USPS postmaster general address the future of mail
There is no denying that the technological advances of today's world are changing the way people interact, and marketers have to be aware of the importance that digital marketing may play in their company. However, remembering the basic ways to connect with people and build deeper connections is essential. Direct mail, with the help of address verification, has that personal touch that marketers need to build a strong relationship with people and take brands far. The U.S. Postal Service postmaster general spoke on the changing dynamics of mail and how it is still key to connecting people across the country.
Postmaster General Patrick Donahoe spoke at the National Postal Forum in San Francisco last week, bringing light to how the world is evolving and, subsequently, how the mailing industry is progressing. Technology is everywhere and not something people or companies should ignore, however, Donahoe stated the future should focus on the individual and offering them a positive experience.
"That person is the future of our industry," Donahoe said in his remarks. "We all depend on that person. That person has to like the way we deliver content and the content itself. I believe our industry is defined by the experience of mail."
Taking the time to make sure each person is benefiting from mail and using address verification software so mail lands in the correct recipient's mailbox is worth the effort. The rising influence of technology makes personalization of direct mail more important than ever. Creating quality content with compelling copy is key. Target Marketing suggests marketers ask themselves about the reason behind the piece of mail, the product or service they are selling and why this customer relationship is so meaningful. Doing so will bring to light deeper messages to communicate and offer a more intimate connection with recipients.