Advertising Mail Innovations – a report by the Office of Inspector General of the USPS - explores three opportunities to fuse digital technologies and capabilities with advertising mail: enabling data-driven mailing through reactive mail, developing a postal platform for mobile couponing, and fostering virtual reality (VR) applications.
This paper outlines three platforms that could simplify the mailing process for small business advertisers, whose dissatisfaction with advertising mail may be driving them to digital alternatives. These platforms are:
- creating a mail piece design gateway,
- providing a measurability dashboard,
- offering a one-stop shop buying experience to meet different needs and budgets.
Such solutions are already in place in several posts including An Post (AdMailer), Canada Post (Snap Admail) and Royal Mail (Mailshot Maker). By employing digital integration and small business solutions, the posts and its partners could enhance the value of the entire mail chain and drive usage of the mail medium, however, they need to act fast.
You can access the full publication here.