We’ve long talked about the benefit of multi-channel campaigns, and GATHER offers several tools to make creating them easy. As you’re exploring ways to engage consumers, there’s one additional approach to consider that you may not be familiar with: Informed Delivery from USPS.
Informed Delivery lets consumers see what mail is arriving in their mailbox each day and track packages easily. They simply sign up for the service, and then USPS sends an email each morning.
A convenient tool for consumers, it’s also a great opportunity for marketers who can create engaging, full-color digital components to accompany the direct mail pieces they send. Here’s a quick run-down of how it works:
- Provide us with your mailing list, and we’ll check it against the USPS Informed Delivery list to see how many recipients are registered. If moving forward makes sense, we’ll set up the campaign for you.
- For each direct mail piece you create, develop a complementary ride-along image. Then, instead of seeing just a black-and-white scan of your direct mail piece on the day it’s set to arrive, consumers will see a full-color visual that can link to offers or your website.
- After you’ve deployed the campaign, we’ll share the metrics on click-through rates resulting from your ride-along image.
Informed Delivery launched throughout the U.S. in 2017, and more than 39 million consumers have registered for the service.1 It’s producing some impressive results. Informed Delivery emails have a 67.9% average consumer open rate.2 And 86% of users say they are “satisfied” or “very satisfied” with this service.3 It’s easy for consumers to use and – with SeaChange’s help – easy for you to set up.
To make the most of your campaigns:
- Look for additional opportunities to include multi-channel marketing too. For example, if a consumer clicks on the Informed Delivery email, serve up a social or Google ad. With 80% of sales made between the 8th and 12th touchpoints, having multiple methods for reaching potential customers is essential.4
- Explore unique direct mail formats. We can suggest ways to stand out in the mailbox.
- Include a strong call to action. For example, offer a coupon that can be used right away or a website link to a survey that unlocks a special offer.
- Add a tactile coating to your direct mail piece. Raised UV, textured UV, gloss, strike-through effects and other coatings are a great way to get your audience’s attention.
Informed Delivery is a great way to add another touchpoint to your next campaign at a very low cost. Interested in getting started? Let’s connect to see how many people on your mailing list are signed up.
1. USPS. Postal Facts. facts.usps.com/informed-delivery-100000-customers/. August 13, 2021.
2. Print Media Center. Get Informed on UPSP Informed Delivery.
3. Tolliver-Walker, Heidi. What’s New with USPS Informed Delivery? November 10, 2021.
4. Girls Who Print Webinar. Creativity in Crisis. May 29, 2020.