Will Real Mail Notification Make USPS a Digital Channel? – Direct Marketing NewsBy
Thirtyseven percent. It was a number that would not stop rattling around in the head of Gary Reblin.
Gary Reblin is an imaginative and thoughtful guy, but not a fantasy dreamer. If he thinks an idea has legs, he’s usually right. This is a fascinating idea: provide people who want to get an email in the morning with pictures of what they’ll receive from the mailman that day. The pictures come from the phenomenal mail handling equipment of the USPS. Yes, that’s right. They take a picture of the address of every piece of mail; that is how mail is sorted.
What? You thought guys stood in front of a wall of little boxes and sorted the mail by hand? Nope, mail is passed in front of a high-speed camera linked to the computer system which through a powerful program literally sorts the mail by name and address through character recognition.
Being able to generate an email showing pictures of your postal mail was probably not a huge developmental challenge. Of course getting email addresses and personal names and addresses linked involves investment, but if the marketing world sees benefit to this, increased volumes of snail mail may be substantial, indeed.
I’ve known the USPS “gets it”. Now it’s starting to prove it. Now, could we talk about hybrid mail and a few other digital things? How about something basic like elementary financial services and small savings accounts and international money transfers to all legal destinations.