Informed Delivery®

How to Conduct Interactive Campaigns

National PCC Week Workshop

The United States Postal Service® (USPS®) is doing

something new—and digital—with mail. Informed Delivery

is creating an unprecedented opportunity for business

mailers to engage users through an integrated mail and

digital marketing campaign that generates additional

consumer impressions, interactions, and insights.

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What is Informed Delivery?

*Exterior images are only provided for letter-size mailpieces that are processed through USPS’ automated equipment. Package

tracking information on Priority Mail®, Priority Mail Express®, and other trackable parcels is also provided.

Business mailers can integrate colorful and

interactive campaign elements to enhance and extend the mail moment!

It’s a consumer-facing feature that provides users the opportunity to digitally

preview their household mail and manage packages

arriving soon.*

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Are you signed up? Visit informeddelivery.usps.com

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USPS leverages existing mail imaging processes to provide Informed Delivery users digital

previews of their household mail.

How Does It Work for Consumers?

ID

Consumer signs up

Mail imaged during

processing

Images matched to

delivery points

Notification emailed to

user

User receives mailpiece

Consumers sign up

for Informed Delivery

on usps.com®.

Mail is sent. USPS

gathers digital images of

mailpieces processed

through automation

equipment.

USPS notifies users of

mail arriving soon via

email, dashboard view,

or mobile app view.

USPS delivers

physical mailpieces

through regular

delivery.

USPS automatically

matches mailpiece

images to Informed

Delivery users.

Interactive campaign

data is applied at

this step…

Just like a physical mailbox, the Informed Delivery feature is provided at a household level, based on a

unique delivery point code for each address. Multiple residents can sign up.

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For mailers that choose to conduct interactive campaigns, the Intelligent Mail® Barcode (IMb®)

facilitates the entire process.

How Does It Work for Mailers?

Consumer signs up

Mail imaged during

processing

Images matched to

delivery points

Notification emailed to

user

User receives mailpiece

Interactive campaign

data is applied at this

step based on the

IMb Serial Number.

Note: the IMb Serial Range is

provided by the mailer.

Interactive Campaign AppliedNo Interactive Campaign

KNOW YOUR IMb.

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Why is it Important to Understand MIDs / IMb’s?Mailers and Mail Service Providers (MSP) interested in conducting Informed Delivery campaigns

must have a clear understanding of both mailer IDs (MIDs) and IMb’s.

*Currently only available if testing via PostalOne! Not in production in the Mailer Campaign Portal.

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Barcode

ID

Service

Type ID6-digit Mailer ID (MID) 9-digit Serial Number Routing Code (i.e. Delivery Point Code)

Robert Dixon

475 L’Enfant Plaza

Room 5607

Washington, Dc 20260-0004

IMb Serialized CampaignBased on the IMb Serial Range provided by the mailer

Personalized Campaign*Based on an individual IMb Serial Number

MID Level CampaignBased on the MID only

Example IMb: Comprised of 31 digits that signify the barcode ID, service type ID, the mailer ID, serial number and routing code.

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What Mailpiece Types are Eligible?For a letter, postcard, or flat to be eligible for Informed Delivery, it must be automation

compatible and scanned through USPS equipment.

LETTERS / POSTCARDS

The majority of letter-size

mailpieces and postcards are

eligible for Informed Delivery

because they are automation

compatible and scanned

through USPS equipment.

FLATS

Eligibility varies. Images of

flat-size mailpieces are not

captured by USPS automation

equipment at this time. If the

mailer does not conduct an

interactive campaign on

a flat, and a scan is

detected, users will see

a message stating

“A mailpiece for which

we do not currently

have an image is

included in

today’s mail.”

FLATS CAMPAIGNS• Mailers can still conduct

Informed Delivery campaigns

on flats, but should be aware

that results may not match

letter-size campaigns.

• The Representative Image is a

required campaign element for

flats.

• If a flat with an Informed

Delivery campaign applied is

processed through automation

equipment (or a scan is

otherwise detected), users will

see the interactive campaign.

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Who Can Participate?Informed Delivery is not a niche feature – organizations across a variety of industries can (and

should!) conduct interactive campaigns.

Mail Owners / BrandsCompanies that own the brand and the decision to mail

Mail Service Providers (MSPs)Companies that support mail owners with mail printing, addressing,

barcoding, sorting, distribution, and/or commingling

Advertising AgenciesCompanies that support mail owners with media decisions, campaign

creative, mailpiece design, etc.

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Defining the Key Elements of Informed Delivery

Interactive Campaign AppliedNo Interactive Campaign

Well-designed

Physical Mailpiece

All Informed Delivery campaigns

start with a mailpeiece that

targets the right message to the

right audience.

Representative Image

This image can be used in place

of the image of the piece that

comes from mail processing

equipment (required for flats).

Supplemental Content

The interactive Ride-along Image

and target URL (required for all

campaigns).

Mailing Details

Mailings must contain a valid

MID that is embedded in the IMb

printed on the piece.

Campaign

The campaign is the

combination of the mailpiece

image (or Representative Image)

and the Supplemental Content.

The Informed Delivery for Business Mailers website (usps.com/informeddeliverycampaigns)

is the one-stop-shop for information on interactive campaigns.

THE 7 STEPSFOR CAMPAIGN CREATION

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[2] Determine Campaign Breakdown

[1] Determine Submission Method

[3] Determine MID and IMb

[4] Determine Supplemental Content

[5] Determine Campaign Timeline

[6] Enter/Submit the Campaign

[7] Monitor Progress and Analyze Results

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Summary of Campaign Elements Elements Descriptions

Brand Display Name

(i.e. Mail Owner Name)This name will show in the “From” field in the Informed Delivery email notification and on users’ dashboards.

Campaign Title Open field – e.g., “AnyBrand Letter-sized Mailing.”

Campaign CodeOpen field – e.g., “AB031116-1” (company name, campaign start date, extension if more than one campaign).

Must be unique for each campaign.

Campaign Start and

End Dates

The date when the Informed Delivery campaign will begin and end. USPS suggests that the Start Date is 3 days

prior to the Target In Home Date(s), and End Date is 3 days after that date.

Mailer ID (MID)Must be 6 or 9 digits in length, all numeric; this is the MID that will be on the mailpieces sent. If this is a shared MID

or multiple campaigns are conducted at the same time, then the IMb Serial Number Range is required.

IMb Serial Number

Range Start / End

Required if the mailing is based on the full IMb and not just the MID. Must be a 6 or 9 digit number (depending on

length of MID). Combination of Start and End must result in a unique and sequential range for each

interactive campaign.

Mailpiece Shape Flat or letter/postcard. Selected as check box in Portal, entered with eDoc in PostalOne!

Representative Image A Representative Image is optional for letters and postcards. Flat campaigns must utilize a Representative Image.

Ride-along Image A Ride-along Image is required for all campaigns.

Target URL Website to which users click-through via the Ride-along Image or “View Website” link. Required for all campaigns.

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Step 1. Determine Submission MethodThere are two self-serve campaign submission methods, found via

the Business Customer Gateway (BCG):

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Mailer Campaign PortalMANUAL ENTRY

PostalOne!®

ELECTRONIC SUBMISSION

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The Mailer Campaign Portal

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Conducting fewer campaigns

with the same supplemental

content is easier with this

environment.

Campaign Complexity

The Portal allows for easy

access to campaign elements.

Campaign Elements

This environment allows for

easy access to collect data

and reports.

Data and Reports

As volume decreases,

this option becomes better.

Campaign Volume

When to Use

the Mailer

Campaign

Portal

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PostalOne!

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Conducting multiple

campaigns with different

supplemental content is easier

in this environment.

Campaign Complexity

Mailers conducting

campaigns this way likely

presort their own mail.

Presort Experience

Mailers already familiar with

Mail.dat files are suited for

submitting campaigns in this

environment.

Mail.dat® Experience

As volume increases, this

option becomes more viable.

Campaign Volume

When to Use

Postalone!

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Using the in-house or purchased mailing list(s):

Step 2. Determine Campaign Breakdown

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Different campaigns to groups of customers

A different campaign* to each customer *Currently only available if testing via PostalOne! Not in production in the Portal.

A single campaign to all mailpieces

– OR –

– OR –

A

B

C

A

B

Choose

to apply

Choose

to apply

Choose

to apply

If multiple campaigns (within a single mailing or multiple mailings) are being conducted,

mailing lists must be segregated prior to IMb assignment or printing.

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Three Levels of Interactive Campaigns

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MID Only

All mailpieces with that MID

physically applied receive the same

Informed Delivery campaign.

IMb Serialized

All mailpieces with a physical MID &

specified Serial Number Range

receive the same campaign.

Personalized*

Each mailpiece with a physical MID &

individual IMb receives a unique

campaign.

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*Currently only available if testing via PostalOne!

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Step 3. Determine MID & IMb Serial Range

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IMb Serial Number ranges

must be unique and sequential

for each campaign.

They cannot overlap another

active campaign.

A valid MID can belong to:

Ensure the MID is printed on the IMb on the mailpieces.

Determine the Serial Number range from the IMb, which can be

assigned prior to or during printing.

• Ad Agency

• Printer

• Mail Owner or Brand

• MSP

Mailpiece

Treatment

Number of

CustomersURLs

IMb Serial

Start

IMb Serial

End

1 5000 http://abcco/blue 000000001 000005000

2 5000 http://abcco/green 000005001 000010000

3 5000 http://abcco/red 000010001 000015000

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Step 4. Determine Supplemental Content

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Develop creative for the Ride-along Image.

Determine which URL will be used.

Decide whether to use a Representative Image.

• Optional for campaigns on letters or postcards

• Required for campaigns on flats

Mailers must have rights to use the images in their campaigns.

Images must meet USPS Terms & Conditions outlined in the

Appendix of the Interactive Campaign Guide.

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Step 5. Determine Campaign Timeline

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Based on expected/target in-home dates for mailing(s):

Start

22nd End

28th

In-home

25th

START the campaign

2-3 days before the first

expected in-home date

END the campaign

2-3 days after the last

expected in-home date

Consider where the mail is being entered and the class of mail

to determine expected/targeted in-home dates

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Step 6. Enter / Submit the Campaign

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Using the preferred submission

method, enter campaign no later

than 12:00PM EST the day before

the campaign start date:

• Mailer Campaign Portal

• PostalOne!

Then, induct the mailing as usual.

Screenshots of Mailer

Campaign Portal

Image Upload Process

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Step 7. Monitor Progress and Results

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There are two types of campaign data reports available through Informed Delivery:

The Interactive Campaign Guide on the Informed Delivery for Business Mailers

website contains more information on campaign data.

Detailed Report: Expands upon the Summary Report by including dates,

times, etc. This report is not available for campaigns submitted via PostalOne!.

Summary Report: Provides insight into the number of emails sent, emails

opened, and click-throughs.

RECAP!

THE 7 STEPSFOR CAMPAIGN CREATION

[2] Determine Campaign Breakdown

[1] Determine Submission Method

[3] Determine MID and IMb

[4] Determine Supplemental Content

[5] Determine Campaign Timeline

[6] Enter/Submit the Campaign

[7] Monitor Progress and Analyze Results

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The Next Generation

Campaign Award

Entry Period – Oct 15th 2018 to Feb 15th 2019

The Postal Service conducts an annual contest to identify

innovative campaigns and highlight them to mail owners,

marketers, agencies and printers:

• Campaigns that feature Informed Delivery compete to be

named Grand Champion

• B2B campaigns can win “Innovative B2B Campaign Award”

Recognition:

• Winners receive trophies at the 2019 National Postal Forum

• Winning entries are showcased in Next Generation

Campaign book

www.irresistiblemail.com/entry

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Where Can You Learn More?

Business Mailer Website:

usps.com/informeddeliverycampaigns

• View an interactive video and Informed Delivery user

testimonial videos to learn about the benefits of the feature

• Review the resources such as the FAQs, Interactive

Campaign Guide, and Campaign Image Requirements to

learn about campaign creation and how to get started

• Download Users and Household Data to see our

growing user base

Contact Information:

After reviewing the website and documentation provided, if

you still have questions, reach out to your USPS Sales

Representative or contact us at the email address provided

on the website.