Direct Mail is making a resurgence and with Informed Delivery™ by U.S. Postal Service®, your mailpiece can contain a digital component.
What exactly is Informed Delivery™?
Informed Delivery™ is a free USPS® service where residential consumers subscribe to receive a digital preview of their household’s mail for the day. You can subscribe at usps.com. Consumers can select to receive daily email notifications of scanned images of incoming letter-sized mail pieces. Notifications are available from any smartphone, tablet, or computer.
The interactive campaigns include custom images that will display in the email as either a color representative image with a color ride-along image or with a grayscale image of the mailpiece and the color ride-along image, and a target URL that directs the user to a digital experience.
Three reasons why direct mail campaigns should include Informed Delivery™:
- It adds a digital, clickable component where the subscribers have already opted in, leading to an average 64% email open rate.
- Marketers have the opportunity to reach consumers who want, like and react to direct mail…twice! The extra touch makes sense and is free.
- The analytics that can be pulled post-campaign provide additional insight and opportunity for follow-up.
There are over 17 million subscribers nationally and the number is growing by over 500k users monthly. The USPS® has a goal to reach 40 million subscribers by the end of 2020. Currently, I see an average of 13-15% subscriber matches in data files, with some as high as 19% and continuing to grow. I subscribed personally nearly 2 years ago and look for my Informed Daily Digest® each morning.
Marketers who are looking to drive their audience to schedule an appointment, rsvp, and to interact digitally should try Informed Delivery™. If you would like a free consultation on how to include Informed Delivery™ on your next campaign, don’t hesitate to reach out.
Sr. Account Executive/Certified Direct Marketing Specialist
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