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3 min read
In the hustle and bustle of today's saturated advertising landscape, making your brand stand out is no small feat. However, a strategically executed omnichannel campaign has the potential to distinguish your brand. Direct mail plays a pivotal role in this mix, giving customers a personal, hands-on experience in our digital-heavy lives.
We understand the challenge of overcoming the obstacle of measuring the effectiveness of direct mail campaigns but, the introduction of the Informed Delivery feature by USPS provides a valuable tool for seamlessly integrating your direct mail efforts with your digital marketing strategy. This integration empowers you to discern and analyze the individuals engaging with your campaign, offering valuable insights into the effectiveness of your marketing efforts.
What is USPS Informed Delivery?
USPS Informed Delivery is a free service provided by the United States Postal Service (USPS) that allows individuals to digitally preview their incoming mail. It provides a grayscale image of the exterior of letter-sized mailpieces and also includes tracking information for packages. This service is available to residential and PO Box customers who have opted in to receive email notifications.
With USPS Informed Delivery, users can view their mail and manage their packages from their computer, smartphone, or tablet. It offers a convenient way to stay informed about what mail is arriving and track packages without needing to physically check the mailbox or visit the USPS website.
How does USPS Informed Delivery work?
USPS Informed Delivery works by capturing images of the exterior of letter-sized mailpieces as they are being processed by USPS. These images are then uploaded to the USPS online dashboard, where users can access them. The images are generally available for viewing by 9:00 am on the day of expected delivery.
To use USPS Informed Delivery, users need to sign up for the service on the USPS website. During the sign-up process, users will be asked to verify their identity and address. Once registered, users will start receiving email notifications with grayscale images of their mail. The service also provides tracking information for packages, allowing users to track their packages alongside their mail.
Personalization Opportunities of USPS Informed Delivery for Marketers
USPS Informed Delivery allows businesses to add interactive content to their mail pieces, such as clickable links and personalized messages. This can enhance customer engagement and drive better response rates. Here's how:
Data and Analytics: The Informed Delivery feature isn't just a preview; it's a treasure trove of customer data. Accessible through the USPS web-based Informed Delivery portal, businesses gain visibility into customer interactions, delivering crucial details on:- Informed Delivery email opens
- Click-through rates on ride-along content
- Total mailpieces sent to Informed Delivery households
- Processing dates for mailpiece deliveries
- ZIP Code breakdown of Informed Delivery households
Enhances Digital Engagement: USPS® enables you to elevate your Informed Delivery campaign by incorporating a vibrant, full-color image that takes the place of the scanned mail piece. Users can access this visually appealing content through a daily digest email or on their personalized online dashboard. The ride-along image serves as your designated call-to-action or advertisement space and is essential for the successful execution of the campaign. It should include the offer featured in your physical mail piece, guiding the recipient to a dedicated website or landing page.
It generates more quality leads: The ride-along content featured in Informed Delivery notifications is directly linked to a specific URL. This could seamlessly guide customers to your e-commerce store, a newsletter, event sign-up, or your social media accounts—essentially, any platform you wish your customers to interact with. It's a powerful tool to not only engage but also convert interested parties into potential leads.
Overall, USPS Informed Delivery provides an innovative way to stay informed about incoming mail and packages, offering convenience, security, and personalization opportunities.
How to sign up for USPS Informed Delivery
Signing up for USPS Informed Delivery is easy and can be done online. Here are the steps to sign up:
- Visit the USPS Informed Delivery website.
- Click on the 'Sign Up for Free' button.
- Enter your mailing address and verify your identity.
- Create a USPS.com account or sign in if you already have one.
- Once signed up, you will start receiving email notifications with mail previews and package tracking information.
Tips for leveraging USPS Informed Delivery for Better Direct Mail Personalization
To make the most out of USPS Informed Delivery for better direct mail personalization, consider the following tips:
- Add interactive content: Take advantage of the interactive features of USPS Informed Delivery by including clickable links or QR codes in your mailpieces. This allows recipients to easily access additional information or promotional offers.
- Personalize your messages: Utilize the power of variable data printing to infuse your direct mail pieces with a personal touch. By incorporating recipients' names, customer demographics, browsing history, or other relevant information, you can create a truly unique and tailored experience that boosts engagement and establishes a deeper connection with your audience.
- Coordinate digital and physical campaigns: Combine your USPS Informed Delivery campaign with other digital marketing efforts, such as email or social media. Create a cohesive message across different channels to maximize impact.
- Test and optimize: Continuously test different versions of your mailpieces to identify what resonates best with your target audience. Use USPS Informed Delivery's tracking and reporting features to gather insights and optimize your campaigns.
Seamless Integration of Digital and Physical Touchpoints through USPS Informed Delivery.
By embracing this service, businesses can create a cohesive and impactful marketing strategy that seamlessly integrates digital and physical touchpoints. Stay ahead of the curve, enhance your brand's visibility, and engage your audience like never before with USPS Informed Delivery.
