Live from the 2017 National Postal Forum - Day 2

Jim Cochrane, Postal Service Chief Customer and Marketing Officer is up on the stage ready to kick it to the next gear. He has brought together two panels with industry practitioners and marketers to explore the interplay between mail and digital marketing trends.

Tue May 23 09:39:00 EDT 2017
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It is Day two at the National Postal Forum.

The excitement and buzz has not abated, in fact it has increased. It feels like that the attendees carried their conversations into wee hours of the night.

Jim Cochrane, Postal Service Chief Customer and Marketing Officer is up on the stage kicking it into the next gear. He has brought together two panels with industry practitioners and marketers to explore the interplay between mail and digital marketing trends.

Both he and the USPS PMG, Megan Brennan talked at length about Informed Delivery. With over 2 million users already and 96% retention rate, it is a powerful proof point for the entire mailing industry the value and in fact imperative of combining the physical with digital.

The ongoing conversation at the panel is leaving no doubt for the audience that the following three innovations that have clearly gone mainstream.

#1: Video has evolved, way, way beyond YouTube.

USPS investment in using interactive, personalized video to promote Informed Delivery and 2017 promotions has clearly demonstrates that one-size-fits-all approach of YouTube videos is not going to help you stand out any more.

USPS is one of the biggest, but not by any means alone in realizing the power of interactive, personalized video. Take for example one of our clients, Geoffrey Insurance.

Geoffrey is an auto and van insurance company outside of London with 4500 employees. By deploying an interactive, personalized video experience for renewing policies, they got startling results. Their NPS shot up by 12 points and the interesting fact is that 30% of the customers still chose to renew even when they found cheaper options elsewhere.

Talk about the power of customer experience to trump product and price.

#2 Yes, it is still a mobile-first world, yet not the same.

To thrive in an increasingly mobile-first world, you must prioritize the mobile customer experience. However, the mobile experience today is not the same as it was a couple of years ago. Not even close.

Competition for eyeballs has intensified. The average human attention span is down to just 8 seconds (lower than that of a goldfish!). As an aside, Jim Cochrane, the CMO of USPS made this point to a round of applause by the audience.

In today’s world, brands that will engage consumers are the ones that surface glance-able bite size content. Not any content, but content that is dynamic, personalized and displays automatically on any screen, device and form factor.

#3 Messaging is eating the world.

There are no less than 3 billion users on the top four messaging apps per month. On average, consumers launch Chat apps 9 times a day versus launching other apps only twice a day.

However, less than half of businesses are able to connect with consumers via messaging. Clearly a missed opportunity.

Instead of having consumers navigate multiple channels to get their question answered, which can get frustrating and confusing, it is just more natural to ask the question. Automated assistants powered by AI today can streamline the entire conversation and pull it together into a single stream.

Both businesses and consumers are quickly discovering the efficiency and cost savings with this approach.

Innovation. Opportunity. Success.

In the end, innovation creates the opportunities that will lead to long term, sustainable success for any businesses. That is the crux of what Jim and his panel of experts are talking about today.

If any of the above interested you, come see us at Pitney Bowes booth #413.

We are already helping 90% of Fortune 500 navigate the complex world of commerce. See how we can help you combine digital + physical for greater impact.