2025 National Postal Forum Recap: Direct Mail Providers Embrace Innovation
The team is back from the 2025 National Postal Forum (NPF) in Nashville which drew a record 5,600 attendees and over 1,200 exhibitors, signaling strong industry engagement despite ongoing challenges. Direct mail providers left the event with a clear message: innovation and data-driven strategies are essential to thrive in a changing postal landscape.
USPS leadership shared updates on network modernization and package growth and sessions focused on how providers can combat the pressure of postal increases through smarter targeting, creative mailpiece design, and operational efficiencies.
Technology took center stage in the expo hall, with demonstrations of advanced personalization, data hygiene, and logistics tools. Industry experts emphasized the importance of integrating digital workflows and leveraging data to boost response rates and ROI.
Key takeaways for direct mail providers included the need to:
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Embrace new technologies for personalization and automation;
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Use advanced segmentation and data hygiene to improve campaign effectiveness;
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Streamline operations for cost savings;
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Collaborate closely with USPS and industry partners for technical guidance.
Despite rate hikes and market shifts, the NPF reinforced direct mail’s enduring value—especially for those willing to innovate and adapt.
For more information, contact Darcey Thompson, Director of Marketing at dthompson@seprint.com
