The National Postal Forum attendees learned the valuable impact of leveraging AI for smarter targeting with propensity and predictive modeling, how hyper personalization at scale is boosting ROI. AI use cases included examples of enhanced attribution, omni-channel engagement, and improved shipping and logistics.

Results beat cool technology. The National Postal Forum (NPF) was filled with exhibitors and speakers demonstrating many new technologies and AI use cases. The big difference—it wasn’t just cool technology. Speakers and exhibitors alike presented real world results across many vertical markets. Marketers spoke about the key performance indicators (KPIs) of response, conversion rates (CVR), average order value (AOV), and Return on Investment (ROI).

There was a shared excitement about the future of mail and shipping at The National Postal Forum. Attendees, speakers and exhibitors shared direct mail success stories and ROI results. Case studies demonstrated engagement with mail, tactile experiences, and leveraging AI to improve logistics and ROI.

In an increasingly digital world, is there still a seat at the table for print and direct mail?

According to the people I met at the recent National Postal Forum (NPF), the answer is yes! And I heard plenty of success stories to prove it.

This year’s NPF in Nashville had the highest attendance in 15 years, with more than 5,000 attendees. The biggest themes were improved engagement with mail, tactile experiences and leveraging artificial intelligence to improve logistics and ROI. People came to learn and find new solutions, services, and products for mail and shipping.

Advancements in inkjet technologies have transformed how direct mail is produced. We’ve come a long way from generic direct mail addressed to “current resident.” In the 1970s and 1980s inkjet addressing systems were limited to text address blocks. They ran slowly and the resolution was very low.

Next-generation inkjet heads improved high-speed addressing and barcoding for matching, delivery and mail tracking. Further advances in inkjet heads and ink formulations enabled hybrid direct mail solutions with inkjet heads mounted over offset presses. This type of configuration still facilitates high speed variable data and versioning of direct mail content.

In this episode of the podcast "Postal Biz-Buzz," Lois speaks with podcast host Jon Reynolds from the Connecticut PCC, about direct mail and other strategies for executing a successful multi-channel campaigns.

I recently spoke with senior managers at three distinctly different print operations to get their perspective on staffing and the changes they have made to fill open positions and grow their business. I talked with: Dairyland Power Cooperative, Kennickell Group in Savanah, and SPC a direct mail company in the Midwest.

With significant increases in postage rates, marketers must justify their direct mail budgets and the results they are enabling. The USPS has an interest in getting companies to mail more even with the higher rates. To demonstrate the value of physical mail driving consumers to digital channels while providing postage discounts the USPS launched a series of promotions. The benefits for mailers include more effective mail with improved response and conversion across all channels.

Everyone wants to save money on their mail and direct marketing programs. The USPS has an interest in getting companies to mail more. The USPS promotions are designed to demonstrate the value of physical mail driving consumers to digital channels while providing postage discounts. The benefits for mailers include more effective mail with improved response and conversion across all channels.

Inkjet is delivering substantial return on investment for direct mail programs. This is the second article of a two-part series on how next generation inkjet is delivering results for direct marketing firms.

I recently spoke with Mark DeBoer, Senior Vice President of Darwill about their inkjet journey. They are a national integrated marketing company with two production facilities. They provide omnichannel services for direct marketing programs including data, creative, production, mail, and reporting solutions for their customers across many B2C industries.

Direct mail continues to be a critical component for many marketing plans for both B2C and B2B products and services. It’s always more effective than digital-only channels like email or social media ads. Three trends are driving new strategies in direct mail marketing.

• Consumer expectations for brands to know my preferences

• More data and tracking to understand the correlation between online and offline transactional behaviors

• Inkjet technology driving improved and complex workflow