At Mount Vernon Print, we see marketers using direct mail more and more because of its power to acquire new customers. If your company is also utilizing direct mail for an integrated omnichannel strategy, we’re sharing a tip with you that you need to take advantage of.
It is possible to also turn your direct mail piece into an email in a snap by using a free service offered by the United States Postal Service (USPS) called Informed Delivery.
Informed Delivery provides marketers with two for the price of one by generating multiple impressions from a single mail piece. How, you ask? The service sends email notifications about what is to come in their physical mail a day or two before it is scheduled to arrive.
The Informed Delivery notification lets customers (who opt-in) view digitally-scanned images of letter-size mail and color images from participating mailers via the mobile app, online or in a daily email at any time. This is especially useful for people who travel, and frankly, who doesn’t want to know what’s coming in the mail?
The USPS launched this service as a limited area pilot program about four years ago, and it continues to grow every year. As of this year, 13.8 million people have registered for Informed Delivery, and more than half of those registered did opt-in for the email notifications to see what the mailman is bringing them. Boiling it down by the number of residences, 11.7 million households are registered.
The numbers don’t lie, people like it! A recent report from USPS said that 93% of registered users would recommend Informed Delivery to friends, family, or colleagues. And, looking at the results of the first one million records emailed through Informed delivery, they received an 83% open rate – more than twice that of any industry average.
How marketers can use Informed Delivery
The process is actually pretty simple. Note: For a letter, postcard, or flat to be eligible for Informed Delivery, it must be automation-compatible and scanned through USPS equipment.
First, create hard copy mail as usual, determine the type of campaign you’ll be conducting, and develop your mailing list. Design your piece with this in mind:
- Offer a strong call-to-action including interactive content. Provide a direct URL that helps to drive consumer response.
- Design the paper piece with a clean, simple layout with digital viewing in mind
- Size your direct mail piece to 300px width by 200px height
Second, provide USPS with campaign elements. They offer two methods of self-serve campaign submission. The most common method is the Mailer Campaign Portal, where 95% of campaigns are entered.
Third, induct your mailing as usual. Then sit back and digitally monitor the progress. You can analyze the results of your direct mail campaign by viewing email open rates and the number of click-throughs – providing additional insights to optimize your marketing spend.
We would be happy to assist you with your campaign utilizing Informed Delivery. Contact me and I will show you how to utilize this in your next campaign.