Direct mail already powers marketing results that provide a high ROI for savvy brands that use the medium wisely. And with the U.S. Postal Service’s (USPS) recent launch of Informed Delivery, these results can become dramatically stronger, without adding a penny to direct mail campaign costs.
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. Not only does it reinforce the offer or the content of the mail piece, but recipients can also click directly to a landing page to instantly engage with the brand and purchase. Even better, they’ll be able to view their mail and respond while traveling.
Email open rates for Informed Delivery are outrageously high. Over 60% of recipients open Informed Delivery emails, according to the Postal Service — and that’s about three times higher than the open rate for ordinary marketing emails. The service has more than 15 million daily users, and the number is rapidly climbing, meaning that the value of direct mail will only continue to grow.
By gathering data on open and clickthrough rates, the service allows marketers to chart new strategies for marketing campaigns. For instance, a company might choose to drop smaller quantities in the initial stage of a campaign to track its performance before investing in more substantial quantities later.