At the 2019 National Postal Forum in Indianapolis, Indiana, on May 6, USPS postmaster general and CEO Megan Brennan highlighted the many ways the US Postal Service is bridging physical and digital marketing channels to meet consumer and business needs.
“New combinations of physical and digital are proving to be a growth opportunity for our industry,” said Brennan. “Organizations see significant increases in sales that can be attributed directly to an integrated advertising campaign.”
Brennan described innovations transforming the capabilities of mail by adding a digital dimension to the consumer experience. These include USPS’s Informed Delivery, which enables residential customers to see a mobile preview of their mail and provides businesses with a new way to engage consumers and extract more value from their investment in mail.
“More than 2,000 mail senders are now using Informed Delivery to entice consumers toward a website, a coupon, or to open an app or connect directly with a business,” added Brennan. “This is a powerful offering that moves the mail recipient closer to making the purchase.
“Today, there are more than 16.4 million registered users of this powerful digital channel, and we are committed to growing our user base to 40 million customers by the end of 2020,” she continued. “We will also expand our Informed Delivery offering by including package integration – this will provide a powerful new means of engaging for both package senders and recipients.”
Brennan also highlighted how the postal industry is using real-time data to provide business insights and enhance customer value: “Whether it is information that improves efficiency in payments, returns, processing, or that improves visibility into letters, packages, and transportation, the postal service Informed Platform offers a data-driven, customer-centric approach for our industry. We leverage our information infrastructure to empower our business customers with the right data at the right time so they can reach the right consumers.”
The National Postal Forum – taking place May 5-8, 2019 in Indianapolis – is an annual national gathering of more 4,000 professionals from the mailing and shipping industry.