ORLANDO, FL — The U.S. Postal Service is showcasing how cutting-edge technology and artificial intelligence are revolutionizing direct mail and omnichannel strategy at the Association of National Advertisers (ANA) Annual Conference in Orlando. Taking place from October 20-23, the premier ANA Masters of Marketing Conference brings together chief marketing officers and senior brand leaders to examine brand growth, emerging technologies, and advanced marketing strategies.
Representing USPS at the conference are Sheila Holman, Vice President of Marketing; Ray Van Iterson, Manager of Marketing Strategy; and Lauren Banks, Customer Marketing Manager.
As AI-driven tools optimize marketing speed and efficiency, traditional channels like direct mail are experiencing a powerful elevation. A featured USPS sponsored research report conducted by Winterberry Group (Delivering Performance in the Era of AI, 2026) reveals that 96% of panelists who use direct mail are utilizing AI tools to support their programs.
A primary focus of the USPS presentation is helping new and expanding mailers with strategies on how to integrate direct mail into their marketing mix and maximize their marketing investments. Through strategic offerings such as a 40% postage discount for qualified mailers, USPS is making direct mail more efficiently accessible, and higher-yielding than ever.
“Artificial intelligence is removing historic bandwidth barriers, giving marketers the creative freedom and targeting accuracy to evaluate and scale tactics they previously lacked the capacity to pursue,” said Sheila Holman, Vice President of Marketing. “Through initiatives like our aggressive new postage incentives, we are helping brands drive unprecedented value and performance across every omnichannel campaign.”
Learn more about leveraging these resources and exploring incentive programs by visiting the USPS Direct Mail Promotions & Incentives Portal.
District used to send an old guy in a suit in every year to pump up EDDM. “You guys need to sell these” he’d say, telling us how great a product it was, and it is a good idea. Unfortunately for him, we happened to have a set on the floor for a local business that had dates on it and had been curtailed. They were out of date. We pointed this out to him and asked why we would ever push this product. He left and never came back.