Feedback on the “New” Digital Postal Service

May 19, 2015
Author: Bill Bonato

A couple of weeks ago in Direct Marketing News, the many positive aspects of the U.S. Postal Service as a marketing channel (high response, exclusive access, mass scale) were reviewed and we wondered whether its reputation as dowdy and deficit-ridden old warhorse could be turned around if it were reinvented as a digital startup. DM News got some reactions to the story from some notables of the digital world, and here is a sampling of their thoughts.

“First, let's understand that the situation for them has changed dramatically. They are no longer the only way to communicate. In fact, they are likely near the bottom half of a long list of ways individuals communicate today. Most of us get way too many items we never asked for via the USPS—and this is where the transformation must begin,” wrote David Trice (left), CEO of, who sold Revenue Technologies to Oracle in 2007 and then helped the company bring FusionCRM to market.

To make the mail more like digital communications, Trice posited, it's imperative for the Postal Service to allow consumers to filter what mail they get from marketers. “As a consumer, I need to get my bills, and I want to hear from Lands End, but I don't want to hear from real estate agents.I also don't want credit card offers by the dozen,” Trice contended. “If the USPS gave me control over what was delivered, then I would give them control to share that data with the respective brands I care most about. It likely goes without saying, but this should all be done via a mobile app.”