News Byte: Donahoe Tells Mailers to Think Digital

Share this article:
Donahoe does digital.
Donahoe does digital.

In an address today to a meeting of the Postal Customer Council in Minneapolis, MN, Postmaster General Patrick Donahoe said that the power of direct mail will not waver if it's comingled with digital marketing appeals.

“Any company that needs to reach and retain customers should be using mail,” Donahoe told the group assembled for National PCC Week. “The more we can bring the mail and the digital experience together, the more opportunities we create for people to buy your product, or donate to your cause, or enhance your message.”

In urging mailers to make direct mail more relevant, actionable, functional, and creative, he put forth four suggestions:

  •  Create pieces that allow for interaction with mobile devices
  •  Increase the use of personalization
  •  Use scannable technology to increase transaction speed via mailers and catalogs
  •  Ramp up the color and vibrancy of mailings

National PCC Week is an annual event that brings together thousands of mailers, industry partners, and customers.

Share this article:

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Postal

PRC Grants Mailers' Request for Review of Rate Elasticity

PRC Grants Mailers' Request for Review of Rate ...

An August conference is scheduled to examine whether postal rates are inelastic and don't cause volume decreases when they're raised.

Postal Board Nominees Would Hand Rate-Setting Authority to USPS

Postal Board Nominees Would Hand Rate-Setting Authority to ...

Three of four potential Postal governors favor giving the Postal Service primacy over the PRC in setting rates.

Former Reagan Budget Director Could Return to Postal Board

Former Reagan Budget Director Could Return to Postal ...

One-time OMB director and FTC chairman James C. Miller III and Victoria Reggie Kennedy lead a slate of four nominated to join the Postal Board of Governors.