Insights from Polaris Direct

Combining the Power of Direct Mail and Digital Marketing with Informed Delivery

Amplify Your Message with Multiple Touchpoints Do you have an upcoming mailing in the works? Now is the time to try out Informed Delivery by USPS. Why? Beginning September 1, 2019, and going through November 30, 2019, USPS is offering a 2% discount off postage for mailings that incorporate Informed Delivery campaigns as part of […]

Amplify Your Message with Multiple Touchpoints

Do you have an upcoming mailing in the works? Now is the time to try out Informed Delivery by USPS. Why? Beginning September 1, 2019, and going through November 30, 2019, USPS is offering a 2% discount off postage for mailings that incorporate Informed Delivery campaigns as part of their direct mail initiatives.

What is Informed Delivery? Informed Delivery is an omni-channel tool for U.S. mail developed by USPS. The technology is getting traction — and great results. To date, approximately 1.5 million people are signed up for Informed Delivery, and signups are increasing by about 1 million each month.

The upcoming promotion is being offered in an effort to increase the adoption rate of the platform, and we highly recommend taking advantage.

What’s In It For Me?

No, we don’t get paid to advertise on behalf of USPS, but when we see a great deal — and one that can boost direct marketing efforts significantly — we feel obligated to let our clients know. We genuinely feel that the promotion is a no-brainer for anyone looking to get a great deal on mailings.

  1. Get a Discount on Postage
    The USPS Informed Delivery promotion offers businesses like yours 2% back on postage costs when Informed Delivery is incorporated into your campaign. Aside from getting a discount on postage, you’ll also get to test out a multi-channel approach to your marketing, with minimal investment.
  2. Get in Front of Engaged Users
    USPS Informed Delivery allows mailers to access a user base of engaged members, delivering above-average email open rates. According to Hubspot, “the overall average open rate across all industries is 32%.” With an average open rate of 62%, and 7-8% click-through rate, Informed Delivery is performing above industry standards.
  3. Increase Your Impact with a Multi-Touch Campaign
    At Polaris Direct, we understand the value of integrating multiple channels into a marketing campaign. By placing your message in front of targeted customers through multiple platforms and channels, you can make a more powerful and lasting impression. You can take our word for it, but here are a few stats to back it up:

    • Companies with omni-channel customer engagement strategies retain an average of 89% of their customers, vs. a 33% customer retention for those without or with weak omni-channel strategies. (Invesp)
    • Businesses that adopt omni-channel strategies achieve 91% greater year-over-year customer retention rates vs. those that don’t. (Aspect Software)
    • Today consumers use an average of almost six touchpoints with nearly 50% regularly using more than four. (Marketing Week)
  4. Take it Even Further with PostaLink by Polaris DirectPostaLink logo
    Powered by Polaris Direct, PostaLink provides organizations like yours with a streamlined, integrated approach to cross-channel marketing. It combines the proven impact of direct mail with the power of Google and social media advertising to maximize response rates and deliver an improved customer experience. When used alongside Informed Delivery, the impact of your campaign can be amplified significantly.
  5. Inspire Recipients to Take Action — Faster
    By integrating Informed Delivery into your direct mail campaign, you can include personalized offers, share compelling content, and direct recipients to take action online, all before they open the mail. Your customers will likely already recognize your brand by the time they receive your direct mail piece.
  6. Drive Traffic to Your Website Before the Direct Mail Piece Arrives
    We think this is one of the coolest things about Informed Delivery! Maybe your intended recipient is out of town, or your direct mail piece ends up in the trash bin. Either way, with Informed Delivery, the recipient will still be notified of your offer through email — before (or without) ever touching the piece of mail. Of course, we hope they do get to see the tangible mail piece, so you can get the added benefit of a multi-touch campaign.
  7. Get More out of Your Investment
    If you’ve already committed to spending money on a direct mail campaign, Informed Delivery can help your audience and reach, by allowing you to target customers digitally (through email) from just their physical address. With an expanded audience reach, multiple touchpoints, and higher campaign engagement, you can potentially increase the ROI by utilizing an omni-channel approach to your campaign.

How Do I Get Started?

As a leading provider of direct marketing services, Polaris Direct specializes in developing creative and data-driven, multi-channel marketing strategies. We provide everything needed to implement an effective direct marketing campaign using Informed Delivery and other digital channels:

Personalized Mail Design
Informed Delivery brings a new element to designing direct mail campaigns. Traditionally, the address block was just that, an address. Today we design a mail piece with Informed Delivery in mind by adding color and personalized offers, as a way to engage with the recipient. Polaris Direct can help you design your direct mail campaign to optimize the Informed Delivery channel.

Landing Page Design and Development
We suggest creating a landing page for your campaign. Our strategic marketing services team can build you a customized landing page where you can drive respondents to your campaign.

Google and Social Media Ad Design and Tracking
We understand the subtle differences between print and digital ad design. We’ve mastered the art of tailoring digital messaging as part of a multi-channel marketing campaign, and we can put our expertise to work for you. Our PostaLink platform allows us to design and implement Google and social media ads to expand your campaign reach, even further.

Let Polaris Direct Guide You Through the Process

Our team will work closely with you through each step of the process to ensure your campaign reaches its maximum potential. Contact us to learn more about Informed Delivery and amplify your marketing efforts 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.