creating a successful informed delivery campaign · informed visibility . introduces some important...
TRANSCRIPT
Creating a Successful Informed Delivery Campaign
Dave Lewis, President SnailWorks
What is Informed Delivery? •A Full-Service Intelligent Mail enabled
product; • Sends an email to enrolled consumers
with black and white images of the day’s mail; •Consumers may also use app; •Mailers can add and replace images
Why Informed Delivery?
•Boosted response rates for your DM •A great alternative to email •Additional brand impression opportunities •An improved response path •Keeping up with your competitors
Why a Campaign?
• Link mail to your online marketing world •Create a destination for responses •Consistency of offer •Know what’s working •Measurement and attribution
The Elements of a Campaign
• The mail piece • The representative image • The ride-along ad • The web landing page •Web links •Measuring results
The Mail Piece
The Representative Image
Ride-Along Ad Image
The View in Informed Delivery
The Web Landing Page
• Pre-Campaign reporting • Post-Campaign reporting
•Response tracking
Measurement and Reporting
Creating Your Campaign
Design the Mail Piece – Follow the basics •Clean design •Clear offer •Clear call to action
Creating Your Campaign
Presort the file – Assign IMb • IMb’s required to create ID campaign •Keep serial numbers sequential • Set up different ranges for splits/panels
Create Your Campaign
Set up URL(s) • If using ride-along ads, you need a destination URL for
the click • For multiple panels/tests, use multiple URLs • You can assign unique URL to each piece through
Mail.Dat or Mail.xml
Create Your Campaign
Create campaign in Business Customer Gateway
• Names and titles • Start and end dates • Mailer ID • Serial number range • Mail piece shape
• Letter or flat
Create Your Campaign
Upload images to Informed Delivery
Create Your Campaign
Create a web destination for clickers: • Your web site • An offer-specific landing page • A pass-through landing page
It’s all done with the URL: • www.GACservices.com • www.GACoffer.com • www.GACofferA.com; www.GACofferB.com
Create Your Campaign
Measure Your Results
Create Your Campaign
•Click-throughs don’t matter – much •How do ID pieces do versus Non-ID? •A/B campaigns non-ID vs ID •Keep an eye on subscriber counts
Measure What Matters!
Use Cases
Retail
Bill Payment
Service Companies
•Credit cards • Publications • Financial services •Restaurant •Coupons
…And More
•Unique URL for each piece • Enhanced reporting •B2B capabilities • The Key metric – more consumers;
• 10M now • How many 2019??
The Future Looks Bright…
Resources usps.com/business/informed-delivery.htm
www.D2D-ID.com
Sacramento Special Appendix!
Informed Visibility
IV is the latest iteration of the USPS mail tracking tools for letter and flat mail
Informed Visibility
The next phase of mail tracking – Rolled out in December 2017 •Built largely on the framework of Intelligent Mail •Adds new tracking events • Enhances data sharing •Becomes more “real-time”
Informed Visibility
Introduces some important new concepts: •New “Scan Events”
• Logical events • Assumed events
•Unique Piece Identifier •Non-Tracking-STID tracking
Informed Visibility
What hasn’t changed: • For letters, the same piece scans occur. Letters are not
scanned any more frequently. • For flats, the same piece scans occur. • For letters there is very little, in any improvement in
delivery tracking. • There are no changes to the IMb or Full-Service rules. •Both systems, IMb Tracing and IV provide raw data
IV vs. IMb Tracing
Reported at the piece level: •Actual scans – when a piece passes a scanner • Logical events – a logically derived event based on an
actual scan •Assumed events – an event based on mail nesting from
eDocs – what happens to a container also happens to the trays and pieces it carries • Assumed actual • Assumed logical
New Scan Events
•Data may be set up as a feed; • SFTP is only FTP option – Non-secure FTP phased out • Mail.xml
•Data may be queried • You need an existing IV subscription • Queried through BCG
Getting at the Scan Data
•Optional formats: • PKG “legacy” file. Same format as existing IMb Tracing
records; • Delimited file: Adds a lot more optional fields – where he
enhanced value of IV lives; • You can choose to receive or not receive assumed events • Raw vs. “Enriched” data
What’s In the Data?
Data Delegation Request
The upshot: •You still need to track mail – can’t just go looking after problems; •Past history is not available to non-subscribers; •Best use case is STID error
Tracking Non-Tracking STID’s
• The Upshot: • Changes the game on inbound tracking • Could be very helpful in accidental duplication • Still needs to be evaluated – start February 17
Unique Piece Identifier
Now, Mail Tracking Tells a Story
