Informed Delivery®

Overview

National PCC Week Workshop

Informed Delivery is bridging the gap between the

physical and digital worlds! This feature is creating an

innovative experience for consumers and mailers alike,

and enhancing the physical mail moment in today’s

highly digital environment.

Informed Delivery offers an integrated marketing approach to

meet today’s consumer demands.

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What is Informed Delivery?

*Exterior images are only provided for letter-size mailpieces that are processed through USPS’ automated equipment. Package

tracking information on Priority Mail®, Priority Mail Express®, and other trackable parcels is also provided.

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.

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.

e

Are you signed up? Visit informeddelivery.usps.com

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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 experiencethat it offers.

Digital ExperienceInformed 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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USPS leverages existing mail imaging processes to provide Informed Delivery users digital

previews of their household mail.

How Does It Work for Consumers?

ID

Consumer signs up

Mail imaged during

processing

Images matched to

delivery points

Notification emailed to

user

User receives mailpiece

Consumers sign up

for Informed Delivery

on usps.com®.

Mail is sent. USPS

gathers digital images of

mailpieces processed

through automation

equipment.

USPS notifies users of

mail arriving soon via

email, dashboard view,

or mobile app view.

USPS delivers

physical mailpieces

through regular

delivery.

USPS automatically

matches mailpiece

images to Informed

Delivery users.

Interactive campaign

data is applied at

this step…

Just like a physical mailbox, the Informed Delivery feature is provided at a household level, based on a

unique delivery point code for each address. Multiple residents can sign up.

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For mailers that choose to conduct interactive campaigns, the Intelligent Mail® Barcode (IMb®)

facilitates the entire process.

How Does It Work for Mailers?

Consumer signs up

Mail imaged during

processing

Images matched to

delivery points

Notification emailed to

user

User receives mailpiece

Interactive campaign

data is applied at this

step based on the

IMb Serial Number.

Note: the IMb Serial Range is

provided by the mailer.

Interactive Campaign AppliedNo Interactive Campaign

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What Mailpiece Types are Eligible?For a letter, postcard, or flat to be eligible for Informed Delivery, it must be automation

compatible and scanned through USPS equipment.

LETTERS / POSTCARDS

The majority of letter-size

mailpieces and postcards are

eligible for Informed Delivery

because they are automation

compatible and scanned

through USPS equipment.

FLATS

Eligibility varies. Images of

flat-size mailpieces are not

captured by USPS automation

equipment at this time. If the

mailer does not conduct an

interactive campaign on

a flat, and a scan is

detected, users will see

a message stating

“A mailpiece for which

we do not currently

have an image is

included in

today’s mail.”

FLATS CAMPAIGNS• Mailers can still conduct

Informed Delivery campaigns

on flats, but should be aware

that results may not match

letter-size campaigns.

• The Representative Image is a

required campaign element for

flats.

• If a flat with an Informed

Delivery campaign applied is

processed through automation

equipment (or a scan is

otherwise detected), users will

see the interactive campaign.

There is no change to mail processing operations with

Informed Delivery.

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What are Users Saying?

Access While AwayConvenience & Early Action

“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.”

Visibility & Security

“It gives me the ability to

plan each day’s

activities in relation to

when certain pieces of

mail are arriving.”

Source: 2017 Informed Delivery User Survey

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What is the User Response?

89%

are satisfied or very

satisfied with

Informed Delivery

Device Used to View Notifications

would recommend

Informed Delivery to friends,

family, or colleagues

93%

54%Mobile

38%Computer or Laptop

8%Tablet

Time of Day to View

82%

view Informed Delivery

notifications every day

or almost every day

81%Morning

15%Afternoon

4%Evening

Source: 2018 Informed Delivery User Survey

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What Value Do Campaigns Add?

Ability to reach

consumers digitally by

merely knowing their

physical address

Potentially increase

ROI on Direct Mail

spend

Provide additional data

insights to optimize

marketing spend

Offer a high email

open rate more than

twice that of industry

average

Generate multiple

impressions from a

single mailpiece

(digital + physical)

Drive consumer

response with

interactive content

related to mailpiece

Informed Delivery Interactive Campaigns

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Defining the Key Elements of Informed Delivery

Interactive Campaign AppliedNo Interactive Campaign

Well-designed

Physical Mailpiece

All Informed Delivery campaigns

start with a mailpeiece that

targets the right message to the

right audience.

Representative Image

This image can be used in place

of the image of the piece that

comes from mail processing

equipment (required for flats).

Supplemental Content

The interactive Ride-along Image

and target URL (required for all

campaigns).

Mailing Details

Mailings must contain a valid

MID that is embedded in the IMb

printed on the piece.

Campaign

The campaign is the

combination of the mailpiece

image (or Representative Image)

and the Supplemental Content.

The Informed Delivery for Business Mailers website (usps.com/informeddeliverycampaigns)

is the one-stop-shop for information on interactive campaigns.

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Who Can Participate?Informed Delivery is not a niche feature – organizations across a variety of industries can (and

should!) conduct interactive campaigns.

Mail Owners / BrandsCompanies that own the brand and the decision to mail

Mail Service Providers (MSPs)Companies that support mail owners with mail printing, addressing,

barcoding, sorting, distribution, and/or commingling

Advertising AgenciesCompanies that support mail owners with media decisions, campaign

creative, mailpiece design, etc.

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How Can Industries Use Informed Delivery?

• Balance Transfer

• Credit Card Activation

• Promotional Codes

• Rewards Enrollment

• Policy Bundling

• Claim Submissions

• Voter Registration

• Civic Engagement

• Subscription Renewal

• Seller Registration

• Device Upgrade

• Manage Account

Financial

Services Retail

Insurance

GovernmenteCommerce

TelecomBusiness

Objectives

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Informed Delivery Drives Action!

An Informed Delivery user receives an email notification

one morning.

It features a mailer-provided interactive campaign that alerts her to a sale on an

upcoming concertin her area.

The user remembers that her roommate is a big fan of the

concert artist.

She purchases two tickets to the concert, before getting her

physical mail, to take advantage of the offer

immediately.

That evening, the user’s roommate informs her that they received a mailpiece advertising the upcoming

concert.

The user surprises her roommate with the concert

tickets she already purchased!

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How Can a Mailer Participate?The campaign process is simple – create and induct hardcopy mail as usual, then

submit data elements and supplemental content to facilitate a campaign.

Pre-Campaign Campaign Post-Campaign

Prepare

Mailing

Provide mailing

details

Induct

mailing

Analyze and

gather insights

Plan the

campaignEnter campaign elements such as

mailing dates, the MID or the MID and IMb, custom image(s), and a target 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)

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What Type of Data is Shared?Informed Delivery provides organizations with aggregate pre- and post-campaign data.

The number of users and the percentage of users

who elect to receive Informed Delivery emails

Density and

Email Statistics

The number and the percentage of emails

opened during an Informed Delivery campaign

Email Open

Rates

The number and percentage of click-

throughs – when a user interacts with digital content

Click-through

Rates

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How to Submit a CampaignUSPS provides two self-serve campaign submission methods, found via the

Business Customer Gateway (BCG):

Mailer Campaign PortalMANUAL ENTRY

PostalOne!®

ELECTRONIC SUBMISSION

► A new way to reach your customers with a digital

preview of their daily household mail

► Integrates hardcopy mail and digital marketing,

providing multiple impressions and interactivity

for your customers

► Digital views create an opportunity for marketers to

build anticipation by adding a digital element to

their direct mail campaigns

RECAP!

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Next Steps…Innovate. Talk with your USPS representative to create your

interactive campaign and connect digital to hardcopy mail.

Create. Review the resources on the next slide to learn

more about creating an interactive campaign.

Sign Up. Experience Informed Delivery as a consumer to truly

understand the benefits and see why users love this feature.

Share. Share this personalized experience with

family, friends or colleagues.

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Where Can You Learn More?

Business Mailer Website:

usps.com/informeddeliverycampaigns

• View an interactive video and Informed Delivery user

testimonial videos to learn about the benefits of the feature

• Review the resources such as the FAQs, Interactive

Campaign Guide, and Campaign Image Requirements to

learn about campaign creation and how to get started

• Download Users and Household Data to see our

growing user base

Contact Information:

After reviewing the website and documentation provided, if

you still have questions, reach out to your USPS Sales

Representative or contact us at the email address provided

on the website.