Creating a Successful Informed Delivery Campaign. Dave Lewis, President SnailWorks

Transcription

1 Creating a Successful Informed Delivery Campaign Dave Lewis, President SnailWorks

2 What is Informed Delivery? A Full-Service Intelligent Mail enabled product; Sends an to enrolled consumers with black and white images of the day s mail; Consumers may also use app; Mailers can add and replace images

3 Why Informed Delivery? Boosted response rates for your DM A great alternative to Additional brand impression opportunities An improved response path Keeping up with your competitors

4 Why a Campaign? Link mail to your online marketing world Create a destination for responses Consistency of offer Know what s working Measurement and attribution

5 The Elements of a Campaign The mail piece The representative image The ride-along ad The web landing page Web links Measuring results

6 The Mail Piece

7 The Representative Image

8 Ride-Along Ad Image

9 The View in Informed Delivery

10 The Web Landing Page

11 Measurement and Reporting Pre-Campaign reporting Post-Campaign reporting Response tracking

12 Creating Your Campaign

13 Creating Your Campaign Design the Mail Piece Follow the basics Clean design Clear offer Clear call to action

14 Create Your Campaign Presort the file Assign IMb IMb s required to create ID campaign Keep serial numbers sequential Set up different ranges for splits/panels

15 Create Your Campaign Set up URL(s) If using ride-along ads, you need a destination URL for the click For multiple panels/tests, use multiple URLs You can assign unique URL to each piece through Mail.Dat or Mail.xml

16 Create Your Campaign Create campaign in Business Customer Gateway Names and titles Start and end dates Mailer ID Serial number range Mail piece shape Letter or flat

17 Create Your Campaign Upload images to Informed Delivery

18 Create Your Campaign Create a web destination for clickers: Your web site An offer-specific landing page A pass-through landing page It s all done with the URL:

19 Create Your Campaign Measure Your Results

20 Measure What Matters! Click-throughs don t matter much How do ID pieces do versus Non-ID? A/B campaigns non-id vs ID Keep an eye on subscriber counts

21 Use Cases

22 Retail

23 Bill Payment

24 Service Companies

25 And More Credit cards Publications Financial services Restaurant Coupons

26 The Future Looks Bright Unique URL for each piece Enhanced reporting B2B capabilities The Key metric more consumers; 10M now How many 2019??

27 Resources usps.com/business/informed-delivery.htm

28 Sacramento Special Appendix! Informed Visibility

29 Informed Visibility IV is the latest iteration of the USPS mail tracking tools for letter and flat mail

30 Informed Visibility The next phase of mail tracking Rolled out in December 2017 Built largely on the framework of Intelligent Mail Adds new tracking events Enhances data sharing Becomes more real-time

31 Informed Visibility Introduces some important new concepts: New Scan Events Logical events Assumed events Unique Piece Identifier Non-Tracking-STID tracking

32 IV vs. IMb Tracing What hasn t changed: For letters, the same piece scans occur. Letters are not scanned any more frequently. For flats, the same piece scans occur. For letters there is very little, in any improvement in delivery tracking. There are no changes to the IMb or Full-Service rules. Both systems, IMb Tracing and IV provide raw data

33 New Scan Events Reported at the piece level: Actual scans when a piece passes a scanner Logical events a logically derived event based on an actual scan Assumed events an event based on mail nesting from edocs what happens to a container also happens to the trays and pieces it carries Assumed actual Assumed logical

34 Getting at the Scan Data Data may be set up as a feed; SFTP is only FTP option Non-secure FTP phased out Mail.xml Data may be queried You need an existing IV subscription Queried through BCG

35 What s In the Data? Optional formats: PKG legacy file. Same format as existing IMb Tracing records; Delimited file: Adds a lot more optional fields where he enhanced value of IV lives; You can choose to receive or not receive assumed events Raw vs. Enriched data

36 Data Delegation Request

37 Tracking Non-Tracking STID s The upshot: You still need to track mail can t just go looking after problems; Past history is not available to nonsubscribers; Best use case is STID error

38 Unique Piece Identifier The Upshot: Changes the game on inbound tracking Could be very helpful in accidental duplication Still needs to be evaluated start February 17

39 Now, Mail Tracking Tells a Story

40 Thank You!! Questions?? Dave Lewis ID