In this episode of The Orita Podcast, Aaron Schwartz sits down with three leaders rewriting the playbook for direct mail: Ben Walter (CEO of PostPilot), Jess Chan (Founder of Longplay), and Ben Semmar (GM of Direct Mail at Orita). Together they unpack how brands can turn an “old-school” channel into a modern profit engine for BFCM and beyond.

They discuss:

• Direct mail myths – why it’s not just for lapsed customers, and how it lifts all channels

• Precision beats spray – segmentation, timing, and why thoughtful targeting wins in a channel with higher stakes

• Building the right process – testing cadence, creative learnings, and avoiding cookie-cutter playbooks

• ROI you can’t ignore – 2–3x LTV lifts, inbox deliverability boosts, and how Direct Mail + email/SMS compound Plus: Jess explains why “one segment, one offer, one test” beats template-chasing every time, and Aaron tries to convince everyone that snail mail is the original push notification. 📬

👥 Meet the guests

Ben Semmar, GM of Direct Mail at Orita.ai

Jess Chan, Founder of Longplay Brands

Ben Walter, Partnerships at PostPilot

Hosted by Aaron Schwartz, Co-founder & Co-CEO at Orita.ai

🎧 Chapters

[02:31] Busting the Biggest Direct Mail Myths

[15:52] Why LTV Is the Real KPI [21:36] Direct Mail: Your BFCM Cheat Code

[25:01] Plays That Actually Win with Direct Mail [31:48] How to Test Without Burning Cash

[41:16] From Postcards to Catalogs: Picking Your Weapon

[46:03] Quick Wins to Nail Direct Mail Fast

🌐 Check out Orita.ai for more episodes of The Orita Podcast—where we sit down with the most interesting operators, marketers, and founders in e-commerce to talk about what’s working right now. Hosted by the Orita team.

Orita uses machine learning to help brands send smarter, more profitable marketing—by figuring out who actually wants to hear from you and when.

🚀 Get your free email audit from Orita – turn segments into superpowers: https://orita.ai

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