USPS unveils digital strategy to support mailing industry

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USPS postmaster general and CEO Megan Brennan has unveiled efforts by the postal service to lead an information and technology-driven reinvention of mail during a keynote speech at the National Postal Forum, which is being held on March 20-23 in Tennessee, USA.

“The postal service is investing in our digital strategy, because there are limitless opportunities when we combine the power of mail with the ubiquity of mobile,” Brennan said. “We are committed to elevating the role of mail in American marketing and communications, and earning a bigger slice of the marketing pie.”

In her address, the postmaster general identified strategic initiatives and investments to provide the mailing industry with greater digital capabilities: “Our vision is not confined to what we can accomplish in the next year or two. We have to continue to build and focus on the long-term rewards.”

Highlighting the ongoing development of informed visibility as a “supercharged information platform … designed to transform mail”, Brennan spoke about the rich data and analytics the postal service now provides to commercial customers that enable greater visibility associated with the “last mile” of delivery.

Commenting on how commercial customers can leverage robust information from USPS to personalize mail and better coordinate omni-channel marketing campaigns, Brennan said, “The real power of informed visibility is that it can make mail a much more powerful marketing and communications tool.”

Brennan also showcased the development of Informed Delivery (previously Real-Mail Notification) – a mail preview service on track to be available as a mobile app in every ZIP code across the country in early 2017.

Results from a market test in New York City show 70% of subscribers opening daily notifications and more than 90% reading notifications more than four times a week.

March 21, 2016

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Helen has worked for UKi Media & Events for nearly a decade. She joined the company as assistant editor on Passenger Terminal World and since progressed to become editor of five publications, covering everything from aviation, logistics and e-commerce to meteorology. She has a love for travel and property and has redeveloped three houses in three years. When she’s not editing magazines, she’s running around after her two boys and their partner in crime, Pete the pug.

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