Linking physical and digital communications provides consumers with a seamless marketing experience.
We all know that response increases when the consumer gets your message via multiple marketing channels. The Informed Delivery program helps bridge the physical-digital divide.
As of today, over 25 million people have signed up for Informed Delivery with the U.S.P.S.
Every morning, each of these 25 million people get an email from the USPS displaying their mail of the day.
Some of the emails are interactive and invite a customer to click on the ad or content. Then, he or she is taken to the company’s website or landing page. That’s where they can receive offers, coupons or more information about the company.
The morning USPS email has an average 60% open rate.
This gives companies who are marketing by mail free digital exposure.
Businesses can break through the clutter
When businesses are trying to break through the clutter, an extra marketing channel really helps.
“Informed Delivery makes mail more convenient by allowing users to view what’s coming to their mailbox, whenever and wherever,” said Gary Reblin, the Postal Service’s product innovation vice president.
Businesses can also get a great discount on many of the USPS promotions.
Personally, I love having informed delivery, especially when I travel. This way I’m able to stay on top of my mail, whether it be bills, cards or magazines. I also like the convenience of getting a preview of a catalog and knowing about a particular sale event. This way I can just click in right to the sale.
The USPS also recently began a new test of email notifications to some subscribers. This email arrives within 20-30 minutes of the time their mail is actually delivered.
These daily Informed Delivery notifications extend the life of a businesses’ mail piece. The Post Office says it helps linking physical and digital communications. Not only that, they continue to keep mail more relevant in this digital age.
Informed Delivery was launched in 2017. It continues to evolve.
Used for the 2020 census
As a matter of fact, Postal Service customers who are limiting their interactions with other people can use Informed Delivery to complete their 2020 census questionnaire online.
Informed Delivery users will be able to see images of their census questionnaire envelopes before they arrive in the mail. Then, they can then click on the response image and be taken directly to the 2020 census website. This way they can complete the questionnaire on-line.
Or, customers can also complete the paper questionnaire and return it through the mail.
This gives the customer different response vehicles. Remember, if we want to get a strong response, we need our prospects to be able to respond to us the way they want to.