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Informed Delivery®
Create Once. Connect Everywhere.
Informed Delivery Overview
September 2017
Informed Delivery offers an
integrated marketing approach to
meet today’s consumer demands.
3
Informed Delivery users
receive scanned images of
the exterior of incoming
letter-sized mailpieces
(processed through
automated equipment).
Images are available via
email notification, online
dashboard, or mobile app.
If a mailer participates in Informed
Delivery, supplemental content,
referred to as “interactive
campaigns,” will be shown
(for Letters or Flats).
Interactive campaigns include
custom images and a URL that
directs the user to a digital
experience.
https://www. BeyondCubicle.com
Mailer-provided Website
What is Informed Delivery?
e
4
Informed Delivery integrates hardcopy mail and
digital marketing, providing multiple impressions
and interactivity for your customers
A new way to and reach your customers with a
digital view of their daily household mail
Digital views create an opportunity for marketers to
build anticipation by adding a digital element to
their direct mail campaigns
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What is Informed Delivery?
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Informed Delivery and the Daily Digital RoutineNothing replaces the tactile value of hardcopy mail, but USPS is responding to consumers’
increasing desire to interact and communicate digitally with everything, including their mail.
Physical Mailpiece
Consumers and mail owners still value physical
mail and the tactile experience it offers.
Digital Experience
Informed Delivery enhances the value of physical mail
by creating a new mail moment through digital
content (i.e., custom images and target URL).
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Marketer Benefits
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Lower cost per
impression
Improve email
open rates
Enable multi-
channel marketing
Generate revenue
and cross/up-sell
Improve retention
Maximize
envelope views
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*Marketers in USPS test campaigns experienced average email open rates of 70% - sustained
Enhanced call to action drives an average click-through rate of 6.1%
Marketer Benefits
eMail Open Rates
Offers an email open rate that’s more
than twice that of industry average
Multiple Impressions
Generates multiple impressions from
a single mailpiece (digital + physical)
Drives Response
Drives consumer response with
interactive content related to mailpiece
Digital Access
Creates a way to reach consumers digitally
by merely knowing their physical address
ROI
Multichannel campaign
increases ROI potential
Campaign Data
Provides data insights to
optimize marketing spend
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How Does the Feature Work?USPS leverages existing mail imaging processes to provide users with a digital preview of
mail arriving soon. The Intelligent Mail® Barcode (IMb®) facilitates the entire process.
ID
Consumer signs up on usps.com®
Mail imaged during
processing
Images matched to
delivery points
Interactive campaign
data is added
Notification emailed to
user
User receives mailpiece
There is no change to mail
processing operations
with Informed Delivery.
10v.11092016
“It gives me the ability to
plan each day’s activities in
relation to when certain
pieces of mail are arriving.”
“It lets me know when to expect
something and gives me peace
of mind that important mail will
be delivered.”
“Informed Delivery is essential –
you need to know what's arriving
when you are traveling.”
Access While AwayVisibility & SecurityConvenience
& Early Action
What are Consumers Saying?
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95%
are satisfied or very
satisfied with
Informed Delivery
Device to View Notifications
would recommend Informed
Delivery to friends, family, or
colleagues
96%
59%Mobile
33%Computer
or Laptop
7%Tablet
Time of Day to View
95%
view Informed Delivery
notifications every day
or almost every day
Morning 88%
Afternoon 11%
User Response
Source: July 2017 User Survey.
Evening 1%
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What are the Basic Elements of a Campaign?
Customized Content
(Representative image)
Mailing Details
(Mailer ID, IMb® Serial
Number Range)
Well-designed
Physical Mailpiece
Interactive Content
(Ride-along image
and target URL)
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What Does a Campaign Look Like?Mailers can replace the grayscale image with a colorful Representative image and
supplemental content, creating an engaging call to action.
Informed Delivery
Campaigns for Flats
• While mailers can, and have, run campaigns for flats,
results will not match letter-sized campaigns as many
flats are not scanned through automated equipment
due to Carrier Route bundling.
• USPS is scheduled to begin limited testing of the
ingestion of flat bundle scans in fall 2017.
• A Representative image is required for all Informed
Delivery campaigns for flats.
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35+ mailers have tested to date
• 250+ campaigns completed across industries
• Many of these mailers return and conduct
additional campaigns
Participation
• 70% average email open rates – sustained
• For one mailer, the enhanced call to action drove
a click-through rate of 6.1%
Results
Who is Participating?Thank you to our many mailers that have completed campaigns to date! This
testing allows USPS the opportunity to validate functionality and data.
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Informed Delivery Drives Action
An Informed Delivery subscriber receives her daily
Informed Delivery email notification.
It features an ad alerting her to a dress sale at a local store.
The consumer stops at the retailer on the way home,
before getting her physical mail, to take advantage of the offer and buy a new dress for her
date that evening.
That evening your customer is enjoying a wonderful evening
looking great in her new dress.
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July 2017:
Top Campaigns by Click-through
# Pieces Sent to
Informed Delivery UsersEmail Open Rate
Campaign
Click-through Rate
#1 5136 80.7% 0.7%
#2 9248 76.3% 0.45%
#3 4863 76.6% 0.45%
Total Industry Participation by Brand (as of 7/31/2017)
Campaign Participation & Results
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Provide campaign elements to USPS such as campaign start and
end dates, the Mailer ID (MID), custom images, and a URL
View the results of your campaign, including email open rate and number of
click-throughs
Determine the type of campaign to
conduct and create your mailing list(s)
Pre-Campaign Campaign Post-Campaign
Prepare
Mailing
Provide mailing
details
Induct your mailing Analyze and gather
insights
Plan your
campaign
How Can a Mailer Participate?
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Density and Email Statistics
The number of users and the percentage of users who elect to receive Informed Delivery emails
Open Rates
The number and the percentage of emails opened during an Informed Delivery campaign
Click-Throughs
The number and percentage of click-throughs – when a user interacts with digital content
What Type of Data is Shared?Informed Delivery provides organizations with insights into the following:
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Pre-Campaign Report
Post-Campaign Reports
Pre-Campaign List
Size
Eligible 11-digit
Delivery Point
ZIP Codes
Unique Eligible
11-digit Delivery
Point ZIP Codes
# of SubscribersSubscriber
Saturation (%)
# of Email Enrolled
Subscribers
Email Enrolled
Saturation (%)
103,231 98,978 97,603 10,736 11.0 2,684 2.8
OPTIONAL Pre-Campaign Saturation Report
Post-Campaign Summary Report
Post-Campaign Detailed Report (5-digit ZIP Code level)
What Reports are Available?
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Sample Campaigns
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• Bill Payment
• Balance Transfer
• Credit Card Activation
• Promotional Codes
• Rewards Enrollment
• Policy Bundling
• Claim Submissions
• Fee Payment
• Voter Registration
• Subscription Renewal
• Seller Registration
• Service Upgrade
• Device Upgrade
• Manage Account
Financial
Services Retail
Insurance
GovernmenteCommerce
TelecomBusiness
Objectives
How Can Industries Use It?
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PostalOne!
Current Functionality
• Work with PostalOne! Informed Delivery support team to
conduct CAT testing
• Use eDoc (Mail.dat®) V17.2 to submit campaign elements at
least two days prior to campaign start date
• Send supplemental content and Representative images to
the USPS via email
• USPS adds images to campaigns
Oct/Nov 2017 Functionality
• Fully automated processing of images
Mailer Campaign Portal
Expected launch: October 2017
• Mailer logs into BCG and selects the Informed Delivery
Mailer Campaign Portal
• Mailer submits campaign elements in a
step-by-step campaign creation process no later than noon
prior to campaign start date
• Campaigns can be edited and campaign reports can be
accessed within the Portal
How to Submit an Interactive CampaignUSPS will provide two methods of self-serve campaign submission: PostalOne! ® and
a Mailer Campaign Portal.
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Next Steps
InnovateTalk with your US Postal Service representative to create your
interactive campaign and connect digital to mail
Sign upExperience Informed Delivery as a consumer to truly understand
the benefits and see why users love this feature
CreateVisit the mailer website to learn more about creating a campaign
ShareShare this personalized experience with a friend or colleague
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Mailer Website: usps.com/informeddeliverycampaigns
• Review the benefits of the feature, learn about campaign creation, and
more
• Download the latest Users and Household Data file
• View an interactive video and Informed Delivery user testimonial
videos
Mailer Interest Form:
• Want to get started today? Complete this required form to express
interest in participating in Informed Delivery*
Contact Information:
• Should you have additional questions after reviewing the website and
completing the form, you may contact the IDPO at
Where Can You Learn More?Visit our online resources to learn more about campaign processes.