2024 National Postal Forum Recap

Through the Eyes of SPC

Marketers from around the country Connected at the Crossroads in Indianapolis for the 2024 National Postal Forum (NPF) in early June. For those unfamiliar, the NPF is the mailing and shipping industry’s premier networking event with over 4,000 attendees. 

Postmaster General Louis DeJoy Delivers Updates on the USPS

Once again, the keynote address was given by Postmaster General Louis DeJoy. The central theme focused on the imperative for change and progress in modernizing the Postal Service. He set the tone by underscoring the USPS’s critical role in handling 123 billion pieces of mail and packages each year, accounting for a staggering 44% of the world’s mail.

We find ourselves in year 3 of the Delivering for America 10-year plan, putting dramatic change into motion to reshape the Postal Service to best service Americans in a financially stable way. DeJoy reiterated the USPS’s major initiative – to change the institutional thinking of the past to one that embraces change.

Specific areas of progress mentioned were:  

  • A commitment of nearly $15.3 billion from the Delivering for America plan’s $40 billion budget is driving the creation of a modernized postal network, roughly double last year’s investment.
  • The postal delivery fleet is being enhanced with 106,000 new vehicles, including 66,000 zero-emission electric vehicles.
  • Increased shipping throughput due to the successful implementation of USPS Ground Advantage and USPS Connect.
  • A reduced ten-year loss projection, from $160 billion to $65 billion.

Postmaster Dejoy stated, “One of the biggest fundamental changes we are trying to make is to integrate all mail and package operations to create a value-added, cost-effective operating model from which to design our product and services to cover our costs.” Designing and implementing a new integrated mail and package network is also underway, including a reduction in facilities by 150 locations which will reduce transportation costs.

Educational Sessions

The SPC team attended multiple educational sessions. After attending “Digital Channels, Direct Mail and Digital Marketing Platforms: The Big 3 of Omnichannel Marketing,” SPC’s Strategic Accounts Executive Eric Kuhn shared the following:

  • Direct mail continues to be a reliable and effective marketing strategy due to its predictability and efficacy.
  • Recipients often perceive direct mail as a thoughtful gift rather than an interruption, making it more likely to be well-received.
  • Maximizing the impact of direct mail by integrating it with digital channels can enhance your reach and reinforce your messaging.
  • Triggered messages based on consumer behaviors are effective for a more relevant customer experience.

Eric noted that traditionally trigger messaging has been high-volume focused. An audience can be targeted at different stages of the customer journey. This is where the most growth is realized. Contact SPC to learn more about combining digital channels with your direct mail campaigns and trigger programs.

Clients Enjoyed the Best Views in Town

Overlooking Gainbridge Fieldhouse, home to the popular Indiana Fever women’s basketball team, SPC and clients enjoyed a wonderful evening at our annual cocktail reception at the Pivot Bar & Balcony. It was a great opportunity to talk to new and old friends. Thank you to everyone who joined us!

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