The effectiveness of traditional mail campaigns can be significantly enhanced through innovative tools like Informed Delivery. This service, offered by the United States Postal Service (USPS), allows marketers to reach their audience in new and impactful ways, ensuring that their messages are seen and engaged with even before the physical mail arrives.
Informed Delivery is a free notification service from the USPS that provides digital previews of users' incoming mail. It sends daily emails to subscribers, showing grayscale images of the exterior, address side of letter-sized mail pieces that are arriving soon. These digital previews allow recipients to manage their mail more effectively and stay informed about their deliveries.
One of the key advantages of Informed Delivery is the insight it provides into how many people are engaging with their mail digitally. According to the USPS, over 23 million people signed up for Informed Delivery, and that number growing by about 1 million each month, the reach of this service is expanding rapidly.
Statistics show that 65% of people who are signed up for Informed Delivery open their alerts and emails daily. This high engagement rate means that marketers can have confidence that their digital previews are being seen by a significant portion of their target audience.
Informed Delivery offers a unique feature known as the digital ride-along image. This allows marketers to include a full-color, clickable image alongside the grayscale scan of their mail piece. By adding a digital ride-along image, you can create an additional impression with your audience, enhancing the visibility and impact of your campaign.
This additional digital touchpoint can direct traffic to your website even before the recipient has a chance to see the tangible mail piece. By integrating a compelling call-to-action in the digital ride-along image, you can drive immediate engagement and interaction with your content.
Informed Delivery campaigns have been shown to have an average click-through rate that is 7-8% higher than traditional click-through rates. This significant increase demonstrates the effectiveness of combining physical mail with digital previews.
The dual engagement strategy ensures that your message is reinforced across multiple channels, leading to higher interaction rates and, ultimately, better campaign performance.
Informed Delivery is a powerful tool for tracking and enhancing the effectiveness of your mail campaigns. With its growing user base and high engagement rates, it provides valuable insights and additional touchpoints that can boost your campaign's performance.
By leveraging the digital ride-along image and capitalizing on the high click-through rates, you can drive traffic to your website and achieve greater visibility for your marketing messages. As more people continue to sign up for Informed Delivery, the potential for reaching your audience in innovative and impactful ways will only increase.
We integrate Informed Delivery into client direct mail campaigns with our HyprMail technology, ensuring you maximize your campaign’s reach and effectiveness.