Nagisa Manabe, chief marketing and sales officer for the United States Postal Service, earlier this week told me something that may surprise you: The USPS is as much about digital channels as it is about traditional ones. In fact, the Postal Service loves e-commerce. Why? Package delivery, of course.

Not surprising, then, that a major USPS promotion encouraged B2B mailers to add QR codes to their direct mail pieces. The multichannel approach aims to use direct mail as a conduit for online purchases that then lead to packages being shipped, ideally by the USPS. Consumers pleased with their purchase are likely to repurchase with the next catalog or promotion.  The goal is to create a virtuous cycle.

The strategy is just one example of how the USPS is trying to innovate and remind both mailers and recipients of its continued relevance.

During our conversation—coincidentally held on the same day that Postmaster General Patrick Donahoe shared  with attendees of National Postal Customer Council Day the Postal Service's focus on innovation as part of its plan for returning to long-term financial stability—Manabe discussed her goals as CMSO, USPS's own marketing strategy, and a holiday package bound to surprise and delight.

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