At the ANA Masters of Marketing Conference in Orlando, which runs Oct. 20 to 23, the U.S. Postal Service presented on how AI is changing direct mail. It cited a USPS-sponsored Winterberry Group report, Delivering Performance in the Era of AI, which found 96% of surveyed panelists who use direct mail also use AI tools to support those programs. USPS also pointed to a 40% postage discount for qualified mailers.
Why this matters here
Mail stopped being the slow channel once the targeting and the creative got easier to build. For a Lowcountry shop, that means a postcard drop can be aimed at a handful of neighborhoods instead of a whole ZIP code, and the postage incentives make a first test affordable.
First reported by about.usps.com.
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