NPF 2025: A New Age of Attribution Has Begun

I recently had the privilege of attending the 2025 National Postal Forum, the largest event of its kind since 2008. The energy was undeniable.

There were 5,700 attendees, including 900 postal employees, and 187 exhibitors. The sold-out exhibit hall was buzzing with a shared sense of purpose: to be part of the most transformational change to the USPS in 250 years.

The most exciting part? We’re not just talking about the future of mail. We’re shaping it.

This year, the conversations centered around omnichannel attribution, intelligent mail barcodes, and how service providers can lead the value chain, not just support it. With 1/3 of Americans now using Informed Delivery®, and response rates for integrated campaigns soaring to 12%, we’re entering a new era where every scan, every promotion, and every piece of mail has a measurable impact.

At BlueCrest, we call this accelerating attribution. It means using the power of technology and intelligent barcoding to "prime the mailbox," trigger timely digital touches, and boost response rates in ways that digital-only campaigns simply cannot.

This isn't just a theory. It’s happening right now. Thanks to USPS promotions, mailers are enhancing deliverability, cleaning up ineffective data, and integrating physical and digital experiences at scale. And it's only just beginning.

To my peers and partners in this industry:
Ask yourself not just how you move the mail, but why.
What’s your value-add strategy for 2026 and beyond?

We stand at the threshold of the largest reclassification and modernization of mail since 1997. As the mailing industry becomes more data-driven, more measurable, and more strategic, I believe those who lean in now will define what comes next.

The tools and software solutions are here. AI is more than functional. The promotions are both real and effective. The strategy is clear.

We’re not just delivering mail—we’re delivering transformation.

BlueCrest executives at NPF 2025 (from left to right):
Kim Anderson, COO; Fred Allen, Regional Account Executive;  Dennis P. LeStrange, CEO

— Dennis LeStrange
President & CEO, BlueCrest