In a little more than a month, the Postal Service’s Informed Delivery mailing promotion will give marketers the opportunity to earn a two percent postage discount while expanding the reach of their direct mail campaigns.
Informed Delivery is a USPS product that seamlessly links your mailpiece to digital experiences. It works by sending subscribers an email containing images of what will be in their physical mailbox later that day. The Postal Service allows marketers to piggyback on this service by creating an Informed Delivery campaign that adds color images, a call-to-action (CTA), and a click-through to a relevant landing page to the mail arrival notification. Connecting direct mail and digital marketing is proven to drive enhanced engagement and response.
The 2020 Informed Delivery Promotion runs September 1 through November 30 and offers marketers a two percent discount on eligible postage during the promotion window. Participating in the Informed Delivery Promotion offers mailers a relatively simple way to stretch their marketing dollars in these challenging economic times.
Why Should You Participate in the Informed Delivery Promotion?
Our clients repeatedly see their marketing efforts create even more value when mail is part of an omnichannel marketing campaign. In essence, the Postal Service is offering an incentive for mailers to adopt a marketing best practice. Why would they do that? The Postal Service wants direct mail marketers to be successful. When marketers have success with direct mail, they are likely to include mail in more campaigns, maintaining volume throughout the postal network.
Participation in an Informed Delivery campaign doesn’t involve a lot of effort—especially with a partner like IWCO Direct who can manage all the required data hand-offs with the Postal Service. All you need is a “Ride-Along” image that reflects the design elements of your mailpiece along with a strong CTA, and a landing page that enhances the offer in your mailpiece. And as a good marketer, your mailpiece already has a strong CTA and directs the recipient to an engaging online experience, right?
One of the observations of our marketing strategists about navigating marketing programs through the COVID-19 pandemic is that with many people still working from home and relying on physical delivery services as a primary connection with the outside world, people have more time to spend with their mail. Checking out what’s in the mailbox has become an even more important part of their day.
This renewed attention to mail is reflected in USPS data about Informed Delivery. In April and May, people were enrolling in Informed Delivery at nearly twice the rate they had been earlier in the year. Open rates for the Informed Delivery daily email, which have consistently run between 60% and 65% since the beginning of the program (a significantly higher rate than most commercial email), jumped to about 87% in May and June. What better time to test an Informed Delivery campaign?
The 2020 version of this promotion is structured much like last year’s offering. One big improvement is the ability to use the Postal Service’s Informed Visibility platform to create feeds for post campaign reporting rather than having to pull this reporting from the campaign portal. This makes monitoring campaign results even faster and more relevant.
Participants in the 2020 promotion will also have a larger audience of subscribers to appeal to compared with last year. As of July 14, Informed Delivery had 28.5 million subscribers representing more than 22.6 million households—that’s more than 17.3% of the eligible deliveries nationwide. In most urban areas subscriber saturation is well over 15%, and in many larger cities it tops 20%.
Need Help? Reach out to IWCO Direct for the Support You Need
We were the first to develop an end-to-end eDoc (mail.dat) based system for managing campaign set up and execution. Our system confirms that all images, CTAs, and landing pages meet USPS specifications and manages them as we do other campaign variables, supporting even the most complex campaign targeting. Our approach provides just the amount of assistance you are seeking for your campaign. IWCO Direct can manage all postal interactions or we can support campaigns created by your team in the USPS online portal. Our marketing and creative services teams can also assist with image creation, landing page design, devising CTAs, and targeting the right audience.
Want to learn more? Contact us to find out how IWCO Direct can enhance your marketing success with Informed Delivery!
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