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1 of 17
2
5
1 2 4
3 Advances in Direct Mail
Technology
Ways to Leverage Direct
Mail to Generate Leads,
Drive Sales, and Save
Money
The Impact of Direct Mail
+ Digital Campaigns
Why More Growth
Marketers are Exploring
Direct Mail
TODAY’S CONVERSATION
USPS Updates: 2025
Promotions and Mail
Growth Incentive
4
Direct Mail has remained
the 5th largest marketing
channel by spend with
$43.07B in spend and is
projected to increase to
$44B in the next few years
through 2026.
2.1% INCREASE
Source: Winterberry Group: Direct Mail in the United States (March 2023)​ 5
43%
48%
26%
29%
I am much more comfortable
receiving advertisement…
I typically view the company being
advertised more favorably when I
receive an ad …
Statement B:
In the Mail
Statement A:
Digitally
Responses
were almost
2X more
favorable to
mail over
digital
Over half of mail recipients have tried a new product, service, or
establishment in the past 6 months because of Marketing Mail1
Agreement with Statements About Receiving Ads through the Mail vs. Digitally2
1. USPS Mail Moments Spring 2023
2. USPS BHT Q4 FY23 Mail Report
DIRECT MAIL RESONATES WITH RECIPIENTS
6
GENERATE LEADS, DRIVE SALES, AND SAVE MONEY
Tactile Sensory & Interactive
USPS Promotion
Personalized Color Transpromo
USPS Promotion
7
Figure Source: © Gunderson Direct​
Digital + mail
IMPACT OF CHANNEL INTEGRATION
450%
Boost in Response
Rates1
28%
Higher Conversion
Rates1
50%
Increase in web
traffic when
including a direct
mailpiece in your
marketing mix2
1. US Modern Postcard, Direct Mail Statistics 2023
2. Direct Mail Research: 2023 Direct Mail Marketing Benchmark
Report - SeQuel Response (sequeldm.com)
8
HOW TO INTEGRATE CHANNELS
9
Retargeting
USPS Promotion
Informed Delivery
USPS Promotion
No Interactive Campaign Interactive Campaign Applied
Black & white scan
provided by the USPS
• Promotional brand images
• CTA and link to respond
• Sorts to the top of the email digest
Create your Informed
Delivery campaign
elements and submit
them
for review/approval
via the Mailing
Promotions Portal
(MPP).
INFORMED DELIVERY — DELIVERED TO YOUR INBOX AND MAILBOX
10
Source: © Gunderson Direct​
Source: © Gunderson Direct​
Masterworks – Self-mailer
11
Ethos – #10 Letter
12
Source: © Gunderson Direct​
ADVANCED TECHNOLOGY IN ADVERTISING & DIRECT MAIL
Data and
Analytics
Automation
Tools
Variable
Data
Printing
13
2
Mail Growth
Incentives
72%
Volume increase for new ET
Promotion compared to 2023
2024 and beyond
98%
Of mail and packages
delivered in less than 3 days
The ways USPS is Driving Value…
60.6M+
Informed Delivery
Subscribers
95.2%
Of Marketing Mail on time against
the USPS service standards
14
2025 PROPOSED PROMOTIONS
BASE PROMOTIONS
ADD-ON/UPGRADE OPTIONS
INFORMED DELIVERY®
SUSTAINABILITY
INTEGRATED
TECHNOLOGY
FIRST-CLASS
MAIL
ADVERTISING
REPLY MAIL
IMBA™
CONTINUOUS
CONTACT
TACTILE,
SENSORY,
INTERACTIVE
15
USPS Industry
Alerts
Sign up for USPS Industry
Alert to stay up-to-date on
the latest news
PostalPro
FAQs
View various program
and product FAQ links
and information
Press
Releases
Check the USPS.com
Newsroom for the latest
industry press releases
Postal Customer
Council
Receive training
opportunities on how to
use mail to achieve growth
STAY UP-TO-DATE ON NEW OPPORTUNITIES AND NEWS
16
17

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The Resurgence of Direct Mail as a Growth Marketing Strategy

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  • 4. 5 1 2 4 3 Advances in Direct Mail Technology Ways to Leverage Direct Mail to Generate Leads, Drive Sales, and Save Money The Impact of Direct Mail + Digital Campaigns Why More Growth Marketers are Exploring Direct Mail TODAY’S CONVERSATION USPS Updates: 2025 Promotions and Mail Growth Incentive 4
  • 5. Direct Mail has remained the 5th largest marketing channel by spend with $43.07B in spend and is projected to increase to $44B in the next few years through 2026. 2.1% INCREASE Source: Winterberry Group: Direct Mail in the United States (March 2023)​ 5
  • 6. 43% 48% 26% 29% I am much more comfortable receiving advertisement… I typically view the company being advertised more favorably when I receive an ad … Statement B: In the Mail Statement A: Digitally Responses were almost 2X more favorable to mail over digital Over half of mail recipients have tried a new product, service, or establishment in the past 6 months because of Marketing Mail1 Agreement with Statements About Receiving Ads through the Mail vs. Digitally2 1. USPS Mail Moments Spring 2023 2. USPS BHT Q4 FY23 Mail Report DIRECT MAIL RESONATES WITH RECIPIENTS 6
  • 7. GENERATE LEADS, DRIVE SALES, AND SAVE MONEY Tactile Sensory & Interactive USPS Promotion Personalized Color Transpromo USPS Promotion 7 Figure Source: © Gunderson Direct​
  • 8. Digital + mail IMPACT OF CHANNEL INTEGRATION 450% Boost in Response Rates1 28% Higher Conversion Rates1 50% Increase in web traffic when including a direct mailpiece in your marketing mix2 1. US Modern Postcard, Direct Mail Statistics 2023 2. Direct Mail Research: 2023 Direct Mail Marketing Benchmark Report - SeQuel Response (sequeldm.com) 8
  • 9. HOW TO INTEGRATE CHANNELS 9 Retargeting USPS Promotion Informed Delivery USPS Promotion
  • 10. No Interactive Campaign Interactive Campaign Applied Black & white scan provided by the USPS • Promotional brand images • CTA and link to respond • Sorts to the top of the email digest Create your Informed Delivery campaign elements and submit them for review/approval via the Mailing Promotions Portal (MPP). INFORMED DELIVERY — DELIVERED TO YOUR INBOX AND MAILBOX 10 Source: © Gunderson Direct​
  • 11. Source: © Gunderson Direct​ Masterworks – Self-mailer 11
  • 12. Ethos – #10 Letter 12 Source: © Gunderson Direct​
  • 13. ADVANCED TECHNOLOGY IN ADVERTISING & DIRECT MAIL Data and Analytics Automation Tools Variable Data Printing 13
  • 14. 2 Mail Growth Incentives 72% Volume increase for new ET Promotion compared to 2023 2024 and beyond 98% Of mail and packages delivered in less than 3 days The ways USPS is Driving Value… 60.6M+ Informed Delivery Subscribers 95.2% Of Marketing Mail on time against the USPS service standards 14
  • 15. 2025 PROPOSED PROMOTIONS BASE PROMOTIONS ADD-ON/UPGRADE OPTIONS INFORMED DELIVERY® SUSTAINABILITY INTEGRATED TECHNOLOGY FIRST-CLASS MAIL ADVERTISING REPLY MAIL IMBA™ CONTINUOUS CONTACT TACTILE, SENSORY, INTERACTIVE 15
  • 16. USPS Industry Alerts Sign up for USPS Industry Alert to stay up-to-date on the latest news PostalPro FAQs View various program and product FAQ links and information Press Releases Check the USPS.com Newsroom for the latest industry press releases Postal Customer Council Receive training opportunities on how to use mail to achieve growth STAY UP-TO-DATE ON NEW OPPORTUNITIES AND NEWS 16
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