informed delivery - usps...3 informed delivery users receive scanned images of the exterior of...

Informed Delivery®

Create Once. Connect Everywhere.

Informed Delivery Overview

September 2017

Informed Delivery offers an

integrated marketing approach to

meet today’s consumer demands.

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Informed Delivery users

receive scanned images of

the exterior of incoming

letter-sized mailpieces

(processed through

automated equipment).

Images are available via

email notification, online

dashboard, or mobile app.

If a mailer participates in Informed

Delivery, supplemental content,

referred to as “interactive

campaigns,” will be shown

(for Letters or Flats).

Interactive campaigns include

custom images and a URL that

directs the user to a digital

experience.

https://www. BeyondCubicle.com

Mailer-provided Website

What is Informed Delivery?

e

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Informed Delivery integrates hardcopy mail and

digital marketing, providing multiple impressions

and interactivity for your customers

A new way to and reach your customers with a

digital view of their daily household mail

Digital views create an opportunity for marketers to

build anticipation by adding a digital element to

their direct mail campaigns

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What is Informed Delivery?

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Informed Delivery and the Daily Digital RoutineNothing replaces the tactile value of hardcopy mail, but USPS is responding to consumers’

increasing desire to interact and communicate digitally with everything, including their mail.

Physical Mailpiece

Consumers and mail owners still value physical

mail and the tactile experience it offers.

Digital Experience

Informed Delivery enhances the value of physical mail

by creating a new mail moment through digital

content (i.e., custom images and target URL).

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Marketer Benefits

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Lower cost per

impression

Improve email

open rates

Enable multi-

channel marketing

Generate revenue

and cross/up-sell

Improve retention

Maximize

envelope views

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*Marketers in USPS test campaigns experienced average email open rates of 70% - sustained

Enhanced call to action drives an average click-through rate of 6.1%

Marketer Benefits

eMail Open Rates

Offers an email open rate that’s more

than twice that of industry average

Multiple Impressions

Generates multiple impressions from

a single mailpiece (digital + physical)

Drives Response

Drives consumer response with

interactive content related to mailpiece

Digital Access

Creates a way to reach consumers digitally

by merely knowing their physical address

ROI

Multichannel campaign

increases ROI potential

Campaign Data

Provides data insights to

optimize marketing spend

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How Does the Feature Work?USPS leverages existing mail imaging processes to provide users with a digital preview of

mail arriving soon. The Intelligent Mail® Barcode (IMb®) facilitates the entire process.

ID

Consumer signs up on usps.com®

Mail imaged during

processing

Images matched to

delivery points

Interactive campaign

data is added

Notification emailed to

user

User receives mailpiece

There is no change to mail

processing operations

with Informed Delivery.

10v.11092016

“It gives me the ability to

plan each day’s activities in

relation to when certain

pieces of mail are arriving.”

“It lets me know when to expect

something and gives me peace

of mind that important mail will

be delivered.”

“Informed Delivery is essential –

you need to know what's arriving

when you are traveling.”

Access While AwayVisibility & SecurityConvenience

& Early Action

What are Consumers Saying?

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95%

are satisfied or very

satisfied with

Informed Delivery

Device to View Notifications

would recommend Informed

Delivery to friends, family, or

colleagues

96%

59%Mobile

33%Computer

or Laptop

7%Tablet

Time of Day to View

95%

view Informed Delivery

notifications every day

or almost every day

Morning 88%

Afternoon 11%

User Response

Source: July 2017 User Survey.

Evening 1%

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What are the Basic Elements of a Campaign?

Customized Content

(Representative image)

Mailing Details

(Mailer ID, IMb® Serial

Number Range)

Well-designed

Physical Mailpiece

Interactive Content

(Ride-along image

and target URL)

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What Does a Campaign Look Like?Mailers can replace the grayscale image with a colorful Representative image and

supplemental content, creating an engaging call to action.

Informed Delivery

Campaigns for Flats

• While mailers can, and have, run campaigns for flats,

results will not match letter-sized campaigns as many

flats are not scanned through automated equipment

due to Carrier Route bundling.

• USPS is scheduled to begin limited testing of the

ingestion of flat bundle scans in fall 2017.

• A Representative image is required for all Informed

Delivery campaigns for flats.

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35+ mailers have tested to date

• 250+ campaigns completed across industries

• Many of these mailers return and conduct

additional campaigns

Participation

• 70% average email open rates – sustained

• For one mailer, the enhanced call to action drove

a click-through rate of 6.1%

Results

Who is Participating?Thank you to our many mailers that have completed campaigns to date! This

testing allows USPS the opportunity to validate functionality and data.

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Informed Delivery Drives Action

An Informed Delivery subscriber receives her daily

Informed Delivery email notification.

It features an ad alerting her to a dress sale at a local store.

The consumer stops at the retailer on the way home,

before getting her physical mail, to take advantage of the offer and buy a new dress for her

date that evening.

That evening your customer is enjoying a wonderful evening

looking great in her new dress.

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July 2017:

Top Campaigns by Click-through

# Pieces Sent to

Informed Delivery UsersEmail Open Rate

Campaign

Click-through Rate

#1 5136 80.7% 0.7%

#2 9248 76.3% 0.45%

#3 4863 76.6% 0.45%

Total Industry Participation by Brand (as of 7/31/2017)

Campaign Participation & Results

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Provide campaign elements to USPS such as campaign start and

end dates, the Mailer ID (MID), custom images, and a URL

View the results of your campaign, including email open rate and number of

click-throughs

Determine the type of campaign to

conduct and create your mailing list(s)

Pre-Campaign Campaign Post-Campaign

Prepare

Mailing

Provide mailing

details

Induct your mailing Analyze and gather

insights

Plan your

campaign

How Can a Mailer Participate?

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Density and Email Statistics

The number of users and the percentage of users who elect to receive Informed Delivery emails

Open Rates

The number and the percentage of emails opened during an Informed Delivery campaign

Click-Throughs

The number and percentage of click-throughs – when a user interacts with digital content

What Type of Data is Shared?Informed Delivery provides organizations with insights into the following:

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Pre-Campaign Report

Post-Campaign Reports

Pre-Campaign List

Size

Eligible 11-digit

Delivery Point

ZIP Codes

Unique Eligible

11-digit Delivery

Point ZIP Codes

# of SubscribersSubscriber

Saturation (%)

# of Email Enrolled

Subscribers

Email Enrolled

Saturation (%)

103,231 98,978 97,603 10,736 11.0 2,684 2.8

OPTIONAL Pre-Campaign Saturation Report

Post-Campaign Summary Report

Post-Campaign Detailed Report (5-digit ZIP Code level)

What Reports are Available?

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Sample Campaigns

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• Bill Payment

• Balance Transfer

• Credit Card Activation

• Promotional Codes

• Rewards Enrollment

• Policy Bundling

• Claim Submissions

• Fee Payment

• Voter Registration

• Subscription Renewal

• Seller Registration

• Service Upgrade

• Device Upgrade

• Manage Account

Financial

Services Retail

Insurance

GovernmenteCommerce

TelecomBusiness

Objectives

How Can Industries Use It?

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PostalOne!

Current Functionality

• Work with PostalOne! Informed Delivery support team to

conduct CAT testing

- USPSInformedDeliveryeDoc@usps.gov

• Use eDoc (Mail.dat®) V17.2 to submit campaign elements at

least two days prior to campaign start date

• Send supplemental content and Representative images to

the USPS via email

- USPSInformedDeliveryCampaigns@usps.gov

• USPS adds images to campaigns

Oct/Nov 2017 Functionality

• Fully automated processing of images

Mailer Campaign Portal

Expected launch: October 2017

• Mailer logs into BCG and selects the Informed Delivery

Mailer Campaign Portal

• Mailer submits campaign elements in a

step-by-step campaign creation process no later than noon

prior to campaign start date

• Campaigns can be edited and campaign reports can be

accessed within the Portal

How to Submit an Interactive CampaignUSPS will provide two methods of self-serve campaign submission: PostalOne! ® and

a Mailer Campaign Portal.

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Next Steps

InnovateTalk with your US Postal Service representative to create your

interactive campaign and connect digital to mail

Sign upExperience Informed Delivery as a consumer to truly understand

the benefits and see why users love this feature

CreateVisit the mailer website to learn more about creating a campaign

ShareShare this personalized experience with a friend or colleague

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Mailer Website: usps.com/informeddeliverycampaigns

• Review the benefits of the feature, learn about campaign creation, and

more

• Download the latest Users and Household Data file

• View an interactive video and Informed Delivery user testimonial

videos

Mailer Interest Form:

• Want to get started today? Complete this required form to express

interest in participating in Informed Delivery*

Contact Information:

• Should you have additional questions after reviewing the website and

completing the form, you may contact the IDPO at

USPSInformedDeliveryCampaigns@usps.gov

Where Can You Learn More?Visit our online resources to learn more about campaign processes.