The Future of Direct Mail Is Here and It’s Dynamic

If you think you know direct mail, think again. Thanks to digital data, the marketing channel is helping companies achieve their goals more effectively. Our white paper tells the new story of direct mail as dynamic, fully integrated and hyper-targeted.

3 Ways Direct Mail Has Become More Dynamic

Today’s direct mail isn’t what it used to be. It’s better. No longer siloed from digital channels, direct mail and digital have become smarter together.

Leveraging digital data, direct mail has become dynamic. It’s hyper-targeted, integrated and a powerful part of omni-channel campaigns. Now that direct mail is more dynamic, every interaction can create action.

40% conversion rates when digital and direct mail are combined1

To put mail to work, marketers can leverage three innovations that are here to stay: retargeted direct mail, Informed Delivery® notifications and Informed Visibility® tracking. Explore them all below.

Retargeted Direct Mail

With programmatic technology, companies can now retarget customers with personalized direct mail sent within 12 to 24 hours of a digital interaction.

By setting specific digital triggers and customizing direct mail designs to each customer, marketers can hyper-target their campaigns. That way, they can deliver the right message to the right customer at the right time.

Through research, USPS determined the following high-level trend:

68% of marketing respondents who use retargeted direct mail reported an increase in website traffic2

Informed Delivery®

This feature from USPS allows customers to preview their mail before it arrives—viewable via USPS® mobile app, email notification or online dashboard. In the preview, customers can access digital ride-along content that drives them to a company’s website or other digital channels.

Leveraging data, marketers can send different ride-along content by customer segment. That way, a loyal customer and a prospective customer can be served up messaging tailored to their needs.

Through research, USPS determined the following high-level trend:

36% of marketing respondents who use Informed Delivery notifications reported an increase in ROI3

Informed Visibility®

This tool from USPS allows marketers to track their direct mail campaigns and determine when they’re delivered. It also allows for a personalized, omni-channel experience.

With that information in mind, marketers can immediately launch omni-channel efforts on complementary digital channels like paid media and social. Each customer is then targeted at the most optimal time—once they receive their mailpiece.

Through research, USPS determined the following high-level trend:

48% of marketing respondents who use Informed Visibility tracking reported an increase in website traffic4

In Conclusion

Direct mail that is more dynamic has opened the door for more powerful omni-channel marketing, but the story doesn’t end there. In a USPS commissioned research study, we were able to break down the myths behind direct mail, the facts to remember and ways to optimize digital integration. Explore them all in our deep-diving white paper: The Future of Direct Mail Is Here and It’s Dynamic.

Track Your Direct Mail with Informed Visibility™

For years, direct mail has been an effective communications tool for marketers. But as online campaigns have grown in effectiveness and trackability, marketers have searched for something that could connect the physical and digital, increasing the impact of each medium.

That’s why the United States Postal Service® (USPS) created the Informed Visibility™ service, which brings near real-time tracking data to deliveries of mail pieces like flats and letters. Keep reading to learn how this tool works, and what it can do to improve your direct mail marketing campaigns.

What is Informed Visibility?

This tool lets marketers know when mail has been delivered, allowing for quick and coordinated activation of complementary marketing campaigns.

How It Works

  1. 1

    Once sent, a direct mail piece is scanned by the Post Office™ facility and entered into a tracking system. Senders can then track pieces using the Informed Visibility tool, which shows when a mail piece has entered different stages in the delivery cycle.

  2. 2

    When mail reaches its destination, a final scan from the postal carrier alerts the sender that their piece is being delivered to a customer.

  3. 3

    With this near real-time delivery information, the sender can launch complementary campaigns like emails or social media ads that target the same customers, maximizing the impact of each piece.

What data does Informed Visibility provide?

With this feature, mailers gain rich insights into the stages of the USPS® mail stream. They can learn when their letters move from sorting machines to trucks, and when they are ultimately delivered to customers’ mailboxes. Senders can view each piece by delivery-progress scans (such as “being sorted,” “en route” or “delivered”), delivery area or Zip Code™ destination, campaign name and more. Once a piece is delivered, marketers can then kick off digital campaigns on other channels to magnify the influence of the direct mailpiece.

En Route
US map

How does Informed Visibility impact communication?

The service makes it easier for marketers to run multichannel campaigns involving direct mail touchpoints. Knowing the stages your mail has entered and when it has reached your customer in near real-time makes marketing communications easier.

Marketing campaigns—from direct mail to broadcast TV to social media—can work together to boost impact rather than functioning in silos. A politician’s team, for example, could arrange a call to confirm a vote upon seeing that a direct mailpiece has reached a citizen. Or a retailer could send an email with more offers and direct links to increase the impact of a mailed coupon.

With Informed Visibility, you can plan out and manage your campaigns, present and future, more effectively.

Key Takeaways

Adding Informed Visibility to your next direct mail campaign is a powerful way to build on your marketing messages. By knowing when your piece has arrived in a customer’s mailbox, you can more effectively plan and manage which complementary marketing they see, and when.

Coordinating efforts between your mail and digital campaigns will increase impact on, and value for, your customers. At the same time, Informed Visibility can streamline campaigns internally, bringing you more powerful, measurable results.

Ready to set up Informed Visibility for your next campaign? Talk to a USPS representative to learn more.

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