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Reflections on Lob’s Mail Service Provider of the Year Award
July 9, 2024

Reflections on Lob’s Mail Service Provider of the Year Award

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by 
Ryan Ferrier

A few weeks ago, while attending the 2024 National Postal Forum, Lob had the tremendous honor of receiving the Mail Service Provider (MSP) of the Year Award. This was an extremely proud moment for our business — a moment I’ve continued to reflect upon as I think about how far we’ve come.

Lob was founded 10 years ago as a tech company entering the direct mail space. Over the past decade, we’ve learned that our customers need a partner who will empower them with technology that enables orchestration and an omnichannel approach. To meet this need, we’ve worked closely with USPS to evolve traditional mail fulfillment so we can all better serve anyone who receives direct mail. New USPS services like Informed Delivery are a testament to their commitment to taking mail delivery into the future.

But it’s not all about the tech. Our customers also need a partner that knows how to optimize printing and fulfillment for speed, cost, and quality. Three years ago, we identified this as an area of growth for Lob and challenged our team to become true “mail geeks” who understand mail inside and out. Our team of Lobsters more than rose to the occasion, as evidenced by the MSP of the Year Award.

Our mission is to enable our customers to send mail that creates real connections with the customers and constituencies they serve. Enabling them to get the right mail piece to the right person via personalization and automation saves money and improves conversion — which is about more than sales. It’s a symbol of effective audience connection and a tangible business impact that proves the power of direct mail done right.

Improving ROI and making sure that our customers’ dollars are more directly driving impact also means better-for-everyone upsides like reducing junk mail and undelivered mail that has a tangible positive environmental impact. My vision for Lob is that we create great outcomes for our customers, our team, and our partners while also being good stewards of the planet. I'm proud to say that we've made a lot of impact here and are deeply committed to reinforcing our product to continue to deliver on all fronts.

When I think about what’s next for Lob, I’m excited about upleveling our digital capabilities so that our customers see the same level of automation and conversion rates in their direct mail programs that they see with digital. I want — and believe we can get to — complete parity with digital channels. We’ll make it happen by providing the digital capabilities marketers have come to expect with digital marketing, while also getting the physical connection that only direct mail can provide. 

The last few years have been the most rewarding of my career as we’ve worked alongside USPS and our Print Delivery Network to transform the industry, culminating in this award. My greatest pleasure in life is solving hard problems with cool people, and that’s exactly what we’re doing, in partnership with USPS. Congratulations to every person at Lob — you’ve all played a part in getting us to where we are. And sincerest thanks to USPS for this incredible honor. From top to bottom, we couldn’t ask for a better fulfillment partner. Here’s to what’s next!

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