Join this fire-side chat to learn proven methods that will help you maintain your client relationships in an efficient manner.

1. Director - Revenue Marketing at
NVIDIA
Ari Capogeannis
How Enriching the Lives
of Your Clients Leads to
Greater Sales Success
Thursday, April 7, 2022
11:00 am PDT
2:00 pm EDT
7:00 pm BST
Sales Pro Central
Expert Insights. Personalized For you.
Bill Pappa
Director of Sales & Marketing at Ai
Media Group

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4. Sales Pro Central
Expert Insights. Personalized For you.
How Enriching the Lives of
Your Clients Leads to
Greater Sales Success
Ari Capogeannis
Director - Revenue
Marketing at NVIDIA
Bill Pappa
Director of Sales &
Marketing at Ai Media
Group

5. Sales Pro Central
How Enriching the Lives of Your Clients Leads to
Greater Sales Success
In an aligned Sales/Marketing world, who
controls the budget for customer
engagement?

6. Sales Pro Central
How Enriching the Lives of Your Clients Leads to
Greater Sales Success
What marketing lever should be prioritized?

7. Sales Pro Central
How Enriching the Lives of Your Clients Leads to
Greater Sales Success

8. Sales Pro Central
How Enriching the Lives of Your Clients Leads to
Greater Sales Success

9. Sales Pro Central
How Enriching the Lives of Your Clients Leads to
Greater Sales Success

10. Sales Pro Central
How Enriching the Lives of Your Clients Leads to
Greater Sales Success
What is Person Based Marketing?

11. Sales Pro Central
How Enriching the Lives of Your Clients Leads to
Greater Sales Success
When should you use direct mail, and how
frequently should one use direct mail?

12. Sales Pro Central
How Enriching the Lives of Your Clients Leads to
Greater Sales Success
How do you measure the success of each
engagement?

13. Sales Pro Central
How Enriching the Lives of Your Clients Leads to
Greater Sales Success
What are the advantages of direct mail over
other channels of engagement?

14. Sales Pro Central
How Enriching the Lives of Your Clients Leads to
Greater Sales Success

15. Sales Pro Central
How Enriching the Lives of Your Clients Leads to
Greater Sales Success

16. Sales Pro Central
How Enriching the Lives of Your Clients Leads to
Greater Sales Success

17. Sales Pro Central
How Enriching the Lives of Your Clients Leads to
Greater Sales Success

18. Sales Pro Central
How Enriching the Lives of Your Clients Leads to
Greater Sales Success

19. Sales Pro Central
How Enriching the Lives of Your Clients Leads to
Greater Sales Success
How can you increase your
response/engagement rates?

20. Sales Pro Central
How Enriching the Lives of Your Clients Leads to
Greater Sales Success

21. Sales Pro Central
How Enriching the Lives of Your Clients Leads to
Greater Sales Success
How do you use direct mail in an
omni-channel strategy?

22. Sales Pro Central
How Enriching the Lives of Your Clients Leads to
Greater Sales Success

23. Sales Pro Central
How Enriching the Lives of Your Clients Leads to
Greater Sales Success

24. Sales Pro Central
How Enriching the Lives of Your Clients Leads to
Greater Sales Success

25. Sales Pro Central
How Enriching the Lives of Your Clients Leads to
Greater Sales Success

26. Sales Pro Central
How Enriching the Lives of Your Clients Leads to
Greater Sales Success
What are some strategies for incorporating
digital into a direct mail campaign?

27. Sales Pro Central
How Enriching the Lives of Your Clients Leads to
Greater Sales Success
What are ways to track direct mail?
(Tracking direct mail VS tracking with digital tactics)

28. Sales Pro Central
How Enriching the Lives of Your Clients Leads to
Greater Sales Success

29. Sales Pro Central
How Enriching the Lives of Your Clients Leads to
Greater Sales Success

30. Sales Pro Central
How Enriching the Lives of Your Clients Leads to
Greater Sales Success

31. Sales Pro Central
How Enriching the Lives of Your Clients Leads to
Greater Sales Success
Is direct mail better for top of funnel or
bottom of funnel?

32. Sales Pro Central
How Enriching the Lives of Your Clients Leads to
Greater Sales Success
What are some best practices for using
direct mail to engage customers and what is
the cost of incorporating direct mail into
your marketing strategy?

33. Sales Pro Central
How Enriching the Lives of Your Clients Leads to
Greater Sales Success
What are the most creative direct mail
campaigns you've seen?

35. Sales Pro Central
How Enriching the Lives of Your Clients Leads to
Greater Sales Success
What are the best days to send direct mail?

36. Sales Pro Central
How Enriching the Lives of Your Clients Leads to
Greater Sales Success
What are the reasons why Direct Mail Would
work?

37. Sales Pro Central
How Enriching the Lives of Your Clients Leads to
Greater Sales Success
Does a remote working environment hurt or
help direct mail?

38. Ari Capogeannis Bill Pappa
Director of Sales & Marketing at Ai Media
Group
/in/aricapo/
@capogeannis
/in/william-pappa/
aimediagroup.com/
Q&A
Director - Revenue Marketing at NVIDIA

39. MAIL DELIVERS STRONG COMMERCIAL
OUTCOMES

40. Source: JICMAIL Item Data Q2 2018 to Q4 2020 n=129,511 Door Drop, DM and Business Mail items
2020 WAS THE YEAR OF MAIL EFFECTIVENESS

41. Source: JICMAIL Item Data Q1 2021 n=11,893 Door Drop, DM and Business Mail items
MAIL EFFECTIVENESS UP YEAR ON YEAR

42. Digital actions prompted by mail have grown during the
pandemic
Source: IPA TouchPoints 2021 – Lockdown Data (Jan – Mar 21) Base: All Adults – ANY Mail Type
MAIL DRIVES DIGITAL

43. Making Facebook ads more attention-grabbing and memorable
Source: Royal Mail Marketreach – Neuro-Insight Study 2018
MAIL HAS A PRIMING EFFECT ON SOCIAL

44. Sources: Royal Mail Marketreach, Neuro-Insights, 2018
NEUROSCIENCE CONFIRMED MAIL MAKES A LONGER LASTING
IMPRESSION THAN SOCIAL MEDIA ADS
This indicates that people are
more likely to remember brand
communication that is delivered
by mail
Brain response to mail, email and social
advertising in the neuroscience study

45. Sources: Royal Mail Marketreach, Neuro-Insights, 2018
NEUROSCIENCE CONFIRMED MAIL MAKES A LONGER LASTING
IMPRESSION THAN SOCIAL MEDIA ADS
Mail has more powerful impact on long-term memory encoding
Long-term memory encoding : the extent to which the brain is storing the information it’s getting from the stimulus, for later use.
Social media advertising tested was a single-image ad with text, appearing in participants’ Facebook news feed .
Research has shown long-term memory encoding is strongly
related to decision-making and purchase intent.

46. AUTOMATION AND CONNECTED
EXPERIENCES ARE BLURRING THE
BOUNDARIES BETWEEN PHYSICAL AND
DIGITAL

47. Source: Emailmonday “The Ultimate Marketing Automation stats” (2019)
Mail automation can play an important role in marketing &
CRM activity
THE AGE OF AUTOMATION
§ Now you can automate the mailing process in the same way you
can with digital – driving measurable results more holistically
alongside other channels.
§ This approach enables you to engage with customers who are
unresponsive, whilst driving down costs and booting speed of
activation.
§ Leverage your first-party data to trigger personalized
communications in a single view SaaS environment with social,
email, SMS & push.

48. PROGRAMMATIC MAIL IN ACTION
You can also automate mail into your
programmatic plans. Programmatic
Mail is a great example of mail and
digital integration. It boosts web
conversions and improves abandon
basket rates.

51. QR CODES TRIGGER A VARIETY OF ACTIVATIONS
§ Letters & Mailers
§ Statements
§ Postcards
§ Door Drops / Leaflets / Flyers
§ Brochures & Catalogues
§ Sample Packs & Packaging
§ Books & Guides
§ Posters & Banners
§ Magazines
§ Tickets
§ Business Cards
§ Data Capture
§ Payments
§ Audio / MP3
§ Coupon
§ Geo-location
§ Contact / VCard
§ Web / Product Page
§ App / App Store
§ Feedback & Ratings
§ Social / Advocacy
§ PDF / Docs
§ Images
§ Email
§ Video
§ Games
§ Text / SMS
§ Call Centre
§ RSVP
§ AR

52. Source: Emailmonday “The Ultimate Marketing Automation stats” (2019)
With the increase in voice activation, mail is also
making it’s mark
VOICE ACTIVATION &
DIRECT MAIL
§ Personal Capital, based in San Francisco use voice
activation to generate leads for their retirement
services.
§ Activated by a smart speaker, simply tell them your
mobile number and they text you further info on how to
get your guide to retirement planning.
§ This directs you to a link.
§ No attribution problems, easy and seamless for the
customer to interact.
Source: Gunderson Direct, USA

53. For the digital generation with the evoque button
MAIL AND DIGITAL INTEGRATION IN PRACTICE LAND
ROVER REINVENTED DIRECT MAIL
BACKGROUND
Land Rover knew the test drive was a pivotal
moment for their new Evoque. They also knew their
tech-savvy/time poor audience were bombarded by
digital marketing. And with 40% fewer emails post
GDPR, how could Evoque reach and engage them?
SOLUTION
Direct mail could provide the much needed cut
through. The premium mailing allowed them to
instantly book a test drive with one press of a
button, a glowing replica of the Evoque start /
stop engine button. When pressed, it triggered a
confirmation email & text message, and was then
followed by a phone call from the local dealership
to arrange a convenient time.
RESULTS
The luxurious and GDPR-compliant mailing had a
44% response rate, generating over 2,000 test
drive requests. Of those, 5% converted –giving
Land Rover an ROI of 24:1. The campaign also
went viral on social media, all from a budget of
just £150,000.