Informed Delivery. Create Once. Connect Everywhere. March 2017 DRAFT

Transcription

1 Informed Delivery Create Once. Connect Everywhere. March 2017 DRAFT 1

2 What Is Informed Delivery? Informed Delivery is a consumer-facing feature that enhances hardcopy mail delivery by providing consumers daily mail images via or online dashboard e Subscribers receive a morning that includes scanned images of the exterior of incoming letter-sized mailpieces (processed through automated equipment) If a Mailer participates in an Informed Delivery operational test, interactive campaign content / color images will also be shown (letters or flats) Illustration shows campaign using both Representative and Ride-along images Informed Delivery integrates hardcopy mail and digital marketing, providing multiple impressions and interactivity for subscribers in eligible ZIP Code locations 2

3 How Does It Work For Consumers? Informed Delivery leverages existing mail imaging processes to provide subscribers with a morning digital preview of mail arriving soon ID Consumer signs up Mail imaged during processing Images matched to delivery points Notification ed to subscriber Subscriber receives mailpiece USPS enrolls consumers, verifying identity/address and collecting an address USPS uses automated equipment to image address side of lettersized mailpieces. (Flats are not imaged, Mailers can provide representative image in lieu of a scanned image.) USPS automatically matches mailpieces images to Informed Delivery users based on the Intelligent Mail Barcode (IMb) Mailer interactive campaigns are applied here, based on the MID or MID and Serial Number range in the IMb USPS notifies Informed Delivery subscribers of mail arriving soon in an or dashboard USPS delivers physical mailpieces through regular delivery See if your ZIP Code is eligible by visiting informeddelivery.usps.com Just like a physical mailbox, feature is provided at a household level, based on a delivery point address. Multiple residents can enroll. 3

4 What Do Consumers Have To Say? They love Informed Delivery! Consumers indicate increased satisfaction with mail delivery due to enhanced convenience, visibility, and accessibility 91% are satisfied or very satisfied with Informed Delivery, a 10% increase since the previous survey (Feb. 2016) 96% of respondents primarily review Informed Delivery by checking daily notifications 9 out of 10 would recommend Informed Delivery to friends, family, or colleagues Top reasons indicated for using feature: See mail when traveling or cannot access mailbox Obtain a digital copy / archive of mail received Take action on mail sooner via digital preview It lets me know when to expect something and gives me peace of mind that important mail will be delivered A new USPS feature that revolutionized the way mail is delivered It's both informative - and fun - to preview what's coming in the mail every day Makes planning bill payment easy It gives me the ability to plan each day s activities in relation to when certain pieces of mail are arriving Informed Delivery is essential you need to know what's arriving when you are traveling Amazing and convenient 4

5 How Does it Work for Mailers? The campaign process is simple mailers create and induct hardcopy mail as usual and provide campaign data elements and supplemental content: Pre-Campaign Campaign Post-Campaign Review campaign with USPS Prepare mailing Provide mailing details Induct your mailing USPS and mailer share insights Analyze the potential penetration of your current mailing list Submit campaign elements via or PostalOne!, such as: mailing dates, the MID used on the mailpiece or the MID and serial number range, custom images, and desired URL View the results of your campaign, including open rate and number of click-throughs Campaigns can be activated in as little as 2 days! Get an optional pre-campaign analysis to see the level of customer penetration in your mailing list. 5

6 How Does It Work For Letters? Provide a new digital touchpoint to Informed Delivery subscribers with your mail & enhance that touchpoint with customized, interactive content Scenarios What do consumers/subscribers see? Benefits 1. Mailing as usual Non- Subscriber Informed Delivery Enrolled Subscriber Physical Grayscale mailpiece scanned + ABC BANK mail image Physical mailpiece Mailer gets additional impression for subscribers via or dashboard Consumer gets convenience of digital preview of physical mail Non- Subscriber Informed Delivery Enrolled Subscriber Mailer gets additional impression for subscribers via or dashboard 2. Mailer provides digital content to USPS Physical mailpiece Mailerprovided color image and URL + Physical mailpiece Mailer option to put custom image in place of or below mailpiece image New digital channel response via URL Measureable data insights 6

7 How Does It Work For Flats? For mailing as usual, flat images are not captured at this time. Mailers provide a Representative image to be used in lieu of the scanned image. Scenario What do consumers/subscribers see? Benefits Mailer provides digital content to USPS Non- Subscriber Physical mailpiece Informed Delivery Enrolled Subscriber Mailer provides color image in place of scanned image Mailer can provide color image and/or URL Physical mailpiece + Mailer gets additional impression for subscribers via or dashboard Mailer option to put custom image(s) in place of message New digital postal channel response via URL Measureable data insights Mailings using Carrier Route bundles have limited visibility at this time. Testing of flat bundle scanning via Informed Visibility will start in April

8 Who Can Conduct a Campaign? Over the next several months, USPS will continue testing interactive campaigns with mailers from various industries to further evolve the campaign concept. Participation Criteria Virtually any mailer can conduct an Informed Delivery campaign if the following criteria are met: Mailpieces must be automation compatible Mailpieces must contain a valid Intelligent Mail Barcode (IMb) There are no fees associated with conducting a campaign during the operational test period A campaign can be initiated by the mailer or by their designated MSP 8

9 Who Has Conducted a Campaign? Thanks to our many mailers that have completed campaigns to date! This testing allows USPS the opportunity to validate functionality and data. Participation 16 Mailers have tested to date Over 180 campaigns Verticals = Insurance, e-commerce, Retail, Healthcare Mostly single drop mailings One continuous mailing (3 campaigns daily x 5 weeks) All classes of mail, both letters and flats Results 70% average open rates Mix of click-through results, based on Ride-along image content/call to action As high at 6.1% with compelling call to action/offer 9

10 How Do I Submit a Campaign Today? Campaigns can be submitted via (manual) using an Excel file or via PostalOne! Mailers must work with the Informed Delivery Program Office (IDPO) prior to submitting a campaign to ensure content is complete and accurate. Submission Process (Manual) Mailer submits campaign data elements via to the IDPO using an Excel document The IDPO manually enters the information into the Administrative Campaign Console The IDPO can edit campaigns within the Administrative Campaign Console if needed Campaign data must be submitted at least two business days prior to the campaign start date PostalOne! Submission Process Mailer submits campaign data elements electronically with other PostalOne! edocs (Mail.dat) using a Referenceable Mail Record (RMR) The campaign information is routed electronically to the Informed Delivery application The IDPO must edit campaigns within the Administrative Campaign Console to manually add the image(s) provided by the mailer via * Campaigns must be submitted at least two business days prior to the requested start date to allow for manual updates by the IDPO 10 *Campaign images are not available for automatic uploading at this time. Mailers using PostalOne! to submit Informed Delivery campaigns must send all images, via , to the IDPO prior to campaign submission.

11 What About In The Future? The Informed Delivery Campaign Portal, scheduled for release in June 2017*, will provide a self-service channel to create, manage, and view results of campaigns. Campaign Portal Submission Process* Mailer logs into the Business Customer Gateway and selects the Informed Delivery Campaign Portal from the list of Mailer Services Mailer is directed to the home page of the Informed Delivery Campaign Portal Mailer submits campaign data elements and digital assets electronically as part of a step-by-step campaign creation process Mailer can edit campaigns within the Informed Delivery Campaign Portal Campaigns must be submitted electronically at least 12 hours prior to the requested start date PostalOne! Functionality Campaigns are still submitted via PostalOne!, however, the functionality will be enhanced to allow for images to be processed automatically. PostalOne! Mail.dat piece level campaign submission and Mail.XML campaign submission will be available soon (dates TBD). All pre- and post-campaign report access will be provided via the Campaign Portal 11 *Subject to change as the Informed Delivery Campaign Portal is currently in the design phase.

12 What Kind Of Reports Are Provided? Data analysis is important for measuring success and determining where to direct marketing funds and resources. We offer both pre- and post-campaign analytics. Optional Pre-Campaign Analysis Pre-Campaign Saturation Report Provides mailers with the opportunity to evaluate their campaign reach and see how many Informed Delivery users there are within a particular mailing list at a given point in time Pre-Campaign MID Report Provides MID level information, indicating how many of your hardcopy mailpieces were sent to Informed Delivery users/mail recipients in eligible ZIP Code locations Provides summary on the number of Informed Delivery users that you would have reached had a campaign been conducted on mailpieces using a unique MID assigned to a mailer Post-Campaign Analysis High-Level Summary Report USPS cannot provide IMb line level details due to privacy regulations, however, we are able to provide insight into the performance of campaigns Provides general results on an individual campaign as shown in the table below A 9-Digit line level report is in development 12

13 Who Should Participate? Mailers across a variety of industries can benefit from Informed Delivery campaigns Financial Services Provide easy access to subscription links or online articles Retail Increase impressions and remove barriers to purchase Publisher / Printing Include advertisements; facilitate online subscription renewal Government Increase visibility of important documents; reach audience anywhere Mail Order Catalogs / E-tailer Drive subscribers directly to online channels Utilities Promote sustainability, recycling, and online bill payment Informed Delivery creates new opportunities for Mailers to engage with potential customers how could you use this feature? 13

14 Why Should I Participate? Informed Delivery offers mailers an unprecedented opportunity to engage users through an integrated mail and digital marketing campaign that generates additional consumer impressions, interactions, and insights. New digital channel with an engaged user base 85% of respondents use Informed Delivery to anticipate what to look for / be more aware of incoming mail Multi-channel campaigns generating multiple impressions 79% of users check their physical mailboxes every day or almost every day 88% of users check their Informed Delivery notification every day or almost every day Enhanced customer call to action with interactive content 68% respond to or act on digital promotions/discounts on a monthly or more frequent basis 58% respond to or act on mail promotions (e.g. coupon in the mail) on a monthly or more frequent basis Test today get ahead of the curve provide insights into features and next steps. 14 Source: January 2017 User Survey

15 Where Is USPS Going Next? National ZIP Code activation will be completed by May 2017 May 2014 Dec 2016 Jan April 2017 May K subscribers in DC, CT, MD, NY, & VA Expansion in major metro areas: Southern California, San Francisco, Houston, Dallas/Fort Worth, Philadelphia, Pittsburgh, Toledo, Northern NJ, Chicago, Detroit, St. Paul, Minneapolis, Miami, Atlanta National Expansion 31K ZIP Codes Ongoing Mailer testing and user acquisition In 2017, USPS will enhance feature capabilities, expand geographic reach, and accelerate subscriber acquisition through integration with My USPS

16 Who Can Help Me Get Started? Interested? Do you have an upcoming mailing that may be a good fit for a campaign? Contact us to participate! Points of Contact: Bob Dixon Executive Director, Informed Delivery robert.e.dixon3@usps.gov Carrie Bornitz Informed Delivery Program Manager carrie.a.bornitz@usps.gov (w) Find more information on our Informed Delivery for Mailers campaign website at usps.com/informeddeliverycampaigns 16