USPS Informed Delivery Can Be a Game-Changer for How Brands Use Direct Mail (piworld.com/Target Marketing)
Many people don’t know that USPS scans virtually every piece of mail it processes. Now that the USPS option that really took hold in 2017 is becoming even more popular, consumers know that they can sign up for Informed Delivery at USPS.com and receive a morning email with images of their incoming mail. Users can also view their daily mail on the Postal Service's mobile app or a personal online dashboard. Direct mail marketers can add digital “ride-along content” to the Informed Delivery stream that places their direct mail on top of the mail pile — and allow the targeted recipient to respond to your mailing online, even before it’s delivered. It's a boon to brands looking to improve lead generation efforts. Informed Delivery creates additional digital touchpoints and delivers direct mail quicker. Recipients don’t have to wait for the mail carrier to come to the door. The digital ride-along content is generally a static image that is placed directly below the scanned piece of mail.