Technology plays a bigger role in the mailing industry

The latest technology is impacting nearly every industry. Regardless of how "old school" the operations may seem, the latest innovations can be used to improve overall operations. One sector where this can be seen is with the United States Postal Service.

This week, Postmaster General and CEO of the USPS Patrick Donahoe was the keynote speaker at the National Postal Forum. At the annual mailing industry trade show, Donahoe touched on several subjects including the role of technology in the direct mail marketing arena.

"We're seeing mail being used in some tremendous new ways," Donahoe said. "All of this is leading to a reappraisal of the role of mail in the marketing mix – and we're starting to see the beginnings of that reappraisal."

This will be pushed by the use of some of the latest technology like QR codes, intelligent mail barcodes and personalized uniform resource locators — unique websites created for each recipient of a direct mail campaign. All of this has brought to light the fact that mail has moved well beyond just paper.

Now marketers can add a code to the letters or postcards that can be scanned by the recipient's smartphone. This adds a whole new level to what marketers can do to engage with their customers.

Donahoe stressed that the mailing industry can be used in a number of new ways for organizations that are able to think outside the box. With the help of an intelligent mail solution provider, any company can start getting creative with how they bulk mail.