Informed Delivery. June 2018

Transcription

1 Informed Delivery June 2018

2 Informed Delivery offers an integrated marketing approach to meet today s consumer demands. 1

3 BeyondCubicle.com What is Informed Delivery? e Informed Delivery users receive scanned images of the exterior of incoming letter-sized mailpieces (processed through automated equipment). Images are available via notification, online dashboard, or mobile app. FROM Beyond Cubicle Learn More > If a mailer participates in Informed Delivery, supplemental content, referred to as interactive campaigns, will be shown (for Letters or Flats). Interactive campaigns include custom images and a URL that directs the user to a digital experience. Mailer-provided Website 2

4 Informed Delivery It s both informative and fun! USPS Informed Delivery User A new way to and reach consumers with a digital preview of their household mail arriving soon Integrates hardcopy mail and digital marketing, providing multiple impressions and interactivity for consumers FROM: Beyond Cubicle Visit Website Digital previews create an opportunity for marketers to build anticipation by adding a digital element to their Direct Mail campaigns 3

5 Informed Delivery in the Digital Routine Physical Mailpiece Consumers and mail owners still value physical mail and the tactile experience that it offers. + Digital Experience Informed Delivery enhances the value of physical mail by creating a new mail moment through digital content (i.e., custom images and target URL). 4

6 What Value Do Campaigns Add? Offers a high open rate more than twice that of industry average Generates multiple impressions from a single mailpiece (digital + physical) Drives consumer response with interactive content related to mailpiece Ability to reach consumers digitally by merely knowing their physical address Potentially increases ROI on Direct Mail spend Provides additional data insights to optimize marketing spend 5

7 The Value of Physical Mail Direct Mail spending totaled approximately $47B in Direct Mail outperforms digital channels by nearly 600% 1 81% of recipients read or scan their mail daily 2 85% of consumers will open mail if it looks interesting 3 1. Response Rate Report. Direct Marketing Association, Consumers and Direct Mail. Canada Post/TNS, Oct Planning your Direct Mail Campaign in Six Simple Steps. Canada Post,

8 How Does the Feature Work? Informed Delivery leverages existing processes to provide users with a digital preview of mail arriving soon. ID Consumer signs up on usps.com Mail imaged during processing Images matched to delivery points Interactive campaign data is added Notification ed to user User receives mailpiece 7

9 There is no change to mail processing operations with Informed Delivery 8

10 What are Consumers Saying? Convenience & Early Action Visibility & Security Access While Away It gives me the ability to plan each day s activities in relation to when certain pieces of mail are arriving. It lets me know when to expect something and gives me peace of mind that important mail will be delivered. Informed Delivery is essential you need to know what's arriving when you are traveling. Source: July 2017 Informed Delivery User Survey. 9

11 Current User Base 10.3M Total Users 5.6M Users 10

12 Consumer Demographics Age Gender Ethnicity 23% 26% 2% 12% 1% 8% 14% 17% 10% 52% Male 42% Female 1% 5% 4% 6% 71% Prefer Not to Answer <$50K $50-100K Household Income $ K $ K $200K+ Prefer Not to Answer White Black or African American Hispanic or Latino Native American or American Indian Asian / Pacific Islander 9% 18% 24% 14% 5% 5% 33% Source: February 2018 User Survey

13 What is the User Response? 89% 82% 93% are satisfied or very satisfied with Informed Delivery view Informed Delivery notifications every day or almost every day would recommend Informed Delivery to friends, family, or colleagues Device to View Notifications Time of Day to View 54% Mobile 38% Computer or Laptop 8% Tablet 81% Morning 15% Afternoon 4% Evening Source: February 2018 User Survey 12

14 Informed Delivery Interactive Campaigns 13

15 What are the Basic Elements? Well-designed Physical Mailpiece All Informed Delivery campaigns start with a mailpeiece that targets the right message to the right audience. No Interactive Campaign Interactive Campaign Applied Representative Image This image can be used in place of the image of the piece that comes from mail processing equipment. Supplemental Content Interactive Ride-along Image and target URL. Campaign Mailing Details Mailings must contain a valid mailer ID, IMb Serial Number Range, or IMb Serial Number. The campaign is the combination of the mailpiece image (or Representative Image) and the Supplemental Content. 14

16 Who is Participating? Thank you to our many mailers that have completed campaigns to date! This testing allows USPS the opportunity to validate functionality and data. 517 Participating Brands * Campaigns Completed 67% Average Open Rate ** *Based on each unique Brand Display Name for a campaign, a freeform field intended to reflect the message owner s name. **6-month average open rate for all s sent, not just s containing mailer campaigns, as of May 31,

17 How Can a Mailer Participate? The campaign process is simple create and induct hardcopy mail as usual, then submit data elements and supplemental content to facilitate a campaign. Pre-Campaign Campaign Post-Campaign Plan your campaign Determine the type of campaign to conduct and create your mailing list(s) Prepare mailing Provide mailing details Enter campaign elements to such as mailing dates, the MID or the MID and IMb, custom image(s), and a target URL Induct your mailing Analyze and gather insights View the results of your campaign, including open rate and number of click-throughs 16

18 What Type of Data is Shared? The campaign process is simple and Informed Delivery provides organizations with aggregate pre- and post-campaign data and insights. Density and Statistics The number of users and the percentage of users who elect to receive Informed Delivery s Open Rates The number and the percentage of s opened during an Informed Delivery campaign Click-through Rates The number and percentage of click-throughs when a user interacts with digital content 17

19 Campaign Participation & Results April: Top Campaigns by Click-to-Open Rate Industry Number of Mailpieces Sent to Informed Delivery Users Open Rate Campaign Click to Open Rate Retail Trade 1,116 69% 11.05% Accommodation and Food Services % 6.07% Retail Trade 16,521 64% 5.46% May: Top Campaigns by Click-to-Open Rate Industry Number of Mailpieces Sent to Informed Delivery Users Open Rate Campaign Click to Open Rate Retail Trade 12,313 67% 8.45% Retail Trade 15,255 67% 6.41% Retail Trade 5,296 62% 4.95% 18

20 What Reports are Available? Pre-Campaign Saturation Report OPTIONAL Evaluate campaign reach and see how many Informed Delivery users are within a particular mailing list. Pre-Campaign List Size Eligible 11-digit Delivery Point ZIP Codes Unique Eligible 11-digit Delivery Point ZIP Codes # of Subscribers Subscriber Saturation (%) # of Enrolled Subscribers Enrolled Saturation (%) 103,231 98,978 97,603 10, , Post-Campaign Summary Report Provides aggregate data on the number of pieces, s delivered, s opened, and click-throughs. Post-Campaign Detailed Report Provides line level detail of the counts in the Summary report using 5-digit ZIP Codes in place of Delivery Points. 19

21 How Can Industries Use It? Informed Delivery creates new opportunities for mailers to engage with potential customers how could your industry use this feature? Bill Payment Balance Transfer Credit Card Activation Promotional Codes Rewards Enrollment Financial Services Retail Service Upgrade Device Upgrade Manage Account Telecom Business Objectives Insurance Policy Bundling Claim Submissions ecommerce Government Subscription Renewal Seller Registration Fee Payment Voter Registration 20

22 How to Submit a Campaign USPS provides two methods of self-serve campaign submission: the Mailer Campaign Portal and PostalOne!. Mail Owners or MSPs can submit campaigns. Mailer Campaign Portal PostalOne! 21

23 CONSUMER MAILER Informed Delivery Roadmap Build an Industry Leading User Base Bridge the Physical and Digital Enhance Experiences & BEYOND User Registration Mailer Registration Mailer Validation Mailer Campaigns Self-Service Campaign Preview Portal Mailer Portal Campaigns Integration Customer Image Retrieval Support Rid-Along Image Advanced Insights Image Data Feed Digital Campaign Metrics Data via Informed Visibility Mailer Campaigns Rich Content Package Campaigns Single Piece Campaigns Profile Management Premium Add Placement Custom Notifications Data Distribution Options Banner Ads Advanced Insights Feeds to Service Providers Mailer Campaigns Custom Mailer Campaigns Advanced Insights Pre-Campaign Report Post-Campaign Reports Consumer Dashboard Rich Content User Registration Mailer/Business as Receiver Streamlined Registration Profile Management Data Distribution Lifestyle Profiles Smart Tracking Flats Visibility Mailer Campaigns Mobile Experience Rich Content Campaign Templates Suggested Content Campaign Web Services Smart Tracking ID for Outgoing Mail Consumer Dashboard Rich Content User Registration Consumer Registration Smart Tracking Daily Digest Bundle Scanning Flag Missing Mail Profile Management Change View Profile Address Consumer Dashboard Access Dashboard Customer Support Consumer Dashboard Mobile Secure Sign-On Social Media Sharing Profile Management Change of Address Multiple Physical Addresses Multiple Addresses User Registration Identify POs with IV Digital Identity Verification Military Registration Register PO Boxes Sign Up via Code Smart Tracking Voice Activated Assistants Delivery Notifications Magazines & Catalogs Not My Mail Mobile Experience Profile Management Resident-Specific Content Hold Your Mail Daily Digest Preferences Categorization of Mail Types Digital Address Book Lifestyle Profiles User Registration Colleges & Universities Smart Tracking Service Alerts Delivery Window Estimate Track Outgoing Mail Consumer Dashboard Like My Mail Social Media Feed Save Offers to Wallet Save & Flag Mail User Registration Refer a Friend DMV Identity Verification Profile Management Text Message Alerts Custom Notifications Customize Digest View High Priority Discussion Item

24 Next Steps Innovate. Talk with your USPS representative to create your interactive campaign and connect digital to hardcopy mail. Create. Review the resources on the next slide to learn more about creating an interactive campaign. Sign Up. Experience Informed Delivery as a consumer to truly understand the benefits and see why users love this feature. Share. Share this personalized experience with family, friends or colleagues. 23

25 Where Can You Learn More? Mailer Website: usps.com/informeddeliverycampaigns Review the benefits of the feature, learn about campaign creation, and more View an interactive video and Informed Delivery user testimonial videos View or download our Users and Household Data to see our growing user base Contact Information: After reviewing the website and resources provided, if you still have questions, contact us at 24

26 Questions? 25