Innovative technologies are enhancing traditional U.S. mail in ways that will have an enormous impact on direct mail marketing entrepreneurs in 2021.

Some exciting new tools include:

Informed Delivery
This is a new offering by the United States Postal Service (USPS) that allows anyone who received mail to see what they are getting before the mail gets delivered to their mailboxes. That is, they can use their computers to “digitally preview” the mail they will receive before it arrives.

Here’s how it works: The USPC scans every piece of mail that passes through its system. Users then sign up to receive Informed Delivery. They can then view mail that is on the way from using any device, from smartphone to tablet. They can view mail while away on a business trip or vacation.

Why is this helpful for direct mail marketers? Because they can shape the packaging or presentation of their marketing communications pieces to increase the curiosity/interest of mailbox holders about the item they are about to receive.

IP Targeting
Direct marketers can instantly turn their mailing lists into digital address lists, creating an integrated or hybrid marketing campaign. It makes it easy to combine snail mail with digital forms of communications, from texting to emails. Reaching buyers across multiple channels is a powerful way to increase sales.

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