USING AND UNDERSTANDING INFORMED DELIVERY DATA

Transcription

1 National Postal Forum USING AND UNDERSTANDING INFORMED DELIVERY DATA May 21, 2017 Informed Delivery 1

2 THE POWER OF DATA U.S. marketers spend billions of dollars a year on data and related solutions. $47B Estimated total spending on Direct Mail in 2016 $11.7B Estimated total spending on marketing data and related services in 2016* $8.9B Estimated total spending on Direct Mail campaign data in 2016 Source: See Works Cited *Includes data, analytics, and technology in support of Direct Mail, , and display advertising 2 How can your organization translate data into power, action, and results? Informed Delivery reporting empowers mailers to ground marketing strategy decisions with quantitative data. 3 2

3 WHAT IS INFORMED DELIVERY? Informed Delivery is a new feature offered by USPS that provides consumers a digital preview of their mail arriving soon. Mailpiece Image: Users receive s with grayscale images of the exterior, address side of incoming, letter-sized, automated, mailpieces Representative Image: Mailers can replace the grayscale image with a representative full color image Supplemental Content: Mailers can include color images and interactive content that accompany the scanned image or Representative image For Flats: Without a campaign a user will see this: 4 This feature allows users to interact with their mail in new, exciting ways. WHERE IS INFORMED DELIVERY? Informed Delivery began as a pilot program with approximately 6,000 users, and it has rapidly expanded to more than 2 million users nationwide. February 2017 April The Informed Delivery user base continues to grow following the national rollout, completed in April

4 INFORMED DELIVERY BY THE NUMBERS Enrolled households: 1,934,023 (Unique ZIP11 accounts) Total users: 2,083,179 (Total user accounts) s sent: 383,501 (Daily snapshot) Mailpiece images: 12,593,859 (Daily snapshot) 6 WHAT ARE THE BENEFITS? Informed Delivery offers mailers a unique opportunity to engage users through coordinated physical and digital touchpoints. New digital channel with an engaged user base 85% use Informed Delivery to anticipate incoming mail* More than 2 million users and growing Multi-channel campaigns generating multiple impressions Household Mail CEOs receive a double impression of mail Visibility to intended consumer & additional impressions from individuals who do not typically see all of the mail Enhanced customer call to action with interactive content 88% check and view their notifications every day* A majority of users act on digital promotions/discounts on a monthly or more frequent basis *Source: 2017 Pilot User Survey 7 4

5 INFORMED DELIVERY CAMPAIGN DATA 8 CAMPAIGN DATA Informed Delivery reporting provides mailers and mail service providers insights into the following: Density and Statistics The number of subscribers and the percentage of subscribers who elect to receive Informed Delivery s Open Rates The number and the percentage of s opened during an Informed Delivery campaign Click-Throughs The number and percentage of click-throughs when a user interacts with supplemental content 9 5

6 CAMPAIGN STAGES 10 PRE-CAMPAIGN SATURATION REPORT USPS can provide an optional density analysis before a campaign launches. Mailing list information must be provided to USPS via * - CSV file format - Containing 11-Digit Delivery Point Code information from IMb - Larger files can be placed on a shared site designated by the mailer for USPS access Allow 3-5 business days to process - No impact to campaign start date *Self-serve processing scheduled for Aug This data is provided so mailers are aware of campaign penetration against a particular mailing list. 6

7 SAMPLE PRE-CAMPAIGN SATURATION REPORT Receive an Excel spreadsheet with available data based on the 11-digit ZIP Code locations included in the CSV file provided. 12 SAMPLE PRE-CAMPAIGN SATURATION REPORT C. Total number of unique E. # of Subscribers divided by G. # of Enrolled A. Total number of 11 digit eligible 11 digit Delivery D. Count Point of subscribers Unique in Eligible Subscribers divided by Unique Delivery Point B. ZIP Total Codes F. 11 digit Count of subscribers who number of eligible ZIP Codes 11 included Unique in the Eligible Delivery 11 digit Point ZIP Codes Eligible 11 digit Delivery Point included in the digit CSV Delivery file. receive (D/C). s in Unique Point ZIP Codes campaign. Delivery Point ZIP Codes. Eligible 11 digit Delivery Point ZIP Codes (F/C). included in the campaign. ZIP Codes. 13 7

8 POST-CAMPAIGN REPORTS After the campaign, USPS can provide data on user response rates. Summary Report High level detail of images detected, s sent, s opened, and click-throughs Line Level Detail Report Details related to images posted, images s, opens, etc., including dates and times 14 This data is provided so mailers can use Informed Delivery campaign results and compare to industry averages. SAMPLE POST-CAMPAIGN SUMMARY REPORT Receive an Excel spreadsheet with campaign data. 15 8

9 SAMPLE POST-CAMPAIGN SUMMARY REPORT D. Num of s divided by the B. The number C. The of number campaignrelated mailpieces of campaign related Num of Physical Pieces (C/B). s identified generated Note: from this Num percentage of can exceed F. Num of G. The Opens number of clickthroughs generated Physical 100% Pieces. if Physical Pieces are E. sent The to number divided of by Num of H. Num of Click throughs during mail processing that Note: All subscribers households in with a multiple instances where s a sent (E/C). divided by Num of were sent to subscribers. from s or the household are counted subscribers in this metric. (Num of s). was opened. Consumer Physical Dashboard. Pieces (G/B). 16 SAMPLE POST-CAMPAIGN LINE LEVEL REPORT Under Construction 17 9

10 SAMPLE POST-CAMPAIGN LINE LEVEL REPORT A. The name displayed in the From field of the campaign (the Brand name). B. A Mailer ID (MID) is a Six digit or nine digit numeric code that USPS assigns to a Mail Owner or Mail Service Provider. C. A mailer generated unique code for a campaign. D. A mailer generated title for a campaign. E. A Customer Registration Identification (CRID) number is a USPS generated numeric code of up to 15 digits that uniquely identifies a USPS customer at a location. F. The start date of the campaign as specified by the mailer. G. The end date of the campaign as specified by the mailer. The cut off is at 12AM of the end date. Mail processed on the campaign end date will not be included in any reports. H. If the campaign is based on MID and Serial Number range (not just the MID) indicates 6 or 9 digit starting Serial Number. I. If the campaign is based on MID and Serial Number range (not just the MID) indicates 6 or 9 digit ending Serial Number. J. The Zip + 4 of the customer. 18 Under Construction SAMPLE POST-CAMPAIGN LINE LEVEL REPORT K. A unique identifier for each piece. Automatically generated by USPS. L. The date that a mailpiece was processed for delivery (date will vary, time is always showing as 05:00). M. A unique identifier for each . Automatically generated by USPS. N. The time stamp of when an was sent using GMT time zone. O. The time stamp of when an was opened using GMT time zone. P. The position in which the image was displayed in an (1 means it was the first image, 2 means it was the second image, etc.). Q. The time stamp of when a link from a campaign was clicked using GMT time zone. R. Where the click through originated. Values can be Website (Consumer Dashboard), ( Visit Website link), or Image (Ride Along). 19 Under Construction 10

11 SAMPLE POST-CAMPAIGN LINE LEVEL REPORT S. Distinguishes if the line of data is correlated to one of these 6 categories: Piece = A mailpiece identified during processing = A mailpiece image sent via Non = A mailpiece image that was sent to a user with dashboard only > 10 pcs = A mailpiece image that was not included in an due to >10 image limit for s Open Details = Indicates when an was opened (date/time) Click Details = indicates if the user clicked through via the or dashboard (either using the Ride along image or the link) 20 Under Construction SAMPLE POST-CAMPAIGN LINE LEVEL REPORT Key Takeaways Reports are currently provided weekly With multiple worksheets for each Record_Type Individual mailpieces will generally be reported multiple times in a single report The Record_Type field is critical to data analysis When processed (Piece) When sent ( ) When opened (Open Details) 21 Will Be Available in Self Serve Portal 11

12 5/19/2017 CAMPAIGN REPORTS Submit, view and download pre and post-campaign reports in the self-serve Portal. Expected launch late July, early Aug 2017 Creation 22 Home Screen Describe Build Review Submit Management Reports Media Library INFORMED DELIVERY Want to learn more about Informed Delivery? Reach out through the channels listed below! Website for consumers: informeddelivery.usps.com Website for mailers: usps.com/informeddeliverycampaigns Visit Our Booth at NPF 23 Questions? 12

13 RESEARCH CITED Response Rate Report. Direct Marketing Association SNEAK PEEK: SELF-SERVE CAMPAIGN PORTAL 25 13

14 CAMPAIGN PORTAL OVERVIEW This new campaign portal will allow self-serve creation of Informed Delivery campaigns in four simple steps: 1. Describe users enter the descriptive information for an Informed Delivery 2. Build users upload creative assets and preview the campaign 3. Review users review the descriptive information and creative assets for the campaign before submitting it 4. Submit users submit their campaign 26 Mailers will be able to manage existing campaigns, view reports, and upload content for future campaigns. CAMPAIGN PORTAL HOME SCREEN Accessed through the Business Customer Gateway, this portal provides a selfservice channel for mailer owners and MSP s to create, manage, and retrieve data on Informed Delivery campaigns. 27 Home Screen Describe Creation Build Review Submit Management Reports Media Library 14

15 CAMPAIGN CREATION: DESCRIBE Add basic details about the campaign, including start and end dates. Step 1 28 Home Screen Describe Creation Build Review Submit Management Reports Media Library CAMPAIGN CREATION: BUILD Add Representative images and supplemental content. Step 2 29 Home Screen Describe Creation Build Review Submit Management Reports Media Library 15

16 CAMPAIGN CREATION: REVIEW Review the campaign. Step 3 30 Home Screen Describe Creation Build Review Submit Management Reports Media Library CAMPAIGN CREATION: SUBMIT Submit! USPS will review for completeness and begin processing. Step 4 31 Home Screen Describe Creation Build Review Submit Management Reports Media Library 16

17 CAMPAIGN MANAGEMENT Manage existing campaigns created in the Portal or PostalOne! 32 Home Screen Describe Creation Build Review Submit Management Reports Media Library CAMPAIGN REPORTS Submit, view and download pre and post-campaign reports. 33 Home Screen Describe Creation Build Review Submit Management Reports Media Library 17

18 MEDIA LIBRARY Upload and manage creative assets and save templates to be used in future campaigns. 34 Home Screen Describe Creation Build Review Submit Management Reports Media Library 18