It can be tough to create an effective marketing campaign that cuts through the daily digital clutter. It often means changing strategies, testing new concepts and broaching new messaging territories — all things that you might approach with hesitation.
But Informed Delivery from the United States Postal Service (USPS)® can help your business break through. The service allows participating customers to see what’s coming in the mail, from their email.
The Informed Delivery email, sent daily, includes black and white images of the physical mailpieces, as well as connected calls-to-action that the sender — a business owner like you — can customize to get the most out of the service.
If you’re interested in using Informed Delivery for your next direct mail campaign, here are three best practices, learned from real marketers who use it successfully.
Optimize Your Mailpiece
In the daily Informed Delivery email, your mailpiece is displayed in grayscale. Take this into account while designing: will the color contrasts still read in black and white? Does your message still come across?
It’s also important to think about the format of your physical piece. Odd shapes — even squares — and catalogs can’t be scanned like traditional postcards and letters, and thus won’t be displayed as images in the email. Instead of investing in that format of direct mail, consider investing in ride-along digital content that connects with the mailpiece. That video, animation or digital experience can be linked in the daily email to add a second touchpoint with your customer.
Entice with Ride-Along Content
In the daily email, ride-along content appears in color beneath the image of your mailpiece. Consider it a personalized, helpful complement to what participating customers will see in their physical mailbox. For example, did you know more than half of bills are paid online? If your business sends bills and uses Informed Delivery, ride-along content could feature a link, driving recipients to pay their bill online.
of bills are paid online.
If you’re mailing promotions for new stores or products that these customers may not have connected with in person yet, build awareness quickly and effectively by sharing content that introduces the business in a memorable way — like a great video — or encourages another connection — like following your company on social media.
Enhance Using Data
of customers view their Informed Delivery alerts on mobile devices.
They also value seeing what’s in the mail while they’re traveling as a top reason for using Informed Delivery. These types of data points can help you continuously improve on customer experience. Make your ride-along content mobile friendly, and offer the convenience of acting on your mailpiece’s call to action — like paying bills or taking advantage of a sale — even if customers don’t see the physical mail.
As you continue to use Informed Delivery, you’ll also gather data more specific to your business. Use that information to retarget your audience in a more effective and personalized way, whether with more physical mail or through other digital experiences.
Enhancing your direct mail is easier than you might think. With Informed Delivery, you get three touchpoints — email, digital ride-along content and the physical mailpiece — all in one swoop. Don’t hesitate to make the most out of your direct mail and create lasting engagements with shoppers.
- “Americans Pay More than Half of Their Bills Online,” ACI Universal Payments, Jan. 24, 2017.
- “Informed Delivery® July 2017 User Survey,” United States Postal Service, July 2017.