“If you want to build your online business, research shows that one of the best ways to do it is to use direct mail to drive prospects to your site. It’s the combination of direct mail with an online presence that packs such a powerful marketing punch. Even Google, probably one of the iconic internet businesses, sends out direct-mail campaigns.”Craig Simpson
Informed Delivery Overview: In an effort to be more relevant to today’s digital consumer, the United States Postal Service (USPS) launched Informed Delivery throughout the United States in 2017. Informed Delivery allows recipients to receive images via email of the mail that will be delivered that day to their mailbox. It’s a helpful tool to allow consumers to track and be notified about upcoming postal deliveries.
If you haven’t already registered for Informed Delivery, it only takes a few minutes to register and is highly recommended to help protect your identity.
Informed Delivery has quickly grown in the United States with over 6.3 million accounts registered within the first year of launching nationwide. As the service continues to grow, Informed Delivery provides opportunities for marketers to digitally connect to consumers. For example, brands can assign a color image to be displayed as well as a campaign URL to be placed when their mail piece is scanned.
Informed Delivery Before/After Example: The screenshots below display how Netflix’s DVDs (yes, those ancient frisbees. err, I mean discs) are displayed to consumers. The image on the left displays how Netflix’s deliveries appeared before implementing an Interactive Informed Delivery Campaign. The recipients Informed Delivery email displays a black and white image with the customer’s name and address.
After implementing a digital Interactive Campaign this past fall, Netflix was able to replace Informed Delivery’s image to a seasonal color image (Turkeys in this case for Thanksgiving) and include a link to their website. The color image presents the brand in a marque fashion to consumers and allows the recipient to click through to the website. The color not only enhances the brand’s perception to the consumer, it allows the brand to rotate out various campaign messages and drive traffic to its website via the website link. The USPS provides stats on the Informed Delivery’s email open rate and click through rates, so brands can measure additional attributes for their print campaign.
Netflix Example: Informed Delivery Email without Image Rider
Netflix Example: Informed Delivery Email with URL and Image Rider
Real Estate Implications: As multi-family real estate marketers, we can leverage an Informed Delivery interactive campaign to elevate our brand’s first impression with a color image and increase our campaign’s measurable attributes and engagement by driving traffic to a website. For example, the email image may feature your community’s amenities and include a registration link to learn more about the property. Similarly, a real estate agent may feature a montage image collage and drive website traffic to the listing’s website.
An informed delivery campaign adds expense to the overall print campaign, but it also helps marketers increase their ROI.
Pro Tip: In addition to using a unique photo tracking number and URL for your print campaigns, use Google UTM builder to create a unique tracking link for the Informed Delivery email.
The images below display the difference between a black and white Informed Delivery email and one with color. It’s an easier decision to realize what image is more compelling for target audience.
As more households register for Informed Delivery emails, it’s important for multi-family print marketing campaigns to implement the best practices and leverage these interactive print campaigns by adding color images and measurable URLs to increase website traffic.
Example: Informed Delivery Email without Image Rider
Example: Informed Delivery Email with URL and Image Rider