Announced last year, USPS’s new initiative is called Informed Delivery. This opt-in program allows customers to receive a scanned image of letter-sized mail pieces every morning, before they go out for delivery. USPS plans to keep informed delivery opt-in free for customers, and the baseline service of scanning mail pieces will be free for mailers. For more details about how the program works, check out our previous blog post on the topic.
The news gets even better for mailers, however. USPS also offers the option for an interactive campaign – you can provide an image and hyperlink to “ride-along” with the scan of your mail piece. This allows you to easily transform your direct mail marketing campaigns into a multi-channel marketing avenue. Currently this feature is free for mailers, although USPS does plan to charge a fee for this service in the future.
What are the benefits to mailers?
- For any customers opted-in, your marketing exposure is at least doubled! If you include an interactive campaign, potential exposure only increases.
- Interactive campaigns allow you to easily transition your target audience from direct mail – still the single most effective marketing channel – to multiple channels. Multi-channel marketing is a powerful strategy for audience retention. For more information about multi-channel marketing, read this blog post.
- By tracking your web traffic generated by your interactive campaign, mailers can now track response rates to direct mail campaigns more easily than ever. Consider using different URLs for the interactive campaign click-through and printed on the mail piece itself. This allows you to separately track the effectiveness of your physical mailer and Informed Delivery.
How can I take advantage of the program?
- Make sure your target audience is aware of the program, and encourage them to opt-in. You can sign up here.
- Ensure that your mail piece design is optimized to take advantage of the program. The Informed Delivery program only scans the side of the mail piece containing the address line. You should confirm that key marketing details (such as your logo and contact information, your call to action, etc) are on that side of your mail piece.
- Consider using interactive campaigns to distribute special offers and discount codes. This is a great way to incentivize your audience to opt-in to the program, and is an easy way to boost audience engagement.
Contact us for more information, or for help designing your next mailer.
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