By Dave Lewis
INFORMED DELIVERY: CREATING AND MEASURING SUCCESS This USPS program can be a huge boon to mailers’ campaigns — but only if it’s utilized correctly. Here are some tactics of a winning campaign.
nformed Delivery, the United States Postal Service program that sends consumers images of their mail before they receive it, presents some great opportunities for mailers. Informed Delivery is a fast-growing program with one million new consumers signing on monthly. Mailers can place their own links and images into that email, thereby creating an Informed Delivery campaign that could increase every mailing’s chance for success. Informed Delivery: The Big Numbers As of July, Informed Delivery had almost 18 million registered users, and that number only continues to grow. Some registrants access their Informed Delivery feed from the web, but most have elected to receive an email from the Postal Service every day. Of 28
SEPTEMBER-OCTOBER 2019 | MailingSystemsTechnology.com
those who get the email, about 65% open it. That is an exceptional open rate — just ask any email marketer you know. Consumers open their Informed Delivery email because they like it; the information within is personal and relevant to them. This is exactly the type of information mailers should be salivating over. Adding Your Mark to Their Informed Delivery As a mail creator, you can have more than a black and white image of your mail piece appear in your prospects’ feed. You can replace that image with a full-color image and add a “ride-along” ad underneath it with a link to your website, or, better still, a web landing page. The benefits to doing this are clear:
You can create anticipation for the mail piece, boosting response rates You can drive your ID ad viewers to online resources such as catalogs, coupons, special offers, and more You can give your prospects a simplified response path. One hurdle direct mail faces is getting prospects to take action. It takes effort to respond; recipients are often asked to call an 800 number, go to a website, or mail back a form. ID allows you to give your prospects another path to response — they can just click a button and be on your website. ID doesn’t replace other response channels — it just provides one more You can create an additional brand impression, reinforcing your brand while associating the ad to your mail piece
Mailing Systems Technology Sep/Oct 2019