Informed Delivery is a groundbreaking service offered by the United States Postal Service (USPS) that enhances the traditional mail experience for eligible residential and personal PO box consumers.
This innovative promotion brings mail into the digital age, providing customers with an exciting new way to interact with their mail before it even arrives in their mailbox. And for you—your open rates will boom.
Continue reading to learn how to implement this promotion into your direct mail pieces to increase open rates and conversions.
What is Informed Delivery by USPS?
With Informed Delivery, customers gain access to a digital preview of the mail items they can expect to receive that day.
Each morning, subscribers receive an email notification containing grayscale images of the front exterior of the letter-sized mailpieces that are scheduled for delivery. This preview feature allows users to stay informed and anticipate important mail items, making it especially valuable for time-sensitive documents or anticipated packages.
For businesses and marketers, Informed Delivery presents a powerful opportunity to engage customers through a seamlessly integrated mail and digital marketing campaign. By providing a digital preview of mailpieces, businesses can generate additional consumer impressions and interactions, extending the reach of their marketing efforts. This innovative approach allows companies to stay at the forefront of customers’ minds, enabling them to stand out in a competitive landscape.
Informed Delivery Details and Timeline
If Informed Delivery is new to you, familiarize yourself with the following details and timeline.
Select an eligible mail option.
To take advantage of the exciting benefits offered by Informed Delivery, you must first understand which mail options are eligible for this innovative service. In general, First-Class Mail™ letters, postcards, and flats, USPS Marketing Mail™ letters and flats, and Nonprofit USPS Marketing Mail™ letters and flats are eligible for Informed Delivery. For a look at what’s considered ineligible, click here.
Work with a partner to create campaign elements.
To effortlessly take advantage of the Informed Delivery promotion and effectively captivate your audience, your direct mail partner will handle all the necessary steps, leaving you with nothing to worry about:
- Design Your Campaign Elements: Your direct mail partner will craft compelling Ride-Along Images, complete with clear call-to-actions (CTAs) and functional URLs directing to your campaign landing page. For certain campaigns, Representative Images are a requirement.
- Verify Eligibility and Sign Up: Your campaign’s eligibility will be thoroughly checked. Your direct mail partner will then proceed to sign up for the Informed Delivery Promotion via the Business Customer Gateway.
- Enroll in the MPP: If you’re not already part of the Mailing Promotions Portal (MPP), your direct mail partner will guide you through a hassle-free enrollment process.
- Submit for Review: Your direct mail partner will take care of the submission process. They will log in to the MPP and submit all your campaign elements (Ride-Along Image with CTA, Representative Image, and URL) for meticulous review.
- Approval Process: Within four business days or less, you can expect to receive approval or feedback directly through the MPP, all managed by your direct mail partner.
3 Key Features of Informed Delivery
As part of the Informed Delivery promotion, businesses and mailers can enjoy cost-savings of up to 4% on postage. These cost reductions are designed to make the Informed Delivery campaign even more appealing for participants, fostering greater engagement and interaction with customers. Even more, Informed Delivery helps you to:
Immerse Print with Digital
The synergy between print and digital not only enhances the overall mail experience, it also significantly boosts customer engagement. Customers can now interact with offers and promotions in a more dynamic way, leading to higher response rates and increased interest in the advertised products or services. By combining a digital Ride-Along Image and a Representative Image with your mail campaign through Informed Delivery, you provide your audience with extra opportunities to engage with your offer, whether they’re checking their mailbox or browsing their inbox.
Raise Brand Awareness
The interactive nature of Informed Delivery encourages customers to click on the digital images to learn more about the brand, its offerings or exclusive promotions. This click-through behavior generates valuable insights and data directly on the USPS website, allowing businesses to better understand their customers’ preferences and tailor future campaigns accordingly.
Create Highly Targeted Campaigns
Informed Delivery opens up the door to a data-driven approach to marketing, allowing businesses to make informed decisions based on customer behavior and engagement. By leveraging these insights, companies can continually refine and optimize their targeted advertising and email campaigns, delivering exceptional value to their customers and achieving better overall campaign results.
Implement Informed Delivery With Expert Support
At Associates International, we’re passionate about helping businesses like yours leverage the full potential of USPS Informed Delivery. With our comprehensive creative, print and digital solutions, we are your trusted partner in creating captivating Informed Delivery campaigns that will engage your audience like never before. Contact us to get started.
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