NEDMA presents:  Direct Mail Innovations 

Thinking Outside the Envelope
March 15, 2019 

The U.S. Postal Service first quarter of fiscal 2019 (10/1/2018–12/31/18) reported that while First Class mail declined,  Marketing Mail revenue increased by $218 million, or 4.9%, on volume growth of 1.0 billion pieces, or 4.8%, compared to the same quarter last year.   Shipping and Packages revenue increased by $516 million, or 8.7%, on volume growth of 93 million pieces, or 5.4%, compared to the same quarter last year.

You don’t want to miss this special opportunity on March 15th to hear from leading marketers who know how to break through the communication clutter. You’ll learn about new trends and tactics in direct mail, share your ideas, ask your questions, connect with your colleagues and make new contacts.  

Here’s the Program!

8:30 – 9:00 AM Check-in, Coffee, Networking
9:00 – 9:50  DATA/DIGITAL 

Leveraging the latest Data techniques to drive measurable results for B2B marketers
Ted McNulty, Vice President Sales, AdDaptive Intelligence


10:00 – 10:50  CREATIVE
From Blank Page to Killer Creative

Alexandra MacAaron, Creative Director & Queen B, B Direct Marketing Communications 

10:50 – 11:10  BREAK


“How to Push Outside the Envelope – Literally” 

Brook Spaulding, Market Development Manager | Senior Account Manager, W+D North America, Inc.

Panelists: Kerry Hannify, Director of Quality & Operational Initiatives, Data-Mail, Inc.; Mariah Hunt, President, Hunt Direct Agency

How great design promotes engagement and response
Dan Greenwald, CEO, Chief Creative Officer, White Rhino






Leveraging the latest Data techniques to drive measurable results for B2B marketers
Ted McNulty, Vice President Sales, AdDaptive Intelligence

Session Highlights:

·         B2B marketers are under increasing pressure to continue delivering qualified leads as their target audience shifts to Online and Mobile channels when researching products to buy.

·         The good news is the proven techniques that B2B marketers have used for years are the same ones that can be applied to run successful Digital campaigns.

·         Learn how to leverage offline data like NAICS/SIC codes, customer files, prospect lists and CRM data to target Online/Mobile campaigns, and consistently generate high volumes of quality B2B leads.

Key Takeaways:

·         Learn how to execute cost-effective "Account Based Marketing" programs to reach key decision makers at a target list of accounts.

·         Analyze your existing customers to create profiles that you can be used to target "Look Alike" audiences.

·         Learn how to leverage "First Party" data like customer/prospect lists to target effective Online and Mobile campaigns.

·         Understand how traditional B2B marketing techniques (like NAICS/SIC Code targeting) can be applied to the Digital world.

Ted McNulty started his direct marketing career at Dun & Bradstreet, and later applied this experience to build successful direct response sales teams at leading Online and Mobile companies, including Lycos, NameMedia and Millennial Media.


While at Lycos, Ted managed a 23-person direct response team which generated over $15 million in digital revenue, he grew a revenue stream from zero to $10 million while at NameMedia and built a team at Jumptap responsible for over $65 million in annual revenue by creating effective Mobile direct response campaigns for leading brands including Allstate, Target and TurboTax.


Ted is VP of sales for AdDaptive Intelligence, a company specializing in helping direct marketers easily add a digital component to their direct mail and email campaigns to increase response rates and drive measurable results.


From Blank Page to Killer Creative

Alexandra MacAaron, Creative Director & Queen B, B Direct Marketing Communications 

In this session, you’ll get an inside look at creating direct mail that informs, educates, entertains, and sells — from elaborate 3D packages to cost-efficient postcards and every format in between. We’ll walk through the creative process from initial input and germs of ideas; to doodles, sketches and tight comps; to completed packages, fulfillment, and results. You’ll see concept boards and have a chance to guess which solution the client chose, including campaigns for IBM, The Boston Globe, Blue Cross/Blue Shield, and many more. And you’ll leave with tips and techniques that can make your own creative brainstorming more … well … creative.

Alex MacAaron has more than three decades of experience in direct and new media, and is the founder and Queen B of B Direct. Other positions have included Executive Creative Director at DRG/SourceLink; and Vice President/Creative Director at Berenson Isham; Cuneo Direct; and Redgate. Recipient of dozens of awards, she has developed campaigns for Polaroid, Sears, Forrester, Eddie Bauer, Club Med, NYNEX, Stride Rite, HBO, and Chevrolet. She was 2003-2004 President of NEDMA, New England’s Direct Marketer of the Year in 2008, and is co-author of the book, The New Marketing Conversation.


 DIRECT MAIL - Panel Discussion

“How to Push Outside the Envelope – Literally” 

Moderator: Brook Spaulding, Market Development Manager | Senior Account Manager, W+D North America, Inc.

Panelists: Kerry Hannify, Director of Quality & Operational Initiatives, Data-Mail, Inc.; Mariah Hunt, President, Hunt Direct Agency


Learn new techniques to successfully build response rates and lower total costs by pushing outside the envelope [literally with TED-C] by enjoying USPS Automation rates; the 2% postage discount offered by the USPS 2019 Tactile, Sensory & Interactive Engagement Promotion; and the opportunity to stand out under the USPS Informed Delivery Program.

This session will cover:

·         Why consider shapes at all?  Response vs. Cost | Neuroscience

·         TED-C (trailing edge die-cut) Shapes at automation rates vs. CMM (Customized Market Mail)

·         Current USPS approved TED-C shapes [live samples – some with emboss as well]

·         Guidelines to achieve USPS approval for new USPS TED-C shapes

·         Guidelines to achieve 2% postage discount under the 2019 USPS Tactile, Sensory & Interactive Engagement Promotion  You’ll receive samples and take away guidelines.  You’ll meet current converters [Kerry] and users [Mariah] of the new technology that make the TED-C [trailing edge die-cut] shapes possible.  You’ll also receive materials on how to work with their vendors to participate in the other USPS 2019 Promotions which may be new to some in the audience as there were no USPS Promotions in 2018.

There will be plenty of opportunity for audience questions. 

Brook Spaulding is the Market Development Manager and Senior Account Executive for Winkler + Dunnebier North America.  W+D offers envelope converting, intelligent inserting, poly wrapping, and envelope overprinting equipment. Brook is a graduate of Dartmouth College and the MIT Sloan School of Management and has extensive experience in paper making, converting and strategy consulting.  He holds three utility patents in the trans-promo and direct mail space and is most enthusiastic about the possibilities for shape-based mail that meets USPS automation standards as a means for non-profits and B2C enterprises to profitably build customer loyalty, retention and acquisition in a multi-channel world.  Now called TED-C (trailing edge die-cut) shapes, mailers using TED-C shapes can “stand out” with the USPS Informed Delivery program as well as participating in the 2% postage discount through the 2019 USPS Tactile, Sensory & Interactive Engagement Promotion (runs Feb – July).


Kerry Hannify has been in the Direct Mail industry for over 19 years. Her first job in the industry was as the Quality Manager in the Lettershop at Data-Mail. She now is responsible for the Quality of the entire company including print, data processing and lettershop. Her goal is to have happy customers.  One of the components of keeping happy clients is introducing new formats that are postal compliant, but still stand out in the mailbox.

Kerry has her Bachelor’s Degree in Business Management from University of Vermont, and her Graduate degree in Engineering Management from Western New England College.  She is a Six Sigma Black Belt, Certified Mail Professional with Idealliance, Mail Design Professional with the USPS, and a Color Management Professional.  She is active in NEDMA, MTAC, Idealliance and her local PCC.


Mariah Hunt, President, Hunt Direct Agency is a Direct Marketing industry veteran. She is also the current President of the New England Direct Marketing Association. A print production, data processing and lettershop expert, Mariah has helped many clients realize cost efficiencies in the data processing, print and lettershop areas. She is considered a postal expert by her peers.  During her career, Mariah has worked with such top name clients as:, Crabtree & Evelyn, Toys R US, Shaw’s, General Motors, FedEx, Home Depot, and many others. She is currently head of her own Virtual Agency, Hunt Direct


In her spare time, Mariah fosters dogs for Big Fluffy Dog Rescue and Sweet Paws and is a High School Football booster volunteer for Holy Name High School in Worcester.


"How great design promotes engagement and response"
Dan Greenwald, CEO, Chief Creative Officer, White Rhino


Human beings are attracted to beautiful design. Our brains are actually wired to respond emotionally to beauty. We value beautiful things more and perceive them as being higher quality – regardless if they actually are better. In business, the value of great design and its impact has never been higher. On the other hand, for example, more than 90% of the reason users disengage from marketing has been shown to be caused by poor design. And we make such visual assessments in about 50 milliseconds, subconsciously. That’s how long a designer has to make a good impression. 


In this session, White Rhino Chief Creative Officer Dan Greenwald will dive into the neuroscience and psychology behind design and how to use it to your advantage to persuade audiences. Dan will provide examples from his own 30-years of traditional and digital direct marketing experience, including both good and bad examples of design and how those designs directly influence engagement, response rates, and purchasing behavior. 


Dan Greenwald is the founder and Chief Creative Officer of White Rhino, a strategic marketing firm with offices in Boston and San Diego. Dan’s B2Me process combines principles of neuroscience, psychology, and marketing and is the driving force behind hundreds of successful marketing programs for B2B and healthcare companies, globally. Dan has been recognized with numerous industry awards for design, digital, strategy, advertising, and branding and is a frequent guest speaker locally and nationally and guest lectures at many Boston area graduate schools.


12:50 - 1:30 Networking Lunch with the Speakers 
Lunch Sponsored by Data-Mail, Inc. and W+D North America, Inc.


Video Sponsor: Sha La La La Productions

Marketing Sponsors: Overdrive Interactive;   B Direct Marketing Communications

When: Friday, March  15, 2019

Cost until 3/13: NEDMA members free; Non-members, $49.

After 3/13:  $49 members; $59 non-members. Parking is free.

Sign up today!

Questions? Email Beth Drysdale -



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