The Mail Moment Multiplier

 

Acting Chief Customer and Marketing Officer Jacqueline Krage Strako addresses the National Postal Forum this week.

The Postal Service is on a mission to showcase the value of mail, Acting Chief Customer and Marketing Officer Jacqueline Krage Strako told more than 4,000 customers at the National Postal Forum (NPF) this week.

To achieve this goal, USPS will develop a marketing campaign to promote mail to the nation’s businesses.

The campaign will emphasize the value that mail offers marketers, and how postal information platforms enable coordinated “omni-channel” marketing.

The campaign will also show how businesses can enliven their mailpieces by adding innovative features like “video-in-print” and augmented reality.

“In today’s omni-channel marketing, the mailpiece complements and triggers other media channels,” said Strako. “Mail engages all the senses. It’s tactile. It’s memorable. It draws on our emotions. … Consumers spend time with valuable content on their own terms — in their own homes.”

USPS is also working with businesses to use its mail notification service, Informed Delivery, in new, creative ways.

For example, companies can add interactive content to Informed Delivery emails. When a consumer clicks on this content, he or she will be taken to the company’s website to receive offers and coupons, and to learn more about its products and services.

“Informed Delivery is making everything in the mailbox even more valuable, and that benefits the mailing and shipping industry, and the Postal Service,” Strako said.

She called Informed Delivery a “mail moment multiplier” because it gives users two unique experiences each day: once when they receive their Informed Delivery preview, and again when their physical mail arrives.

NPF, the mailing and shipping industry’s largest annual conference, is being held in San Antonio.