Three monthly one-hour webinars, sponsored by AccuZIP, will include insights on designing mail pieces, making the best cost and deliverability decisions, and measuring results. 

Alexandria, VA - Idealliance, the communications industry association representing all facets of the global omnichannel media value chain, will present a series of three webinars by direct mail expert Trish Witkowski on "Direct Mail Simplified." The monthly one-hour webinars, sponsored by AccuZIP, are free to Idealliance members and available to non-members for $49 each.

From the mailing list to the message to the form it takes, direct mail must strike a delicate balance, creating a package that can pique interest and ultimately drive response. All facets of direct mail will be covered in the comprehensive series, which includes:

• April 6, 2017, 11 a.m. ET: "Direct Mail Simplified: Design Great Mail." There are limitless ways to approach a direct mail campaign and endless opportunities for creativity and variety. Determining which path to take can make or break a campaign’s success. Attendees will learn how to define, acquire, and segment their audience; craft the message and position the offer; utilize engagement techniques that will get their mail noticed; leverage technology with mail; and consider green mail strategies.
• May 11, 2017, 11 a.m. ET: "Direct Mail Simplified: Mail Planning & Optimization."Looking at the decisions that affect the deliverability and cost of sending mail, the webinar will cover formats and sizes, and share tips and resources and expert techniques for getting the best return on a mailing investment. Attendees will learn how to understand the most critical guidelines for mail; common and costly mail mistakes and how to avoid them; components of a mailpiece; expert techniques for getting the best postage rates on mailings; and creative possibilities within U.S. Postal Service format and size guidelines
• June 15, 2017, 11 a.m. ET: "Direct Mail Simplified: Mail Tracking & Measurement." An effective mail campaign doesn’t end when the piece is mailed—those who get the best results are constantly evaluating and tweaking their approach. Proven techniques and formulas can help mailers and marketers determine what is working and what is not. Attendees will learn options for the approach and frequency of mail campaigns; direct mail testing techniques and when to use them; benefits of different mail tracking methods; campaign measurement strategies and formulas; and how to integrate technology with print to enhance the user experience.

"Trish Witkowski is bringing her extensive direct mail expertise and entertaining training approach to these essential webinars on designing, planning, and measuring the efficacy of direct mail," says Idealliance Senior Vice President of Marketing Steve Bonoff. "She will provide the kind of real-world information that marketing and mailing service providers can use right now to help their customers leverage the importance of direct mail in a standalone or multi-media marketing campaign and gain the greatest possible return from their direct mail investment."

Witkowski is a dynamic speaker and industry expert on folding, and direct marketing. Over the last decade, she has built software tools, written books, and grown a rabid fan base for her YouTube channel. Witkowski travels the world, leveraging her work with brands such as HP, American Express, ADT, and Lowe’s to teach marketers and sales leaders how to gain an advantage and turn soft sales into cold, hard cash. Her www.foldfactory.com and Lynda.com instructional videos are industry pacesetters.

As a special bonus, courtesy of AccuZIP, registered webinar attendees will receive a FREE copy of exclusive Trish Witkowski mailing publications after each session: April 6– "Design Great Mail," May 11—"Optimize Format," June 15—"Track & Measure." (Each publication is a $30 value.)

Idealliance webinars make it convenient for members to hear industry speakers and participate in discussions from the convenience of their workplace, at home, or when they are on the road. Webinar topics cover issues ranging from mail/postal concerns and human resources requirements to production best practices and today’s latest technologies. Registration for the association’s webinars is per computer so attendees are encouraged to invite coworkers to sit in. All webinars are recorded and archived to allow members to access them at any time and as often as they want, as well as share them with their staffs.

For more information, go to https://www.idealliance.org/webinars/ and select "Upcoming Webinars" or contact Steve Ballinger at [email protected] or (703) 837-1068. For more information on Idealliance membership, contact Tyler Keeney at [email protected] or (703) 837-1075.