I always look forward to attending the National Postal Forum (NPF) with 4500+ of my closest friends. This year’s forum, themed “Make Informed Connections” was no exception. After spending 4 days in the Baltimore Convention Center in Maryland, I can report the demise of direct mail is greatly exaggerated. Direct mail is very much alive!
I continually enjoy the Postmaster General’s Opening Session. This year Postmaster General and Chief Executive Officer, Megan Brennan did not disappoint. She talked about change and new technologies like Informed Delivery and Informed Visibility.
“Now available in virtually every community in America, Informed Delivery makes mail even more dynamic, adding a whole layer to the evolution of the mail experience! Informed Delivery provides email images of incoming mail to registered residential customers. It brings mail into the digital and mobile lives of consumers and provides senders with a mobile platform from which to add digital messages,” ” said Brennan during her remarks. She went on to say some 10,000 people a day are signing up for this free service.
Brennan spoke about working together as an industry and investing in new capabilities to strengthen the value of mail in our digital world. She also highlighted Informed Visibility, the Postal Service’s advanced data platform and analytics program to enable coordinated marketing campaigns. Informed Visibility provides real-time delivery data to mailers and allows for the tailoring of integrated marketing programs.
USPS Chief Customer & Marketing Office Jim Cochrane’s presentation echoed many of the same things as Brennan. He added, “Informed Delivery will keep Americans engaged with the content of their mailboxes! Changing customer expectation, driven by innovation and digital transformation, is forcing all of us to put the customer at the center of everything we do.”
His overall message was clear “It’s All About the Customer!”
I took advantage of the countless educational sessions throughout my 4 days, and visited the trade show floor numerous times connecting with existing vendor partners. I managed to make a few “New” Informed Connections. I even managed to sneak away for a few hours with a couple vendor partners, customers, PCC members and industry friends to catch a baseball game at Camden Yards.
To quote Mark Fallon, President & CEO of the Berkshire Company and one of the speakers at the National Postal Forum, “I LOVE MAIL!”
I’m already looking forward to the 2018 NPF and taking a stroll along the world famous River Walk in San Antonio, Texas.
*Article Written by: Fred Schulze: VP Sales & Customer Care at AM Solutions