Although the Postmaster General keynote took place this morning, on Sunday, May 21, attendees were able to attend educational sessions to kickstart their NPF experience. Three USPS officers took the stage for the first session, “Direct Mail in a Digital World.” Tom Foti, VP, product solutions, shared that the direct mail advertising market is expected to grow from $41.7 billion in 2022 to $43.1 billion in 2023 and reach $43.7 billion in 2026, according to the Winterberry Group. He explained that this is because direct mail is holding steady when compared to other advertising channels.
It’s clear that marketers have confidence in direct mail as a channel since, according to the speakers, only 7% of marketers do not already integrate direct mail into their omnichannel strategy. However, the opportunity exists to innovate how direct mail is used.
Shavon Keys, VP, sales, complemented Foti’s statements by adding that one of the opportunities in direct mail exists in personalization. Brands can and should present their customers with relevant products and services “at the right time.”