Industry experts tackle tricky questions such as how mail works with mobile and how to persuade customers to opt-in to marketing comms, as well as business-specific problems.

Catalogues, mail order and customer magazines

• Do print catalogues have a future?
• How to expand a catalogue without affecting brand or budget
• How to launch a customer magazine
• How to make print catalogues work with online marketing
• How to send incentive mailers under PiP and maintain ROI
• Is print still a powerful marketing tool?
• Why should brands use customer magazines?

Charity marketing

• Credible copywriting and personal testimonials

Coupons and welcome packs

• How to create compelling coupons
• How to get the most from your customer welcome pack

Data

• Data quality: Why it matters
• Data quality: Buying data vs in-house data
• Data quality: Royal Mail’s role
• Data quality: Building a marketing database
• How to get your customers to opt in
• How organisations can improve their data protection
• How to implement an effective data security policy
• Direct mail and online: Combining online and offline data
• Using suppression screening to keep customer lists up to date
• How to measure your direct mail campaigns accurately
• What makes customers opt in to marketing communications
• Which is best - opt-out or opt-in
• Removing the obstacles to opt-in
• 10 ways to optimise your marketing consent policy

Environment

• Addressing customers' environmental concerns about direct mail
• How to make your direct mail campaign carbon neutral
• PAS 2020 - an introduction
• PAS 2020 and the direct mail industry
• PAS 2020 - how to achieve certification
• Turning your packaging green

Brand and integrated marketing

• How can MPs use their parliamentary allowance to communicate with constituents?
• How can we improve our direct marketing campaigns?
• How clients can get the most out of an agency pitch
• How to choose the right brand structure after a merger
• How to make a brand campaign memorable
• How to pitch for government advertising
• Two industry heavyweights consider the future of direct mail
• What marketing techniques will help customers stay loyal?

Matter box

• What is Royal Mail's Matter box?
• Who is Matter box for and what does it do?
• What Matter box can offer brands

Marketing in a recession/upturn

• Getting more from your marketing
• How to be a winner in the recession
• How to get the most out of your marketing in a recession
• How to survive a recession
• How can businesses prepare for the economic upturn 

Measurement and testing

• Eye-tracking: how to attract consumers' attention
• How to improve the performance of direct mail using online testing
• Marketer's guide to eye-tracking

Media mix

• DM loves experiential
• DM loves the internet
• DM loves radio
• DM loves television
• DM loves word of mouth
• How can we get customers to leave their details on our website?
• How can we increase the impact of our web activity?
• How to integrate mobile phone marketing and direct mail
• How to combine direct mail and ecommerce to increase response

Sensory marketing

• How to give your brand a signature sound
• What is sensory marketing and how does it work?
• What part can smell play in enhancing your brand?

Transactional mail

• Effective documents
• Give your bills a makeover
• The role of transactional mail
• What is event or trigger marketing and how does it work?