mail delivers the best response rates of any channel, and 60.2% say it has the best ROI.

    Join us to hear how brands are building a highly effective direct mail strategy from the ground up!

    Discussion Topics:

    - What are the benefits of modernizing your legacy direct mail processes?
    - How to evaluate your legacy direct mail platforms, data systems, and workflow against your digital systems, in order to plan a more effective approach to DM.
    - How to build a direct mail system with the cadence, flexibility, efficiency, and automation of digital channels like email.
    - How to leverage existing vendor relationships to support your modernized direct mail program.
    - What features to look for in direct mail tools and vendors.
    - Planning your first campaign on your modernized direct mail system.
    - Using testing, customization, and automated triggers effectively in direct mail
    - Multi-channel use cases that show ROI for direct mail and make your digital campaigns more effective
  • Direct Mail’s Digital Transformation A Fireside Chat with Lob + Verizon Nov 4 2021 4:00 pm UTC 61 mins
    Manushika Yapa, Head of Business Development at Lob
    There is a growing urgency for companies investing in “digital transformation” to turbocharge their core programs by accessing unprecedented levels of interactivity. Yet this investment and subsequent impact aren’t limited to online channels of communication. In fact, incorporating historically offline channels unlocks new, truly omnichannel strategies for engaging customers in their daily lives. At Lob, we’ve seen direct mail’s recent digitization bring increased agility, scalability, and ROI to enterprise marketing programs.

    Join us for a virtual fireside chat with Lob’s Head of Business Development, Manushika Yapa, and Verizon’s Head of Acquisition Marketing Strategy, Doug Collman, to discuss how enterprise organizations like Verizon use modern technology to simplify workflows and create strategic advantages that drive real business results.

    In this webinar, you’ll learn how Verizon was able to:

    - Translate leadership vision into cross-functional execution
    - Build a leaner, more coordinated process
    - Experiment with direct mail to elevate your omnichannel engagement strategy
  • The New Rules of Retention Marketing Nov 2 2021 4:00 pm UTC 35 mins
    Lily Harder, Senior Director of Marketing Strategy, Mintel
    Retention and customer loyalty is not just a challenge for retail businesses. Customers are flooded with better credit card offers, more favorable insurance rates, and invitations to test out the newest online health providers. This, coupled with acutely challenging economic conditions, means that businesses without focused retention programs and data-savvy teams are at risk.

    To better equip retention teams, a coalition of technology companies have come together to provide tools that improve the reach and effectiveness of retention teams. Join us, along with industry leaders Amplitude, and Mintel, as we dive into examples, insight, and best practices from brands that have mastered the retention game.
  • Personalization as a Loyalty Game Changer Oct 28 2021 4:00 pm UTC 41 mins
    Mark Pinard, Head of Product Marketing at Lob
    The probability of selling to a new customer is just 5-20%. Toss that in with the rising costs of acquisition and the increase in signal to noise of digital acquisition channels and D2C marketers have a real problem on their hands; unless they can retain and grow the customers they have. According to the Bond Brand Loyalty Report, 77% of consumers say they are likely to stay with a brand that has a loyalty program and 63% of consumers will spend in order to maximize the benefits of a loyalty program.

    So how does one tap into those loyalty numbers? By creating personalized and important experiences for your customers.

    Join Lob and Cheetah Digital to learn:

    - How brands are leveraging advanced machine learning techniques to enhance the relevance and timing of offers
    - Real examples of personalized offers that cut through the digital noise by leveraging direct mail within the cross channel matrix
    - How to use engagement signals to create a customer journey that feels personal and delivers results
    - Why progressive profiling in loyalty is key to combatting the crumbling cookie, gaining user trust, and designing an engaging experience
  • Data Drive Direct Mail Oct 27 2021 4:00 pm UTC 31 mins
    Mark Pinard, Head of Product Marketing at Lob
    Direct mail is a powerful weapon in the modern marketer’s arsenal. It cuts through the digital clutter to deliver response rates up to 13 times higher than email alone. What savvy marketers know is that it’s even more effective when contacts have an existing relationship with your brand. Whether it’s for retargeting, retention, or re-engagement, direct mail can supercharge campaigns across the customer lifecycle.

    Modern direct mail campaigns rely on automation and data. Automation to trigger targeted direct mail pieces based on customer behavior or milestones, and data enrichment to ensure that all your contacts are reachable across channels.

    Together, Lob and TowerData provide powerful solutions that help companies bring their direct mail into the digital age. Join Mark Pinard from Lob and Katie Intrater from Towerdata for an interactive discussion about best practices for direct mail today. Topics will include:

    - The power of personalization – using data to deliver compelling direct mail engagements
    - Offline retargeting – turning digital intent signals into effective direct mail outreach
    - Measurement and attribution – accurately assessing the impact of direct mail initiatives
  • Creating a Customer-Focused Loyalty Strategy Based on Data Oct 26 2021 3:00 pm UTC 41 mins
    Tatiana Afanasyeva, Head of Marketing at Lob
    Global circumstances keep testing the limits of even the best customer loyalty strategy and retaining existing customers is more important than ever. As we head into 2022, it looks like these same challenges will persist, so an air-tight loyalty strategy rooted in first-party data will be critical for marketing teams that need to hit their number.

    So what does that look like? There are 3 pillars to a successful omnichannel loyalty strategy:

    - Technology that elevates your team's focus from execution to strategic
    - First-party data that allows you to connect to customers at a personal level
    - Tactics like personalized direct mail that help your brand stand out from the noise

    Join Tatiana Afanasyeva, Head of Marketing at Lob and Marina Ben-Zvi, Director of Product Marketing at Blueshift for a webinar where we’ll show you how brands of all sizes are leveraging data and digital transformation to maximize the power of their omnichannel loyalty strategies.
  • The Role of Direct Mail In Your Digital Marketing Strategy Recorded: Oct 22 2021 55 mins
    Tatiana Afanasyeva, Marketing & Growth at Lob
    Integrating direct mail into their digital marketing strategy has allowed retailers like thredUP to increase the number of post-purchase touchpoints and drive a 10–15% increase in performance. Direct mail is an essential part of any marketing strategy. Without it, you’re skipping over valuable touchpoints and losing out on some serious ROI.

    No marketing channel should exist in a silo; direct mail is no exception. And while marketers have gotten the hang of wrapping all these digital tactics together into one cohesive marketing strategy, far fewer have managed to integrate direct mail with their digital marketing strategy. Incorporating direct mail, however, makes your entire marketing strategy more powerful and opens up new avenues to drive, retarget, and retain leads.

    Discussion Topics:
    - Integrating direct mail marketing with your digital channels
    - Why digital marketing spend isn’t giving you the results it used to
    - Leveraging direct mail marketing to address the weaknesses in email, social, digital advertising and other digital channels
    - The challenges in integrating direct mail into your digital marketing system
    - Direct mail as a digital marketing channel
  • Send Physical Mail like Email: Lob for Salesforce Non-Profit Cloud (NPSP) Recorded: Oct 15 2021 43 mins
    Christina Louie Dyer, Lob.org
    Effective fundraising and shrinking overhead are critical measures that enable nonprofits to support the right programs and priorities. Forward-looking foundations are finding opportunities to vastly improve these areas with the direct mail platform, Lob.

    Learn how Travis Manion Foundation automated personalized donor acknowledgment letters, end-year tax receipts, and marketing mail while reducing their overall cost by more than 50%.

    Veezla, Travis Manion Foundation, and Lob.org, walk you through a demo of how your non-profit organization can do the same with the help of Veezla | Print & Mail, a 100% native Lob <> Salesforce integration.

    - Drive donor engagement with highly personalized letters and postcards
    - Automate donation acknowledgment letters and end-year tax receipts
    - Leverage Salesforce Report Builder to send physical mail to campaign members just like email.
  • 3 Companies Automating Offline Communications To Increase Efficiency Recorded: Aug 19 2021 25 mins
    Nina Wilkinson, Lob's Head of Customer Success
    Sending direct mail may seem like it is a thing of the past, however, there are numerous reasons it should not be overlooked. Regulations require certain organizations to send physical notices and statements, but direct mail also remains one of the most trusted communication channels. However, the process of sending mail has been rife with inefficiencies that have prevented timely communications and created costly manual processes that further complicate compliance.

    Join us as Nina Wilkinson, Lob's Head of Customer Success, walks you through three companies that are running fully automated print and mail programs. You will see real examples from Cedar, a healthcare engagement platform, Root, a car insurance company, and Passport Parking, a data management application; that have reduced the manual efforts needed to execute an offline communications channel that delivers results.

    During the webcast, we will cover how these organizations are:

    - Using automated direct mail to save on operational costs
    - Meeting compliance with triggered mail and detailed tracking analytics
    - Improving customer experience with reliable and trusted communication
tbd
Lob automates and simplifies direct mail and address verification, giving businesses greater flexibility, visibility, and accuracy of offline communications and data. Lob replaces manual print and mail workflows with technology so businesses can more efficiently send and personalize mail, at scale.

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  • Title: Direct Mail’s Digital Transformation A Fireside Chat with Lob + Verizon
  • Live at: Sep 21 2021 4:00 pm
  • Presented by: Manushika Yapa, Head of Business Development at Lob
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