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NPF Day 2 Highlights: Direct Mail Works – Even in a Digital World

Kurt Ruppel

This year’s National Postal Forum (NPF) has been a high-energy event with more than 2,500 participants eager to “grow together” and build a more vibrant mailing and shipping industry. The highlight of day two was the keynote from Postmaster Brennan focused on new USPS technology and services. We wanted to recap those important innovations for those who couldn’t attend:

PMG Brennan Keynote

In her first NPF as Postmaster General, Megan Brennan officially opened the event on Monday by telling the audience how the U.S. Postal Service is revolutionizing the idea of mail by making it relevant in a device-oriented culture with an on-demand economy. She cited three key innovation platforms the Postal Service is using to harness digital disruption and grow mail:

1. Bridging physical and digital communication

Brennan featured two items developed by the New Products and Innovation team, led by Gary Reblin. “Irresistible,” is a catalog of best practices for using engagement devices in print to link to digital experiences. The Postal Service is distributing it at the NPF. Another new service being tested by the Postal Service is called “Real Mail Notification.” This service provides participants with a digital notification of the physical mail that will arrive in their mailbox that day, with the ability to create “click through” opportunities to the offer in the mailpiece directly from the notification. In a test of the product in northern Virginia, the Postal Service found a 5.4% lift in response to offers compared to a control group.

2. Creating transparency

Noting that transparency is now an expected part of all transactions, Brennan explained how the Postal Service is leveraging Intelligent Mail data and analytics to provide consumers with a daily digital experience with mail and packages. She highlighted the MyUSPS platform for managing package delivery as well as the Postal Service’s expanding ability to provide predictive one-hour windows for delivery of both packages and mail.

3. Leveraging infrastructure to support customers

The Postal Service’s data-driven mail strategy includes “Informed Visibility,” a program that will launch later this summer. It will leverage information gathered through Intelligent Mail Full-Service to provide expanded visibility to mail moving through the USPS network and enhanced diagnostics that will allow postal managers to better control mail flow within the network.

Brennan concluded by noting that, although the role of mail is changing, “we take a lot of pride in delivery for the American public.” She thanked NPF attendees for being customers of the Postal Service and for our partnership in driving growth in the industry.

Partnership for Growth Award


I noted yesterday that we were celebrating the 50th anniversary of the Mailers Technical Advisory Committee (MTAC) as part of the NPF. During Monday’s General Session, MTAC was presented with the Partnership for Growth Award for its contribution to developing many of the technical features of the modern postal system, ranging from ZIP codes to Full-Service Intelligent Mail.

Check back tomorrow when we take a look at all the sessions on how mail is becoming a data-driven enterprise, or subscribe for our daily updates from the show delivered straight to your inbox.

link https://www.iwco.com/blog/2015/05/19/2015-national-postal-forum-direct-mail-works/
Kurt Ruppel


Kurt Ruppel

Kurt Ruppel is Director Postal Policy and Marketing Communications. He educates clients on postal regulations and rates, helps ensure mail packages meet spec, and develops postal strategies that achieve in-home delivery targets at the best possible postage rates. Kurt has brought the “all of us know more than any of us” business philosophy to IWCO Direct for more than 30 years (oy!). He is a three-time IWCO Direct President’s Award winner, Chairman of the EMA Board of Directors, graduate of Utah State University, gardening enthusiast, and Ohio State Buckeye Football fan.

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