Informed Delivery, a convenient (and FREE) service rolled out by the United States Postal Service (USPS) in 2017, provides customers with the option to receive a black-and-white preview (via email) of what’s coming in the mail on the day of delivery.
Is Anyone Using Informed Delivery?
Yes, absolutely. The service currently has over 13 million users and is adding hundreds of thousands of subscribers each week. USPS has also said they plan to increase participation significantly (to 20+ million people) within the next year and a half.
What’s So Great About Informed Delivery?
The overall consensus has been that the tool is both useful and beneficial to residential and commercial customers alike.
According to USPS, “89% of users are satisfied or very satisfied with Informed Delivery, 93% would recommend Informed Delivery to friends, family, or colleagues, and 70% of notifications are opened daily (on average).” Plus, according to Mailing Systems Technology, “Studies show that direct mail campaigns have up to a 30% lift in responses when email is used.”
What’s better than a boost in marketing ROI?
When sending direct mail, you can utilize Informed Delivery to enhance your messaging. For example, you may include a custom, clickable, and interactive color image in place of, or in addition to, the standard scanned black and white image provided by USPS. This feature allows you to expand your reach to digital channels and stand out in the mailbox. With this multi-channel approach, you can expect higher open rates (over 60% daily average according to USPS).
Mail pieces such as catalogs and magazines, as well as packages, are not imaged by USPS automated equipment, so you will only receive a text alert indicating you are due to receive a piece of mail. Even so, this at least allows mailers to pique the curiosity of recipients before the mail piece even gets into the mailbox.
Just go to USPS.com, and sign up for free, here. USPS customers will only receive email previews if you subscribe to the Informed Delivery Service, but the good news is that the trend is catching on. In February, Informed Delivery users totaled 15 million subscribers, according to USPS.
Tracking with a Customized Dashboard
At Polaris Direct, we will build a customized dashboard for you on our integrated solutions application, PostaLink, allowing you to track where Informed Delivery emails have been opened geographically. PostaLink also allows you to seamlessly track multi-channel marketing efforts through a suite of services that combine direct mail with the power of Google and social media to improve response and deliver a better customer experience.
Informed Delivery Promotions
Remember, USPS is offering a special Informed Delivery promotion: a 2% discount off postage for all mailings that incorporate Informed Delivery, beginning September 1 through November 30, 2019. Learn more about USPS promotions, here.
The Future of Informed Delivery
Some say Informed Delivery will transform the direct mail industry, but the verdict is still out. We’ve only scratched the surface of its potential, though USPS hopes that will change in the next couple of years. Until more users take advantage of this free, multi-channel technology, its impact on the direct mail industry remains widely unknown. However, industry experts like how the technology has evolved thus far.
Are you looking for an experienced direct mail solutions provider with a commitment to excellence and exceptional customer service? Contact Polaris Direct today.
About the author: Lisa Leslie is a Copywriter for Polaris Direct, a nationally acclaimed high-volume direct marketing services company in Hooksett, NH. A skilled writer and creative thinker, Lisa works to uncover authentic and inspiring brand stories to create content that drives customer engagement. Throughout her professional career, she has filled a variety of roles, ranging from marketing administration and project management to digital marketing consulting and content development. In each role, Lisa has remained committed to helping brands tell their stories in ways that capture audiences and encourage customer loyalty. Her intuitive listening skills, broad experience, and talent for writing make her a unique and valuable asset to the Polaris Direct team.