At Lob, we’re continually tracking postal changes that could impact your direct mail operations. For our November Postal Briefing update, our in-house USPS experts share key insights about what’s changing behind the scenes.
Missed our last Postal Briefing? Catch up here.
Update #1: USPS makes its case for direct mail in the age of AI
At the ANA Masters of Marketing Conference in Orlando this October, USPS marketing leaders showed CMOs and senior brand leaders how AI is reshaping direct mail and omnichannel strategy. A USPS-sponsored Winterberry Group report, Delivering Performance in the Era of AI, found that 96% of panelists who use direct mail rely on AI tools to support their programs.
Consumers are on board, too: Lob’s 2026 State of Direct Mail Consumer Insights report found that 82% of consumers feel comfortable with brands using AI to create direct mail.
Lowering the barrier to entry
USPS also highlighted ways to make direct mail more accessible for businesses that are new to the channel or growing their programs, including a 40% postage discount for those who qualify. If bandwidth has kept your team from scaling direct mail, AI tools and new discounts make it easier to start.
Explore current USPS Direct Mail Promotions & Incentives Portal in your Lob dashboard.
Update #2: Early guidance points to a 5.6% rate increase in July 2027
USPS released forward guidance for its July 2027 rate case, estimating a 5.6% increase under current regulations. That’s down from the previous estimate of around 6.1%. The October estimate reflects preliminary 2026 mail volumes. USPS will also factor in inflation through February 2027.
What this means for you
While the new rate guidance is for later in 2027, you can still factor it into your planning for next year’s mail budgets. January’s Mailers’ Technical Advisory Committee (MTAC) meeting should offer a clearer picture of what’s to come, and we’ll share updates as we learn more.
Update #3: The mailing industry drives $2 trillion in economic activity
A new study from the Envelope Manufacturers Association (EMA) Foundation found that the U.S. mailing industry supports 7.4 million jobs and $2 trillion in economic activity across every state. That’s 4.5% of the U.S. civilian labor force and 3.8% of total U.S. output.
On top of that, industry revenue has grown nearly 4% since 2022. Package delivery jobs grew 7.9% over the same period, driven by e-commerce.
92% of mailing industry jobs are in the private sector, which means decisions about postal rates and mail volume reach far beyond USPS. Printers, suppliers, and every business that relies on mail to reach customers feel the impact. This new study gives the industry valuable data and talking points as it joins the conversation about future postal rates and service standards.
We’ll continue tracking the latest industry changes, trends, and insights. Stay in the loop by subscribing to our Direct Mail Blog, which delivers the latest news right to your inbox.
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Answered by:
Sam Melero
