Key Learnings:

• USPS promotions and incentives are critical to offset rising postage rates, but most marketers are missing out on these cost-saving opportunities.
• The new AI-powered USPS Integrated Technology Promotion makes it easier than ever to cut direct mail costs by using AI-generated content.
• USPS is eliminating discounts and raising rates in July 2025, so direct mail campaigns must adapt now to avoid major cost increases.
• Combining direct mail with omnichannel strategies boosts brand performance and ROI, making it essential for modern marketers to integrate physical and digital channels.

The 2025 National Postal Forum (NPF) in Nashville brought together over 5,615 mailing and shipping professionals—its largest turnout in over a decade—and it was clear: the direct mail industry is evolving fast. From AI-powered incentives to omnichannel integration, the landscape is full of opportunity, if you know where to look.

At Continuum, our goal is to make complex USPS programs easier to navigate so marketers can unlock powerful cost-saving opportunities. Below are the biggest takeaways from NPF 2025—and exactly what your team can do now to save on your direct mail budget.

Promotions = Savings: But 70% of You Are Missing Out

One of the most surprising data points shared at NPF was that only 30% of marketers participate in USPS promotions. That means 70% are effectively subsidizing discounts for others.

With postage rate hikes on the horizon, promotions are one of the easiest ways to offset costs. Take the Mail Growth Incentive—Continuum helped one of our clients earn a $2.4 million rebate through this program alone. But deadlines matter: May 30 is your last chance to enroll this year.

Quick Wins:

• Enroll in USPS programs like Informed Delivery, Mobile Shopping, and the Integrated Technology Promotion
• Build a proactive promotions calendar for your brand for 2025–2026
• Prepare now for the October 2025 Catalog Incentive, which offers up to 10% savings for eligible catalog mailers

Use AI to Slash Costs—and It’s Almost “Too Easy Not To”

If you’re not already taking advantage of the USPS Integrated Technology Promotion, now is the time to act. In 2025, this program includes a new AI-driven incentive that rewards marketers for incorporating AI-generated content into their mailpieces—with up to 5% in postage savings (with add-ons).

Here’s how it works: You can select any six-month window in 2025 to run your promotion—giving you full flexibility to align it with key campaigns or seasonal pushes. And the approval process? Surprisingly simple. In fact, one industry executive described it as “too easy not to do it.”

That’s because qualifying for the AI promotions for USPS mail doesn’t require complex technical integration. If your campaign uses AI to generate content like personalized offers, images, or copy for print—you're likely eligible. This makes it one of the lowest-effort, highest-return USPS promotions on the table.

Why This Matters for SEO and Future-Ready Brands

Beyond the cost savings, this incentive aligns with how marketing teams are evolving: embracing AI to drive personalization and scale creative output. For brands optimizing content for AI search engines or preparing for the rise of AI content indexing, this is an ideal opportunity to blend physical and digital innovation.

Disappearing Discounts & Rate Hikes: What’s Changing in July

Come July 2025, USPS is eliminating or reducing several critical discounts:

• The DNDC discount will be eliminated
• DSCF entry discount drops from $27 to $17 per thousand
• Marketing Mail rates to increase by >10.4%
• First-Class® rates to increase by >8.1%

The reason? USPS increases its rates based on several factors:  Inflation (CPI at 2.8%), a density adder (2.2%), and retirement costs (2.3%), totaling a base increase of 7.3%. 

However, to try and recover $534 million paid out through the Mail Growth Incentive, additional class-specific surcharges are being applied—raising Marketing Mail by 10.4% and First-Class Mail by 8.1%. This means if you're not using promotions and incentives you are paying for those who are.

What You Can Do:

• Audit your current direct mail strategy—especially if you rely on dropship or commingled mail
• Work with a vendor (like Continuum) to evaluate the true cost implications
• Enroll in incentives now to mitigate July’s increase

The Future is Uncertain—but That Doesn’t Mean You Have to Be

Industry sentiment at NPF was clear: the USPS is in flux. A new Postmaster General, David Steiner (former Waste Management CEO and current FedEx board member), is stepping in with a focus on operational efficiency and likely a emphasis on the parcel business.

USPS is moving aggressively into parcel shipping, aiming to compete with Amazon, UPS, and FedEx. This means fewer resources may go to marketing mail, and rate structures could continue to evolve unpredictably. This also plays into the USPS infrastructure optimizations as they may lean more towards affordable shipping channels than mail efficiency. 

While these shifts can feel daunting, they also present opportunities—especially for strategic contract buyers. If you have contracted rates with a major parcel shipper its a great time to review the USPS new parcel shipment options and their Negotiated Service Agreements.

Omnichannel & Tactile Mail: Better Together

Multiple sessions emphasized the power of cohesive omnichannel strategies. Offline and online channels are no longer siloed—and should not be treated that way.

In fact, a study from Colorado State University (to be released in Q3) will show that physical mail outperforms digital across metrics like:

• Brand awareness
• Purchase intent
• Average Order Value (AOV)

This reaffirms what we already know: direct mail isn’t just surviving—it’s thriving when executed strategically.

Continuum’s POV: Plan Smarter, Spend Less

If there’s one message you should take from NPF 2025, it’s this:

The USPS is complex, but that complexity shouldn’t cost you money. Let us help you simplify it.

Continuum Marketing Services helps brands plan smarter, unlock discounts, and deliver omnichannel experiences that perform. From redesigning formats to unlocking USPS incentives to delivering fully managed, performance-based campaigns that work, we take the complexity out of direct mail.